STELLA BYFIELD: LIFE IS TASTY

What does it take to create one of the most beloved eating places in Sofia? For Stella Byfield, founder of the hugely popular vegan spot Edgy Veggy, the answer includes inspiration, bravery, agility – and a leap of faith. A graduate from Varna's First Language School, she enrolled in a college in upstate New York where she studied Performing Arts and started a career in theatre in New York City. Her creative spirit brought her further, inspiring to write and publish two children's books. And then, Stella Byfield and her husband decided to resettle in Bulgaria. This is where the Edgy Veggy adventure began. The restaurant is not only a must-eat place in Sofia – it and its founder are ready to take up new challenges.

You have a background in performing arts and also write. How does your creativity translate in your work as a restaurant owner? What was the biggest challenge you had to overcome in this transformation?

My experience in performing arts transformed me significantly. I transitioned from being an introverted individual to someone more open and expressive, which gave me the confidence to be myself.

My time working and interning in Manhattan was incredibly enriching and shaped my professional journey. Additionally, I have self-published two children's books, a project I pursue out of my passion for writing and my desire to bring a sense of magic and wonder to children's lives.

The biggest challenge I faced in transitioning to the restaurant business was the realization that we needed to define our brand in a unique and memorable way. Initially, we experimented with various dishes and lunch specials, but they didn't provide the consistency we needed. We eventually had to establish clear processes, define our menu, and focus on offering our best-selling items consistently. In order to ensure stability and quality it was crucial to create systems and guidelines for our team to follow.

Why did you decide to start Edgy Veggy?

After living in upstate New York for six years, my husband and I decided to relocate to Sofia. We were uncertain about our next steps, and in a moment of spontaneity, I suggested opening a plant-based restaurant. While the journey has been challenging, it's been incredibly rewarding, and we're proud of everything we've accomplished so far.

What are the most beloved items on your menu?

Our menu features a variety of plant-based American and Mexican dishes, including burgers, burritos, tacos, acai bowls, shakes, and desserts. We've worked hard to create a fun and diverse menu.

One item that consistently wins over customers is the Big Mac Edgy. This burger, made with a Beyond patty that tastes remarkably like meat, melted vegan yellow cheese, lettuce, tomato, onion, and our special Edgy sauce, has become a crowd favorite. It's served with a pickle and chips.

Big Mac Edgy is the clients' favorite

Many of our customers are not vegan but are drawn to our delicious food and friendly service. It's a testament to the quality of our offerings and the positive experience we provide.

What is next for Edgy Veggy? What is its potential for further growth?

The plant-based market is expanding rapidly, with cities like Berlin now home to over 160 plant-based restaurants. According to Plantbasednews.com, Germany spent 38 million euros promoting plant-based foods in 2024, signaling a growing trend. Sofia is slowly catching up, as more people become aware of the environmental issues and the health benefits of a plant-based diet.

At Edgy Veggy, we are committed to sustainability. We prioritize local produce, use renewable energy, and recycle and compost wherever possible. In 2021, Edgy Veggy was recognized as one of the top 150 green restaurants by the UN.

Looking ahead, we are actively working to expand. Our business plan for the next three years includes digitalization, the purchase of electric vehicles for delivery, and potential expansion within Bulgaria and across Europe. We're also offering strong investment opportunities for those interested in supporting green and sustainable businesses.

Additionally, travelers make half of our customer base. We've received glowing reviews, with many customers telling us that our vegan food is the best they've ever had. Their appreciation drives us to keep improving and growing our brand.

What does it mean to be a woman leader in 2025, in your opinion?

To me, a woman in a leadership role embodies education, knowledge, and a wide range of skills such as organizational ability, excellent communication, social responsibility, composure, and care for her wellbeing. As a woman leader, you are often under scrutiny because others look up to you as a role model.

In the dynamic and often high-pressure environment of the restaurant industry, it's essential for leadership to remain composed and calm, as this attitude influences the entire team. Stress and disorganization can lead to errors, so maintaining a level-headed approach is crucial.

I've made my fair share of mistakes as a manager, but these experiences have shaped me into a better leader. One of the most valuable lessons I've learned is the importance of setting boundaries. As a leader, you shape the culture of your workplace, and it's vital to embody the company's values every day and instill them in your team.

I'm also currently participating in She's Next, a program by Visa in partnership with the Ladies Forum, designed to empower women entrepreneurs. It's been an intensive learning experience, covering topics such as strategic management, business funding, and negotiation.

On a personal note, leadership also extends to my role as a mother. The most important leadership I practice is at home, setting a positive example for our children and guiding them as they grow. Preparing them for the road ahead is a priority, and we strive to be present and supportive throughout their journey.

Sofia, 18 William Gladstone St

087 711 3545

edgyveggy.sofia@gmail.com

edgyveggy-sofia.com