Breakfast-Focused Concept Brings Fresh Smoothies, Juices and Grab-and-Go Breakfast Options to Downtown Asheville

Asheville, N.C. (May 20, 2026) — The S&W Market is excited to announce the grand opening of Dooogh Smoothie Shop & Pita’ria in the food hall’s front window space. Co-owners Brian and Laura Smith, who recently opened Baba Nahm, are now introducing this breakfast-focused concept, bringing one of downtown Asheville’s few dedicated smoothie and fresh-juice destinations to locals and visitors alike. 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 introduces a fresh morning and early afternoon option to the food 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, house-made smoothies and juices, locally roasted coffee from Pisgah Coffee Roasters, and savory and sweet breakfast offerings. Designed with convenience in mind, the concept caters to commuters, downtown workers, wellness-minded diners and visitors looking for quick, nourishing options to start the day.

At a time when Asheville’s downtown dining scene offers relatively few dedicated smoothie and juice concepts, Dooogh fills a unique niche by pairing globally inspired flavors with accessible, health-forward offerings in a fast-casual format.

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 beverage in Iran and pays homage to the Smiths’ culinary roots at Rezaz.

“We’re excited to officially welcome 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. Asheville has incredible coffee and restaurant options, but there are very few places focused specifically on fresh smoothies and juices in a convenient downtown setting. 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,” Israel adds. “We are also grateful to Flour for being part of the S&W community and wish them all the best.”

Dooogh Smoothie Shop & Pita’ria will initially launch with a streamlined opening menu focused on smoothies, baked goods and a small selection of pita’dillas as the team settles into the space. The menu will continue to expand in the coming weeks.

Opening menu 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
• A limited selection of “Pita’dilla” breakfast sandwiches, Baba-style quesadillas on fresh pita
• A rotating selection of Mediterranean-inspired baked goods and pastries
• 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, smoothies, juices 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. We’re starting with a smaller opening menu to find our footing, and we look forward to expanding offerings in the coming weeks.”

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 is located in the rear-right space of The S&W Market, and Dooogh is in the front window space, previously home to Flour.

Follow along for updates on Instagram @swasheville and Facebook facebook.com/SWMarketAVL.

About The S&W Market

The S&W Market is located at 56 Patton Avenue in Asheville’s historic Art Deco S&W Building, listed on the National Register of Historic Places. The market is downtown’s storied food hall, featuring a curated mix of local vendors, craft beverages and community-driven events. Originally built in 1929 and reimagined as a food hall in 2021, The S&W Market brings together Asheville’s culinary talent under one iconic roof, with Baba Nahm, Buxton Chicken Palace, Dooogh Smoothie Shop & Pita’ria, Farm Dogs, The Hop Ice Cream, Periscope and Zen Sushi. Private event space is available. Summer hours are Monday through Thursday, 9 a.m. to 8 p.m., Friday and Saturday, 9 a.m. to 9 p.m. and Sunday, 9 a.m. to 8 p.m. Individual vendor hours may vary. For more information, visit swmarketavl.com.