Repeal

What Repeal does

Repeal Oak Fired Steakhouse is a single-unit fine dining restaurant operating at 101 West Main Street on Louisville's historic Whiskey Row, housed in the former J.T.S. Brown and Sons wholesale warehouse and bottling facility. The restaurant's core preparation method uses oak-aged bourbon barrels to fire steaks and seafood, directly tying its culinary technique to Louisville's bourbon heritage. The company serves breakfast, lunch, dinner, and weekend brunch across its main dining room, The Terrace (a year-round temperature-controlled outdoor space on the second floor), and The Barrel Room (a private dining venue with barrel-lined walls). A 200+ spirits collection, an extensive wine list recognized by Wine Spectator with a Best of Award of Excellence across multiple consecutive years (2021-2026), and exclusive barrel selections anchor the beverage program.

The business model is transaction-based across multiple revenue streams: dine-in food and beverage sales, private event hosting (Barrel Room capacity up to 14 seated / 25 cocktail; Terrace up to 25 seated / 50 cocktail), gift card sales via the SwipeIt platform, and a points-based loyalty program (The 1933 Society) that awards 1 point per dollar on food and non-alcoholic beverages, redeemable at 250 points for a $25 credit. The restaurant operates as a subsidiary of White Lodging Services Corporation, a hospitality management company. Distribution channels include direct in-restaurant dining, OpenTable for reservations, SwipeIt for gift cards, and direct inquiry for private events.

The customer base spans general fine dining consumers, private event hosts, event attendees at ticketed culinary and spirits experiences, and loyalty members. The restaurant has no app, no public financial disclosures, no funding rounds, and no second location. Operating footprint is restricted to Louisville, Kentucky, and marketing channels are limited to organic social media, OpenTable, email newsletter, and earned press coverage in Forbes, Wine Enthusiast, and Courier-Journal.

Name

Repeal

Legal name

Repeal Oak-Fired Steakhouse

Website

https://repeallouisville.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Repeal Oak Fired Steakhouse is a single-unit fine dining restaurant on Louisville's Whiskey Row, serving oak-fired steaks and seafood with a 200+ spirits collection and award-winning wine program to fine dining consumers, private event hosts, and hotel guests.

Ownership category

akta.pro rank

Product category

Fine Dining Steakhouse

NAICS

Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (722410)

akta.pro primary industry

Fine Dining Restaurants (THAFACAA)

Keywords

• Fine dining restaurant
• Oak-fired steakhouse
• Bourbon and spirits bar
• Private dining events
• Wine and cocktail program

Headquarters

HQ city

Louisville

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, Infrastructure

Revenue model

1. Dine-In Restaurant Sales: Revenue from breakfast, lunch, dinner, and weekend brunch service featuring oak-fired steaks and seafood. Full-service dining with extensive food menu.
2. Beverage Sales: Revenue from extensive collection of 200+ spirits, specialty cocktails, wine (200+ wines recognized by Wine Spectator), and exclusive barrel selections. Significant beverage revenue from bourbon and wine pairings.
3. Private Event Hosting: Revenue from private dining events in The Barrel Room (up to 14 seated/25 cocktail) and The Terrace (up to 25 seated/50 cocktail). Event hosting fees and minimums.
4. Gift Card Sales: Sale of restaurant gift cards available for purchase online or in the dining room.
5. Loyalty Program (The 1933 Society): Points-based loyalty program earning 1 point per $1 on food and non-alcoholic beverages. Members receive $25 credit at 250 points, plus access to exclusive events and barrel selects.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Repeal Oak Fired Steakhouse is a fine dining restaurant on Louisville's historic Whiskey Row offering oak-fired steaks and seafood prepared over flames of oak-aged bourbon barrels. The restaurant serves breakfast, lunch, dinner, and weekend brunch, paired with a 200+ spirits collection, specialty cocktails, and a Wine Spectator-recognized wine program. It also offers private dining experiences, exclusive curated events, gift cards, and a loyalty program (The 1933 Society).

Product overview

Repeal is an oak-fired steakhouse restaurant offering a unified dining experience centered on oak-fired steaks and seafood. The core product portfolio includes multiple meal services (breakfast, lunch, dinner, weekend brunch), an award-winning wine and spirits program (200+ spirits, Wine Spectator Best of Award of Excellence), and various dining spaces (main dining room, The Terrace outdoor space, The Barrel Room private dining). Additional offerings include a loyalty program (The 1933 Society), gift cards, exclusive barrel selections, and seasonal cocktails. The restaurant is complemented by private event hosting capabilities and special dining events.

