The Frog and The Peach

What The Frog and The Peach does

The Frog and The Peach is a privately-held fine dining restaurant operating since 1983 at 29 Dennis Street in downtown New Brunswick, New Jersey, within a multi-level c.1876 historic industrial building. The restaurant serves contemporary American cuisine with global influences built around seasonal menus and locally-sourced ingredients from New Jersey farms and fisheries, with core service lines covering dinner (Tuesdays-Saturdays), Thursday-Friday lunch, Sunday brunch, and a half-off Happy Hour bar menu. The wine program, led by Wine Director Donaciano Betancourt and Sommelier Sarah Hernandez, has earned the Wine Spectator Award of Excellence for seven consecutive years (2018-2024) and supports an extensive by-the-glass list, half bottles, and curated wine paired tastings.

The business generates revenue from four primary streams: dine-in food and beverage across three dayparts, private events and catering (corporate, weddings, rehearsal dinners, life celebrations) coordinated by a dedicated Event Coordinator, retail wine box sets and merchandise sold via the restaurant's own website, and gift certificates. Private events are a significant differentiator, with four distinct spaces (Garden Room, Wine Room, Balcony, Alcove) accommodating 8 to 150 guests, including fully enclosed rooms that meet pharmaceutical industry compliance requirements - a specialized niche serving corporate and pharmaceutical clients in the New Brunswick/Rutgers-corridor market. Pricing across menu tiers runs from $45 (Restaurant Week lunch) to $88++ (five-course tasting dinner) with wine pairings adding $50-$105.

The restaurant has been owned by Executive Chef Bruce Lefebvre since April 2012, when he purchased it from co-founders Jim Black and Betsy Alger. The 9-person operation is supported by a broader kitchen and service brigade and is marketed through Instagram, Facebook, an email newsletter, earned media coverage (NJ.com, NJ Monthly, Business Insider, Wine Spectator), and OpenTable reservations. There is no parent company, no external investment, and no public ownership. Strategic activity centers on menu-driven seasonality and programming rather than unit expansion, with new revenue initiatives (bottomless brunch, half-off Happy Hour, retail wine box sets, branded merchandise) introduced over 2024-2026 alongside the signature annual Festival of Peaches tasting.

Name

The Frog and The Peach

Legal name

The Frog and The Peach

Website

https://frogandpeach.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

The Frog and The Peach is a fine dining restaurant in downtown New Brunswick, New Jersey, founded in 1983, serving contemporary American cuisine with seasonal menus, an award-winning wine program, and private event spaces for corporate clients, weddings, and celebrations.

Ownership category

akta.pro rank

Product category

Fine Dining Restaurant

NAICS

Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251)

SIC

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

akta.pro primary industry

Fine Dining Restaurants (THAFACAA)

akta.pro secondary industries

Chef’s Table & Tasting Menu Restaurants (THAFACAG), Special Occasion & Destination Restaurants (THAFACAK)

Keywords

• Fine dining restaurant
• Contemporary American cuisine
• Private event catering
• Wine program
• Seasonal tasting menu

Headquarters

HQ city

New Brunswick

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in Food and Beverage Sales: Full-service restaurant revenue from lunch, dinner, brunch, and bar service. Menus change seasonally to showcase freshest locally sourced ingredients.
2. Private Events and Catering: Private dining room rentals and event catering for corporate events, weddings, rehearsal dinners, birthdays, and other celebrations. Packages available for lunch, dinner, and brunch events.
3. Wine Sales: Extensive award-winning wine list with retail wine box sets available for purchase. Also offers wine pairings with tasting menus.
4. Merchandise Sales: Branded merchandise including t-shirts sold at $40 each including shipping, available in sizes S to 2XL.
5. Gift Certificates: Gift certificates sold in denominations from $50 to $500, mailed in matching black envelope with note card.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

The Frog and The Peach operates a contemporary American fine dining restaurant serving lunch, dinner, and Sunday brunch from a historic multi-level building in downtown New Brunswick, NJ. The restaurant also hosts private events (weddings, corporate, pharmaceutical) across four distinct spaces and sells an award-winning wine program alongside retail wine box sets, branded merchandise, and gift certificates.

Product overview

The Frog and The Peach is a contemporary American restaurant offering fine dining experiences through multiple service offerings including dinner, lunch, and Sunday brunch. The restaurant features seasonal tasting menus such as the Five-Course Tasting Menu and annual Festival of Peaches, complemented by a full bar with Happy Hour specials. Private event hosting spans multiple distinctive spaces (The Alcove, Wine Room, Balcony, and Garden Room) for weddings, corporate events, and celebrations. Ancillary products include branded merchandise, gift certificates, and retail wine box sets. The establishment is renowned for its wine program, having received multiple Wine Spectator Awards of Excellence.

