Trader Vic's Worldwide
Trader Vic's Worldwide is a private, family-controlled hospitality and consumer-products company operating 25 tropical-themed restaurants across 11 countries and a Shopify-powered e-commerce store selling branded tiki mugs, barware, mixes, apparel, and home goods to consumers, bars, and retailers.
- Company typePrivate
- Founded1934
- HeadquartersEmeryville, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Trader Vic's Worldwide does
Trader Vic's Worldwide is a private, family-controlled hospitality and consumer-products company that owns the original Trader Vic's brand and a portfolio of tropical-themed restaurant concepts; it serves hospitality consumers, hospitality businesses, and collector enthusiasts through dine-in, e-commerce, and wholesale channels. Its core offering is a globally distributed physical restaurant system — 25 locations across 11 countries operating under multiple concepts including Trader Vic's (flagship full-service), Mai Tai Lounge, Senor Pico, Island Bar and Grill, Bamboo Room, Roa A'e, Tahitian Village, Trader Vic's Outpost, and Tropical Drinks — supplemented by a Shopify-powered direct-to-consumer e-commerce store called The Trading Post that sells branded ceramic tiki mugs, barware, cocktail mixes and syrups, apparel, home goods, and decor; the same merchandise plus cocktail ingredients are sold through a B2B wholesale program and a Faire.com marketplace storefront for bars, retailers, and hospitality professionals. Technology stack is conventional retail/hospitality SaaS: Shopify processes payments, inventory, and fulfillment for e-commerce; Meta and Google handle advertising; no proprietary AI, APIs, or developer platform are present. Revenue mechanics combine unit-level restaurant sales (primary), one-time e-commerce transactions on The Trading Post, and discount-tier wholesale transaction pricing; pricing spans individual mugs at $17-$130, apparel at $4.99-$69, and case-based wholesale with application approval, with international shipping from Martinez, California. The company's competitive foundation is the proprietary original Mai Tai recipe (a trade secret maintained unchanged since 1944), the underlying Trader Vic's trademarks, a 90-year brand heritage in tiki culture, and a multi-format distribution footprint spanning the Americas, Europe, Asia, the Middle East, and Africa.
Trader Vic's Worldwide firmographics
Firmographics- Name
- Trader Vic's Worldwide
- Legal name
- Trader Vic's
- Website
- https://tradervics.com
- Company type
- Private
- Founded year
- 1934
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Trader Vic's Worldwide is a private, family-controlled hospitality and consumer-products company operating 25 tropical-themed restaurants across 11 countries and a Shopify-powered e-commerce store selling branded tiki mugs, barware, mixes, apparel, and home goods to consumers, bars, and retailers.
- Ownership category
- akta.pro rank
Trader Vic's Worldwide industry classification
Industry- Product category
- Themed Restaurants & Hospitality
- NAICS
- Drinking Places (Alcoholic Beverages) (7224), Other Specialty Food Retailers (44529), All Other Specialty Food Retailers (445298), Specialty Food Retailers (4452)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810), Beverages (2080), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Ethnic & Regional Cuisine Restaurants (THAFACAD)
- akta.pro secondary industries
- Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH), Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH), Bar & Beverage Service Supplies Wholesale (AFAIALAG)
Keywords
Where Trader Vic's Worldwide is headquartered
LocationHeadquarters
- HQ city
- Emeryville
- HQ country
- United States
- HQ region
- North America
Offices16 records
Markets served
Trader Vic's Worldwide business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Restaurant Operations: Revenue generated from 25 restaurant locations across 11 countries offering dine-in services, cocktails, and private events. Locations include Trader Vic's branded restaurants, Mai Tai Lounge, Senor Pico, Island Bar and Grill, and other concepts.
- E-commerce Retail (The Trading Post): Direct-to-consumer online sales of merchandise including tiki mugs, apparel, barware, cocktail mixes, orgeat syrups, home goods, and decor items. Products ship from Martinez, California headquarters.
