The Grounds of Alexandria

What The Grounds of Alexandria does

The Grounds of Alexandria is a privately held, founder-led Sydney hospitality group founded in 2012 by Ramzey Choker. It operates four main dining venues across three Sydney catchment zones — The Grounds Cafe, The Potting Shed, and The Garden Bar & BBQ in Alexandria (a converted pie factory and car park); The Coffee Factory in South Eveleigh (a working roastery set in the historic Locomotive Workshop); and The Grounds of the City in Sydney CBD — supported by an in-house bakery, patisserie, and 200+ culinary staff across 8 kitchens led by Group Executive Chef Paul McGrath. The business is structurally a multi-venue F&B operator rather than a single-restaurant concept.

The group generates revenue across five streams: food and beverage sales across its owned venues; ticketed private dining experiences (Parlour Feast, Swing Seat, high teas, workshops, factory tours) priced at A$55-A$105 per person; dedicated event production (weddings, corporate functions, Christmas parties) across six event venues with wedding packages starting from A$175 per person; off-site catering through The Grounds Catering; and wholesale coffee, bread, and pastries supplied to other cafes via The Grounds Roastery, including bundled training and support. Customer acquisition is primarily event-driven and Instagram-led, leveraging continuously refreshed themed laneway installations to drive organic tourist and local visitation.

The company's differentiators are heritage real estate, an in-house styling team under Creative Director Therese Moussa-Choker, and brand recognition as one of the world's most Instagrammable destinations. Commercial operations are supported by a mobile app for takeaway ordering and loyalty, OpenTable for reservations, and a coffee retail storefront (shop.thegrounds.com.au). The Grounds is entirely founder/operator-owned with no disclosed institutional investors, funding rounds, or M&A activity in the source data, and it operates exclusively within New South Wales, Australia.

Name

The Grounds of Alexandria

Legal name

The Grounds

Website

https://thegrounds.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

The Grounds of Alexandria is a privately held Sydney hospitality group founded in 2012, operating four dining venues, six event spaces, a wholesale coffee roastery, and a catering arm across Alexandria, South Eveleigh, and Sydney CBD, serving individual diners, wedding couples, corporate clients, and wholesale cafe partners.

Ownership category

akta.pro rank

Product category

Hospitality Services

NAICS

Restaurants and Other Eating Places (72251), Full-Service Restaurants (722511), Snack and Nonalcoholic Beverage Bars (722515), Caterers (722320), Food Services and Drinking Places (722)

SIC

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

akta.pro primary industry

Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG)

akta.pro secondary industries

Independent Neighborhood Cafes (THAFADAC), Venue & Banquet Hall Catering (THAFAIAC), Neighborhood & Sports Bars (THAFAEAA)

Keywords

• Hospitality venue group
• Specialty coffee roastery
• Wedding and event catering
• Café and restaurant services
• Experiential dining concepts

Headquarters

HQ city

Alexandria

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Food & Beverage Sales: Primary revenue stream from multiple dining venues including The Grounds Cafe, The Potting Shed, The Garden Bar & BBQ, The Coffee Factory, and The Grounds of the City. Includes dine-in and takeaway services.
2. Events & Weddings: Revenue from hosting corporate events, weddings, celebrations, and private dining experiences across dedicated event venues (The Eveleigh, Linseed House, Rosebery Hall, The Garden, The Atrium, The Patio).
3. The Grounds Catering: Off-site catering services bringing signature food and beverages to client events across Sydney.
4. Wholesale Coffee & Bakery: The Grounds Roastery supplies high-quality coffee, fresh bread, and pastries to local cafes through wholesale service, with training and support.
5. Private Dining Experiences: Ticketed experiences including Parlour Feast, Patisserie High Tea, Swing Seat, Sunday Roast, workshops, and factory tours.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels6 records

Core offering

The Grounds of Alexandria operates a multi-venue hospitality group in Sydney serving specialty coffee, brunch, lunch, dinner, and immersive dining experiences across five owned venues (The Grounds Cafe, The Potting Shed, The Garden Bar & BBQ, The Coffee Factory, and The Grounds of the City). The group also runs an in-house coffee roastery with wholesale supply to other cafes, an off-site catering business, mobile ordering through The Grounds app, and a dedicated events division hosting weddings, corporate functions, and private celebrations across multiple event venues.

