Crave Greenville draws downtown crowds with BBQ, brunch fusion

Food lovers are flocking to Crave Greenville where chef and owner James Ellis is making waves with his popular combination of barbecue and all-day brunch. The eatery opened at the end of February at 600 South Main St. in downtown Greenville‘s West End — an area that Ellis calls “the hottest spot in town.”

The buzz isn’t just about the food, however. Ellis gained notoriety after appearing on Gordon Ramsay’s hit television series, Hell’s Kitchen where, in Season 7, he placed fifth among 16 contestants.

The indefatigable chef wears many hats these days, but is especially thrilled to return to an area where he moved with his family at the age of 13.

Ellis honed his cooking chops in the army while serving in Germany where he cooked three meals a day for soldiers. After returning to the US, he went on to sharpen his skills even further at The Culinary Institute of the Carolinas at Greenville Technical College.

He later made a name for himself in Atlanta offering private chef and catering services to notable celebrities like Julius Irving, Quincy Jones and Usher, before setting his sights on Greenville working as a chef at Ristorante Bergamo and Table 301.

“I love everything about food and am still going back and forth to Atlanta to cook for celebrities and run catering events,” he said.

Of course, many still recognize him for his memorable appearance on Hell’s Kitchen. At the time, Ellis was working at 300 Atlanta — a swanky bowling alley and eatery. His staff urged him to give auditioning for the series a shot, while at the same time ribbing him about whether or not he’d last if he got accepted.

“I waited in line for 9-and-a-half hours to audition. When my time finally came, I could see that Ramsey and everyone was getting tired and they asked me only two questions — my opinion of Gordon Ramsey and if I thought I could win Hell’s Kitchen.”

Ellis responded that Ramsey seemed rough and comes off with an attitude, but that most chefs are like that in their kitchens and that he believed he absolutely could win. Shortly afterwards, Ellis found himself on a plane headed to Culver City in Los Angeles to compete, ultimately finishing in the top 5.

Serving up Southern fare with a twist

Ellis said that he had been eyeing the Greenville location on Main for a while, submitting bids twice before landing it on his third attempt.

“I always said that if it was meant to be it will be and the third bid turned out to be a charm,” he said, adding that the place has been packed since its opening. “The walk-up traffic is amazing. Apparently, the area needed what I’m providing.”

And what Ellis is providing is a twist on Southern classics like shrimp and grits — Ellis adds a lobster cream sauce to the dish. Salmon croquettes get the Ellis treatment and are served atop a rosemary garlic biscuit and seasoned grits, again with the delicious lobster cream sauce. Smoked beef oxtail is slow cooked in a red-wine herb demi then hickory smoked. Even mac and cheese is elevated when Chef Ellis takes the extra step by smoking the popular side dish.

One of the most oft-ordered brunch items is a smoked brisket eggs benedict with house-made hollandaise sauce.

“It’s one of our biggest sellers,” said Ellis.

For bolder flavors, guests can order the jerk chicken and waffles. “It’s not often that you find a place that serves brunch and BBQ items all day,” notes Ellis.

For those who enjoy adult libations, Crave has a full bar offering craft cocktails, wine and beer. Those who enjoy ending their meal on a sweet note can choose desserts like warm sweet potato cake, homemade banana pudding and Georgia peach cobbler.

“It’s been great here in Greenville. I love putting my energy into a dish and having that energy transfer,” he said. “That’s my connection to everyone — through food.