Bonefish Grill
Bonefish Grill is a U.S. polished-casual seafood restaurant chain, subsidiary of Bloomin' Brands, operating ~200 locations nationwide serving market-fresh fish, wood-grilled specialties, hand-crafted cocktails, catering, weekend brunch, and a cross-brand Dine Rewards loyalty program to casual dining consumers and private event hosts.
- Company typePrivate
- Founded2000
- HeadquartersTampa, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Bonefish Grill does
Bonefish Grill is a U.S. polished-casual seafood restaurant chain operating as a wholly owned subsidiary of Bloomin' Brands, Inc. (NASDAQ: BLMN), founded January 15, 2000 in St. Petersburg, Florida by Tim Curci and Chris Parker. The brand operates approximately 200 locations nationwide, serving casual dining consumers seeking market-fresh fish hand-cut in-house daily, oak wood-grilled specialties, and hand-crafted cocktails in an accessible yet elevated dining atmosphere. Its core products include dine-in service, online ordering for carryout and delivery (via owned storefront plus DoorDash, UberEats, and Grubhub), nationwide catering and Family Bundles for off-premise occasions, weekend brunch, Social Hour bar programming, private and group dining events, gift cards, and Courses & Cocktails multi-course pairing dinners.
The underlying technology stack centers on a restaurant point-of-sale and online ordering platform integrated with third-party delivery services, plus a mobile application with geolocation, push notifications, and camera-based payment scanning. A cross-brand Dine Rewards loyalty program shared across Bloomin' Brands sister concepts (Outback, Carrabba's, Fleming's) drives repeat visitation at 5 points per dollar, with 350 points redeemable for $5 rewards. The business model is primarily transactional: pay-as-you-go unit pricing across food, beverage, and experiences, with social-hour cocktails priced at $7 and weekend brunch bubbles at $5. Customer segments are segmented by occasion — casual dining consumers, weekend brunch seekers, private event hosts, and catering customers — with marketing distributed through an owned website, organic social (Facebook, Instagram, Twitter), email and the Insider program, press releases, and special events.
Bonefish Grill firmographics
Firmographics- Name
- Bonefish Grill
- Legal name
- Bonefish Grill
- Website
- https://bonefishgrill.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Bonefish Grill is a U.S. polished-casual seafood restaurant chain, subsidiary of Bloomin' Brands, operating ~200 locations nationwide serving market-fresh fish, wood-grilled specialties, hand-crafted cocktails, catering, weekend brunch, and a cross-brand Dine Rewards loyalty program to casual dining consumers and private event hosts.
- Ownership category
- akta.pro rank
Bonefish Grill industry classification
Industry- Product category
- Casual Seafood Dining Restaurants
- NAICS
- Restaurants and Other Eating Places (72251)
- SIC
- Retail-Eating Places (5812)
- akta.pro primary industry
- Steakhouses & Seafood Restaurants (THAFACAE)
Keywords
Where Bonefish Grill is headquartered
LocationHeadquarters
- HQ city
- Tampa
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Bonefish Grill business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Restaurant Dining: In-restaurant dining revenue from lunch, dinner, and brunch service. Customers pay for food and beverages consumed on premises.
- Takeout and Delivery: Online ordering for carryout and delivery through DoorDash, UberEats, and Grubhub third-party delivery services.
- Catering Services: Nationwide catering menu for events and gatherings, including delivery and pickup options.
- Loyalty Program Revenue: Dine Rewards loyalty program that incentivizes repeat visits through points accumulation and reward redemptions, driving customer lifetime value.
- Gift Card Sales: Physical and e-gift cards sold for use at Bonefish Grill and other Bloomin' Brands locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Social Hour Bar Bites and Cocktails |
| Unit Pricing | Pay-as-you-go | Weekend Brunch |
| Freemium | Monthly | Dine Rewards Loyalty Program |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Bonefish Grill product offering
Product offeringCore offering
Bonefish Grill operates a chain of casual seafood restaurants serving market-fresh fish hand-cut in-house daily, wood-grilled specialties, and hand-crafted cocktails across nearly 200 locations in the United States. The brand complements dine-in service with weekend brunch, Social Hour bar programs, online ordering, nationwide catering, Family Bundles, and the cross-brand Dine Rewards loyalty program.
Product overview
Bonefish Grill is a polished casual seafood restaurant chain operated by Bloomin' Brands, Inc. The core product is its restaurant dining experience featuring market-fresh fish hand-cut in-house daily and wood-grilled specialties. The company offers a portfolio of complementary services including Dine Rewards loyalty program, online ordering with third-party delivery integration (DoorDash, UberEats, Grubhub), catering and Family Bundles for off-premise dining, weekend brunch service, and Social Hour bar programs. Additional offerings include private/group dining events, gift cards, and special courses & cocktails pairing dinners. The digital ecosystem includes online ordering, a loyalty program, and mobile app features with location services.
