Smoke On The Water BBQ - Okauchee
Smoke on the Water is a family-owned full-service BBQ restaurant and entertainment venue on Okauchee Lake, Wisconsin, serving Lake Country locals, private event clients, and bourbon enthusiasts through dine-in, catering, event venue rental, and a membership bourbon club.
- Company typePrivate
- Founded2020
- HeadquartersOkauchee Lake, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Smoke On The Water BBQ - Okauchee does
Smoke on the Water is a family-owned full-service BBQ restaurant and entertainment venue located on Okauchee Lake in Wisconsin, founded in 2021 when Joe and Ellen Hennes purchased the property and rebranded it from a former nightclub. The core product is a scratch-kitchen, smokehouse restaurant offering dine-in, takeout, curbside pickup, and online ordering, featuring house-smoked meats prepared on Ole Hickory and a proprietary Fire-Breathing Dragon cedar-plank smoker, with a menu priced at $2.49-$34.99 across sides, sandwiches, burgers, platters, and entrees. The business operates four distinct revenue streams: (1) restaurant food and beverage sales, (2) private event venue rental at Below Deck, a 250-guest banquet facility with lake views, (3) full-service catering at $33.99/person for both on-site and off-site events, and (4) an annual Bourbon on the Bay membership club with Gold ($200/year) and Silver ($125/year) tiers. Technology infrastructure is built on standard hospitality SaaS integrations including Toast Tab for POS and online ordering, OpenTable for reservations, Planning Pod for event bookings, and Google Analytics for web tracking. The customer base is segmented across Lake Country locals, wedding and corporate event planners, bourbon enthusiasts, and community event attendees, with distribution primarily through the waterfront location, digital reservation platforms, and active community partnerships.
Smoke On The Water BBQ - Okauchee firmographics
Firmographics- Name
- Smoke On The Water BBQ - Okauchee
- Legal name
- Smoke on the Water
- Website
- https://smokeonthewaterwi.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Smoke on the Water is a family-owned full-service BBQ restaurant and entertainment venue on Okauchee Lake, Wisconsin, serving Lake Country locals, private event clients, and bourbon enthusiasts through dine-in, catering, event venue rental, and a membership bourbon club.
- Ownership category
- akta.pro rank
Smoke On The Water BBQ - Okauchee industry classification
Industry- Product category
- Casual Dining Restaurant
- NAICS
- Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (722410)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro industry
- BBQ & Smokehouse Fast Casual
Keywords
Where Smoke On The Water BBQ - Okauchee is headquartered
LocationHeadquarters
- HQ city
- Okauchee Lake
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Smoke On The Water BBQ - Okauchee business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Restaurant Food and Beverage Sales: Core revenue from dine-in, takeout, curbside, and online ordering. Menu includes appetizers, salads, wraps, sandwiches, burgers, smoked meat platters, signature entrees, pizza, and desserts. Beverage program includes bourbon/whiskey bar, cocktails, and non-alcoholic options.
- Live Music and Entertainment: Live music performances, karaoke, and special events driving food and beverage sales. Regular programming creates recurring foot traffic and community engagement.
- Private Event Venue Rental: Below Deck banquet facility accommodates up to 250 guests for weddings, corporate events, birthdays, anniversaries, and other celebrations. Venue features lake views, rustic industrial decor, and stone fireplace lounge.
- Catering Services: Full-service catering for Below Deck events and off-site locations. Menu includes dinner buffets ($33.99/person), appetizer buffets, pizza, and desserts. 25% deposit required, 20% gratuity for fully catered events.
- Bourbon Club Membership: Bourbon on the Bay membership program with Gold Level ($200/year) and Silver Level ($125/year). Includes exclusive bottle picks, food discounts, apparel discounts, and tasting event invites.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Gold Level Bourbon Club - Premium membership with exclusive bottles and maximum discounts |
| Subscription | Annual | Silver Level Bourbon Club - Entry-level membership with basic benefits |
| Unit Pricing | Pay-as-you-go | Traditional Buffet Catering Package - Bronze level entrees with starch and vegetable selections |
| Unit Pricing | Multi-year contract | Catering Surcharges and Policies |
| Unit Pricing | Pay-as-you-go | Regular Menu Items - Full pricing for dine-in and takeout |
| Unit Pricing | Pay-as-you-go | Weekly Specials - Value-oriented daily promotions |
| Subscription | Annual | Executive Chef/Kitchen Manager |
| Subscription | Annual | Assistant Manager |
| Subscription | Annual | Sous Chef |
| Subscription | Hourly | Dishwasher |
| Subscription | Hourly | Bartender |
| Subscription | Hourly | Server |
| Subscription | Hourly | Host/Hostess |
| Subscription | Hourly | Prep Cook |
| Subscription | Hourly | Line Cook |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
Smoke On The Water BBQ - Okauchee product offering
Product offeringCore offering
Smoke on the Water is a family-owned, full-service lake-front barbecue restaurant on Okauchee Lake in Wisconsin offering dine-in, takeout, curbside pickup, and online ordering of house-smoked meats and scratch-made dishes. The core offering is complemented by the Below Deck private event venue (up to 250 guests), on-site and off-site catering, the Bourbon on the Bay membership club, live music programming, and the house Nico's Pizza brand.
