Florida’s Fresh Grill

What Florida’s Fresh Grill does

Florida's Fresh Grill is a single-location, full-service upscale casual restaurant located at 2039 North Atlantic Avenue in Cocoa Beach, Florida, founded on June 19, 2013 by Bill and Susan Walters. The concept centers on responsibly sourced fresh seafood, hand-cut Certified Angus Beef steaks, scratch-made soups and sauces, salads, and house-made desserts, with a stated policy of no preservatives, additives, or GMOs. The restaurant operates daily from 4:00 PM to 9:30 PM, enforces a 'Country Club Casual' dress code, and runs a daily Happy Hour from 4:00-6:00 PM with discounted drinks and appetizers. There is no proprietary technology stack; ordering, seating, and service are handled in-house with call-ahead reservations via phone.

The business generates revenue entirely through traditional dine-in transactions at per-item menu pricing, ranging from $7-$24 for soups and salads up to $45.90 for premium steaks and fresh fish entrees, with appetizers $17.90-$31.90 and a curated wine, cocktail, and beer program. A secondary revenue touchpoint is the sale of gift cards through a third-party online portal (mygconline.com). Distribution is exclusively the single physical storefront; there is no delivery, catering, franchise, or wholesale channel evident. The target customer is geographically segmented into Cocoa Beach local residents and Florida coast tourists seeking both everyday upscale casual dining and special-occasion experiences.

Marketing and demand generation are heavily reliant on earned media, particularly TripAdvisor, where the restaurant holds the #1 ranking for seafood in Cocoa Beach, a 7-year consecutive Certificate of Excellence (2016-2022), and a Top 25 'Best of the Best' U.S. designation in 2023, supplemented by a Guide to Florida 'Best of Florida' nominee campaign. The company is privately held, founder-owned with no disclosed institutional investment, parent company, or external funding rounds, and operates with a small management team consisting of the two founders.

Name

Florida’s Fresh Grill

Legal name

Florida's Fresh Grill

Website

https://floridasfreshgrill.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Florida's Fresh Grill is a founder-owned, single-location upscale casual restaurant in Cocoa Beach, Florida, serving fresh seafood, Certified Angus Beef steaks, and scratch-made dishes to local residents and tourists during a daily dinner-only window.

Ownership category

akta.pro rank

Product category

Full-Service Upscale Casual Seafood & Steak Restaurant

NAICS

Full-Service Restaurants (722511), Food Services and Drinking Places (722)

SIC

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

akta.pro primary industry

Steakhouses & Seafood Restaurants (THAFACAE)

akta.pro secondary industry

Farm-to-Table & Contemporary American Restaurants (THAFACAF)

Keywords

• Upscale casual dining
• Fresh seafood restaurant
• Certified angus beef
• Full-service restaurant
• Happy hour dining

Headquarters

HQ city

Cocoa Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in Restaurant Service: Traditional per-transaction dining revenue model. Customers pay for individual menu items including appetizers, seafood, steaks, salads, sides, desserts, and beverages including cocktails, wine, and beer.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Florida's Fresh Grill is a single-location upscale casual restaurant in Cocoa Beach, Florida, serving full-service dine-in meals built around fresh, responsibly sourced seafood, hand-cut Certified Angus Beef steaks, fresh salads and award-winning soups, house-made sauces and desserts, and a curated wine, cocktail, and beer program. The restaurant also offers daily Happy Hour pricing, call-ahead seating, and gift cards sold online through its mygconline.com portal.

Product overview

Florida's Fresh Grill is a single-location, upscale casual restaurant in Cocoa Beach, Florida, founded in 2013 by Bill and Susan Walters. The restaurant offers a unified dining experience centered on fresh seafood, hand-cut Certified Angus Beef steaks, specialty salads, homemade soups and sauces, and fresh-made desserts. The product portfolio includes distinct menu categories—Appetizers, Fresh Greens/Salads, Sea to Table Fresh Fish, Special Reserve Certified Angus Beef, Off the Grilling Favorites, Fresh Sides, Sweet Endings desserts, Wine, Martinis & Cocktails, and Beer—all available through dine-in service with Happy Hour promotions (4:00-6:00 PM daily). Additional services include call-ahead seating and gift cards. The restaurant emphasizes scratch-made food preparation using responsibly sourced seafood, no preservatives, no additives, and no GMOs.

Differentiator

Problem solved

Functional benefit

Products and services

• Florida's Fresh Grill Restaurant (full-service dine-in)
• Appetizers menu

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• The Chart House: Upscale seafood and steak restaurant group where Bill Walters previously worked. Closely aligned premium seafood/steak menu and atmosphere, and serves as a strong benchmark for upscale-casual coastal dining.
• Ocean Prime: Upscale seafood and steakhouse chain known for its lounge, sushi, and prime cuts. Comparable premium seafood-plus-steak menu, signature cocktail program, and similar special-occasion dining positioning.
• The Capital Grille: National upscale steakhouse chain specializing in dry-aged steaks and an extensive wine list. Comparable premium steakhouse positioning, similar price architecture, and white-tablecloth service model.
• Outback Steakhouse: Casual-dining steakhouse chain where Bill Walters previously worked. Comparable steakhouse product line and approachable price points, but operates at massive scale and lacks the local/independent differentiation of Florida's Fresh Grill.
• Legal Sea Foods: Established New England seafood chain with a strong coastal/seafood identity and full-service dining. Comparable responsibly-sourced seafood positioning and traditional full-service dining experience.
• Bonefish Grill: National upscale-casual seafood chain where co-founder Bill Walters previously worked. Directly comparable seafood-focused menu, scratch-made positioning, and similar price architecture, but operates as a multi-unit chain rather than an independent.
• The Oceanaire Seafood Room: Upscale seafood-focused chain with premium fresh fish and oyster programs. Closely aligned higher-end seafood positioning, comparable price points, and similar white-tablecloth full-service model.
• Seasons 52: Fresh-grill-focused casual-upscale chain emphasizing seasonal ingredients and a no-preservatives approach. Closely mirrors Florida's Fresh Grill's 'fresh, no additives' positioning and grilled entrées menu.
• Eddie V's Prime Seafood: Upscale-casual seafood and steakhouse chain with prime cuts, fresh seafood, and a swank cocktail program. Comparable price points ($30–$50+ entrées), white-tablecloth-atmosphere positioning, and full bar revenue mix.
• Mitchell's Fish Market: Casual-upscale seafood chain with a market-fresh positioning and full bar. Comparable seafood-led menu, scratch-preparation philosophy, and similar target demographic of locals and travelers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Floridas-Fresh-Grill-592452430787839
• LinkedInlinkedin.com/company/florida%E2%80%99s-fresh-grill

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Florida’s Fresh Grill