Product overview

The Grounds of Alexandria is a Sydney-based hospitality group operating multiple distinct venues and experiences. The portfolio includes four main dining venues: The Grounds Cafe (original farmhouse-style brunch spot), The Potting Shed (garden-themed full-service restaurant), The Garden Bar & BBQ (outdoor casual dining), and The Coffee Factory (working roastery cafe in South Eveleigh), plus The Grounds of the City (CBD location). Beyond dining, the company offers experiential products including themed laneway installations, private dining experiences (The Parlour, Potter's Corner, The Swing Seat), coffee workshops and tours, various high tea offerings, and Sunday Roast traditions. The business operates The Grounds App for mobile ordering and loyalty, The Grounds Roastery for wholesale coffee supply, and The Grounds Catering for off-site events. The Events division manages wedding receptions, celebrations, corporate functions, and Christmas parties across dedicated event venues including The Eveleigh, Linseed House, Rosebery Hall, The Garden, The Atrium, and The Patio.

Differentiator

Problem solved

Functional benefit

Products and services

• The Grounds Cafe Original flagship cafe in Alexandria offering brunch and specialty coffee in a rustic farmhouse-style setting with dine-in and takeaway options for individual diners and groups.
• The Potting Shed Full-service restaurant in Alexandria offering relaxed sit-down dining for lunch and dinner amidst lush greenery, hanging plants, and garden ambiance with creative cocktails and hearty classics.
• The Garden Bar & BBQ Expansive covered outdoor garden space in Alexandria offering takeaway BBQ, burgers, woodfire pizzas, and drinks in a nature-inspired casual dining environment.
• The Coffee Factory Cafe and working coffee roastery in South Eveleigh set within the historic Locomotive Workshop, offering specialty coffee, meals, coffee-themed experiences, tours, and workshops.
• The Grounds of the City 1920s-inspired restaurant in Sydney CBD's Galeries shopping centre offering breakfast, lunch, dinner, takeaway options, and afternoon tea experiences.
• The Parlour Feast Private dining experience tucked behind The Potting Shed accommodating groups of 8-16, featuring a three-course shared banquet at $94 per person.
• The Swing Seat Picture-perfect swing table experience in The Potting Shed for groups of 4-6, offering a three-course shared meal at $85 per person.
• Patisserie High Tea Lavish high tea experience overlooking the working patisserie at The Grounds Cafe, accommodating groups of 9-20 at $89 per person.
• Glasshouse High Tea Private high tea experience in a garden setting with sweet and savoury delights at The Grounds Cafe.
• City Afternoon Tea Afternoon tea experience at The Grounds of the City in Sydney CBD.
• Manual Brewing Workshop Interactive 60-minute coffee tasting experience led by experts at The Coffee Factory, exploring specialty coffee flavors through French press and V60 pour-over methods for up to 8 people at $65 per person.
• Barista Basics Workshop Hands-on workshop at The Coffee Factory teaching coffee making skills without coffee snobbery.
• Coffee Tasting Experience Coffee cupping and tasting experience at The Coffee Factory in South Eveleigh.
• The Factory Tour Guided tour discovering the journey from green bean to perfect brew at The Coffee Factory in South Eveleigh.
• Latte Art Class 60-minute workshop at The Coffee Factory covering the basics of latte art with expert guidance and hands-on practice.
• The Roaster's Room High Tea Private high tea experience at The Coffee Factory with views of the working roastery.
• Sunday Roast Weekly Sunday tradition at The Potting Shed featuring slow-roasted meats, generous sides, and rotating weekly creations at $45 per person.
• Group Winter Long Lunch Group lunch package at The Coffee Factory for 6-20 guests at $55 per person, featuring styled lunch with main course choices.
• The Potting Shed Great Feast Private dining experience behind The Potting Shed for 20-30 guests at $105 per person, featuring generous seasonal shared dishes.
• The Grounds Mobile App Free mobile application for iOS and Android enabling takeaway ordering, loyalty rewards points, exclusive offers, priority event access, skip-the-queue functionality, and scheduled orders, with no membership fees.
• The Grounds Roastery (Wholesale) Wholesale coffee service supplying high-quality roasted coffee, fresh bread, and pastries to local cafes, with barista training, support, and client assistance for quality and consistency.
• The Grounds Catering Off-site catering service bringing signature food and beverages to offices, homes, and events across Sydney, including lunch packs, boardroom platters, grazing tables, and full-service catering.
• The Eveleigh Ballroom event space at South Eveleigh blending golden-age-of-steam elegance with modern architecture, accommodating 200-340 seated or 250-550 cocktail guests.
• Linseed House Elegantly restored former factory with stunning art-deco flourishes, high ceilings, and crystal chandeliers, accommodating 200-380 seated or 250-600 cocktail guests.
• Rosebery Hall Grand hall with character, charm, and flexible capacity for weddings, celebrations, and corporate events.
• The Garden (Events) Botanical backdrop event venue with three distinct spaces and thriving greenery, accommodating 110-180 seated or 150-380 cocktail guests.
• The Atrium Parisian-inspired garden parlour with antique flourishes and hanging botanicals, accommodating 40-80 seated or 50-150 cocktail guests.
• The Patio Air alfresco setting framed by rustic brickwork, bright florals, and rambling greenery for events.
• Wedding Services Full-service wedding planning including venues, in-house styling team, curated menus, and coordination with packages starting from $175 per person.
• Celebration Events Event hosting for milestones and celebrations including breakfast events, high teas, shared lunches, seated dinners, and cocktail parties across various venues.
• Corporate Events Corporate function hosting including product launches, conferences, and team events at The Grounds' venues and event spaces.
• Christmas Parties Seasonal corporate and private event hosting for Christmas celebrations at The Grounds' venues.