Product overview
Smoke on the Water is a single-location lake-vibe barbecue restaurant and entertainment venue in Okauchee Lake, Wisconsin, owned by Joe Hennes and wife Ellen. The core product is its full-service restaurant offering dine-in, takeout, curbside, and online ordering with house-smoked meats and scratch-made dishes. The restaurant is complemented by Below Deck, a premier 250-guest event venue; full-service catering for on-site and off-site events; Bourbon on the Bay Club, an exclusive bourbon membership program; and live music/events programming. Nico's Pizza operates as the house pizza brand. The business operates from a historic building overlooking Okauchee Lake with piers allowing guests to arrive by land or sea.
Differentiator
Problem solved
Functional benefit
Brands
- Below Deck: A premier event space located on the lower level of Smoke on the Water, overlooking Okauchee Lake. Features rustic-industrial decor, stone fireplace lounge, and six large glass garage doors. Accommodates up to 250 guests for weddings, corporate events, and private celebrations. Also offers catering services.
Products and services
- Restaurant (Dine-in, Takeout, Curbside, Online Ordering) Lake Country's premier lake-vibe barbecue restaurant offering dine-in, takeout, curbside pickup, and online ordering of house-smoked meats, scratch-made dishes, sandwiches, burgers, smoked meat platters, signature entrees, pizza, desserts, cocktails, and a bourbon/whiskey bar with views of Okauchee Lake.
- Below Deck Event Venue Premier private event space overlooking Okauchee Lake accommodating up to 250 guests for weddings, corporate events, birthdays, anniversaries, and other celebrations. Features rustic-industrial decor, stone fireplace lounge, and six large glass garage doors.
- Catering Services Full-service catering for hosted events at Below Deck or off-site locations. Includes customizable buffet packages (Bronze, Silver, and Gold tiers), appetizer buffets, pizza, and dessert options with fresh, never frozen products. Traditional buffet pricing starts at $33.99 per person.
- Bourbon on the Bay Club Exclusive membership club for bourbon enthusiasts offering premium selections, special pricing, and tasting events. Two tiers: Gold Level at $200/year includes exclusive bottle picks, $500+ annual discounts, and featured tasting events; Silver Level at $125/year includes bottle selection and monthly food discount.
- Live Music & Events Programming Regular entertainment programming including open jams, live music performances, karaoke, and special events. Hosts various events such as charity rides, water ski shows, street dances, and seasonal celebrations.
- Nico's Pizza House pizza brand served at Smoke on the Water featuring house recipes including proprietary sauce with tomatoes, garlic, Romano cheese, and secret herb blend. Offers build-your-own and specialty pizzas including The Classic, Supreme, and Sharp Dressed Man.
Quantifiable outcome
- Below Deck event venue accommodates up to 250 guests
- +2 more outcomes
Companies that use Smoke On The Water BBQ - Okauchee
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles5 records
Smoke On The Water BBQ - Okauchee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Smoke On The Water BBQ - Okauchee partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Wisconsin Hero OutdoorsminorCharitable partner for Annual Charity Ride benefiting Wisconsin Hero Outdoors and supporting Veteran & First Responder community. Smoke on the Water serves as finish line destination with raffle baskets, 50/50, and live DJ.
- Okauchee Area Business AssociationcoreCo-host of Okauchee Street Dance, one of the biggest nights of summer in Lake Country. Two main stages set up including one at Smoke on the Water area. Partnership with local business association drives community engagement and foot traffic.
- Wisconsin Harley-DavidsonminorStarting point location for Annual Charity Ride in partnership with Wisconsin Hero Outdoors. Ride begins at Wisconsin Harley-Davidson in Oconomowoc and finishes at Smoke on the Water.
- Badgerland Water Ski TeamminorChampionship water ski team performs at Okauchee Lake with viewing available from Smoke on the Water deck. Free family entertainment event driving beverage sales.
- Sullivan Fire Dept / Sullivan SaloonminorMidpoint stop on Annual Charity Ride route between Wisconsin Harley-Davidson and Smoke on the Water.
