Greens Restaurant SF
Greens Restaurant SF is a 46-year-old nonprofit vegetarian fine-dining restaurant in San Francisco, founded in 1979 by the San Francisco Zen Center and serving seasonal, farm-to-table lunch, brunch, and dinner plus private events at Fort Mason Center.
- Company typePrivate
- Founded1979
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Greens Restaurant SF does
Greens Restaurant SF is a single-location vegetarian fine-dining restaurant established in 1979 by the San Francisco Zen Center and operated continuously for over 45 years from the Landmark Building A2 at Fort Mason Center within the Golden Gate National Recreation Area. The restaurant serves lunch (Tuesday-Friday), brunch (Saturday-Sunday), and dinner (Tuesday-Sunday) using ever-changing seasonal menus sourced from Green Gulch Farm and other local growers, with explicit vegan and gluten-free options integrated into every service.
The underlying operating model is a multi-channel hospitality business combining in-person dining, private events (up to 120 seated or 200 standing guests in the Bay Room and Outdoor Pavilion), catering, and off-premise ordering. Digital channels include Toast Tab for direct online ordering and gift cards, DoorDash for third-party delivery, and OpenTable for reservations. The product surface extends beyond the kitchen into retail publishing via the 2024 "Seasons of Greens" cookbook by Chef Katie Reicher, sold through Amazon.
Monetization is pay-as-you-go unit pricing per dish (dinner share plates $28-$45, mains $16-$18, sides $15, desserts $12-$17) plus beverage sales, supplemented by a 6.5% employer-benefit surcharge per San Francisco ordinance and 20% automatic gratuity on parties of six or more, plus a $5 per-person cake fee for outside desserts. The customer base is primarily individual diners (horizontal segmentation) seeking vegetarian/vegan fine dining and scenic bay views, with episodic corporate and private event hosts as a secondary segment. There is no disclosed revenue, no funding history, no M&A activity, and the entity is privately held by the nonprofit San Francisco Zen Center.
Greens Restaurant SF firmographics
Firmographics- Name
- Greens Restaurant SF
- Legal name
- Greens Restaurant
- Website
- https://greensrestaurant.com
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Greens Restaurant SF is a 46-year-old nonprofit vegetarian fine-dining restaurant in San Francisco, founded in 1979 by the San Francisco Zen Center and serving seasonal, farm-to-table lunch, brunch, and dinner plus private events at Fort Mason Center.
- Ownership category
- akta.pro rank
Greens Restaurant SF industry classification
Industry- Product category
- Vegetarian Restaurant Services
- NAICS
- Full-Service Restaurants (722511), Caterers (722320)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- All-Day Dining Restaurants (THAFACAJ)
- akta.pro secondary industries
- Specialty Dietary & Wellness Catering (Vegan, Halal, Kosher, Allergy-Friendly) (THAFAIAK), Fine Dining Restaurants (THAFACAA)
Keywords
Where Greens Restaurant SF is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Greens Restaurant SF business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Others
Revenue model
- Dine-in Restaurant Sales: Revenue from lunch, brunch, and dinner service offering vegetarian cuisine with ever-changing seasonal menus. Prices range from $9-$45 per dish category.
- Online Ordering: Direct online food ordering through Toast Tab platform for takeout and delivery.
- DoorDash Delivery: Third-party delivery service partnership generating revenue through food sales with DoorDash commission.
- Catering & Private Events: Private dining room and full restaurant buyouts for events accommodating groups from intimate celebrations to up to 120 seated or 200 standing guests.
- Reservations: Table reservations through OpenTable platform for dine-in service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Dinner menu items with share plates, main courses, and sides |
| Other | Pay-as-you-go | Service charges and gratuity |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Greens Restaurant SF product offering
Product offeringCore offering
Greens Restaurant operates a full-service vegetarian restaurant at Fort Mason Center in San Francisco, serving seasonal, farm-to-table lunch, brunch, and dinner menus guided by its own Green Gulch Farm and local growers. The restaurant also provides private dining and event buyouts for groups up to 200, off-site catering, a curated wine program, and branded merchandise including the 'Seasons of Greens' cookbook.
