Some tour companies are born from business plans; others are sparked by passion. For Justin Hall, founder of Southern Culinary Tours in Atlanta, it all started with a simple idea: how can we spend our free time doing something we love…and get paid for it?
More than a decade later, that spark has grown into a full-fledged experience company serving over 3,000 guests annually. What began as a humble beer tour side hustle is now a top-rated culinary and craft beverage operation that’s hosted private groups from Google, Coca-Cola, UPS, and MillerCoors.
“It’s fun, it’s that simple.” Justin says. “I’m a fifth-generation Atlantan. I love this city, and if I get to eat food, drink beer, and connect people to the best parts of Atlanta? That’s a good life.”
Growing the Business by Tapping into Community
Southern Culinary Tours didn’t follow a traditional path. In fact, Justin and his co-founder launched it with little more than an idea, a website, and some good relationships with bartenders around town.
When the site didn’t get any traction, they took to the streets.
Literally.
“We started guerilla marketing,” Justin recalls. “Putting posters up in bars, handing out brochures at food festivals. That’s how we got our first 55-person tour. You just figure it out.”
That hustle never stopped.
Over time, Justin’s company grew from 120 guests a year to over 200 tours annually. The acquisition of Flavors of Atlanta in 2021 marked a major turning point, expanding the company’s reach beyond beer into food, cocktails, and custom culinary experiences.
Today, Southern Culinary Tours offers everything from public food walks to Fortune 500 team outings.
The Power of Taste, and Transformation
At the heart of the business is a desire to surprise and delight. For Justin, the most rewarding part of the job is helping people connect, sometimes with others, and sometimes with flavors they didn’t know they’d love.
“I’m a picky eater myself,” he admits. “But I’ve seen people on our tours light up when they try something new and love it. It’s about creating joy through shared experiences.”
He’s seen solo travelers leave with new friends, hesitant foodies discover unexpected favorites, and corporate teams bond over bites and brews. That emotional payoff, he says, is priceless.
A Leader Focused on Vision, Not Just Volume
While Justin still plays an active role in the company, he’s most proud of the way his team has embraced ownership.
“When you put the vision out there and someone creates a new marketing document or pitches a new tour without being asked. That’s the win,” he says. “They’re not just working for me. They’re building something they believe in.”
When you put the vision out there and someone creates a new marketing document or pitches a new tour without being asked.Justin Hall · Southern Culinary Tours
Justin credits much of that innovation to his operations manager, who brings diverse experiences and a sense of energy to the role. “She’s worked in a lot of different environments, and this is one of those jobs that lets her creativity shine.”
Adapting to Change, Because Change is Constant
Southern Culinary Tours has seen it all. From the near-shutdown during COVID to a tripling of numbers post-pandemic to a 40% dip that ultimately led to more profitable per-tour margins, the business has weathered its share of ups and downs.
“You can’t fight the tide,” Justin says. “You’ve got to adapt. The surfer doesn’t get mad that there’s no wave. He just waits for the next one.”
It shapes the company’s future plans. With Atlanta’s population booming and its culinary identity expanding, Justin is working with DMOs and neighborhood partners to develop tours in new districts and suburban centers.
“It’s not just downtown anymore. Every part of the city has its own flavor. We want to showcase that.”
He’s also refining Southern Culinary’s corporate offerings, an area that’s long accounted for over half the company’s revenue. With remote work changing the way teams connect, Justin sees huge opportunity in creating tailored experiences for business travelers and local companies alike.
Advice for New Tour Operators: Know What You’re Getting Into
Justin is quick to say he wouldn’t trade the journey, but he also doesn’t sugarcoat it.
“If I’d known how much work it would be, I might not have started,” he laughs. “But I’m glad I did. You learn more than you ever thought you would, accounting, tech, marketing, HR. It’s all part of it.”
His biggest tip for new operators? Don’t wait for perfection. Just start.
“Put up a flyer. Talk to a bartender. Test the idea. Take a step. You’ll learn so much by doing. That’s what got us here.”
Visiting Atlanta?
If you’re headed to Atlanta and want to explore the city’s culinary scene in a fun, social, and expertly guided way, check out Southern Culinary Tours. From public food tours to custom private events, Justin and his team are ready to give you a taste of what makes this city so special.
★ The Operator ★
Justin Hall
Founder, Southern Culinary Tours
Atlanta-based founder building one of the Southeast's most thoughtful food tour operations. More than a decade of running tours, more than three thousand annual guests, and a perspective on the industry shaped from inside it rather than around it.