Coastal Roots Hospitality
Coastal Roots Hospitality is a Monterey Peninsula restaurant group operating three full-service restaurants (Montrio, Tarpy's, Rio Grill) and a unified events and catering division, serving local diners, tourists, and corporate/private event clients across the Monterey Bay area.
- Company typePrivate
- Founded1994
- HeadquartersMonterey, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Coastal Roots Hospitality does
Coastal Roots Hospitality is a privately held restaurant group headquartered in Monterey, California, founded in 1994 by Ken and Mona Donkersloot. The company operates three full-service restaurants — Montrio Bistro in downtown Monterey, Tarpy's Roadhouse on Monterey-Salinas Highway, and Rio Grill near Carmel — plus a unified Coastal Roots Events & Catering division that consolidates the culinary capability of all three brands into a single off-premise catering operation serving weddings, corporate events, and private celebrations across the Monterey Peninsula. Menus emphasize locally sourced ingredients from regional farms, butcheries, and sustainably harvested seafood, a positioning reinforced by Michelin 2025 recognition and Best of Monterey County 2024 honors.
The business makes money through four primary streams: on-premise dining transaction revenue across the three restaurants (highest volume), quote-based full-service catering with a 22% service fee on food and beverage, gift card and Coastal Roots Rewards loyalty spend managed via the Toast Tab platform, and a small branded merchandise line (Carphytt-style hats, hoodies). Go-to-market is direct-to-consumer through walk-in and reservation traffic, supplemented by event-driven outreach (Monterey Bay Football Club partnership, Pebble Beach Food & Wine, WeatherTech Raceway Laguna Seca catering) and content marketing via blog and Instagram.
Technology infrastructure is intentionally lean: Toast Tab handles POS, gift cards, reservations, and loyalty, with no proprietary platform, no disclosed AI/ML systems, and no developer-facing APIs. The company employs 101-250 people, operates exclusively in the United States, and is closely held by the Donkersloot family with no institutional investors, no parent company, and no funding rounds disclosed. Adjacent revenue lines include branded merchandise and the Pick It Up–Pay It Forward community program, which donates 10% of to-go revenue to rotating nonprofit partners.
Coastal Roots Hospitality firmographics
Firmographics- Name
- Coastal Roots Hospitality
- Legal name
- Coastal Roots Hospitality
- Website
- https://coastalrootshospitality.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Coastal Roots Hospitality is a Monterey Peninsula restaurant group operating three full-service restaurants (Montrio, Tarpy's, Rio Grill) and a unified events and catering division, serving local diners, tourists, and corporate/private event clients across the Monterey Bay area.
- Ownership category
- akta.pro rank
Coastal Roots Hospitality industry classification
Industry- Product category
- Restaurant Hospitality Services
- NAICS
- Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251), Caterers (72232)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Special Occasion & Destination Restaurants (THAFACAK)
- akta.pro secondary industry
- Steakhouses & Seafood Restaurants (THAFACAE)
Keywords
Where Coastal Roots Hospitality is headquartered
LocationHeadquarters
- HQ city
- Monterey
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Coastal Roots Hospitality business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Restaurant Dining: Full-service dining at three iconic restaurants: Montrio Bistro in downtown Monterey, Tarpy's Roadhouse on Monterey-Salinas Highway, and Rio Grill near Carmel. Revenue generated from food and beverage sales to dine-in customers.
- Events & Catering Services: Full-service catering for weddings, corporate events, private parties, and social gatherings across the Monterey Peninsula. Services include custom menu planning, chef stations, buffet, plated dinners, rentals, staffing, and bar service. A 22% service fee is added to all food and beverage orders.
- Gift Cards: Sale of physical and electronic gift cards through Toast Tab platform. Gift cards are redeemable at all Coastal Roots Hospitality restaurants for food, beverage, and sales tax.
- Loyalty Program: Coastal Roots Rewards program offering points for food and beverage purchases. Includes Referral, Trade, and Training Dollar programs for partner engagement.
