Fancy Hank's
Fancy Hank's is a privately held Melbourne-based BBQ restaurant group and Australian sauce/condiment producer, operating three CBD venues plus a D2C e-commerce line of award-winning sauces, seasonings and mayos shipped Australia-wide through Shopify and third-party stockists.
- Company typePrivate
- Founded2012
- HeadquartersMelbourne, Victoria, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fancy Hank's does
Fancy Hank's is an Australian privately held food and beverage group operating a vertically integrated business across dine-in hospitality and consumer packaged goods. Founded in 2012 by Kent Bell as a roaming pop-up BBQ food truck in Melbourne, the company established a permanent restaurant on Bourke Street in 2014 when Bell partnered with Mike Patrick. The group now operates three Melbourne CBD venues: the flagship Fancy Hank's BBQ restaurant, Good Heavens Rooftop Bar (which tripled in size in 2023 to become Melbourne's largest rooftop bar), and Springrock Public Bar (opened July 2024). The business is held through two Victorian proprietary limited companies, Fancy Hank's Products Pty Ltd and Fancy Hank's City Pty Ltd, with no disclosed external institutional investment.
The company's core CPG offering consists of award-winning sauces, seasonings, and mayonnaises produced in Melbourne's Yarra Valley from 100% Australian-sourced natural ingredients with no artificial colours or preservatives. The catalogue spans five BBQ sauces, four hot sauces (including a Carolina Reaper product), three dry seasonings, and three mayonnaises, supported by curated bundle packs (Everything Pack, BBQ Legend Pack, Hot Sauce Pack, Everyday Essentials, Build Your Own Bundle). Underlying culinary technology centres on a low-and-slow smoking process using Australian hardwood for up to 16 hours, with the same restaurant recipes replicated at scale for bottled retail products. The D2C channel runs on Shopify with Australia-wide shipping from a Melbourne warehouse.
Revenue is generated through four streams: dine-in restaurant sales (shared platters $150-$450, individual meats $11-$36 per 100g, express lunch $24), consumer packaged goods e-commerce, private event catering for groups of 10-120 guests (corporate lunches, end-of-year functions, birthdays, bucks parties), and gift cards redeemable across all three venues or the online store. Distribution spans a single Melbourne CBD physical footprint for hospitality and Australia-wide shipping for the CPG line, with third-party stockists (retailers, bottle shops, delis) extending reach. Customer acquisition runs through a multi-channel marketing stack covering Instagram, Facebook, TikTok, LinkedIn, a recipe and 'What's On' blog, SEO, and email/newsletter.
Fancy Hank's firmographics
Firmographics- Name
- Fancy Hank's
- Legal name
- Fancy Hank's Products Pty Ltd
- Website
- https://fancyhanks.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fancy Hank's is a privately held Melbourne-based BBQ restaurant group and Australian sauce/condiment producer, operating three CBD venues plus a D2C e-commerce line of award-winning sauces, seasonings and mayos shipped Australia-wide through Shopify and third-party stockists.
- Ownership category
- akta.pro rank
Fancy Hank's industry classification
Industry- Product category
- BBQ Restaurant and Sauce Manufacturing
- NAICS
- Limited-Service Restaurants (722513), Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941)
- SIC
- Retail-Eating & Drinking Places (5810), Miscellaneous Food Preparations & Kindred Products (2090), Sausages & Other Prepared Meat Products (2013)
- akta.pro primary industry
- BBQ & Smokehouse Fast Casual (THAFABAH)
- akta.pro secondary industry
- BBQ Sauce & Marinades Manufacturing (AFAKADAH)
Keywords
Where Fancy Hank's is headquartered
LocationHeadquarters
- HQ city
- Melbourne, Victoria
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Fancy Hank's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Restaurant Dine-In: Full-service BBQ restaurant in Melbourne CBD open 7 days, 12pm til late. Revenue from food and beverage sales including shared platters, individual meat plates, sandwiches, sides, and desserts.
- Consumer Packaged Goods (Sauces, Seasonings, Mayo): Direct-to-consumer online store selling bottled sauces, dry seasonings, and mayonnaises. Products ship Australia-wide with free shipping over $99. Mix-and-match bundle builder available.
