Mary's

What Mary's does

Mary's is a privately held Australian hospitality company founded in 2013 and headquartered in Newtown, Sydney. The group operates a multi-format venue portfolio across greater Sydney comprising nine sites that span burger bars, a live music venue (Mary's Underground), an event space (Liberty Hall), and a pizza restaurant (Mary's Hot Pizza, launched in 2024). The original format and signature item, the Trash Can Bacon, was launched at founding in 2013 and remains a brand anchor. Mary's employs approximately 33 people and has expanded incrementally since 2013 through organic venue openings rather than disclosed M&A or external funding rounds.

The company serves a broad, fragmented consumer base rather than a defined enterprise customer set. Day-to-day revenue is generated through per-item food and beverage sales with menu prices ranging from approximately A$14 for hot dogs to A$30 for burgers and up to A$79 for premium items such as sharing platters of fried chicken. The business model is supplemented by venue hire (Liberty Hall), ticketed live entertainment (Mary's Underground), corporate catering via partnerships with Eat First and Hampr, and on-demand delivery through DoorDash and Uber Eats. Plant-based menu options are offered through a partnership with Impossible Foods.

Geographically, Mary's remains concentrated within the Sydney metropolitan area, with venues spanning Newtown, the CBD (Victoria Cross in North Sydney), Castle Hill in the northwest growth corridor, and the Entertainment Quarter. There is no disclosed interstate or international footprint, no disclosed external funding, and no disclosed AI/ML, platform, or proprietary technology components; the company's competitive position rests on its brand, physical distribution across Sydney, and cross-vertical integration of F&B, music, and events.

Name

Mary's

Legal name

Mary's

Website

https://marys.wtf

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Mary's is a privately held Sydney-based hospitality group operating nine venues across the city, spanning burger bars, a live music venue, an event space, and a pizza restaurant serving walk-in diners, corporate catering clients, and event bookers since 2013.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Limited-Service Restaurants (722513), Caterers (722320)

SIC

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

akta.pro primary industry

Burger Fast Casual (THAFABAA)

akta.pro secondary industry

Venue & Banquet Hall Catering (THAFAIAC)

Keywords

• Burger restaurant
• Live music venue
• Casual dining
• Event catering
• Venue hire

Headquarters

HQ city

Newtown

HQ country

Australia

HQ region

Oceania

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in Restaurant Sales: Revenue from food and beverage sales across multiple Sydney restaurant locations including burgers, fried chicken, hot dogs, sides, and drinks. Includes walk-in and reserved table bookings via OpenTable.
2. Delivery Services: Delivery revenue through third-party platforms DoorDash and Uber Eats, offering the full menu for pickup and delivery orders.
3. Catering Services: Off-site catering for brand activations, film premieres, corporate events, office lunches, and weddings. Includes full setup with equipment, staff, and Marys attitude. Also offers group dining packages.
4. Venue Hire: Event and venue hire across all locations including brand activations, corporate celebrations, private parties, weddings, and live music events. Venues available include Newtown, Castle Hill, North Sydney, Entertainment Quarter, Circular Quay, Mary's Underground, and Liberty Hall.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Mary's operates a multi-venue hospitality brand centered on premium smash burgers, fried chicken, hot dogs, sides, and Detroit-style pizza served across approximately nine Sydney locations. The offering extends beyond restaurant service to include off-site catering, venue and event hire, live music programming at Mary's Underground and Liberty Hall, and delivery via DoorDash and Uber Eats. A full plant-based menu mirrors every meat option using Impossible Foods patties and other substitutes.

Product overview

Mary's is a multi-venue hospitality brand centered on its flagship burger bar concept, offering premium smash burgers, fried chicken, and plant-based options alongside craft beverages. The portfolio spans seven physical venues across Sydney (Newtown, Castle Hill, North Sydney, Entertainment Quarter, Circular Quay, Rozelle) plus two sub-brands: Mary's Hot Pizza (Detroit-style pizza) and Mary's Underground (live music venue). Supporting services include off-site catering, venue hire for private events, and delivery through DoorDash and Uber Eats. The brand operates Liberty Hall as an additional event space, positioning itself as a cultural hub combining food, music, and art.

