Merriman's Hawaii

What Merriman's Hawaii does

Merriman's Hawaii is a privately held, founder-led restaurant group operating four fine-dining locations across all major Hawaiian islands: Waimea (Big Island, 1988 flagship), Kapalua (Maui, 2008), Poipu (Kauai, 2009), and Honolulu (Oahu, 2024). The company, founded by Chef Peter Merriman — widely credited as the pioneer of Hawaii Regional Cuisine and dubbed the "Pied Piper of Hawaii Regional Cuisine" by the Los Angeles Times — runs a farm-to-table model sourcing over 90% of ingredients from a network of 15+ local farms, ranches, and fishermen.

The portfolio extends beyond the four Merriman fine-dining restaurants through Handcrafted Restaurants, the 2011 joint venture with restaurateur Bill Terry, which operates casual-tier sub-brands including Monkeypod Kitchen (four locations on Maui and Oahu), Moku Kitchen (Oahu), The Beach House (Kauai), and Ulu Kitchen (Maui). Each Merriman's location offers lunch, dinner, and weekend brunch service; private event spaces accommodating 12-180 guests; and a sustainable wine program (Wine Spectator Award of Excellence at Waimea since 2003, Kapalua since 2016). The flagship Waimea location is carbon-neutral certified through a partnership with GreenPlaces.

Revenue is generated through per-cover fine-dining transactions (entrees $41-$95+), private event and catering contracts, gift card and cookbook e-commerce sales via merrimanshawaii.com (built on the BentoBox platform with OpenTable reservation integration), and the affiliated casual-dining concepts. The customer base is fragmented across tourists, Hawaii residents, and event hosts. The company has been recognized across James Beard Foundation semifinalist honors, OpenTable Top 100 (Romantic and Brunch), Wine Spectator, Wine Enthusiast, Hale'Aina, USA Today, and Forbes, and features in Netflix's Somebody Feed Phil. Headcount is in the 101-250 range across the group; revenue is not publicly disclosed.

Name

Merriman's Hawaii

Legal name

Merriman's

Website

https://merrimanshawaii.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

101–250 employees

Short description

Merriman's Hawaii is a privately held, founder-led fine-dining restaurant group operating four farm-to-table locations across Hawaii's major islands (Oahu, Maui, Kauai, Big Island), serving tourists, residents, and event hosts with locally sourced Hawaii Regional Cuisine pioneered by Chef Peter Merriman.

Ownership category

akta.pro rank

Product category

Fine Dining Restaurants

NAICS

Full-Service Restaurants (722511)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Fine Dining Restaurants (THAFACAA)

akta.pro secondary industry

Steakhouses & Seafood Restaurants (THAFACAE)

Keywords

• Fine dining restaurants
• Hawaii regional cuisine
• Farm-to-table dining
• Private event catering
• Restaurant group

Headquarters

HQ city

Kamuela

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Dining: Fine dining food and beverage sales across four restaurant locations. Guests pay per menu item for appetizers, entrees, desserts, cocktails, wine, and beer. Revenue is transaction-based with per-cover pricing ranging from $15-$95+ for entrees.
2. Private Events & Catering: Private dining, weddings, corporate events, and catering services. Venues accommodate 12-180+ guests with customized menus. Additional revenue from corkage fees ($25-$50 per bottle).
3. Gift Cards & Merchandise: Sale of gift cards and cookbooks through the online shop. Gift card sales are final with no refunds.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Merriman's Hawaii operates a portfolio of farm-to-table fine dining restaurants serving Hawaii Regional Cuisine across four Hawaiian islands (Oahu, Maui, Kauai, Big Island), founded by Chef Peter Merriman. The restaurants source over 90% of ingredients locally from Hawaiian farmers, ranchers, and fishermen, and offer dine-in service, happy hour, weekend brunch, private events, weddings, and catering. The group also operates casual dining sub-brands and sells gift cards and cookbooks online.

Product overview

Merriman's Hawaii is a portfolio of farm-to-table fine dining restaurants and casual dining concepts centered on Hawaii Regional Cuisine, a philosophy pioneered by Chef Peter Merriman emphasizing locally sourced island-grown and caught ingredients. The core portfolio consists of four fine dining restaurants — Merriman's Oahu (Honolulu), Merriman's Big Island (Waimea), Merriman's Kauai (Poipu), and Merriman's Maui (Kapalua) — each operating independently with location-specific menus built around partnerships with local farmers, ranchers, and fishermen. Beyond the fine dining brand, Merriman's extends through casual sub-brands under Handcrafted Restaurants: Monkeypod Kitchen (4 locations across Maui and Oahu), Moku Kitchen (Kaka'ako, Oahu), The Beach House (Poipu, Kauai), and Ulu Kitchen (Ka'anapali, Maui). Supplementary offerings include an online shop for gift cards and cookbooks, and private event/catering services across all locations. The group is united by the 'Do the Right Thing' mission and supports over 90% local ingredient sourcing.

