A former New York financial consultant and burger reviewer reinvents himself on the N.C. coast with Surf City Smash.
In the vibrant beach town of Surf City, a former New York City financial consultant and his wife have embarked on a delicious venture: Surf City Smash, a smash burger joint that has quickly become a local favorite.
George and Sara Tapinekis, the dynamic duo behind Surf City Smash, moved to Topsail Island in August 2021, drawn by the area’s natural beauty and friendly community. With a passion for food and a desire to make a positive impact, they opened their restaurant in the fall of 2024 after George retired from the finance world the summer before.
George, known as the “Burger Guy” in his former city, gained notice for his burger ratings and reviews in New York. He frequented burger joints, rating and critiquing them. His reviews became so popular that he was featured on television shows such as Restaurant Hunter and Fox Business to talk about — you guessed it —burgers!
George’s journey took an unexpected turn when he and Sara decided to move to Topsail Island.
Inspired by the welcoming community they encountered, they decided to open a smash burger restaurant that would not only serve delicious food but also create and curate a space for locals.
George is not new to the bustling food and restaurant world. He grew up in Coney Island selling hot dogs as a teenager on the boardwalk, and then as an adult spent a lot of time cooking and making burgers for fun.
“[Making burgers] was a hobby,” he says. “I would make burgers for myself at home and post them online, and people would do google searches thinking they were from a restaurant.”
Surf City Smash rapidly became a hit among locals and visitors — so much so that locals are showing concern about getting their hands on a Surf Philly before the visitors!
Beyond burgers, George and Sara are passionate about giving back. In New York, they regularly teamed up with local charities such as the Holy Apostles Soup Kitchen and various dog rescues, donating 100 percent of their proceeds to support the work of those organizations. They also worked with local breweries, hosting events and fundraisers to raise money for different causes.
From sourcing meat locally to perfecting the restaurant’s well-known (and well-loved) three-hour-caramelized onion-bacon jam, George has committed himself to his craft, and it has not gone unnoticed. In 2024 Surf City Smash was awarded the title of Favorite Burger in Topsail in the 2024 Topsail’s Top Choice Contest, a testament to their culinary skills and dedication to their customers.
George and Sara share a deep love for the people they have met through their journey over the last few years.
“We lived in our house in New York for 17 years,” Sara says. “All my neighbors were like my family. When we first moved here, I cried for four months straight; I didn’t know anyone.”
However, the tides have turned. “I just threw George a birthday party, and most of the guests were locals we have met here. It’s a diverse group of people, and we have lots of different types of friends. It’s been really good for me.”
The couple also appreciates the dog friendliness of the area, from beaches to restaurants, seeing as their dog, Riley, is one of their biggest priorities.
They even have a menu special inspired by her for pups to come visit the restaurant!
After the couple moved to North Carolina and started going to restaurants and bars, Sara says the local restaurant owners were always incredibly welcoming and took them under their wings to help them get started with their business, inspiring them even more to pursue their own restaurant dream.
Surf City Smash now employs more than 35 people, many of whom are parent and daughter/son duos or family members.
“I love seeing the interactions between the families,” George says. “We have one group that’s a family of seven working together. Everyone works well together, helps each other out. I never imagined it could be like this.”
Surf City Smash is more than a restaurant; it’s a place where people come together to enjoy delicious food, connect with friends and family and support a business that cares about making a difference and being the best they can be. Their story is a reminder that following one’s passion and giving back to the community can lead to a fulfilling and successful life.
READY TO CHOW DOWN?
Surf City Smash
100 Charlie Medlin Drive, Suite B, Surf City
surfcitysmash.com
