Morgan’s Tavern & Grill

What Morgan’s Tavern & Grill does

Morgan's Tavern & Grill is a privately held, single-location full-service restaurant operating in Historic Downtown New Bern, North Carolina. The business is housed in a historic 1911/1912 brick building — the former New Bern Garage Company, Inc., which served as a dealer for Buick and Hudson automobiles — featuring exposed wood beams, 14-16 inch thick original brick walls, an original steel-framed skylight, and one of very few balconies in downtown New Bern. The restaurant serves local residents, tourists, and visitors with a diverse menu spanning lunch, salads, dinner, and daily specials, including a "Sound to Sea" seafood selection and a "Pasture to Plate" meat program emphasizing fresh, locally sourced ingredients.

Revenue is generated entirely through on-site dine-in service at the 235 Craven Street address, with no delivery, takeout, or third-party marketplace presence. The restaurant operates Tuesday through Saturday (closed Sunday and Monday), with reservations requested for parties of six or more. A proprietary Morgan's Tavern Ale Program, developed in partnership with St. George Brewing Co., produces exclusive craft beers (Morgan's IPA, Porter, Nut-Brown Ale, Pilsner, and Golden Ale) that anchor the bar program alongside third-party draft offerings. The company also offers a private dining option in the Irene Room on the second floor (10-36 guests) and a dog-friendly outdoor patio, expanding its use cases into private events and year-round al fresco dining.

The go-to-market motion is direct-to-consumer through walk-in traffic, with marketing limited to a TripAdvisor listing, an organic website (morganstavernnewbern.com) with downloadable menus and a feedback form, and word-of-mouth. The technology footprint is minimal, consisting of a basic website with Google Analytics tracking and an online feedback form; there is no proprietary technology, no app, and no third-party delivery integration. The restaurant is operated by what the About Us page refers to as "The Morgans' Team," consistent with family ownership, and there is no institutional investor or parent company involvement disclosed.

Name

Morgan’s Tavern & Grill

Legal name

Morgan's Tavern and Grill

Website

https://morganstavernnewbern.com

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

11–50 employees

Short description

Morgan's Tavern & Grill is a privately held, single-location full-service restaurant in Historic Downtown New Bern, North Carolina, serving local residents and visitors with a diverse lunch and dinner menu, exclusive house-brewed craft beers, private event dining, and outdoor patio seating.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurant

NAICS

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

SIC

Retail-Eating & Drinking Places (5810)

akta.pro industry

PRIMARYCRANACAB

Pubs & Gastropubs

Consumer Products & Retail/Tobacco, Alcohol & Cannabis Retail/On-Premise Alcohol Retail (Bars, Pubs & Taprooms)

SECONDARYCRANACAA

Neighborhood Bars & Taverns

Consumer Products & Retail/Tobacco, Alcohol & Cannabis Retail/On-Premise Alcohol Retail (Bars, Pubs & Taprooms)

Keywords

• Casual dining restaurant
• Craft beer program
• Private dining events
• Historic restaurant
• Outdoor patio dining

Headquarters

HQ city

New Bern

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in Food and Beverage Sales: The restaurant generates revenue through the sale of food and alcoholic beverages to dine-in guests. The menu includes lunch, dinner, salads, and daily specials. Craft beers brewed specifically for Morgan's under the Morgan's Tavern Ale Program are served on draft alongside third-party brands such as Blue Moon, Stella Artois, and Yuengling. Revenue is derived from per-transaction dining purchases with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Morgan's Tavern & Grill is a single-location dine-in restaurant in Historic Downtown New Bern, North Carolina, serving lunch, dinner, and salads from a diverse, locally sourced menu. The restaurant offers a craft beer program (Morgan's Tavern Ale Program) developed with St. George Brewing Co., a full bar, a second-floor private dining room (Irene Room) for groups of 10–36, and a dog-friendly outdoor patio with shaded screens and heaters.

Product overview

Morgan's Tavern & Grill is a single-location restaurant offering dine-in services. The restaurant features a diverse menu organized into Lunch, Salad, and Dinner menus, along with a craft beer program in partnership with St. George Brewing Co. that includes house-brewed offerings under the Morgan's Tavern Ale Program (Morgan's IPA, Porter, Nut-Brown Ale, Pilsner, Golden Ale). Additional dining services include private dining in the Irene Room (second floor) for 10-36 guests and outdoor patio seating. The restaurant operates from a historic 1911/1912 building featuring exposed wood beams, original brick walls, and original steel framed skylight.

