2FOG's Pub

What 2FOG's Pub does

2FOG's Pub is a privately held, single-location full-service bar and restaurant operating in Howell, Michigan. The establishment originally opened in March 2015 and reopened in October 2020 in its current location, the basement of the Heart of Howell building at 118A W Grand River Ave in historic downtown Howell. The restaurant operates with extended hours seven days a week and generates revenue through dine-in service and online pickup orders, serving local residents and visitors seeking an upscale, themed dining experience in the Howell market.

The venue's core offering is a full lunch, dinner, and Sunday brunch menu emphasizing fresh ingredients, complemented by a beverage program that includes classic cocktails, martinis, and a selection of 16 Michigan craft beers on tap plus wine. The restaurant differentiates itself through a prohibition-era speakeasy atmosphere built into the basement location. Its technology stack is minimal and consists of a Squarespace-hosted website for marketing and the Toast Tab third-party platform for online pickup ordering; no proprietary technology, mobile application, loyalty program, or delivery infrastructure is in place.

The business operates as a direct-to-consumer restaurant with no enterprise customers, no disclosed pricing, no marketing channels documented beyond the website, and no disclosed ownership structure, management team, or funding. The establishment has approximately 9 employees and relies entirely on a single physical location, generating revenue solely through food and beverage sales with no secondary streams such as merchandise, catering packages, or franchising.

Name

2FOG's Pub

Legal name

2FOG's Pub

Website

https://fogspub.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

2FOG's Pub is a privately held, single-location full-service bar and restaurant in downtown Howell, Michigan, serving local residents and visitors with lunch, dinner, Sunday brunch, craft cocktails, and Michigan craft beers in a prohibition-era speakeasy atmosphere.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurant and Bar

NAICS

Drinking Places (Alcoholic Beverages) (7224), Drinking Places (Alcoholic Beverages) (72241), Full-Service Restaurants (722511)

SIC

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

akta.pro primary industry

Cocktail Lounges & Speakeasies (MPAGAIAD)

akta.pro secondary industries

Pubs & Gastropubs (CRANACAB), Cocktail Bars & Lounges (CRANACAD), Craft Beer Bars & Taprooms (THAFAEAG)

Keywords

• Bar restaurant
• Craft beer pub
• Casual dining
• Cocktail bar
• Sunday brunch

Headquarters

HQ city

Howell

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Food and Beverage Sales: Restaurant generates revenue through dine-in service, online ordering for pickup, and walk-in customers purchasing food, cocktails, martinis, craft beers, and wine.

Go-to-market motion1 record

Distribution channels2 records

Core offering

2FOG's Pub is a single-location full-service bar and restaurant in Howell, Michigan, operating in the basement of the Heart of Howell building with a prohibition-era speakeasy atmosphere. The establishment serves a full lunch, dinner, and Sunday brunch menu featuring fresh ingredients, paired with classic cocktails, martinis, 16 Michigan craft beers on tap, and wine. Customers can dine in or place pickup orders online through the Toast Tab platform.

Product overview

2FOG's Pub is a single-location bar and restaurant offering a unified dining experience. The core offering consists of full lunch, dinner, and Sunday brunch menus featuring fresh ingredients, complemented by a beverage program with classic cocktails, martinis, craft beers on tap, and wine. The restaurant also provides online ordering capabilities through third-party platforms for customer pickup orders. The establishment operates with a prohibition-era speakeasy theme and has received regional media recognition.

Differentiator

Problem solved

Functional benefit

Products and services

• Full-Service Restaurant Dining Full-service dine-in restaurant offering lunch, dinner, and Sunday brunch menus with fresh ingredients in a prohibition-era speakeasy atmosphere, targeting local Howell-area residents and visitors.
• Online Pickup Ordering Digital ordering service allowing customers to place food and beverage pickup orders online through the Toast Tab platform at https://order.toasttab.com/online/2fogspub.
• Bar and Cocktail Service Full bar service offering classic cocktails, martinis, 16 Michigan craft beers on tap, and wine selections for dine-in and pickup customers.

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 indicators2 records

Recent moves3 records

Expansion highlights2 records

Direct peers

• Cafe D'Mongo's Speakeasy: Detroit speakeasy bar with live music, classic cocktails, and a prohibition-era atmosphere; mirrors 2FOG's Michigan-anchored speakeasy identity and cocktail focus.
• The Violet Hour: Chicago speakeasy-style cocktail lounge emphasizing craft cocktails and an intimate prohibition-era atmosphere, directly comparable to 2FOG's speakeasy positioning.
• Death & Co: Multi-location craft cocktail bar with elevated bar-food program, comparable to 2FOG's combination of curated cocktails, martinis, and full food menu.
• Corner Bar: Small-market destination cocktail bar with classic cocktails, martinis, and elevated bar food — directly comparable format and scale to 2FOG's Pub.
• Velvet Tango Room: Cleveland-based reservation-only speakeasy focused on classic and contemporary cocktails in an intimate hidden setting; mirrors 2FOG's hideaway, classic-cocktail model.

Regional players

• The Old Fashioned: Wisconsin gastropub serving elevated comfort food and craft beer in a historic building; comparable destination-dining-plus-craft-beer concept in a neighboring Midwestern state.
• Tucos Speakeasy: Madison, WI speakeasy-themed bar and eatery with prohibition-era decor and full food menu; a regional Midwest peer with the same hidden-entrance, food-plus-cocktails model.
• The Handle Bar: Milwaukee-area gastropub/craft beer bar with food menu; comparable Michigan-adjacent Midwest single-market bar-and-food operator.

Broad incumbents

• HopCat: Regional craft beer bar chain with 80+ taps and full kitchen; overlaps with 2FOG's craft beer and food offering at much larger scale.
• Punch Bowl Social: Multi-unit bar-restaurant combining craft cocktails, food, and social activities; shares 2FOG's positioning of drinks-plus-destination-experience, though at chain scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/2fog's-pub

Revenue estimate

Valuation estimate

Number of profiles

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 2FOG's Pub