Product overview
Greens Restaurant SF is a vegetarian restaurant established in 1979 by the San Francisco Zen Center, operating as a single unified restaurant with multiple dining services. The core offerings include Lunch, Brunch, and Dinner services featuring ever-changing seasonal menus dedicated to the harvests of local farmers and the restaurant's own organic farm, Green Gulch. Additional services include Private Events and Group Dining (accommodating 10-200 guests), Catering Services, and a published cookbook 'Seasons of Greens' by Chef Katie Reicher. The restaurant also offers a Dessert Menu and Wine Program as part of the dining experience.
Differentiator
Problem solved
Functional benefit
Products and services
- Lunch Service Vegetarian lunch menu served Tuesday through Friday from 11:30am to 2:30pm, featuring seasonal vegetable-forward dishes guided by Green Gulch Farm and local growers. Available to dine-in guests at the Fort Mason Center restaurant.
- Brunch Service Vegetarian brunch menu served Saturday and Sunday from 10:30am to 2:30pm, featuring seasonal vegetable-forward dishes with vegan and gluten-free options. Available to dine-in guests at the Fort Mason Center restaurant.
- Dinner Service Vegetarian dinner menu served Tuesday through Sunday from 5:00pm to 9:00pm, with ever-changing seasonal menus dedicated to peak harvests and accompanied by share plates, main courses, sides, and desserts. Available to dine-in guests at the Fort Mason Center restaurant.
- Private Events and Group Dining Private event hosting and group dining at Fort Mason Center with direct Golden Gate Bridge views from the Bay Room and the enclosed heated Outdoor Pavilion, accommodating groups from intimate celebrations up to 120 seated or 200 standing guests. Includes full restaurant buyout options for corporate events, receptions, and celebrations.
- Catering Services Off-site vegetarian catering services for events and gatherings, ordered through the Toast Tab catering platform. Designed for customers needing Greens' seasonal, farm-to-table cuisine outside the restaurant.
- Seasons of Greens Cookbook Debut cookbook by Chef Katie Reicher, inspired by the seasonal, vegetable-forward philosophy of Greens Restaurant, available for purchase on Amazon. A companion to the in-restaurant dining experience for home cooks.
- Wine Program Curated wine list designed to complement the vegetarian cuisine, featuring selections such as Niepoort Colheita Porto and Rare Wine Company Madeira, served alongside lunch, brunch, and dinner services.
- Gift Cards Greens Restaurant gift cards purchasable through the Toast Tab egift platform, redeemable at the restaurant for dine-in, takeout, or catering.
Companies that use Greens Restaurant SF
Customer profileSegments3 records
Ideal customer profiles3 records
Greens Restaurant SF technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Greens Restaurant SF partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- San Francisco Zen CentercoreFounded Greens Restaurant in 1979 as an extension of the Zen Center's values around mindful eating and sustainable agriculture.
- Green Gulch FarmcoreOrganic gardens supplying fresh ingredients to the restaurant, providing exclusive access to farm-fresh seasonal produce.
- Fort Mason CentercoreHost location within Fort Mason Center, a part of the Golden Gate National Recreation Area, providing iconic waterfront venue.
- OpenTableminorRestaurant reservation platform used for booking tables and special event experiences.
- DoorDashminorThird-party food delivery service partnership for expanding delivery reach.
- Golden Gate National Recreation AreacoreNational park service area containing Fort Mason Center where Greens Restaurant is located.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Greens Restaurant SF competitors and assessment
Company assessmentDirect peers
- Real Food Daily: Pioneering plant-based restaurant in Los Angeles serving an upscale vegetarian menu — directly comparable concept operating in a second major California metro.