- Functions and Events Catering: Private event hosting including corporate lunches, end-of-year functions, milestone birthdays, bucks parties. Groups of 10+ with pre-set platter packages and beverage packages.
- Gift Cards: Restaurant gift vouchers redeemable at Fancy Hank's BBQ, Good Heavens Rooftop, or Springrock Public Bar. Online store gift cards for product purchases. Denominations from $50 to $200.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Shared Platter Tiers - For Two, Four, Table |
| Unit Pricing | Pay-as-you-go | Individual Meat Pricing |
| Unit Pricing | Pay-as-you-go | Express Lunch - 15 Minute Guarantee |
| Unit Pricing | Pay-as-you-go | Individual Product Pricing |
| Unit Pricing | Pay-as-you-go | Curated Bundle Packs |
| Unit Pricing | Pay-as-you-go | Build Your Own Bundle |
| Unit Pricing | Pay-as-you-go | Pre-Show Dinner Package |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Fancy Hank's product offering
Product offeringCore offering
Fancy Hank's operates a Melbourne CBD BBQ restaurant serving slow-smoked meats and house-made sides, alongside an Australian-made consumer products line of sauces, seasonings, and mayonnaises sold via its own e-commerce store and third-party stockists. It also runs affiliated venues Good Heavens Rooftop Bar and Springrock Public Bar, and hosts private functions and corporate events for groups of 10-120.
Product overview
Fancy Hank's is a food products company specializing in Australian-made sauces, seasonings, and condiments, with a complementary restaurant business. The core product portfolio consists of 9 sauces (5 BBQ sauces and 4 hot sauces), 3 seasonings, and 3 mayonnaises - all crafted in Melbourne's Yarra Valley. These individual products are sold à la carte and bundled in various curated packs (Everything Pack, BBQ Legend Pack, Hot Sauce Pack, Everyday Essentials Pack, and mix-and-match Build Your Own options), alongside merchandise (t-shirts, socks) and gift cards. The company operates three Melbourne venues: Fancy Hank's BBQ restaurant (flagship), Good Heavens Rooftop Bar, and Springrock Public Bar. All products emphasize all-natural ingredients, Australian sourcing, and award-winning flavor profiles.
Differentiator
Problem solved
Functional benefit
Products and services
- Fancy Hank's BBQ Restaurant
- Good Heavens Rooftop Bar
- Springrock Public Bar
- Functions and Events Catering
- Original BBQ Sauce
- Tomato Sauce
- Coffee & Molasses BBQ Sauce
- Banana Ketchup
- Honey Mustard BBQ Sauce
- Jalapeño & Peach Hot Sauce
- Habanero & Carrot Hot Sauce
- Cayenne & Watermelon Hot Sauce
- Pineapple Reaper Very Hot Sauce
- Chicken Salt Seasoning
- BBQ Pepper Seasoning
- Taco Rub Seasoning
- Original Mayonnaise
- Chicken Salt Mayonnaise
- Chilli Mayonnaise
- Everything Pack
- Everyday Essentials Pack
- BBQ Legend Pack
Quantifiable outcome
- 16-hour smoking process produces rich, deep flavours
- +1 more outcomes
Companies that use Fancy Hank's
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
Fancy Hank's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Fancy Hank's partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- SevenRoomscoreSevenRooms is used as the booking platform for table reservations at Fancy Hank's. Customers book tables through the SevenRooms platform linked on the website.
- ShopifycoreShopify powers the e-commerce online store at fancyhanks.com, enabling product sales, inventory management, and checkout processing.
- Good Heavens Rooftop BarcoreLocated directly above Fancy Hank's at 79 Bourke Street. Melbourne's largest rooftop bar with retro-futuristic fit-out and al fresco fireplace. Cross-promotional partner for gift cards.
- Springrock Public BarcoreOpened July 2024, named after the farm where it all began. Laid-back public bar with nostalgic country pub feel. Serves Fancy Hank's twist on elevated classics. Cross-promotional partner for gift cards.
- Zapid HireminorRecruitment platform used for posting job openings at Fancy Hank's Group venues.
