Today we’d like to introduce you to George Ashford.
Hi George, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Our story began long before CB Bistro Jazz Club opened its doors. George has more than 40 years of experience in the food-service industry, beginning with restaurants and catering in Chicago. He opened his first restaurant, NN Smokehouse, and gained experience in fine dining, private clubs, restaurant consulting, and large-scale catering. Over the years, he had the opportunity to serve clients ranging from families and community organizations to public officials and high-profile individuals.
After relocating to Orlando, we continued building our presence through CB Catering. Since 2004, we have provided everything from private dinners, weddings, black-tie events, corporate functions, retreats, and film-production catering to school lunch programs and meals for government, religious, and community organizations. Our goal has always been to combine creativity, professionalism, excellent service, and food that makes people feel at home.
CB Bistro Jazz Club was born in 2020 during one of the most uncertain periods our industry had ever experienced. During the early months of the pandemic, we used our catering resources to feed first responders, shelters, churches, families, and other people throughout the community who needed support. At one point, we were preparing hundreds of meals each day. As the pandemic continued, we saw that people were not only hungry for food—they were hungry for connection. At the same time, many local musicians had lost their regular opportunities to perform and earn income. Because of Monica’s, George’s wife, background in radio and communications had connected her with so many talented artists, we decided to turn our outdoor patio and veranda into a safe, socially distanced space where people could enjoy great food and live entertainment.
What began as an outdoor response to a difficult moment grew into CB Bistro Jazz Club—a destination where food, music, art, family, and culture come together. Since then, we have welcomed guests from across Central Florida and beyond, built lasting relationships with talented musicians such as Jarred Armstrong and Alvin Giles, and received recognition as one of the leading jazz destinations in the region.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Like many entrepreneurs, we have faced challenges involving funding, staffing, rising food costs, limited resources, economic changes, and the everyday uncertainty that comes with operating in the restaurant and hospitality industries.
Launching CB Bistro during the pandemic brought an entirely different level of difficulty. Traditional dining had been disrupted, gatherings were restricted, and both restaurants and musicians were struggling to survive. We had to rethink what hospitality could look like while keeping our guests, employees, and performers safe. Instead of allowing those limitations to stop us, we became creative. We moved the experience outside, arranged socially distanced seating, and hired musicians who had lost performance opportunities. We wanted to give artists a place to work while also giving the community a safe place to enjoy food, music, and one another.
There were many unknowns. We did not know how long the pandemic would last, whether people would feel comfortable attending, or whether the concept would be sustainable. However, the community continued to support us, and we continued adapting.
One of the most important lessons we have learned is to take the journey “table by table”—to focus on the task in front of us, serve each guest well, and build the business one successful experience at a time. The challenges have taught us to remain flexible, never become complacent, and never take our customers or community for granted.
We’ve been impressed with CB Bistro Jazz Club, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
CB Bistro Jazz Club and CB Catering are built around creating memorable experiences through food, music, hospitality, and community. CB Catering is a full-service catering company with the versatility to handle everything from backyard celebrations and school lunch programs to weddings, corporate events, government functions, religious organizations, production catering, and elegant black-tie affairs. Our team is known for customized menus, diverse cuisine, professional presentation, and the ability to adapt to the unique needs of every client.
CB Bistro Jazz Club is known for soulful brunches, live jazz, delicious food, signature drinks, intimate performances, and an atmosphere where guests feel like family. People may initially visit for the food or music, but they return because of the way the experience makes them feel. We remember our guests, celebrate their milestones, and create an environment where people can dance, laugh, connect, and make lasting memories.
What sets us apart is that we create an experience. Whether we are catering an event for hundreds of people or welcoming a couple celebrating an anniversary, we want every person to feel seen and cared for. We are also proud that a concept created during a crisis has become a recognized part of Central Florida’s cultural and culinary community.
Our next chapter is the opening of CB’s Fresh Grill in downtown Orlando, opening in September 2026. This new restaurant will allow us to expand our footprint, reach a wider audience, introduce new dining experiences, and bring the CB standard of food and hospitality into the heart of the city. While CB’s Fresh Grill will have its own identity, it will carry the same foundation: fresh food, creativity, quality service, community, and an atmosphere that welcomes everyone. We want readers to know that CB is continuing to grow. We are building a family of brands designed to serve Central Florida while creating a legacy for future generations.
What do you like and dislike about the city?
What we love most about Orlando is its diversity. It is a city shaped by different cultures, generations, backgrounds, and experiences. Tourism brings people here from around the world, while the local community gives Orlando its heart. That combination creates an incredible opportunity for businesses like ours. We can welcome longtime residents and visitors into the same space and introduce them to the food, music, hospitality, and culture that make our community special.
Through CB Bistro, we have been able to create a place where people from many different walks of life can come together, celebrate, and feel connected. We also appreciate Orlando’s growing creative community. The city is filled with musicians, chefs, artists, filmmakers, entrepreneurs, and small-business owners who are developing experiences that go far beyond the traditional image of Orlando as only a tourism destination.
If there is something we like least, it is that Orlando’s local culture and small businesses can sometimes be overshadowed by its larger tourism identity. Visitors may come for the attractions without realizing how much talent, history, food, music, and culture exists within the surrounding neighborhoods. Rapid growth also brings challenges, including traffic, increasing operating costs, and the need to make sure local businesses and longtime residents continue to have a place in the city’s future.
However, we also see that as an opportunity. We want CB Bistro, CB Catering, and CB’s Fresh Grill to help show people another side of Orlando—a city with soul, culture, creativity, community, and experiences that cannot be found anywhere else.
Pricing:
- $39.99
Contact Info:
- Website: https://cbbistrojazzclub.com
- Instagram: cbbistro
- Facebook: CB Bistro
- Other: https://cb-catering.com