- Gracias Madre: Plant-based Mexican restaurant in San Francisco's Mission district serving a comparable vegetable-forward, organic, farm-sourced menu to a similar Bay Area diner audience.
- Shizen Vegan Sushi Bar & Izakaya: 100% vegan Japanese restaurant in San Francisco competing for the same plant-forward fine-casual dining occasions and special-event traffic as Greens.
- Cafe Gratitude: Plant-based restaurant group operating in the San Francisco Bay Area with a vegetable-forward, mission-driven concept — the closest analog to Greens' vegetarian fine-dining positioning and customer base.
- The Butcher's Son: Plant-based deli, cafe, and cocktail bar in Berkeley offering an upscale vegetarian menu with a comparable Bay Area clientele and farm-sourced ingredient approach.
- Plant Cafe Organic: Organic, plant-forward cafe and restaurant in San Francisco serving a similar Bay Area audience seeking vegetarian and vegan options in a casual dine-in format.
Broad incumbents
- Crossroads Kitchen: Upscale plant-based fine-dining restaurant in Los Angeles with broader national brand ambitions, comparable to Greens as a high-end vegetarian dining destination in California.
- True Food Kitchen: National chain of seasonal, vegetable-forward restaurants founded on Dr. Andrew Weil's anti-inflammatory diet principles — a scaled incumbent in the same plant-forward category Greens helped pioneer.
Regional players
- Sutro's at the Cliff House: Historic San Francisco waterfront restaurant with comparable Golden Gate / ocean views and event-space business — directly comparable location-driven dining experience rather than cuisine match.
Emerging players
- Loving Hut: International vegan restaurant chain with multiple Bay Area locations offering affordable plant-based dining — adjacent category player competing for vegan diners in the same geography.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Greens Restaurant SF social profiles
Digital presenceGreens Restaurant SF financial estimates
Financial estimateRevenue estimate
Valuation estimate
Greens Restaurant SF leadership team
Management profileNumber of profiles
Profiles1 record
Greens Restaurant SF funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Greens Restaurant SF 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 Greens Restaurant SF
What does Greens Restaurant SF do?
Greens Restaurant operates a full-service vegetarian restaurant at Fort Mason Center in San Francisco, serving seasonal, farm-to-table lunch, brunch, and dinner menus guided by its own Green Gulch Farm and local growers. The restaurant also provides private dining and event buyouts for groups up to 200, off-site catering, a curated wine program, and branded merchandise including the 'Seasons of Greens' cookbook.
Is Greens Restaurant SF a public or private company?
Greens Restaurant SF is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Greens Restaurant SF founded?
Greens Restaurant SF was founded in 1979. It employs 11 to 50 people.
Where is Greens Restaurant SF based?
Greens Restaurant SF is headquartered in San Francisco, United States, in the North America region.
How does Greens Restaurant SF make money?
Five revenue lines are on record. Dine-in Restaurant Sales are the primary driver. The others are online Ordering, doorDash Delivery, catering & Private Events and reservations.
Who are Greens Restaurant SF's main competitors?
Direct peers on record are Real Food Daily, Gracias Madre, Shizen Vegan Sushi Bar & Izakaya, Cafe Gratitude, The Butcher's Son and Plant Cafe Organic. Broad incumbents are Crossroads Kitchen and True Food Kitchen. Sutro's at the Cliff House is listed as a regional player. Loving Hut is listed as an emerging player.
Does Greens Restaurant SF have an API?
No public API is recorded for Greens Restaurant SF.
What industry is Greens Restaurant SF in?
Greens Restaurant SF's product category is Vegetarian Restaurant Services. Its primary akta.pro industry code is THAFACAJ, All-Day Dining Restaurants, with a secondary code of THAFAIAK, Specialty Dietary & Wellness Catering (Vegan, Halal, Kosher, Allergy-Friendly). Its NAICS code is 722511 and its SIC code is 5812.