Lowlands Group

What Lowlands Group does

Lowlands Hospitality Group, LLC (formerly Lowlands Group) is a privately held, founder-owned Wisconsin restaurant company founded in 2006 by Eric Wagner, operating eight full-service restaurants across five Wisconsin cities under four differentiated concepts: Café Hollander (five locations in Wauwatosa, Milwaukee-Downer, Madison, Mequon, and Brookfield — Dutch-inspired grand cafés), Café Benelux (Milwaukee Third Ward — European/Belgian focus), Centraal Grand Café & Tappery (Milwaukee Bay View — craft beer and cocktails), and Buckatabon Tavern & Supper Club (Wauwatosa — Wisconsin Northwoods supper-club concept). The company employs approximately 800 people and generates revenue from on-premise dining, online ordering via Toast Tab, private events and catering through Lowlands Grand Events, merchandise e-commerce on Shopify (shop.lowlandsgroup.com), gift cards via StoreCard, and a Thanx-powered loyalty program (Lowlands Royaal Perks) earning 1 point per dollar redeemed at 125 points.

The supporting business platform is intentionally composed of best-of-breed SaaS rather than proprietary technology: Toast Tab for online ordering and POS integrations, Shopify for merchandise storefront, Thanx for loyalty, Eventbrite for ticketed events, StoreCard for gift card balance servicing, and hCaptcha for bot mitigation on web forms. The proprietary differentiation sits in concept and brand IP — specifically the Lowlands Brewing Collaborative, which co-develops world-exclusive Belgian-style beers with brewing partners (e.g., Theresa Tripel, Lanterne Rouge, Zon Saison Grand Cru), and recurring signature programs such as Winter Experiences (Lux Domes, Alpen Globes, Northwoods Shanties, igloos), Friday Fish Fry, and the newly launched inaugural Belgian Bier Fest in partnership with Ronald McDonald House Charities Eastern Wisconsin.

The go-to-market is community-led and direct-to-consumer, combining neighborhood foot traffic, multi-channel digital marketing (Instagram, "The Lowdown" blog, loyalty email, Eventbrite ticketing, local PR and charitable sponsorships), and merchandise/gift card pre-sales. Customer segments are horizontal: general public families, corporate/private-event hosts via Lowlands Grand Events, and beverage enthusiasts. The company operates exclusively within Wisconsin with no disclosed geographic expansion, no external equity funding, and no M&A history; the 2026 rebrand to Lowlands Hospitality Group reflects a strategic positioning shift toward broader hospitality services rather than a change in operating scope.

Name

Lowlands Group

Legal name

Lowlands Hospitality Group, LLC

Website

https://lowlandsgroup.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Lowlands Hospitality Group is a privately held, founder-owned Wisconsin restaurant company operating eight full-service restaurants across five cities under four concepts (Café Hollander, Café Benelux, Centraal, Buckatabon), serving consumers and private-event hosts with on-premise dining, online ordering, catering, exclusive Belgian-style beers, merchandise, gift cards, and a loyalty program.

Ownership category

akta.pro rank

Product category

Restaurant Hospitality

NAICS

Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (722410), Restaurants and Other Eating Places (72251)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Ethnic & Regional Cuisine Restaurants (THAFACAD)

akta.pro secondary industry

Neighborhood Bars & Taverns (CRANACAA)

Keywords

• Restaurant hospitality
• Belgian beer program
• Casual dining
• Private event catering
• Craft beer restaurants

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Restaurant Dining: On-premise dining revenue from four restaurant brands (Café Hollander, Café Benelux, Buckatabon Tavern & Supper Club, Centraal Grand Café & Tappery) offering American and Belgian-inspired cuisine, craft cocktails, and curated beer selections.
2. Online Ordering: Direct online food and beverage orders via Toast Tab platform for pickup and delivery across all restaurant locations.
3. Private Events & Catering: Event catering services and private dining bookings through Lowlands Grand Events, with platters and delivery available for off-site events.
4. Merchandise Sales: Branded merchandise including apparel, glassware, hats, and accessories sold through Shopify e-commerce platform at shop.lowlandsgroup.com.
5. Gift Cards: Digital and physical gift card sales for use across all Lowlands restaurant locations.
6. Loyalty Program: Lowlands Royaal Perks rewards program where members earn points (1 point per $1 spent) redeemable for $10 rewards at 125 points. Birthday treats, double points days, and exclusive promotions drive engagement.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Lowlands Hospitality Group operates eight company-owned restaurants across five Wisconsin cities under four distinct concepts (Café Hollander, Café Benelux, Centraal Grand Café & Tappery, Buckatabon Tavern & Supper Club) serving Belgian and American-inspired cuisine, craft cocktails, and a curated Belgian-style beer program. Supporting revenue lines include private event catering (Lowlands Grand Events), branded merchandise e-commerce, gift cards, and a customer loyalty rewards program.

