SHIA Restaurant Cultivates Next Generation of Korean American Culinary Leaders with Transformative Pitch Day Initiative
August 19, 2025Debut of K-Food Grant Initiative Invites Next Generation Leaders to Shape Korean Culinary Culture in America
September 5, 2025SHIA Restaurant Cultivates Next Generation of Korean American Culinary Leaders with Transformative Pitch Day Initiative
August 19, 2025Debut of K-Food Grant Initiative Invites Next Generation Leaders to Shape Korean Culinary Culture in America
September 5, 2025SHIA Announces Winner of Inaugural PITCH DAY, Celebrating Aspiring Female Chefs and Culinary Innovation in the DMV
Posted June 3, 2025
Washington, D.C. (June 3, 2025) – SHIA Restaurant, the nonprofit fine dining restaurant and social impact initiative by Chef Edward Lee, proudly announces the winner of its inaugural PITCH DAY mentorship program, held on June 2, 2025. The program, designed to empower female chefs with the tools, training, and confidence to pitch their own restaurant concepts, culminated in a live pitch event at SHIA, where each participant presented a signature dish or drink alongside their full business vision to an esteemed panel of judges.
After an inspiring day of storytelling, culinary creativity, and thoughtful business pitches, the judges awarded the $5,000 grant to Amber Croom, alongside co-founder Yasmeen Haskins, for their concept, Beye Beignets.
“This has been such an incredible experience—the coaches, the training, and the access we received truly helped us propel our business to the next level. We couldn't be more grateful to SHIA,” said Amber Croom, Co-Founder of Beye Beignets. “We’re going to use the grant to continue elevating Beye Beignets, and we’re so excited for this next chapter in our journey.”
Over the past three months, the four selected chefs—Amber Croom (Beye Beignets), Ellen Lee (AJM Kimchi), Lauren “LP” O’Brien (Bar Lienzo), and Selasie Dotse (e le aɖe Test Kitchen)—participated in an intensive mentorship journey, gaining hands-on experience in restaurant branding, operations, finance, lease negotiations, and marketing. In addition to guidance from SHIA’s founding team, they worked closely with experts from:
● Patterson CPA – Business Accounting Consulting
● Ad Cucina – Design and Brand Consulting
● EDENS – Restaurant Lease Consulting
● Baltz & Company – PR and Marketing Consulting
● Prestige-Ledroit Distributing Co. – Restaurant Beverage and Alcohol Consulting
● Erin Wade (Best-selling Author, Chef, and Entrepreneur) - Restaurant and Business Consulting
● Edward Lee and The LEE Initiative – Restaurant and Business Consulting
● Dan Simons (Co-Founder of Founding Farmers Restaurant Group) – PR and Marketing Consulting
Judging the final competition was Amy Brandwein, Dan Simons, Rose Previte, and Elaine Chon-Baker, each bringing a unique lens to evaluating not just the dishes presented but the heart and feasibility behind each concept.
“This program is about creating pathways for emerging culinary voices to be heard—not just in the kitchen, but in the boardroom too,” said Chef Edward Lee, Founder of SHIA and The LEE Initiative. “Each of these chefs brought an extraordinary vision to the table, and we are proud to stand beside them as they move forward in their journeys.”
While PITCH DAY marks the end of this year’s program, SHIA hopes to grow the initiative in future years with the support of donors, sponsors, and community partners. Images from this year’s PITCH DAY can be found HERE.
For more information about SHIA or to support future educational initiatives, visit https://shiarestaurant.org.
About SHIA
SHIA is a non-profit Korean fine dining restaurant located in Washington, D.C.'s vibrant Union Market District. A collaboration between The LEE Initiative and visionary partners—including Chase Sapphire, OpenTable, EDENS Community Enrichment Foundation, and The Asian American Foundation (TAAF)—SHIA merges culinary excellence with mission-driven purpose. Committed to fostering diversity, equity, and inclusion in the restaurant industry, SHIA reinvests in local initiatives that create lasting impact. SHIA is part of the KNEAD family of restaurants.
About The LEE Initiative
The LEE Initiative (Let’s Empower Employment) is a non-profit organization founded in 2018 by Chef Edward Lee and Lindsey Ofcacek. The organization works to create programs that promote equality, diversity, and opportunity in the restaurant industry and beyond. From culinary mentorships and crisis relief for hospitality workers to promoting women chefs and supporting marginalized communities, The LEE Initiative is dedicated to fostering positive change and sustainable practices across the food and beverage world. Through collaboration and community-driven initiatives, the organization empowers individuals and strengthens the future of the hospitality industry. In 2024, The LEE Initiative won The James Beard Foundation’s Humanitarian of the Year Award.
For more information about SHIA, please contact Baltz & Company:
Chloe Mata Crane; cmcrane@baltzco.com
Jamie Silverman; jsilverman@baltzco.com