Differentiator

Problem solved

Functional benefit

Products and services

• Dinner Service Fine dining dinner service featuring contemporary American cuisine with world influences, seasonal menus, and optional wine pairings. Targeted at upscale diners and special-occasion guests.
• Lunch Service Lunch service available Thursdays and Fridays, featuring Frog and Peach classics and seasonal menu items for walk-in and reserved guests.
• Sunday Brunch Renowned Sunday brunch service served 11:00 AM – 2:30 PM, with bottomless brunch beverages available at the bar.
• Private Events and Catering Private event hosting including weddings, rehearsal dinners, bridal showers, corporate events, pharmaceutical events, and birthday celebrations, with multiple venue spaces (Alcove, Wine Room, Balcony, Garden Room) accommodating 8 to 150 guests plus full restaurant buyouts.
• Wine Program Award-winning wine program featuring extensive by-the-glass options, half bottles, full bottles, and a sommelier-curated list that has earned Wine Spectator Awards of Excellence from 2018 through 2024.
• Happy Hour Bar Menu Half-priced bar menu and cocktails available Tuesday through Friday, 4:00 to 6:00 PM at the bar, featuring seasonal cocktails and items such as Half Shell Oysters and the F&P Cheeseburger.
• Five-Course Tasting Menu Seasonal five-course tasting menu with optional wine pairings, featuring signature dishes and curated wine selections. Offered for lunch (3 courses for $54++) and dinner (5 courses for $88++, or 3 courses for $68++).
• Annual Festival of Peaches Tasting Annual seasonal tasting menu celebrating peaches with five-course peach preparations, including the signature Peach Carpaccio. Dinner priced at $79 per person with optional wine pairings for +$90.
• Restaurant Week Packages Special three-course dining packages offered during Restaurant Week (July 12–25, 2026) at fixed pricing: Dinner $64, Lunch $45, Brunch $49 (includes one brunch drink).
• Gift Certificates Gift certificates available in denominations from $50 to $500, mailed in matching black envelopes with optional personalized messages.
• Branded Merchandise (T-shirts) Branded merchandise including limited edition T-shirts available in sizes S to 2XL, priced at $40 including shipping, sold via PayPal checkout.
• Retail Wine Box Sets Curated retail wine box sets available for purchase, including regional themed collections such as Regional Volcanic ($135), Garden of France ($165), and Spanish Legion ($125), with free delivery within 15 miles for orders over $300.

Quantifiable outcome

• Wine Spectator Award of Excellence 2018, 2019, 2020, 2021, 2022, 2023, 2024
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Giovanni Frascolla / Tua Rita WineryminorStrategic or Co-development Partner · 1 May 2024Giovanni Frascolla, owner and global brand ambassador of Tua Rita and Poggio Argentiera wineries, hosted a special wine dinner event at the restaurant on May 1, 2024. The event featured family wines paired with unique dishes.
• Vinifera Imports / Dominic NocerinominorStrategic or Co-development Partner · 20 April 2023Hosted 'Immerse Yourself in a Taste of Tuscany' wine tasting event featuring Dominic Nocerino, Legendary Importer of Italian Wines with Jim Mullen from Vinifera Imports. Tasting of twelve wines paired with three-course dinner.
• Benanti Family WineryminorOthersFeatured winery in the Regional Volcanic wine kit set, supplying Nerello Mascalese Cantrada Monte Serra Etna Rosso from Italy 2018.
• Gai'a Estate WineryminorOthersFeatured winery in the Regional Volcanic wine kit set, supplying Assyrtiko Wild Ferment from Santorini, Greece 2018.
• Suertes del Marques WineryminorOthersFeatured winery in the Regional Volcanic wine kit set, supplying Valle de la Orotava Vinas Viejas El Ciruelo from Canary Islands, Spain 2017.
• OpenTablecoreChannel Partner/ Reseller/ DistributorOnline reservation platform partner for booking tables. The restaurant is listed on OpenTable and encourages reservations through this platform.
• ParkMobileminorOthersMobile parking app recommended for convenient street parking near the restaurant.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jockey Hollow Bar & Kitchen: Morristown, NJ contemporary American fine-dining restaurant by Chef Chris Albrecht offering tasting menus and an award-winning wine program; comparable NJ chef-driven seasonal fine-dining peer with Wine Spectator recognition.
• Rat's Restaurant: Hamilton, NJ farm-to-table fine dining restaurant in the Grounds for Sculpture park with seasonal French-influenced menus and an award-winning wine program; comparable NJ seasonal fine-dining operator in a distinctive setting.
• Restaurant Latour: Hackensack, NJ fine-dining venue at Crystal Springs Resort with AAA-rated wine program and tasting menus; comparable NJ fine-dining operator with strong sommelier credentials and Wine Spectator recognition.
• The Bernards Inn: Bernardsville, NJ historic inn-restaurant offering contemporary American fine dining and extensive private event/buyout space; comparable NJ historic-venue fine-dining peer with strong events business and wine focus.
• The Ryland Inn: Whitehouse Station, NJ fine-dining restaurant in a historic setting offering seasonal contemporary American tasting menus and a strong wine program; directly comparable NJ-based chef-driven fine dining operator with private event capability.
• Elements Restaurant: Princeton, NJ fine-dining restaurant focused on contemporary American cuisine with seasonal tasting menus and a notable wine list; same NJ-state, same chef-driven, single-location, seasonal fine-dining model as The Frog and The Peach.

Broad incumbents

• Blue Hill at Stone Barns: Pocantico Hills, NY farm-to-table fine-dining destination with multi-course tasting menus and a world-class wine/beverage program; comparable at a larger scale as an established farm-driven fine-dining operator with tasting menu format.
• Le Bernardin: NYC Michelin-starred seafood-focused fine dining institution; comparable as an established fine-dining benchmark whose tasting-menu-plus-wine-pairing structure informs The Frog and The Peach's own pricing model.
• Daniel: NYC Michelin-starred fine-dining French restaurant; comparable as a benchmark fine-dining venue where owner-chef Bruce Lefebvre trained, setting the culinary and service standards the Frog and The Peach aspires to.

Regional players

• Restaurant Nicole: New Hope, PA contemporary American fine-dining restaurant with seasonal tasting menus, private dining space and an award-winning wine list; comparable as a chef-driven fine-dining peer operating in a smaller secondary market adjacent to NJ.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/frogandpeach
• Instagraminstagram.com/thefrogandpeach
• LinkedInlinkedin.com/company/the-frog-and-the-peach

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 The Frog and The Peach