Product overview

Lowlands Hospitality Group is a Wisconsin-based hospitality company operating eight restaurants across five cities under four distinct Grand Café and Tavern concepts. The portfolio includes Cafe Hollander (Dutch-inspired grand cafés in Wauwatosa, Milwaukee, Madison, Mequon, and Brookfield), Cafe Benelux (Third Ward Milwaukee), Centraal Grand Café & Tappery (Bay View Milwaukee), and Buckatabon Tavern & Supper Club (Wauwatosa). Supporting the restaurant operations are: Lowlands Grand Events (catering and private events), Lowlands Brewing Collaborative (exclusive Belgian-style beers), Lowlands Shop (merchandise e-commerce), Lowlands Royaal Perks (loyalty rewards), Winter Experiences (seasonal heated outdoor dining domes and shanties), and periodic seasonal specials (Fish Fry, Easter Brunch, Pride programming). The company also organizes community initiatives including Stella's Toy Drive and the inaugural Belgian Bier Fest celebrating their 20th anniversary.

Differentiator

Problem solved

Functional benefit

Brands

• Lowlands Brewing Collaborative: In-house beer collaboration program creating world-exclusive beers with brewing partners, inspired by Belgian beer traditions
• Lowlands Royaal Perks
• Lowlands Grand Events
• Lowlands Rewards
• Winter Experiences

Products and services

• Café Hollander Dutch-inspired grand café concept offering all-day eats, Belgian and European cuisine, craft cocktails, and a curated world-class Belgian and craft beer program; currently operating five locations in Wauwatosa, Milwaukee (Downer Ave), Madison (Hilldale), Mequon, and Brookfield, Wisconsin.
• Café Benelux Grand café located in Milwaukee's Third Ward featuring European-inspired cuisine, an extensive Belgian-focused beer program, craft cocktails, and Lux Skyhaus rooftop dining, positioned as a flagship destination for Belgian bier culture and a refined hospitality atmosphere.
• Centraal Grand Café & Tappery Grand café and tappery in Milwaukee's Bay View neighborhood offering craft beer on tap, classic cocktails, and European-inspired comfort food, home to the Streetcar on Lincoln outdoor dining experience and recurring events including drag shows.
• Buckatabon Tavern & Supper Club Northwoods-inspired supper club and tavern located in Wauwatosa, Wisconsin, featuring classic Wisconsin tavern fare, a Friday fish fry tradition, craft cocktails, and the Northwoods Shanties winter dining experience.
• Lowlands Grand Events Private events and catering service across all Lowlands Hospitality Group locations, offering customizable catering menus, platters for pickup or delivery, and event spaces for celebrations ranging from intimate gatherings to large corporate events, weddings, and team outings.
• Lowlands Shop E-commerce merchandise shop selling branded apparel (t-shirts $14.95-$24.95, hoodies $29.95-$49.95), glassware, barware, mugs ($8-$24.95), hats ($24.95-$29.95), and accessories including limited-edition items tied to restaurant locations and events, with domestic US shipping only.
• Lowlands Gift Cards Digital and physical gift cards available for purchase in any amount with periodic bonus voucher promotions (e.g., $50 gift card with $10 bonus voucher, $25 bonus voucher per $100 purchased during holiday promotions), redeemable across all Lowlands Hospitality Group restaurant locations.
• Lowlands Brewing Collaborative In-house brewing collaboration program creating world-exclusive Belgian-style beers with brewing partners, including Theresa Tripel, High Pilsner, High Speed Wit, Hollander IPA, Tandem Dubbel, Centraal Quadder, Lanterne Rouge, and Zon Saison Grand Cru, served exclusively at Lowlands Hospitality Group restaurant locations.
• Lowlands Royaal Perks Rewards Program Free customer loyalty program powered by the Thanx platform that enables members to earn 1 point per $1 spent across all Lowlands restaurant locations, redeem $10 rewards at 125 points, receive birthday treats, access Double Points Days, and earn rewards on private event bookings, with a dedicated mobile app and 120 bonus points for new signups.
• Winter Experiences Seasonal heated outdoor dining experiences available across all restaurant concepts during winter months, including Lux Domes at Café Benelux, Winter Domes at Café Hollander locations, Streetcar on Lincoln at Centraal, and Northwoods Shanties at Buckatabon, featuring 90-120 minute reservations for groups of 6-12 guests with complimentary beverage packages.