Differentiator

Problem solved

Functional benefit

Brands

• Mary's Hot Pizza: Neighbourhood slice joint serving New York-style Detroit square pizzas with premium 36-48 hour slow-fermented dough, Vannella cheeses, Pino's Dolce Vita salumi, and natural wines. Located next to Mary's Entertainment Quarter.
• Liberty Hall
• Mary's Underground

Products and services

• Mary's Burger Bar The flagship burger bar concept offering premium smash burgers, fried chicken, hot dogs, and sides with a 'dirty Americana' aesthetic. Features Australian grass-fed beef, free-range chicken, and Impossible Foods plant-based options. Served across multiple Sydney locations.
• Mary's Hot Pizza Neighbourhood pizza joint serving Detroit-style square pizzas and New York-style slices with premium 36-48 hour slow-fermented dough, Vannella cheeses, Pino's Dolce Vita salumi, LP's Quality Meats, Olasagasti anchovies, and natural wines, beers, and cocktails. Located next to Mary's Entertainment Quarter in Moore Park.
• Catering Services Off-site catering for brand activations, film premieres, corporate lunches, office meals, weddings, and afterparties. Offers full setup with equipment, staff, and Marys attitude. Available through direct enquiry, Eat First, and Hampr corporate catering platforms.
• Venue Hire Event and venue hire across all Mary's locations including Newtown, Castle Hill, North Sydney, Entertainment Quarter, Circular Quay, Mary's Underground, and Liberty Hall. Covers brand activations, corporate celebrations, private parties, weddings, and live music events with flexible capacity from semi-private to full venue takeovers.
• Mary's Underground Live music venue at Circular Quay, Sydney, featuring professional staging, d&b sound, lighting, LED screen, in-house backline, and a dedicated tech team. Hosts events from intimate launches to national tours across all genres. Has hosted artists including Lorde, J Mascis, Teletech, MIKE, D4VD, and SPEED. Available for private hire and ticketed public events.
• Liberty Hall Shapeshifting event venue described as 'a shapeshifting shrine to all that is unholy.' Hosts creative events, live performances, and the Liberty Hall House Party music event series. Located at Entertainment Quarter, Moore Park.
• Delivery Service Delivery and pickup service available through third-party platforms DoorDash and Uber Eats, covering the full Mary's menu from all participating locations including plant-based options and Halal certified beef and chicken.