Differentiator
Problem solved
Functional benefit
Brands
- Dine Rewards: Bonefish Grill's loyalty rewards program operated jointly across Bloomin' Brands restaurants (Outback Steakhouse, Carrabba's Italian Grill, Bonefish Grill, Fleming's Prime Steakhouse & Wine Bar) allowing members to earn 5 points per dollar spent on food and non-alcoholic beverages, redeemable for $5 rewards at 350 points.
- Insider
Products and services
- Bonefish Grill Restaurant Dining Seafood restaurant chain specializing in market-fresh fish hand-cut in-house daily, savory wood-grilled specialties cooked over an oak wood-burning grill, and seasonal Partner Selection dishes, complemented by hand-crafted cocktails made with just-squeezed juices, edible garnishes, and house-infused syrups. Open for lunch, dinner, and weekend brunch across approximately 200 locations in the United States.
- Dine Rewards Loyalty Program Free loyalty program shared across Bloomin' Brands restaurants (Outback Steakhouse, Carrabba's Italian Grill, Bonefish Grill, Fleming's Prime Steakhouse & Wine Bar) allowing members to earn 5 points per qualified dollar spent on food and non-alcoholic beverages, with 350 points redeemable for a $5 reward.
- Nationwide Catering Catering service available nationwide offering family-style meals including Bang Bang Shrimp, Lily's Chicken, Blackened Baja Fish Tacos, and dessert platters for events up to 10 guests, with delivery or pickup options.
- Weekend Brunch Weekend brunch service offered Saturdays and Sundays from 11AM to 3PM featuring Eggs Benedict variations, French Toast, Shrimp & Grits, and specialty cocktails including Mimosas and Bloody Marys.
- Social Hour Happy hour program featuring $7 hand-crafted cocktails including Fresh Margarita, Blueberry Lemon Drop, Mango Bourbon Sour, and Coconut Crush, plus bar bites like Ahi Tuna Wonton Crisps, Bangin' Chicken Bites, Crispy Cauliflower, and Shrimp Toast, available daily from 4pm.
- Private & Group Dining Private event and group dining services for business meetings, birthday celebrations, rehearsal dinners, and social gatherings with customizable menus and dedicated event management.
- Gift Cards Physical and digital gift cards redeemable at all Bloomin' Brands locations with no expiration fees.
- Family Bundles Family-style meal packages feeding up to 5 people, including options like Bang Bang Shrimp Tacos, Grilled Salmon, Lily's Chicken, and Grilled Chicken with salad, bread, and cookies.
- Courses & Cocktails Pairing Dinners Special multi-course wine and cocktail pairing dinners featuring seasonal menus paired with wines from partners like Francis Coppola, Sonoma-Cutrer, Hess, and Santa Margherita.
- Online Ordering Digital ordering platform allowing customers to place carryout and delivery orders through the Bonefish Grill website, with integration to third-party delivery services DoorDash, UberEats, and Grubhub.
Companies that use Bonefish Grill
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Bonefish Grill technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Bonefish Grill partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Absolut VodkaminorBonefish Grill partnered with Absolut Vodka to create two exclusive Wicked-inspired cocktails (Ozmopolitan and Oz's Elixir) celebrating Universal Pictures' new cinematic event. Limited-edition martinis were available at all locations from October 31 through December 31, 2024. The launch offer featured $7 cocktails on October 31, 2024.
- Universal PicturesminorPartnership with Universal Pictures to celebrate the release of Wicked (November 22, 2024) through exclusive cocktail offerings at Bonefish Grill locations nationwide. The collaboration tied dining experiences to the film's themes of friendship and enchantment.
- Bonefish & Tarpon TrustcoreBonefish Grill partners with Bonefish & Tarpon Trust, a science-based conservation organization, to conserve bonefish, tarpon, and permit fisheries through research, stewardship, education and advocacy. Starting on Giving Tuesday December 3 through December 9, 2019, Bonefish Grill matched up to $10,000 in guest donations to support the organization's habitat restoration initiatives across the southeastern United States, Gulf of Mexico, and Caribbean. The partnership celebrates and protects the restaurant's namesake species.
- NASCAR Foundation Speediatrics Children's FundminorBonefish Grill partnered with The NASCAR Foundation Speediatrics Children's Fund at the opening of its Daytona Beach location on April 22, 2019. The restaurant donated 50% of sales (up to $10,000) to the charity focused on improving the lives of children.