Differentiator

Problem solved

Functional benefit

Products and services

• Dine-In Lunch Menu Sit-down lunch service offering garden fresh salads, specialty soups, sandwiches, 'Cows Vs Birds' selections, starters or sharing options, and a kids menu. Designed for casual midday diners at the New Bern restaurant location.
• Dine-In Dinner Menu Sit-down dinner service offering 'Sound to Sea' seafood options, pasta bowls, rice bowls, starters for sharing, 'Pasture to Plate' meat options, and side choices. Designed for evening diners seeking locally sourced proteins and seafood at the New Bern restaurant location.
• Craft Beer & Draft Program (Morgan's Tavern Ale Program) Beverage program offering craft beers brewed exclusively for the restaurant under the Morgan's Tavern Ale Program partnership with St. George Brewing Co., alongside third-party draft offerings including Blue Moon, Stella Artois, Yuengling, and seasonal selections. Available to dine-in guests at the New Bern restaurant.
• Private Dining - Irene Room Second-floor private dining venue accommodating 10 to 36 guests for wedding rehearsal dinners, baby showers, corporate meetings, and celebrations. Includes a dedicated event planner who coordinates table setup, menu customization, drink options, and dietary accommodations. Reservations handled by phone with the manager.
• Outdoor Patio Dining Newly renovated outdoor patio seating with shaded screens, propane heaters, ceiling fans, and a covered roof, enabling year-round use in most weather conditions. Dog-friendly. Available to dine-in guests at the New Bern restaurant location.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• St. George Brewing Co.coreTechnology or IntegrationMorgan's Tavern & Grill operates the 'Morgan's Tavern Ale Program' in partnership with St. George Brewing Co., under which craft beers are brewed exclusively for Morgan's. The program produces several proprietary beer styles including Morgan's IPA, Morgan's Porter, Morgan's Nut-Brown Ale, Morgan's Pilsner, and Morgan's Golden Ale. These house-crafted brews are featured prominently on the tap list alongside third-party draft offerings. This partnership provides Morgan's with a differentiated, proprietary beverage offering unavailable at competing establishments.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• BJ's Restaurant Brewhouse: BJ's combines in-house brewed proprietary beers with a broad casual dining menu — closely paralleling Morgan's Tavern Ale Program partnership with St. George Brewing and its diverse lunch/dinner offering.
• Yard House: Yard House is a national upscale-casual gastropub chain centered on an extensive draft beer program and full American menu — directly comparable to Morgan's Tavern & Grill's combination of craft beer focus and full lunch/dinner menu in a distinctive physical setting.
• HopCat: HopCat is a craft beer-focused gastropub chain with a broad comfort-food menu, directly comparable to Morgan's combination of a curated craft beer list and full lunch/dinner service in a distinctive atmosphere.
• Gordon Biersch Brewery Restaurant: Gordon Biersch is a brewpub chain that pairs proprietary German-style craft beers with a full-service American menu, mirroring Morgan's tavern-and-grill concept of house-brewed beer alongside a varied lunch and dinner menu.

Broad incumbents

• TGI Fridays: TGI Fridays is a broad-incumbent tavern-style casual dining chain with a strong bar program and American menu, occupying a similar tavern-and-grill positioning in the broader casual dining space.
• Applebee's Grill + Bar: Applebee's is a national neighborhood bar-and-grill chain offering casual American fare and a full bar; while not a craft-beer specialist, it competes in the same neighborhood tavern-and-grill category as Morgan's Tavern & Grill.
• Chili's Grill & Bar: Chili's is a broad-incumbent casual dining chain combining full bar service with a varied American menu, comparable to Morgan's positioning as a full-service tavern and grill destination.
• Buffalo Wild Wings: Buffalo Wild Wings is a broad-incumbent bar-and-grill chain centered on a large beer selection and shareable menu, comparable to Morgan's emphasis on a curated draft list alongside casual dining offerings.
• Bonefish Grill: Bonefish Grill is an upscale-casual seafood-focused chain within the broader casual dining space; comparable to Morgan's 'Sound to Sea' seafood positioning and upscale-casual full-service dining approach.

Others

• St. George Brewing Co. St. George Brewing Co. is Morgan's Tavern Ale Program partner and supplies the proprietary craft beers; it is an adjacent ecosystem participant (supplier/partner) rather than a direct competitor, but materially relevant given the central role the beer program plays in Morgan's differentiation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/morgan%E2%80%99s-tavern-&-grill

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 Morgan’s Tavern & Grill