Soby’s
Soby's New South Cuisine is a single-location, full-service fine-dining restaurant in downtown Greenville, SC serving Southern-inspired cuisine, a 17,000-bottle award-winning wine program, weekend brunch, and private events through The Loft at Soby's.
- Company typePrivate
- Founded1997
- HeadquartersGreenville, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
Soby’s firmographics
Firmographics- Name
- Soby’s
- Legal name
- Soby's New South Cuisine
- Website
- https://sobys.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Soby's New South Cuisine is a single-location, full-service fine-dining restaurant in downtown Greenville, SC serving Southern-inspired cuisine, a 17,000-bottle award-winning wine program, weekend brunch, and private events through The Loft at Soby's.
- Ownership category
- akta.pro rank
Soby’s industry classification
Industry- Product category
- Fine Dining Restaurant
- NAICS
- Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (722410)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Special Occasion & Destination Restaurants (THAFACAK)
- akta.pro secondary industry
- Bar & Beverage Catering (Mobile Bar, Bartending) (HSACAGAF)
Keywords
Where Soby’s is headquartered
LocationHeadquarters
- HQ city
- Greenville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Soby’s business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales
Revenue model
- Dine-in Restaurant Revenue: Revenue from food and beverage sales during brunch and dinner service. Southern-inspired cuisine with locally-sourced, seasonal ingredients. Menu includes appetizers, entrees, desserts, and a la carte sides.
- Private Event Revenue: Revenue from The Loft at Soby's event space rental, including customized menu preparation and dedicated chef service for corporate, social, and private events.
- Wine Program Revenue: Significant revenue stream from extensive wine program featuring over 4,000 selections and 17,000 bottles. Includes wine pairings, bottles for dining, and no corkage Sundays program (up to 2 bottles per table).
- Catering Revenue: Table 301 Catering services available for off-site events at Soby's and other Table 301 restaurant locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Dinner Menu - Southern-inspired cuisine with seasonal ingredients |
| Unit Pricing | Pay-as-you-go | Saturday & Sunday Brunch Menu |
| Unit Pricing | Pay-as-you-go | Cocktails & Beer Menu |
| Other | Pay-as-you-go | No Corkage Sundays (Starting January 4, 2026) |
| Other | Multi-year contract | The Loft at Soby's Private Events |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Soby’s product offering
Product offeringCore offering
Soby's New South Cuisine operates a full-service, single-location restaurant in downtown Greenville, SC, serving southern-inspired cuisine with locally-sourced seasonal ingredients during dinner and weekend brunch service. The restaurant anchors a Wine Spectator Grand Award-winning wine program featuring over 4,000 selections and 17,000 bottles, complemented by a handcrafted cocktail program. It also operates The Loft at Soby's, a separate private event venue with rooftop patio accommodating up to 100 guests for corporate, social, and private events.
Product overview
Soby's New South Cuisine operates as a single-location full-service restaurant offering southern-inspired fine dining. The core offering consists of dinner and weekend brunch service featuring locally-sourced seasonal cuisine. Supporting the restaurant experience are two complementary service lines: an extensive award-winning wine program with over 4,000 selections and 17,000 bottles, and a handcrafted cocktail program featuring seasonal ingredients. Additionally, The Loft at Soby's operates as a separate private event venue offering custom catering for corporate, social, and private events for up to 100 guests.
Differentiator
Problem solved
Functional benefit
Products and services
- Soby's New South Cuisine Restaurant Dining Full-service New South Cuisine restaurant offering southern-inspired cuisine with locally-grown, seasonal ingredients in a casually elegant ambiance. Includes dinner service, weekend brunch (Sat 11am-2pm, Sun 10am-2pm), and an award-winning wine and cocktail program. Located at 207 South Main Street, downtown Greenville.
- Wine Program Award-winning wine program featuring over 4,000 selections and 17,000 bottles, anchored by a temperature-controlled underground cellar with 15,000+ bottles. Strong focus on Grower Champagne and Red Burgundy. Holds Wine Spectator's Grand Award (2025) and World of Fine Wine Best Large Format List in North America (2026). Guided by a four-sommelier team.