Scale indicators3 records
Recent moves8 records
Expansion highlights5 records
Smoke On The Water BBQ - Okauchee competitors and assessment
Company assessmentDirect peers
- Bubba's 33: Texas Roadhouse-owned casual concept combining smoked BBQ, burgers, pizza, beer, and sports viewing with large-format event capability — closely aligned with SOTW's BBQ-plus-pizza, beer, and entertainment model.
- Billy Sims BBQ: BBQ fast-casual chain built around smoked meats and catering — directly comparable to SOTW's smokehouse menu and catering-led secondary revenue stream.
- Mission BBQ: Growing BBQ restaurant chain serving smoked meats with a strong community/charity tie-in and dine-in/takeout/catering channels — directly comparable to Smoke on the Water's smokehouse menu and community-event orientation.
- Famous Dave's: Legend Hospitality/Famous Dave's is the largest U.S. BBQ-focused casual dining chain, offering dine-in, catering, and event services — directly comparable across smokehouse menu, event channel, and BBQ brand positioning.
- Sonny's BBQ: Long-running Southern BBQ chain offering smoked meat platters, family-style sides, and catering for events — directly comparable to SOTW's smokehouse core menu and catering revenue stream.
- Shane's Rib Shack: BBQ-focused chain offering smoked pork, ribs, chicken, and pulled meats in a casual dine-in/takeout format with local franchisee-community events — comparable BBQ category player with similar family/casual positioning.
- Quaker Steak & Lube: BBQ/wings sports-bar concept with smoked menu items, large-format event capability, and a liquor/amber-lager (bourbon-adjacent) bar program — directly comparable BBQ-plus-bar-plus-events combination.
Broad incumbents
- Texas Roadhouse: Large national casual steakhouse chain with smoked BBQ menu overlap, dine-in/takeout, and catering for groups — comparable in casual family dining and event-catering categories at a broader, multi-unit scale.
- Hard Rock Cafe: Iconic themed casual-dining and live-music venue combining American food, bar program, and merchandise/entertainment — broadly comparable as a destination restaurant leveraging music/IP and bar-driven guest experience.
- Twin Peaks Restaurant: Sports-lodge casual chain pairing American comfort food (including smoked/BBQ items) with a large bar, sports programming, and event bookings — broadly overlapping with SOTW's smokehouse-plus-entertainment positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Smoke On The Water BBQ - Okauchee social profiles
Digital presenceSmoke On The Water BBQ - Okauchee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smoke On The Water BBQ - Okauchee leadership team
Management profileNumber of profiles
Profiles2 records
Smoke On The Water BBQ - Okauchee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smoke On The Water BBQ - Okauchee 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 Smoke On The Water BBQ - Okauchee
What does Smoke On The Water BBQ - Okauchee do?
Smoke on the Water is a family-owned, full-service lake-front barbecue restaurant on Okauchee Lake in Wisconsin offering dine-in, takeout, curbside pickup, and online ordering of house-smoked meats and scratch-made dishes. The core offering is complemented by the Below Deck private event venue (up to 250 guests), on-site and off-site catering, the Bourbon on the Bay membership club, live music programming, and the house Nico's Pizza brand.
Is Smoke On The Water BBQ - Okauchee a public or private company?
Smoke On The Water BBQ - Okauchee is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Smoke On The Water BBQ - Okauchee founded?
Smoke On The Water BBQ - Okauchee was founded in 2020. It employs 1 to 10 people.
Where is Smoke On The Water BBQ - Okauchee based?
Smoke On The Water BBQ - Okauchee is headquartered in Okauchee Lake, United States, in the North America region.
How does Smoke On The Water BBQ - Okauchee make money?
Five revenue lines are on record. Restaurant Food and Beverage Sales are the primary driver. The others are live Music and Entertainment, private Event Venue Rental, catering Services and bourbon Club Membership.
Who are Smoke On The Water BBQ - Okauchee's main competitors?
Direct peers on record are Bubba's 33, Billy Sims BBQ, Mission BBQ, Famous Dave's, Sonny's BBQ, Shane's Rib Shack and Quaker Steak & Lube. Broad incumbents are Texas Roadhouse, Hard Rock Cafe and Twin Peaks Restaurant.
Does Smoke On The Water BBQ - Okauchee have an API?
No public API is recorded for Smoke On The Water BBQ - Okauchee.
What industry is Smoke On The Water BBQ - Okauchee in?
Smoke On The Water BBQ - Okauchee's product category is Casual Dining Restaurant. Its primary akta.pro industry code is THAFABAH, BBQ & Smokehouse Fast Casual. Its NAICS code is 722511 and its SIC code is 5810.