Nocturnalists are spirited members of Auckland’s nighttime scene, and in this series they take us on a tour of their favourite spots in the city after 5pm. In the final instalment of season two, we talk to longtime hospo guy Charles Williams.
Photos by Sophie Miya-Smith shot on location at Swashbucklers and ASB Waterfront Theatre.
Charles Williams knows Auckland’s hospitality scene better than most. In the mid-2010s he opened Grafton sandwich shop Ceremony. Next, he and his family established Williams Eatery – an all-day spot in Wynyard Quarter which quickly became one of the city’s most beloved. In 2024, they launched Bowler in the same space Williams Eatery once occupied. Like its predecessor, Bowler – which specialises in salad bowls and smoothies – is a family affair. Charles runs it alongside his partner Jess, brother Patrick, their parents, and business partner Shenine. Together they’ve learned volumes about Auckland and its people. With locations in Wynyard Quarter and Victoria Street, Charles has had a front row seat to the energetic pace of the city. What has he learned? And where does he go to work out, unwind and celebrate? He sat down with Emma Gleason to share his after-dark insights.
The CBD has always been a focus for you. Why have those locations worked so well for Bowler?
The Victoria Street location is quite unique because it’s here [in Les Mills], so we’re open from 6.30am to 8.30pm. That’s helped us define our offering. We spent a bit of time figuring out “what do these people want to eat and what do we eat?”, because we are all active and go to the gym ourselves. We also looked at what was working overseas, and we thought there was a little bit of a gap in the market. Bowler launched in 2024. We already had the cafe [Williams Eatery] down in Wynyard Quarter and we just converted that because [Bowler] was doing so well. We just love it. It’s really enjoyable selling this type of food.
Charles at ASB Waterfront Theatre, a spot he loves in Wynyard Quarter (Photo: Sophie Miya-Smith)
Obviously, you get the gym crowd here at Les Mills, but what about corporates?
Yeah, we get lots of office workers at both stores. And Uber Eats is crazy, especially in the evening, with people who live alone and can’t be bothered cooking. Plus, because we have an app, a lot of gym-goers can preorder something for dinner.
That’s genius.
We do a lot of catering as well. That’s another massive component of our business.
You’re also quite well-placed for commuters, because Bowler is next to some major CBD transport links.
Yeah for sure. I feel like there’s room for at least one more Bowler, perhaps on the other side of Queen Street or down by Britomart… especially with the City Rail Link opening soon.
What have you learned about Aucklanders’ dining habits from Bowler?
Just through chatting to our customers, we get a snapshot of how people are feeling and how they dine. We also get a lot of data. So many people are budget-conscious, but also way more conscious about what they put into their bodies. Value and convenience are number one.
‘A lot of people feel like nothing’s happening here at night, but there are a lot of places that are doing stuff… And the City Rail Link is really exciting, especially for live music, comedy and restaurants.’ (Photo: Sophie Miya-Smith)
Life must be pretty busy for you, between parenting and working – how would you spend a dream night out in Auckland city these days? Run me through the whole itinerary.
I’d start with a walk along the waterfront, then get drinks at Caretaker. They genuinely just take care of you and make the best margarita in the city. Then I’d head to Depot for oysters, steak and pork hock. It’s an institution for good reason: unpretentious, delicious, quintessentially Kiwi. Then a nice spot of pool at Afterlife Billiards.
What about if you’ve got someone to impress, where would you take them?
Probably up to Queens Rooftop for some starters, cocktails and that view. And then go down to Kemuri Hi-Fi. They’ve got nice food, a great soundtrack and everyone’s so relaxed and just into listening to good music.
Do you have a go-to cocktail?
I love a margarita. A really salty one.
Where would you go for a great red wine?
No.7 on Pitt Street. Jack Young has built a genuinely great little spot and always has interesting wines on rotation. Best paired with crisps and taramasalata. I’m looking forward to seeing his restaurant expansion come together over the next few months.
OK, let’s talk food now. What’s your favourite cheap and cheerful spot for dinner in the city?
Thai E-Sarn on Hobson Street. Again, it’s highly rated and for good reason. I get the nam tok beef salad with extra chilli and the deep-fried snapper. It’s the kind of place that makes you wonder why you ever bother with anywhere else. It would be great to see them open up another one out west one day!
Best central late-night feed?
Ichiban on Albert Street. I’ve been going there for over 1…
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