Differentiator

Problem solved

Functional benefit

Brands

• The 1933 Society: Loyalty rewards program offering points for food and non-alcoholic beverage purchases, with exclusive offers and events for members.
• The Terrace at Repeal
• The Barrel Room

Products and services

• Oak-Fired Steakhouse Dining Full-service fine dining experience featuring oak-fired steaks and seafood prepared over flames of oak-aged bourbon barrels, paired with creative side dishes. Open for breakfast, lunch, dinner, and weekend brunch. Target customers are food enthusiasts, couples, special occasion diners, local Louisville residents, and hotel guests.
• Private Dining Events Private dining experiences in The Barrel Room (up to 14 seated / 25 cocktail reception) featuring barrel-lined walls and a private bar, and The Terrace (up to 25 seated / 50 cocktail reception) a temperature-controlled year-round outdoor space. Designed for corporate events, rehearsal dinners, intimate celebrations, and cocktail receptions.
• The 1933 Society Loyalty Program Members-only loyalty rewards program where members earn 1 point per $1 spent on food and non-alcoholic beverages and receive a $25 credit upon reaching 250 points. Members gain access to exclusive events, distillery features, and new barrel selections.
• Restaurant Gift Cards Prepaid gift cards available for purchase online via SwipeIt or in the dining room, redeemable for food and dining experiences at Repeal.
• Wine and Spirits Program Curated wine list recognized by Wine Spectator as a Best of Award of Excellence recipient, alongside a collection of 200+ spirits and specialty cocktails. Hosts exclusive barrel selections available by the glass or bottle.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• StonestreetminorStrategic or Co-development Partner · 25 June 2025Special culinary and spirit experience event on June 25th featuring Stonestreet Brand Ambassador Rickey Wethington and Repeal's Executive Chef Dylan Morris. Multi-course dinner with Stonestreet wine and bourbon pairings.
• Hotel DistilcoreStrategic or Co-development PartnerCo-host of 'An Evening on Main Street' event on October 6th, partnering with Repeal Oak-Fired Steakhouse and Delta Denta to showcase Louisville's culinary, artistic, and cultural excellence.
• Delta DentalminorStrategic or Co-development PartnerCo-host of 'An Evening on Main Street' event, partnering with Hotel Distil and Repeal Oak-Fired Steakhouse for community event.
• OpenTablecoreChannel Partner/ Reseller/ DistributorThird-party reservation platform used for online table bookings. Reservations for up to 4 guests can be made through OpenTable. Restaurant receives bookings and customer data through platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Del Frisco's Double Eagle Steakhouse: Del Frisco's operates as an upscale national steakhouse chain with extensive wine programs and private dining capabilities, competing in the same premium segment as Repeal. It serves as a comparable benchmark for high-end steakhouse operations and event-driven revenue mix.
• The Capital Grille: The Capital Grille is a Darden-owned premium steakhouse chain with an award-winning wine program (similar Wine Spectator recognition). It competes with Repeal for business diners, special occasion guests, and wine enthusiasts but lacks the bourbon-specific positioning and Louisville heritage.
• Ruth's Chris Steak House: Ruth's Chris is a nationally established premium steakhouse chain with broad geographic reach and recognized brand. As a broad incumbent, it competes with Repeal for upscale steak diners but does not specialize in bourbon heritage or oak-fired cooking - it represents the standardized national alternative.
• Morton's The Steakhouse: Morton's is a long-established national premium steakhouse chain (Landry's) with comparable pricing, private dining capabilities, and customer segments. It competes for the same corporate event and special occasion clientele as Repeal's Barrel Room offering.

Regional players

• Porter Road Butcher: Porter Road is a Nashville-area craft butcher that supplies restaurants and direct-to-consumer. While not a direct competitor, it represents a comparable Kentucky/Tennessee-region premium meat brand with strong local heritage positioning relevant to Repeal's oak-fired sourcing narrative.
• Doc Crow's Smokehouse: Doc Crow's is a Louisville Whiskey Row restaurant offering Southern-inspired cuisine and an extensive bourbon and whiskey selection. While more smokehouse than steakhouse, it competes for the same bourbon-tourist and downtown Louisville fine dining audience as Repeal.

Direct peers

• Eddie Merlot's: Eddie Merlot's is a national premium steakhouse chain with a Louisville-area presence, offering a comparable full-service steakhouse experience with upscale ambience and wine/spirits programs. Same customer segment (special occasion diners, business meals) and similar price point to Repeal.
• Jeff Ruby's Steakhouse: Jeff Ruby's operates a Louisville steakhouse location and competes directly with Repeal for upscale steakhouse diners in the same metro. Both position as premium experiential steakhouses with strong spirits programs and live entertainment, sharing target customers of celebratory diners and bourbon tourists.

Emerging players

• Firebirds Wood Fired Grill: Firebirds uses a wood-fired cooking concept that creates partial overlap with Repeal's oak-fired differentiation. While operating at a lower price point and broader menu, the fire-cooked positioning creates a thematic comparison relevant to consumer perception of culinary technique.

Others

• White Lodging Services Corporation: White Lodging is Repeal's parent company and a hospitality management firm. While not a peer in the steakhouse sense, it provides the operational context for Repeal's strategy and is the entity through which any expansion, capital allocation, or acquirer inquiry would flow.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RepealLouisville
• Instagraminstagram.com/repeallouisville
• LinkedInlinkedin.com/company/repeal

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Repeal