- Cocktail and Craft Beer Program Handcrafted cocktails incorporating seasonal ingredients, local spirits, and craft beers, including signature offerings such as Soby's Signature Old Fashioned and The Lady Diana. Also features craft mocktail options and a selection of South Carolina and regional craft beers.
- The Cellar at Soby's Wine Cellar Dining Unique dining experience in Soby's underground wine cellar for up to 12 guests, surrounded by thousands of bottles. Available for intimate dinners and wine tasting celebrations. Inquiry via website form.
- The Loft at Soby's Private Events Private event space featuring a fully furnished apartment with kitchen, full-service bar, dining room (seating 36), rooftop patio (up to 100 guests), and two luxurious bedrooms. Offers customized menus prepared by Table 301 chefs for corporate, social, and private events. AV equipment available for $50 rental.
- No Corkage Sundays BYO wine program for Sunday dinner service at Soby's, allowing guests to bring up to 2 bottles per table with no corkage fee charged, in gratitude to guests and industry partners.
Quantifiable outcome
- Wine Spectator Grand Award - only 96 restaurants worldwide hold this distinction
- +5 more outcomes
Companies that use Soby’s
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Soby’s technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Soby’s partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- Wine Industry Partners (No Corkage Sundays)minorIndustry partners and local wine community. Starting January 4, 2026, Soby's offers No Corkage Sundays allowing guests to bring up to 2 bottles per table. Initiative to thank guests and industry for support over the years.
- Table 301 Restaurant GroupcoreSoby's is a flagship restaurant of the Table 301 Restaurant Group, which operates 10 restaurants in the Greenville area including The Lazy Goat, Tavola, The Nose Dive, The Jones Oyster Co., CAMP, Table 301 Catering, The Loft at Soby's, Lefty's West End Tavern, and others. The group provides shared services including marketing, catering operations, gift card sales via ShopTable301.com, and hiring via table301.com/jobs.
- Broken Oak OrganicscoreFarm partnership with Broken Oak Organics in Marietta, SC. Known for exceptional produce and organic farming practices, providing goji berries, microgreens, and some of the best fruits and vegetables in the Upstate region.
- Tyger River Smart FarmcoreFamily-run farm in Duncan, SC (20 minutes from Greenville) known for crisp lettuce varieties and environmentally-friendly operations. Supplies fresh produce for Soby's menu.
- Greenbrier FarmscoreSustainable farm in Easley, SC producing USDA Certified Organic produce, grass-fed/grass-finished beef, and pastured heritage pork and poultry. High-quality protein and produce supplier.
- Goat Lady DairyminorWorking family farm in Climax, NC crafting goat cheese for over 15 years. Winner of several national awards from American Cheese Society. Artisan cheeses featured in various Soby's dishes.
- Thicketty Mountain FarmsminorFarm in Cowpens, SC providing micro greens and vegetables with focus on fresh, local, healthy, and sustainable produce. Pursuing organic certification.
- Upstate Farm CartminorWorks with local farms to provide guests with locally grown produce, humanely procured meats, and fresh dairy products.
- OpenTablecoreOnline reservation partner. Soby's integrates with OpenTable for convenient online booking. Guests can also reserve via phone at 864.232.7007.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Soby’s competitors and assessment
Company assessmentDirect peers
- Sullivan's Metropolitan: Greenville, SC upscale American restaurant and bar with a strong cocktail and wine focus. Directly comparable as a downtown Greenville fine dining competitor targeting similar corporate event, special occasion, and food enthusiast segments.
- Husk Restaurant: Charleston-based Southern fine dining restaurant by Sean Brock, recognized for ingredient-driven, locally-sourced Southern cuisine. Directly comparable as a regional Southern destination restaurant with elevated cuisine, notable beverage program, and chef-driven farm-to-table identity.