Quantifiable outcome

• Founded in 2012 and grown from single venue to multi-venue hospitality group

Named customers5 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

Four partnerships are on record, tiered flagship and core.

• Mattel / BarbieflagshipStrategic or Co-development Partner · 1 July 2026The Grounds of Alexandria partnered with Mattel for the Barbie x Megan Hess collaboration, transforming the venue into a fashion-filled world inspired by Megan Hess' illustrations of Barbie. The partnership includes exclusive merchandise, themed food and beverages, and immersive laneway installations featuring illustrations from Megan Hess' book collection.
• Megan HessflagshipStrategic or Co-development Partner · 1 July 2026Internationally renowned fashion illustrator Megan Hess collaborated with The Grounds to create exclusive artwork and installations for the Barbie-themed experience. Her signature aesthetic reimagines the world of Barbie through a beautifully illustrated lens.
• Chef Paul McGrathcoreOthersGroup Executive Chef with 30 years of experience at forefront of Sydney dining scene. Has cooked for dignitaries including Queen Elizabeth II, King Charles III, Bill Clinton, David Bowie, and Bono. Leads culinary team of 200+ staff across 8 kitchens.
• Therese Moussa-ChokercoreOthersCreative Director & Executive Stylist with Bachelor of Design. Responsible for aesthetics and visual attractions across all areas of The Grounds, leading the in-house styling team for events.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Toby's Estate: Australian specialty coffee roaster with its own cafes and a wholesale business serving other hospitality operators. Comparable to The Grounds Roastery on vertical integration of roastery, cafe and B2B supply.
• Seven Seeds Coffee Roasters: Melbourne-based specialty coffee roaster with its own cafes and wholesale distribution. Comparable to The Grounds Roastery on the roastery/cafe/wholesale triumvirate and specialty coffee focus.
• Campos Coffee: Sydney-born specialty coffee roaster with multiple cafes and a wholesale business supplying other cafes and businesses. Highly comparable to The Grounds on in-house roastery, wholesale coffee, and cafe retail.
• Reuben Hills: Sydney specialty cafe and roaster combining single-origin coffee with a full food menu in an industrial-chic setting. Comparable to The Grounds on the cafe-plus-roastery model and design-led positioning.
• Three Blue Ducks: Australian multi-venue cafe/restaurant group with locations across Sydney, Melbourne and Byron Bay, plus events and private dining. Closest comparable to The Grounds in its mix of specialty coffee, full-service restaurants, and event hosting under a single brand.
• Single O: Australian specialty coffee roaster with flagship cafes and a wholesale supply business. Comparable to The Grounds on the roastery-plus-cafe-plus-wholesale model and strong specialty coffee positioning.
• Paramount Coffee Project: Sydney specialty cafe and roaster known for design-led interiors and a strong food menu. Comparable to The Grounds Cafe on the design-driven, brunch-and-coffee specialty position.

Broad incumbents

• Blue Bottle Coffee: Large international specialty coffee operator with cafes, a roastery, and DTC coffee subscription. Overlaps with The Grounds on specialty coffee, roastery, and design-led cafe experience, but at much greater scale and across multiple geographies.
• Stumptown Coffee Roasters: Established US specialty coffee roaster with cafes, wholesale and DTC business. Comparable to The Grounds Roastery on specialty roasting, cafe retail and wholesale, though at significantly larger scale.

Emerging players

• Icebergs Dining Room and Bar: Iconic Sydney destination restaurant and bar at Bondi with strong visual brand and events-driven traffic. Comparable to The Grounds on destination dining, design-led positioning, and event appeal in the Sydney market, though focused more on fine dining than specialty coffee.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/thegrounds
• Xx.com/TheGroundsNews
• Facebookfacebook.com/thegrounds
• LinkedInlinkedin.com/company/the-grounds-of-alexandria

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 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 The Grounds of Alexandria