For close to two decades, Micah Serwitz has been a lifeline for gift-givers who want to celebrate a loved one’s milestone, or send condolences after an unfortunate loss, with something other than a temporary bouquet. Something a little more soul-warming.
They turn to Serwitz, of course, for food.
His company that specializes in deliverable “gift meals,” Instead of Flowers, expanded to the Bay area in April, offering dinners and a-la-carte items of everything from vegetarian lasagna to seafood creole that feed between two and six people. The company’s full production kitchen is located in St. Petersburg.
The original idea for Instead of Flowers was born in Atlanta under different ownership. Serwitz came across the company after its doors had closed. At the time, he was looking to score some equipment and space for another business venture.
“I reached out to the owner and offered to take over rent for the space and take over their equipment to use in my catering business,” Serwitz said. “But rather than just selling the equipment, the owner wanted me to buy the entire business.”
He was hesitant, and set on his catering gig, until the owner made an intriguing comment.
“Just turn on the phones, and you’ll have business.”
That’s exactly what Serwitz did.
Within nine months, he’d bought out the former owner. He hasn’t looked back since.
After researching the demographics of several major cities around Atlanta to no avail, Serwitz’s longtime friend of 15 years, Tom Unverferth, convinced him to head south. Unverferth, who was the business development manager of Sysco for 31 years in ATL, vowed to help grow the company. Being that Serwitz is partial to the sun and sand — as well as the promise of having a professional in his corner while embarking on a second Instead of Flowers outpost — Unverferth was met with little resistance.
The partners found a commercial kitchen along 94th Avenue North, and they now service Pinellas, Hillsborough, Sarasota, Manatee and Hernando with their wide array of made-to-order gift meals. Orders headed outside of the surrounding counties are sent through UPS state- and nationwide — meaning Instead of Flowers personally delivers the local requests that come in to each receipt’s doorstep.
Not sure how your pal who just had a baby likes filet mignon cooked? Or if your cousin is still on that vegan diet? Instead of Flowers offers the option of “Recipient’s Choice.” Here’s how it works: Customers pay for the number of people they’d like to feed by ordering online. Next, a redemption code is sent to the email of the designated recipient, who then gets to choose what’s on the menu.
Gluten-free alternatives are available, as are selections for kids. Each meal arrives 90 percent cooked, and handy heating instructions are listed on the company’s website.
Those looking for guidance from a seasoned vet can simply give the St. Pete kitchen a ring.
“Customers are able to call the 727 number to get all questions answered and even put in an order [with office manager Renee Johnson]... All they have to do is the heatin’ and eatin’,” said Serwitz, as if he’s explained it a million times.
In the near future, Serwitz plans to acquire a third kitchen in the Midwest to ship orders to recipients on the West Coast at a more reasonable price. Expanding to the Northeast is also a possibility, but for now, Tampa Bay residents can reap the benefits of having Instead of Flowers in their own backyard.