Differentiator

Problem solved

Functional benefit

Brands

• Monkeypod Kitchen by Merriman: Casual dining restaurant featuring locally sourced menus with focus on sustainable meat, fish and produce. Founded in 2011 by Chef Peter Merriman and restaurateur Bill Terry. Four locations: Wailea Maui, Ka'anapali Maui, Ko Olina Oahu, and Waikiki Oahu.
• Moku Kitchen
• The Beach House
• Ulu Kitchen by Merriman

Products and services

• Merriman's Oahu (Honolulu) Farm-to-table fine dining restaurant in Honolulu's Ward Village serving Hawaii Regional Cuisine with locally sourced ingredients. Open for lunch, dinner, and weekend brunch with happy hour daily, and accommodates private events for up to 140 guests.
• Merriman's Big Island (Waimea) Original flagship fine dining restaurant in Waimea, the birthplace of Hawaii Regional Cuisine. Offers lunch, Sunday brunch, and dinner with an on-site culinary garden. Accommodates private events for up to 140 guests and is carbon-neutral certified.
• Merriman's Kauai (Poipu) Oceanfront fine dining restaurant at The Shops at Kukuiula in Poipu featuring plantation-era inspired decor, farm-to-table Hawaii Regional Cuisine, and live music. Open for dinner with private event spaces up to 100 guests.
• Merriman's Maui (Kapalua) Oceanfront fine dining restaurant in Kapalua, Maui, known for open-air dining and sunset views. Open daily for dinner with a casual Point Lounge for light fare and happy hour. Accommodates private events up to 180 guests. Voted Best Wedding Venue by Hawaii Magazine readers.
• Gift Cards & Cookbooks (Online Shop)
• Private Events & Catering Private event and catering services across all four Merriman's locations, including wedding ceremonies and receptions, corporate events, rehearsal dinners, and custom catering. Each location offers distinct venue options ranging from intimate lanai spaces to full restaurant buyouts for 12-180+ guests.

Quantifiable outcome

• Over 90% of ingredients sourced locally from Hawaii farms, ranchers, and fishermen
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered core and minor.

• GreenPlacescoreStrategic or Co-development Partner · 1 January 2023Sustainability partnership for carbon assessment and management. GreenPlaces completed Merriman's first carbon assessment, offset emissions through verified environmental projects, and supports ongoing reduction initiatives including solar expansion and all-electric kitchen equipment.
• Blue Ocean BarnscoreStrategic or Co-development PartnerPartnership for innovative seaweed-fed goat program that produces the world's first methane-neutral goat cheese. Hawaii Island Goat Dairy (Big Kid LLC) goats consume Blue Ocean Barns seaweed to reduce methane emissions by up to 90%. Available at all Merriman's locations.
• Hawaii Island Goat Cheese (Big Kid LLC)coreStrategic or Co-development PartnerLocal goat dairy producing methane-neutral goat cheese using Blue Ocean Barns seaweed-fed goats. Supplies cheese to all Merriman's locations. Co-owned by Carl McKinney.
• Bill Terry (Monkeypod Kitchen)coreStrategic or Co-development PartnerJoint venture launched in winter 2011 to create casual dining concept Monkeypod Kitchen by Merriman. Located in Wailea Maui, Ka'anapali Maui, Ko Olina Oahu, and Waikiki Oahu. Shared mission of celebrating Hawaii's farming, ranching, and fishing communities.
• Handcrafted RestaurantscoreStrategic or Co-development PartnerParent company of Peter Merriman's casual dining concepts including Monkeypod Kitchen, Moku Kitchen, The Beach House, and Ulu Kitchen. Founded 2011 by Peter Merriman and Bill Terry to bring Hawaii Regional Cuisine to accessible settings.
• California Wineries (Boxed Wine)minorGTM or Marketing PartnerPartnership with California wineries to produce boxed wine for World Class Boxed Wine Initiative. San Francisco Chronicle covered how Merriman's convinced wineries to make boxed wine. Supported by Mayor Blangiardi's office.
• Hirabara FarmscoreStrategic or Co-development PartnerBig Island farm supplying 13 varieties of specialty lettuces including Red Oak, Lollo Rossa, Frisee, and Cocarde (350 lbs/day). Legacy continued by Ray Echavez after founders Kurt and Pam Hirabara passed. Supplies Waimea and other locations.
• Ma'o Organic FarmscoreStrategic or Co-development PartnerLualualei Valley farm led by Gary Maunakea, training youth as interns and apprentices. Grown from 5 acres to 281 acres. Produces 40+ varieties of organic fruits and vegetables including salad greens, root crops, and tropical fruits.
• Kualoa RanchcoreStrategic or Co-development Partner4,000-acre windward Oahu ranch with aquaculture operation under KualoaGrown brand. Team of 45 staff cultivating crops, tropical flowers, and five protein types (beef, pork, shrimp, oysters, lamb). Diverse farming operation supporting Merriman's supply chain.
• Counter CultureminorStrategic or Co-development PartnerOahu organic farming collective in Hale'iwa operated by Rob Barreca, Daniel Leas, Laarni Gedo, and Gabe Sachter-Smith. Focus on fermented foods, urban agriculture, and tech-enabled farming.
• Hawai'i Taro Farm LLCcoreStrategic or Co-development Partner310-acre Maui farm founded by Native Hawaiian couple Bobby and Juanita Pahia in 2009. Collaborative effort involving 23+ local farmers growing traditional crops (taro, bananas, coconuts). Cultural and educational center for Hawaiian traditions.
• Malama FarmscoreStrategic or Co-development PartnerMaui farm operated by Dave and Lehua Fitch. Berkshire hogs raised with rotational pen system respecting animal welfare and land stewardship. Supplies Merriman's with heritage pork.
• Waialua Estate FarmcoreStrategic or Co-development Partner155-acre coffee farm on former sugarcane lands of Waialua Estate on Oahu's North Shore. 80-acre cacao plantation near Waialua town. Produces premium cacao for Signature Chocolate Purse dessert.
• Rincon FarmsminorStrategic or Co-development PartnerFamily strawberry farm operating since 1988. Minimal pesticide use due to family production focus. Supplies strawberries to Merriman's.
• Small Kine FarmminorStrategic or Co-development Partner4.7-acre Waimanalo organic mushroom farm operating since 2009. Evolved from green recycling company. Produces Keiki Portabella, Tūtū Portabella varieties using sustainable methods.
• Tropical DreamsminorStrategic or Co-development Partner25-year gourmet ice cream producer using local dairy cream (18% butterfat) and local fruit. Small batch super premium ice cream served at Merriman's locations.