- The Nature ConservancyminorBonefish Grill partnered with The Nature Conservancy to help restore coral reefs, supporting environmental conservation efforts in ocean ecosystems.
- Ocean TrustminorBonefish Grill introduced the Ocean Trust Tropic Heat Martini, with proceeds supporting Ocean Trust, an award-winning ocean conservation foundation dedicated to marine preservation.
Scale indicators3 records
Recent moves9 records
Expansion highlights6 records
Bonefish Grill competitors and assessment
Company assessmentDirect peers
- Red Lobster: Largest casual dining seafood chain in the U.S. with ~500+ locations. Directly competes with Bonefish on the same seafood-casual-dining occasion, targeting similar families and adult diners with a broader value-oriented menu.
- Outback Steakhouse: Sibling brand under Bloomin' Brands operating a casual dining steakhouse concept. Comparable in scale, GTM motion, and operational model, and shares the Dine Rewards loyalty program; competes for the same dinner-occasion consumer.
- Legal Sea Foods: Premium seafood restaurant chain on the U.S. East Coast with comparable wood-grilled, market-fresh positioning. Competes directly for higher-end seafood dining occasions against Bonefish in overlapping markets.
- Chart House: Landry's-owned upscale seafood restaurant chain with waterfront locations. Comparable polished casual seafood positioning and signature fish-forward menu; competes for premium seafood dining occasions.
- Carrabba's Italian Grill: Another Bloomin' Brands casual dining banner. Shares the Dine Rewards ecosystem, dinner-focused menu, and target customer with Bonefish; competes for casual dining visit frequency within the same portfolio.
- Seasons 52: Darden-owned polished casual restaurant with a seasonal, fresh-ingredient menu including seafood. Overlaps with Bonefish in menu approach, price tier, and target consumer, while competing for the same dinner-out occasions.
- Fleming's Prime Steakhouse & Wine Bar: Bloomin' Brands' upscale steakhouse banner. Comparable in operating model and seafood-adjacent menu but targets a higher check occasion; shares loyalty program and Bloomin' Brands back-office infrastructure.
- Eddie V's Prime Seafood: Upscale polished casual seafood restaurant (Darden). Comparable hand-crafted cocktail program and seafood-first menu but targets a higher check occasion; competes with Bonefish for date-night and special-occasion diners.
- McCormick & Schmick's Seafood & Steaks: Polished casual seafood and steak chain operating in similar markets. Comparable dinner-occasion positioning, menu structure, and price point overlap with Bonefish.
Broad incumbents
- Brinker International (Chili's / Maggiano's): Large publicly traded casual dining operator (Chili's, Maggiano's). Comparable in scale, multi-unit casual dining operational model, and dining-occasion competition, though seafood is not the primary focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Bonefish Grill social profiles
Digital presenceBonefish Grill compliance and trust
Trust signalCompliance3 records
Bonefish Grill financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bonefish Grill leadership team
Management profileNumber of profiles
Profiles5 records
Bonefish Grill funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bonefish Grill 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 Bonefish Grill
What does Bonefish Grill do?
Bonefish Grill operates a chain of casual seafood restaurants serving market-fresh fish hand-cut in-house daily, wood-grilled specialties, and hand-crafted cocktails across nearly 200 locations in the United States. The brand complements dine-in service with weekend brunch, Social Hour bar programs, online ordering, nationwide catering, Family Bundles, and the cross-brand Dine Rewards loyalty program.
Is Bonefish Grill a public or private company?
Bonefish Grill is a private company. It is classified as corporate owned and is currently operating.
When was Bonefish Grill founded?
Bonefish Grill was founded in 2000. It employs 5,001 to 10,000 people.
Where is Bonefish Grill based?
Bonefish Grill is headquartered in Tampa, United States, in the North America region.
How does Bonefish Grill make money?
Five revenue lines are on record. Restaurant Dining is the primary driver. The others are takeout and Delivery, catering Services, loyalty Program Revenue and gift Card Sales.
Who are Bonefish Grill's main competitors?
Direct peers on record are Red Lobster, Outback Steakhouse, Legal Sea Foods, Chart House, Carrabba's Italian Grill, Seasons 52, Fleming's Prime Steakhouse & Wine Bar, Eddie V's Prime Seafood and McCormick & Schmick's Seafood & Steaks. Brinker International (Chili's / Maggiano's) is listed as a broad incumbent.
Does Bonefish Grill have an API?
No public API is recorded for Bonefish Grill.
What industry is Bonefish Grill in?
Bonefish Grill's product category is Casual Seafood Dining Restaurants. Its primary akta.pro industry code is THAFACAE, Steakhouses & Seafood Restaurants. Its NAICS code is 72251 and its SIC code is 5812.