- Merchandise Sales: Sale of branded merchandise including Carhartt hats and zip hoodies directly through the company website and at restaurant locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Branded merchandise available for purchase |
| Other | Pay-as-you-go | Full-service catering with custom menus |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Coastal Roots Hospitality product offering
Product offeringCore offering
Coastal Roots Hospitality operates three iconic full-service restaurants — Montrio Bistro, Tarpy's Roadhouse, and Rio Grill — serving locally sourced coastal California cuisine in the Monterey Peninsula. The company also runs Coastal Roots Events & Catering, a unified catering and event planning division that delivers plated dinners, buffets, action stations, receptions, rentals, staffing, and bar service for weddings, corporate events, and private celebrations across Monterey, Carmel, Pacific Grove, Pebble Beach, and Carmel Valley.
Product overview
Coastal Roots Hospitality operates as a restaurant group with four distinct restaurant brands and an integrated catering division. The core portfolio consists of three iconic restaurants—Montrio (upscale downtown Monterey), Tarpy's Roadhouse (relaxed coastal dining), and Rio Grill (vibrant Carmel dining)—unified under a single events and catering service called Coastal Roots Events & Catering. This consolidation allows the company to leverage all three restaurant brands' culinary capabilities into one cohesive catering operation. Supporting offerings include gift cards and a loyalty rewards program powered by Toast, as well as branded merchandise. The company serves the Monterey Peninsula area and specializes in locally sourced coastal California cuisine.
Differentiator
Problem solved
Functional benefit
Brands
- Pick It Up – Pay It Forward: Community initiative where 10% of all take-out orders are donated to local nonprofit partners on a rotating basis throughout the year.
Products and services
- Montrio Bistro Upscale downtown Monterey restaurant offering refined coastal California dining at 414 Calle Principal, Monterey, CA 93940, serving locals and international travelers.
- Tarpy's Roadhouse Relaxed coastal restaurant featuring American cuisine with outdoor dining spaces and warm hospitality at 2999 Monterey Salinas Hwy, Monterey, CA 93940.
- Rio Grill Vibrant restaurant near Carmel offering modern coastal dining with seasonal menus at 101 Crossroads Blvd, Carmel, CA 93923.
- Coastal Roots Events & Catering Comprehensive catering and event planning service that consolidates all three restaurant brands into one unified operation, offering plated menus, buffet menus, action stations, reception displays, and full rental services for weddings, corporate events, and private celebrations across the Monterey Peninsula.
- Coastal Roots Gift Cards Digital and physical gift cards powered by Toast Tab, redeemable at any Coastal Roots Hospitality restaurant for food, beverage, and sales tax.
- Coastal Roots Loyalty Program Rewards membership program enabling guests to earn points on dining purchases, including Referral, Trade, and Training Programs for partners.
- Coastal Roots Merchandise Shop Branded merchandise including Carhartt hats (grey at $60, white at $40) and zip hoodies ($75) available for purchase through the company website and at restaurant locations.
Companies that use Coastal Roots Hospitality
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
Coastal Roots Hospitality technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Coastal Roots Hospitality partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Monterey Bay Football ClubcoreCoastal Roots Hospitality is a proud partner of Monterey Bay Football Club, providing catering for pre-match gatherings and post-game celebrations. This partnership brings the Monterey community together through great food and shared sports experiences.
- WeatherTech Raceway Laguna SecaminorCoastal Roots Hospitality provides high-level catering services for events at WeatherTech Raceway, expanding their catering reach to automotive events and enthusiasts.
- Ventana WSminorPartnership for S'MORE event in Big Sur, supporting nonprofit initiatives through culinary events.
- Toast TabcoreCoastal Roots Hospitality partners with Toast Tab for gift card programs and loyalty rewards management, providing digital infrastructure for gift card sales, balance checking, and loyalty program enrollment.
- Seneca KinshipcoreCommunity partner supporting families with services that promote stability and connection. Company participated in matching donations for car drawing fundraiser.
- Community Partnership for Youth (CPY)coreCommunity partner empowering youth through opportunity, mentorship, and growth. One of over 50 nonprofit partners supported by Coastal Roots Hospitality.
- The BridgecoreCommunity partner supporting recovery, resilience, and long-term healing through community outreach programs.
- Task Force AntalminorCoastal Roots Hospitality matched donations made in May 2022 to support Task Force Antal's mission helping Afghan families who served alongside US military.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Coastal Roots Hospitality competitors and assessment
Company assessmentDirect peers
- Specialty Restaurants Corporation: California-based operator of multiple full-service, special-occasion waterfront restaurants with private events and catering capabilities — directly comparable regional multi-unit operator with events-heavy model.