Quantifiable outcome

• 11+ years of consistent operations with same recipes since 2013
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Impossible FoodscoreStrategic or Co-development Partner · 1 January 2013Mary's partnered with Impossible Foods as their plant-based burger patty supplier. This enables Mary's to offer a complete plant-based version of every item on the OG menu, including burgers, fried chicken substitute (cauliflower), and the plant-based Marys Mash n Gravy. The partnership ensures vegan customers have identical options to meat-eaters, aligning with Mary's inclusive dining philosophy.
• DoorDashcoreChannel Partner/ Reseller/ DistributorDoorDash is a primary delivery partner enabling Mary's to offer delivery and pickup orders through their platform. Customers can order via DoorDash for home delivery of the full Mary's menu.
• Uber EatscoreChannel Partner/ Reseller/ DistributorUber Eats serves as a delivery partner for pickup and delivery orders, expanding Mary's reach to customers who prefer using the Uber Eats platform for food ordering.
• Eat FirstminorChannel Partner/ Reseller/ DistributorCorporate catering partner for office lunch programs and business catering orders.
• HamprminorChannel Partner/ Reseller/ DistributorCorporate catering partner offering meal program options for businesses looking to order Mary's for team events and office meals.
• OpenTablecoreChannel Partner/ Reseller/ DistributorBooking platform integration enabling customers to make reservations at multiple Mary's locations including Castle Hill, Entertainment Quarter, North Sydney, Victoria Cross, and Mary's Hot Pizza through the OpenTable platform.
• Vannella CheeseminorStrategic or Co-development PartnerSupplier of premium cheeses for Mary's Hot Pizza, used in the Detroit-style and New York-style pizza offerings.
• Pino's Dolce Vita SalumiminorStrategic or Co-development PartnerSupplier of premium salumi and charcuterie for Mary's Hot Pizza menu items.
• LP's Quality MeatsminorStrategic or Co-development PartnerQuality meat supplier for Mary's Hot Pizza's premium pizza offerings.
• Mike Bennie (P&V Wine and Liquor Merchants)coreStrategic or Co-development PartnerDrinks journalist and P&V Wine and Liquor Merchants co-founder Mike Bennie co-curated the HERE NOW day-to-night festival, selecting and coordinating beverage vendors including Black Snake Distillery, Frankly This Wine Was Made By Bob, Benson & The Mooch, Heaps Normal, Meredith, Lily Fields Distillery, and Ghiddy.
• Palisa AndersoncoreStrategic or Co-development PartnerAcclaimed farmer and restaurateur co-curated the HERE NOW festival, coordinating food vendors including Annita Potter (Viand), Jowett Yu, Shaun Christie David, Lauren Eldridge, Nik Hill, Morgan McGlone, Alex Pritchard, Whole Beast Butchery, Bush To Bowl, John Susman (Fishtails), Little Hill Farm, Alto Olives, and Smoketrap Eels.
• Hot Jazz PicnicminorStrategic or Co-development PartnerMary's Burgers is a food vendor at the Hot Jazz Picnic festival held at Lyne Park Rose Bay on November 25, 2023. The festival also features Sonoma Bakery and Tuckerbox as food vendors.
• A Night Of Horror International Film FestivalminorGTM or Marketing PartnerPartnership offering 10% discount on food orders at Mary's Newtown for A Night Of Horror International Film Festival ticket holders.
• DeepaminorGTM or Marketing PartnerSydney DJ and radio presenter who performs at Mary's venues and is featured in Mary's Loves content hub as part of the venue's community engagement and cultural programming.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Burger Project: Australian burger chain founded by celebrity chef Neil Perry. Direct competitor in premium burger segment with comparable quality positioning and restaurant experience focus.
• Grill'd: Australia's largest premium burger chain with 150+ locations nationwide. Direct competitor in the Australian burger fast-casual segment with similar premium positioning and healthier burger focus, though with broader geographic footprint and corporate backing.
• Betty's Burgers: Australian premium burger chain with multiple locations and strong brand presence. Direct competitor in the premium burger segment with similar aesthetic and customer demographic.
• Huxtaburger: Australian burger chain founded in Melbourne with similar cult brand identity and cult-following among burger enthusiasts. Closely comparable in premium positioning, brand-led marketing, and venue experience approach.

Emerging players

• Shortstop Coffee & Donuts: Australian hospitality brand combining cafe, food, and lifestyle positioning with strong brand identity. Comparable in brand-led, design-forward approach to hospitality venues targeting similar urban demographic.
• The Grounds of Alexandria: Sydney hospitality venue combining food, coffee, events, and cultural programming. Comparable in the multi-venue hospitality ecosystem model and Sydney cultural positioning, though more focused on day-time cafe experience.

Broad incumbents

• Shake Shack: US-listed premium burger chain with cult brand following similar to Mary's. Comparable in premium positioning and cultural cachet, though operating at significantly larger scale globally.
• Five Guys: Major US-based burger chain with established Australian presence. Competes in the same premium burger category with global scale advantages and broader geographic reach than Mary's.
• Rockpool Dining Group: Major Australian hospitality group operating multiple restaurant brands and venues. Comparable in operating a portfolio of distinct hospitality concepts across Sydney, though at significantly larger scale with broader cuisine range.

Regional players

• Mr. Burger: Australian burger chain primarily operating in Victoria/Melbourne. Comparable burger-focused fast-casual concept but with regional concentration outside Mary's primary Sydney market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@marysgetfat
• Instagraminstagram.com/marysgetfat
• LinkedInlinkedin.com/company/maryswtf

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Mary's