- Wholesale Marketplace: Bulk sales of tiki mugs and syrups to bars, retailers, and hospitality professionals at discounted wholesale rates in case quantities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for individual consumers |
| Transaction based/ take rate | Pay-as-you-go | Wholesale bulk pricing for qualified businesses |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Trader Vic's Worldwide product offering
Product offeringCore offering
Trader Vic's Worldwide operates a portfolio of tropical-themed restaurant concepts offering fusion cuisine, signature tiki cocktails (including the original Mai Tai), and themed hospitality experiences across 25 locations in 11 countries. The company complements its restaurant business with The Trading Post, a direct-to-consumer e-commerce store selling branded tiki mugs, barware, apparel, and cocktail mixes, plus a wholesale program supplying barware and ingredients to bars, retailers, and hospitality professionals.
Product overview
Trader Vic's Worldwide operates a multi-brand hospitality and consumer products company centered on tiki culture and tropical escapism. The core offerings include 25 restaurant locations across 11 countries under brands such as Trader Vic's (flagship full-service restaurants), Mai Tai Lounge, Senor Pico (California-Mexican), Island Bar and Grill, Bamboo Room, Roa A'e, Tahitian Village, and Outpost concepts. The Trading Post online store complements the restaurant business with branded merchandise including iconic ceramic tiki mugs, the Mai Tai Mix collection, bartending glassware, apparel, home décor, and wholesale offerings for hospitality professionals. The company's heritage dates to 1934, when Victor Bergeron created the first Mai Tai cocktail, establishing the brand's identity as the originator of tiki culture.
Differentiator
Problem solved
Functional benefit
Brands
- Mai Tai Lounge: Modern spin on classic concept featuring signature cocktails, tasty bites, and live entertainment in an adventuresome oasis
- Senor Pico
- Island Bar and Grill by Trader Vic's
- The Bamboo Room by Trader Vic's
- Roa A'e
- Tahitian Village by Trader Vic's
- Trader Vic's Outpost
- Trader Vic's Tropical Drinks
Products and services
- Trader Vic's Restaurant Full-service themed restaurant offering tropical fusion cuisine, signature tiki cocktails including the original Mai Tai, and immersive decor for dine-in experiences, private events, and celebrations.
- Mai Tai Lounge Modern cocktail lounge concept featuring signature cocktails, small plates, bar bites, and live entertainment in an adventurous oasis setting.
- Senor Pico Modern California-Mexican cuisine restaurant inspired by mercados in Mexico, offering casual dining with a vibrant, fiesta-inspired atmosphere.
- Island Bar and Grill by Trader Vic's
- The Bamboo Room by Trader Vic's
- Roa A'e
- Tahitian Village by Trader Vic's
- Trader Vic's Outpost
- Trader Vic's Tropical Drinks
- The Trading Post
- Wholesale Marketplace
Quantifiable outcome
- 90th anniversary celebrated in 2024
- +1 more outcomes
Companies that use Trader Vic's Worldwide
Customer profileSegments3 records
Ideal customer profiles3 records
Trader Vic's Worldwide technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature2 records
Trader Vic's Worldwide partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Matson Steamship LinescoreIn 1953, Trader Vic partnered with Matson Steamship Lines to formalize drinks for the bars at their Royal Hawaiian, Moana, and Surfrider Hotels in Hawaii. This partnership helped introduce the Mai Tai to the Hawaiian Islands and expand the brand's presence.
- Angel Island Historical SocietyminorCharitable partnership supporting cultural organizations. Trader Vic's has partnered with various charities and cultural organizations around the world, including during AAPI Heritage Month celebrations.
- ShopifycoreE-commerce platform powering The Trading Post online store. Shopify processes payments, manages inventory, and handles order fulfillment for the company's direct-to-consumer merchandise sales.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Trader Vic's Worldwide competitors and assessment
Company assessmentDirect peers
- Fee Brothers: Specialty cocktail mixers, bitters, and syrups brand supplying bars, retailers, and home consumers. Directly comparable to Trader Vic's Mai Tai mix, orgeat syrup, and rock candy syrup product lines sold via The Trading Post and wholesale marketplace.