- Hillstone Restaurant Group: Multi-brand full-service restaurant group (Hillstone, South Beverly Grill, R+D Kitchen) operating upscale-casual concepts in premium markets — comparable portfolio structure to Montrio, Tarpy's, Rio Grill.
- Patina Restaurant Group: Operates premium full-service restaurants with a dedicated off-premise catering and large-scale event division, including weddings, corporate events, and destination dining — directly comparable to Coastal Roots' three-brand catering consolidation model.
- The Sardine Factory: Iconic long-standing full-service seafood and steakhouse on Cannery Row in Monterey with private event/event-catering capabilities — directly competing in the same Monterey Peninsula premium dining category.
- Lettuce Entertain You Enterprises: Multi-brand full-service restaurant group with a dedicated catering/events arm across multiple US markets, serving casual-to-upscale dining plus private events — closely mirrors Coastal Roots' restaurant-plus-catering operating model.
- Rosine's Restaurant: Long-established Monterey-area family-owned full-service Italian restaurant with private dining and event capabilities — closest same-market independent operator for comparable local dynamics.
- Thomas Keller Restaurant Group: Operates Michelin-starred destination restaurants (The French Laundry, Per Se) with extensive private dining and event programs — comparable in Michelin-recognized destination dining plus premium private event execution.
Emerging players
- Levy Restaurants: Premium hospitality and catering company focused on sports/entertainment venues and large-scale events — comparable in high-end event catering mechanics but serves venue clients rather than owning restaurant brands.
Broad incumbents
- The Cheesecake Factory: Iconic premium full-service national chain with strong catering/gift card programs and high-traffic destination dining — relevant scale benchmark for coastal California casual-upscale dining.
- Darden Restaurants: Largest US full-service restaurant operator (Olive Garden, Capital Grille, LongHorn, Cheddar's) — provides broader market benchmark and competitive context for full-service dining economics.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Coastal Roots Hospitality social profiles
Digital presenceCoastal Roots Hospitality compliance and trust
Trust signalCompliance3 records
Coastal Roots Hospitality financial estimates
Financial estimateRevenue estimate
Valuation estimate
Coastal Roots Hospitality leadership team
Management profileNumber of profiles
Profiles2 records
Coastal Roots Hospitality funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Coastal Roots Hospitality 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 Coastal Roots Hospitality
What does Coastal Roots Hospitality do?
Coastal Roots Hospitality operates three iconic full-service restaurants — Montrio Bistro, Tarpy's Roadhouse, and Rio Grill — serving locally sourced coastal California cuisine in the Monterey Peninsula. The company also runs Coastal Roots Events & Catering, a unified catering and event planning division that delivers plated dinners, buffets, action stations, receptions, rentals, staffing, and bar service for weddings, corporate events, and private celebrations across Monterey, Carmel, Pacific Grove, Pebble Beach, and Carmel Valley.
Is Coastal Roots Hospitality a public or private company?
Coastal Roots Hospitality is a private company. It is classified as family owned and is currently operating.
When was Coastal Roots Hospitality founded?
Coastal Roots Hospitality was founded in 1994. It employs 101 to 250 people.
Where is Coastal Roots Hospitality based?
Coastal Roots Hospitality is headquartered in Monterey, United States, in the North America region.
How does Coastal Roots Hospitality make money?
Five revenue lines are on record. Restaurant Dining is the primary driver. The others are events & Catering Services, gift Cards, loyalty Program and merchandise Sales.
Who are Coastal Roots Hospitality's main competitors?
Direct peers on record are Specialty Restaurants Corporation, Hillstone Restaurant Group, Patina Restaurant Group, The Sardine Factory, Lettuce Entertain You Enterprises, Rosine's Restaurant and Thomas Keller Restaurant Group. Levy Restaurants is listed as an emerging player. Broad incumbents are The Cheesecake Factory and Darden Restaurants.
Does Coastal Roots Hospitality have an API?
No public API is recorded for Coastal Roots Hospitality.
What industry is Coastal Roots Hospitality in?
Coastal Roots Hospitality's product category is Restaurant Hospitality Services. Its primary akta.pro industry code is THAFACAK, Special Occasion & Destination Restaurants, with a secondary code of THAFACAE, Steakhouses & Seafood Restaurants. Its NAICS code is 722511 and its SIC code is 5812.