- FIG: Mike Lata's James Beard-recognized Lowcountry fine dining restaurant in Charleston. Comparable as a Southern destination restaurant with strong wine program, farm-to-table sourcing, and chef-driven seasonal menu attracting destination diners.
- The Ordinary: Charleston seafood hall and oyster bar from the McCrady's team with a notable wine and cocktail program. Comparable as a Southern dining concept emphasizing raw bar, regional ingredients, and an award-caliber beverage program.
- McCrady's Tavern: Historic Charleston fine dining restaurant with deep roots and a celebrated wine program. Comparable as a Southern destination fine dining venue with similar heritage branding, prix-fixe/à la carte model, and curated beverage list.
- The Lazy Goat: Sister concept under Table 301 Restaurant Group in Greenville, SC, offering Mediterranean-inspired small plates in a casual-upscale setting. Directly comparable as a same-owner, same-market Table 301 restaurant with overlapping event clientele and shared marketing.
- Bacchanalia: Long-standing Atlanta fine dining restaurant from Anne Quatrano, James Beard-recognized, with strong wine program. Comparable as a Southern destination fine dining restaurant with prix-fixe service, farm sourcing relationships, and curated wine cellar.
- Passerelle Bistro: French-inspired bistro in downtown Greenville, SC by Table 301-adjacent operators, offering seasonal cuisine and weekend brunch. Comparable as a same-market special occasion restaurant with similar pricing, brunch service, and downtown dining positioning.
- Jianna: Modern Italian restaurant and oyster bar overlooking Falls Park in Greenville, SC. Comparable as a downtown Greenville destination restaurant with similar special occasion clientele, raw bar offering, and curated wine program.
Broad incumbents
- The Umstead Hotel & Spa - Herons Restaurant: Five-star hotel restaurant in Cary, NC with a recognized wine program and Forbes Five-Star designation. Comparable as a Southeastern destination fine dining venue with award-winning wine cellar, though operating within a luxury hotel setting rather than a standalone restaurant.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Soby’s social profiles
Digital presenceSoby’s compliance and trust
Trust signalCompliance3 records
Soby’s financial estimates
Financial estimateRevenue estimate
Valuation estimate
Soby’s leadership team
Management profileNumber of profiles
Profiles10 records
Soby’s subsidiaries and ownership
Company hierarchySubsidiaries1 record
Soby’s funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Soby’s 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 Soby’s
What does Soby’s do?
Soby's New South Cuisine operates a full-service, single-location restaurant in downtown Greenville, SC, serving southern-inspired cuisine with locally-sourced seasonal ingredients during dinner and weekend brunch service. The restaurant anchors a Wine Spectator Grand Award-winning wine program featuring over 4,000 selections and 17,000 bottles, complemented by a handcrafted cocktail program. It also operates The Loft at Soby's, a separate private event venue with rooftop patio accommodating up to 100 guests for corporate, social, and private events.
Is Soby’s a public or private company?
Soby’s is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Soby’s founded?
Soby’s was founded in 1997. It employs 11 to 50 people.
Where is Soby’s based?
Soby’s is headquartered in Greenville, United States, in the North America region.
How does Soby’s make money?
Four revenue lines are on record. Dine-in Restaurant Revenue is the primary driver. The others are private Event Revenue, wine Program Revenue and catering Revenue.
Who are Soby’s's main competitors?
Direct peers on record are Sullivan's Metropolitan, Husk Restaurant, FIG, The Ordinary, McCrady's Tavern, The Lazy Goat, Bacchanalia, Passerelle Bistro and Jianna. The Umstead Hotel & Spa - Herons Restaurant is listed as a broad incumbent.
Does Soby’s have an API?
No public API is recorded for Soby’s.
What industry is Soby’s in?
Soby’s's product category is Fine Dining Restaurant. Its primary akta.pro industry code is THAFACAK, Special Occasion & Destination Restaurants, with a secondary code of HSACAGAF, Bar & Beverage Catering (Mobile Bar, Bartending). Its NAICS code is 722511 and its SIC code is 5810.