Quantifiable outcome

• 800 team members serving customers across 8 locations
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Diverse & ResilientcoreGTM or Marketing Partner · 1 June 2026LGBTQ+ nonprofit receiving donations from Pride Month initiatives. For every Pride cocktail ordered, Lowlands and Herradura donate $2. For every Pride t-shirt sold, $10 is donated. Unity Shirt also donates $10 per sale to Diverse & Resilient.
• Herradura TequilaminorGTM or Marketing Partner · 1 June 2026Pride Month cocktail partnership featuring Herradura Tequila in specialty Pride cocktails at all locations. Joint donation program with $2 per Pride cocktail donated to Diverse & Resilient.
• Ronald McDonald House Charities Eastern WisconsincoreGTM or Marketing Partner · 24 April 2026Partnership for Lowlands Belgian Bier Fest celebrating Lowlands' 20th anniversary. Event supports RMHC Eastern Wisconsin with proceeds from inaugural bier festival featuring over 25 Belgian breweries.
• Children's WisconsincoreGTM or Marketing PartnerAnnual Stella's Toy Drive benefiting Children's Wisconsin hospital. Third annual toy drive in 2025 with over 15 participating businesses collecting toys for pediatric patients.
• Versiti Blood DriveminorGTM or Marketing PartnerBlood drive partnership offering free Bloody Mary voucher to donors at Versiti's Greenfield Donor Center.
• Vince Lombardi Cancer FoundationminorGTM or Marketing PartnerParticipation in annual Food & Wine Event supporting cancer research, prevention, and cures.
• Milwaukee Women's CenterminorGTM or Marketing PartnerChili Weather Coat Drive benefiting Milwaukee Women's Center, with complimentary chili offered for coat donations at Café Hollander Downer.
• Milwaukee Repertory TheaterminorGTM or Marketing PartnerPost-flood recovery partnership during Hollander Tosa reopening. $1 from every Lowlands Brewing Collaborative beer and signature bloody mary sold Sept 26 - Oct 3 donated to Milwaukee Rep (which suffered $5 million in flood losses).
• Lowlands Brewing Collaborative PartnerscoreStrategic or Co-development PartnerBrewing partnerships creating exclusive Belgian-style beers including Theresa Tripel, High Pilsner, High Speed Wit, Hollander IPA, Tandem Dubbel, Centraal Quadder, Lanterne Rouge, and Zon Saison Grand Cru.

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Regional players

• Point Brewing Company (Stevens Point): Wisconsin craft brewery with taproom operations. Regional peer sharing Wisconsin geography and craft-beer customer base, though more focused on packaged distribution than full-service dining.
• The Old Fashioned: Wisconsin supper-club style restaurant in Madison, featuring classic Wisconsin fare and extensive whiskey/bourbon program. Comparable as a Wisconsin-based destination restaurant with a regional identity and strong local following.
• Lakefront Brewery: Iconic Wisconsin craft brewery with a beer hall and restaurant in Milwaukee. Direct Wisconsin regional overlap; competes for the same Wisconsin craft-beer enthusiast guest and shares the Milwaukee food-and-beverage catchment.
• Vander Mill: Michigan-based craft brewery with a destination taproom/restaurant. Comparable as a Midwest brewery + restaurant operator, although Vander Mill's cider focus differs from Lowlands' Belgian-beer specialization.

Broad incumbents

• Lettuce Entertain You Enterprises: Chicago-based multi-concept restaurant group operating dozens of differentiated concepts. Comparable as a multi-concept restaurant operator with strong brand-building and event programming, though at much larger scale and broader cuisine range.
• Jacob Leinenkugel Brewing Company: Wisconsin heritage brewery (now part of Molson Coors) with a longstanding Wisconsin identity and taproom presence. Comparable as a Wisconsin-rooted beer brand with a strong local story, although much larger in scale and corporate ownership.

Emerging players

• Moeder Lambic: Belgian beer bar/restaurant with locations in Brussels and Paris, focused exclusively on Belgian lambics and craft beer. Closest international concept peer for Lowlands' Belgian bier specialization, though without a multi-concept portfolio.
• Delirium Café: Belgian-origin café/bar chain specializing in Belgian bier and themed food. Concept peer for Lowlands' Belgian bier identity; geographically distant but directly comparable in product positioning.

Direct peers

• New Holland Brewing Co. Michigan-based craft brewery and pub operator with a brewery + restaurant concept, including destination beer-culture events. Highly comparable to Lowlands' Brewing Collaborative + restaurant format and Belgian/craft-beer positioning.
• Hopleaf: Chicago Belgian beer-focused bar and restaurant renowned for its Belgian bier list and food program. Closest direct concept peer in terms of Belgian beer identity and full-service food + curated bier program.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/lowlandsgroup
• Instagraminstagram.com/lowlandsgroup
• LinkedInlinkedin.com/company/lowlands-group

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lowlands Group