- Jimmy Buffett's Margaritaville: Closest direct peer: tropical/escape-themed full-service restaurant chain with global locations, signature cocktails (Margarita), branded merchandise, and licensed consumer products. Operates a similar model of themed dining + consumer products extension that mirrors Trader Vic's Mai Tai-anchored ecosystem.
Broad incumbents
- Hard Rock Cafe: Global themed restaurant chain with a strong merchandise business (Hard Rock Cafe retail stores) and significant international footprint across hotels, cafes, and entertainment venues. Comparable as a heritage themed-restaurant brand monetizing through both dine-in and consumer goods.
- Benihana: International themed teppanyaki restaurant chain with franchise model and branded consumer products. Comparable as a heritage global themed-restaurant brand extending into retail goods.
- Planet Hollywood: Themed global restaurant chain with merchandise, celebrity/entertainment positioning, and international locations. Comparable as a globally licensed themed-dining concept with parallel brand-extension strategy.
- Bahama Breeze: Caribbean/tropical-themed casual dining chain serving island-inspired cuisine and cocktails. Highly comparable in cuisine, atmosphere, and target occasion to Trader Vic's, though smaller in scale and US-focused.
- Rainforest Cafe: Immersive themed restaurant chain with global locations, family-friendly positioning, and merchandise sales. Comparable as a long-running themed hospitality brand with parallel atmosphere-driven dining and licensed international expansion.
- Bubba Gump Shrimp Co. Themed seafood restaurant chain with international locations and licensed merchandise. Comparable as a globally licensed themed-dining brand built on a single cultural narrative.
Emerging players
- Three Dots and a Dash: Iconic modern tiki bar in Chicago with globally distributed bottled cocktail program. Comparable as a tiki-focused hospitality concept monetizing signature cocktails through both on-premise experience and packaged retail.
- The Bungalow: Tiki/tropical-themed cocktail bar concept with multi-location footprint and signature cocktail culture. Comparable as a contemporary hospitality operator focused on immersive tropical drinking experiences.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
Trader Vic's Worldwide social profiles
Digital presenceTrader Vic's Worldwide financial estimates
Financial estimateRevenue estimate
Valuation estimate
Trader Vic's Worldwide leadership team
Management profileNumber of profiles
Trader Vic's Worldwide funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Trader Vic's Worldwide M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Trader Vic's Worldwide
What does Trader Vic's Worldwide do?
Trader Vic's Worldwide operates a portfolio of tropical-themed restaurant concepts offering fusion cuisine, signature tiki cocktails (including the original Mai Tai), and themed hospitality experiences across 25 locations in 11 countries. The company complements its restaurant business with The Trading Post, a direct-to-consumer e-commerce store selling branded tiki mugs, barware, apparel, and cocktail mixes, plus a wholesale program supplying barware and ingredients to bars, retailers, and hospitality professionals.
Is Trader Vic's Worldwide a public or private company?
Trader Vic's Worldwide is a private company. It is classified as family owned and is currently operating.
When was Trader Vic's Worldwide founded?
Trader Vic's Worldwide was founded in 1934. It employs 101 to 250 people.
Where is Trader Vic's Worldwide based?
Trader Vic's Worldwide is headquartered in Emeryville, United States, in the North America region.
How does Trader Vic's Worldwide make money?
Three revenue lines are on record. Restaurant Operations are the primary driver. The others are E-commerce Retail (The Trading Post) and wholesale Marketplace.
Who are Trader Vic's Worldwide's main competitors?
Direct peers on record are Fee Brothers and Jimmy Buffett's Margaritaville. Broad incumbents are Hard Rock Cafe, Benihana, Planet Hollywood, Bahama Breeze, Rainforest Cafe and Bubba Gump Shrimp Co.. Emerging players are Three Dots and a Dash and The Bungalow.
Does Trader Vic's Worldwide have an API?
No public API is recorded for Trader Vic's Worldwide.
What industry is Trader Vic's Worldwide in?
Trader Vic's Worldwide's product category is Themed Restaurants & Hospitality. Its primary akta.pro industry code is THAFACAD, Ethnic & Regional Cuisine Restaurants, with a secondary code of CRADAIAH, Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic). Its NAICS code is 7224 and its SIC code is 5812.