The S&W Market will soon welcome Dooogh Smoothie Shop & Pita’ria to the food hall’s front window space. With the upcoming debut of Baba Nahm, co-owners Brian and Laura Smith will also introduce this breakfast-focused concept, bringing continued momentum and a fresh, convenient option for morning and early-afternoon dining in downtown Asheville. The S&W Market is located inside Asheville’s historic Art Deco S&W Building and is downtown’s storied food hall, featuring a curated mix of local vendors, craft beverages and community-driven events.

The addition of Dooogh Smoothie Shop & Pita’ria brings a morning offering to the hall’s most visible space, formerly occupied by Flour. Building on the Smiths’ strong local following, Dooogh features a menu centered on wholesome grab-and-go items, fresh smoothies and juices, locally roasted coffee from Pisgah Coffee Roasters, and savory and sweet breakfast options. Designed with convenience in mind, it caters to commuters, downtown workers and visitors looking for quick, nourishing food and beverage options to start the day.

The name “Dooogh” comes from the concept’s signature smoothie, a craveable house favorite that reflects the brand’s playful personality and its feel-good ingredients. The “Dooogh” smoothie blends banana, dates, pistachios, honey, mint and soda water for a refreshing, lightly sweet and energizing start to the day, and serves as inspiration for the broader menu of fresh, balanced offerings. “Doogh” is a traditional Persian drink made from yogurt, sparkling water and mint. It is a popular smoothie in Modern Persia or Iran and pays homage to the Smiths’ culinary roots at Rezaz.

“We’re excited to introduce Dooogh Smoothie Shop & Pita’ria as part of this next chapter at The S&W Market,” says Ryan Israel, owner/operator. “It’s a concept that meets a real need downtown because it’s fresh, fast and approachable for breakfast and lunch. Brian and Laura have built a loyal following in Asheville, and this addition complements the experience we are continuing to create here. As we look ahead, we are focused on enhancing the overall guest experience and continuing to evolve The S&W as an elegant yet approachable and affordable destination for locals and visitors alike. We are also grateful to Flour for being part of the S&W community and wish them all the best.”

With fresh ingredients and balanced options, Dooogh Smoothie Shop & Pita’ria will serve breakfast through early afternoon. Highlights include:

• Greek yogurt smoothies in rotating combinations such as mango, banana and orange; strawberry, banana and oats; superfruit blends with pomegranate and açaí; and coffee-forward options with espresso, cacao and dates

• The signature “Dooogh” smoothie with banana, dates, pistachios, honey, mint and soda water

• Customizable add-ins such as pea protein, chia seeds, matcha, hemp hearts and coconut milk

• “Pita’dilla” breakfast sandwiches, Baba-style quesadillas on fresh pita, including options like scrambled local eggs with bacon and melty cheese; eggs, spinach and herbs; lamb kofta with harissa; and veggie-forward combinations

• A grab-and-go selection including wraps, market salads, yogurt parfaits, overnight oats, fresh fruit and housemade items

• Greek yogurt bowls and a rotating selection of Mediterranean-inspired breakfast pastries such as blueberry cardamom muffins, feta carrot scones, banana bread, oat fruit bars and seasonal tea cakes, plus housemade sweets like pizzelles and chocolate almond biscotti

• Locally roasted Pisgah Coffee Roasters coffee and espresso drinks

The concept emphasizes both flavor and efficiency, offering a streamlined experience for guests on the move while maintaining the quality and creativity that the Smiths are known for.

“Dooogh is all about making it easier for people to grab something fresh, filling and thoughtfully made, even on their busiest mornings,” says Brian Smith. “We saw an opportunity to create something that fits seamlessly into downtown life while still reflecting the flavors and ingredients we love working with.”

“It’s a natural extension of what we’re building with Baba Nahm, but with a focus on breakfast and convenience,” adds Laura Smith. “We’re excited to bring this concept to The S&W Market and be part of such a vibrant, community-driven space.”

Dooogh Smoothie Shop & Pita’ria and Baba Nahm are among several updates planned for The S&W Market in 2026, as the team continues to evolve the food hall’s offerings and enhance the overall guest experience. Additional announcements are expected in the coming months.

In 2015, Brian and Laura Smith took ownership of Rezaz, a Mediterranean fine-dining restaurant in Historic Biltmore Village, which permanently closed in July 2020 due to the effects of COVID-19. They then shifted their focus to Baba Nahm, which they opened with chef Reza Setayesh in 2017 to fill a need in downtown Asheville: a quick, healthy, vibrant and affordable meal. Baba Nahm will be located in the rear-right space of The S&W Market, in the former location of Bun Intended, and Dooogh will be located in the front window space, previously home to Flour. 

Source: The S&W Market.