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Alan Wong's Restaurants: Honolulu-based fine dining group co-founded by chef Alan Wong, a fellow Hawaii Regional Cuisine pioneer alongside Peter Merriman. Operates comparable full-service fine dining with locally sourced menus in the same Hawaiian market.
• Roy's Restaurants: Founded by chef Roy Yamaguchi, another co-founder of the Hawaii Regional Cuisine movement. Operates multiple Hawaii locations serving Euro-Asian fusion with local sourcing, making it a directly comparable regional peer.
• Mama's Fish House: Iconic Maui oceanfront upscale seafood restaurant operating for 50+ years on Kuau Cove. Directly comparable as a high-priced, reservation-driven, locally-sourced Hawaiian fine dining destination serving tourists and locals.
• Pacific'O Restaurant: Maui oceanfront fine dining restaurant serving Hawaii Regional Cuisine with locally sourced ingredients. Directly comparable in cuisine philosophy, target customer, and price band to Merriman's Kapalua.
• Lahaina Grill: Award-winning Maui upscale American regional restaurant founded in 1990 in Lahaina. Historic fine dining peer with overlapping cuisine philosophy; its post-wildfire closure status reflects shared exposure to the West Maui market Merriman's Kapalua serves.
• Hula Grill: Maui oceanfront restaurant opened in 1994 as a partnership between Peter Merriman and TS Restaurants. Closely linked heritage peer serving Hawaii Regional Cuisine at a slightly more accessible price point in the same Kaanapali/Kapalua corridor.

Regional players

• Duke's Waikiki: Iconic Hawaii-based restaurant group with oceanfront locations serving local and tourist diners. Comparable customer base and Hawaiian market presence though positioned more as casual/upscale-casual rather than fine dining.

Broad incumbents

• Tommy Bahama Restaurant: Multi-location upscale-casual island-themed dining chain with a Hawaii footprint and broader mainland U.S. presence. Comparable in tropical-resort ambiance and destination-dining positioning though not committed to a single regional cuisine.
• Blue Hill at Stone Barns: Premier farm-to-table fine dining restaurant in Pocantico Hills, NY, led by Dan Barber. Closest U.S. mainland analog to Merriman's farm-direct sourcing philosophy, James Beard recognition, and premium-positioned chef-driven concept.

Emerging players

• Single Thread: Sonoma farm-to-table fine dining concept pairing a restaurant with an on-site farm. Comparable in marrying single-location sourcing with high-end dining, sustainability narrative, and tasting-menu-style culinary execution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MerrimansMaui
• Instagraminstagram.com/merrimansmaui

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Merriman's Hawaii