For over a decade, The Flat has stood as a staple of the Greenville, SC restaurant scene. In a city where new eateries rise and fall overnight, co-founder Nick Conte has unlocked the secret to longevity: stop dictating the experience and start listening to the community.

From New York Hospitality to the Upstate

Nick’s journey to becoming a prominent Greenville business owner was forged in high-pressure environments. From the legendary Oyster Bar in Grand Central Station to managing corporate giants like Dave & Buster’s, Nick mastered the mechanics of hospitality in New York before setting his sights on South Carolina.

“I realized I could run a business for myself,” Nick reflects. After comparing the million-dollar startup costs of New York to the burgeoning potential of the Upstate, Nick returned to Greenville—a city he has watched transform since 2004.

Building “The Living Room” of Greenville

When The Flat opened its doors on December 14, 2014, the goal wasn’t just to sell food; it was to create a “living room” for the neighborhood. While many Greenville bars focus on high turnover, Nick pivoted his strategy to match customer demand for high-quality, housemade comfort food.

“The success lies in adjusting to what the customers want,” Nick explains. This “customer-first” philosophy saw The Flat transition from a bar-forward concept to a true 50/50 food-to-alcohol split. Today, it is just as famous for its diverse menu as it is for its craft beer selection.

Navigating South Carolina’s Small Business Challenges

Operating a successful local business in the Upstate isn’t without its hurdles. Nick is vocal about the current “outrageous” costs of South Carolina liquor liability insurance, a legislative challenge that has threatened many independent restaurants.

Despite these industry-wide pressures, The Flat has thrived by rooting itself in community engagement. From Tuesday Night Trivia and Wednesday Bingo to supporting local schools and charities, Nick has built a brand that survives on more than just “free Facebook posts”—it survives on trust and local loyalty.

Why The Flat Remains a Greenville Icon

While expansion is a frequent topic of conversation, Nick remains focused on the “mission” of his current location. In a fast-growing city, he emphasizes the value of being “happy where you are” before chasing scale.

As Greenville continues its rapid expansion, The Flat serves as a reminder that the best businesses aren’t just trades—they are community anchors built on empathy, quality, and a listening ear.

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