- SeekminorMajor Australian job board used for posting employment opportunities at Fancy Hank's Group.
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
Fancy Hank's competitors and assessment
Company assessmentBroad incumbents
- Grill'd: Australia-wide healthier burger/grill casual dining chain. Comparable Melbourne casual-diner customer base and dine-in operations footprint, though positioned in healthier burgers rather than American BBQ.
- MasterFoods: Mars-owned Australian heritage sauce and condiment brand with major grocery distribution. Competes directly with Fancy Hank's sauces on retail shelves but at vastly larger scale and marketing reach.
- Heinz Australia: Global condiment incumbent with deep Australian retail penetration in BBQ and table sauces. Represents the mainstream competitive set Fancy Hank's D2C and stockist business must differentiate against.
Direct peers
- Hog's Breath Cafe: Long-established Australian BBQ casual dining chain serving slow-cooked steaks, ribs, and burgers. Comparable sit-down BBQ positioning and Australian-wide restaurant footprint.
- Beerenberg: Premium Australian family-owned sauce, jam, and condiment producer with strong D2C and national retail presence. Highly comparable CPG business model, brand positioning, and product mix to Fancy Hank's sauce/seasonings side.
- Ribs & Burgers: Australian BBQ-focused restaurant chain serving slow-smoked meats and burgers. Directly comparable dine-in BBQ experience and target casual-diner customer base as Fancy Hank's restaurant.
- Smoke BBQ: Melbourne-based low-and-slow American-style BBQ smokehouse. Directly comparable on cooking technique, menu, and Melbourne BBQ enthusiast customer base to Fancy Hank's flagship.
- Huxtaburger: Melbourne-born restaurant group that also retails a branded product line (sauces, condiments). Comparable hybrid restaurant-plus-CPG model and Melbourne dining demographic.
Others
- Springrock Public Bar: Sibling venue operated by the Fancy Hank's group itself (opened July 2024). Included as an ecosystem peer since it shares ownership, supply chain, and gift card platform with the subject company, rather than as an external competitor.
Emerging players
- Jokin Jerky: Australian craft jerky and small-batch BBQ-inspired snack brand with D2C and select retail distribution. Comparable emerging craft food brand positioning and Australian-made provenance story.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Fancy Hank's social profiles
Digital presenceFancy Hank's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fancy Hank's leadership team
Management profileNumber of profiles
Profiles4 records
Fancy Hank's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fancy Hank's 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 Fancy Hank's
What does Fancy Hank's do?
Fancy Hank's operates a Melbourne CBD BBQ restaurant serving slow-smoked meats and house-made sides, alongside an Australian-made consumer products line of sauces, seasonings, and mayonnaises sold via its own e-commerce store and third-party stockists. It also runs affiliated venues Good Heavens Rooftop Bar and Springrock Public Bar, and hosts private functions and corporate events for groups of 10-120.
Is Fancy Hank's a public or private company?
Fancy Hank's is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fancy Hank's founded?
Fancy Hank's was founded in 2012. It employs 11 to 50 people.
Where is Fancy Hank's based?
Fancy Hank's is headquartered in Melbourne, Victoria, Australia, in the Oceania region.
How does Fancy Hank's make money?
Four revenue lines are on record. Restaurant Dine-In is the primary driver. The others are consumer Packaged Goods (Sauces, Seasonings, Mayo), functions and Events Catering and gift Cards.
Who are Fancy Hank's's main competitors?
Broad incumbents on record are Grill'd, MasterFoods and Heinz Australia. Direct peers are Hog's Breath Cafe, Beerenberg, Ribs & Burgers, Smoke BBQ and Huxtaburger. Springrock Public Bar is listed as an others. Jokin Jerky is listed as an emerging player.
Does Fancy Hank's have an API?
No public API is recorded for Fancy Hank's.
What industry is Fancy Hank's in?
Fancy Hank's's product category is BBQ Restaurant and Sauce Manufacturing. Its primary akta.pro industry code is THAFABAH, BBQ & Smokehouse Fast Casual, with a secondary code of AFAKADAH, BBQ Sauce & Marinades Manufacturing. Its NAICS code is 722513 and its SIC code is 5810.