South End

What South End does

SERG Hospitality Group is a multi-concept restaurant operator founded in 2010 by Executive Chef and Owner Nick Martschenko, trading publicly under the South End / Uncorked brand family. The group operates four locations concentrated in Fairfield County, Connecticut: Uncorked New Canaan, Uncorked Georgetown (Redding), Uncorked Stamford, and The South End Bar @ The Back End (New Canaan). The original South End operated for 12 years at 36 Pine Street in New Canaan before being reimaged in 2024 as The South End Bar at 17 Elm Street, directly behind Uncorked New Canaan with a shared back garden. Target customers are diners in affluent lower Fairfield County suburbs including New Canaan, Stamford, Wilton, Weston, Ridgefield, Westport, Darien, and Norwalk.

The company's product surface centers on dine-in food and beverage service, catering, private events, third-party delivery via Uber Eats, and gift cards that are honored across all locations. Underlying technology is a standard restaurant SaaS stack: ToastTab for point-of-sale and online ordering, Uber Eats for delivery, and Resy for reservation management. The South End Bar and Uncorked New Canaan share a garden footprint, enabling cross-concept traffic within a single address cluster.

The business model is direct-to-consumer restaurant revenue: on-premises food and beverage sales as the primary stream, supplemented by catering and private-event bookings, delivery order commissions through Uber Eats, and gift card sales (functioning as both a payment instrument and a small working-capital float). Go-to-market is primarily physical-location-driven, with marketing support via Instagram and email-driven inquiries. The company is privately held with no disclosed external funding, and employs 74 staff across its venues.

Name

South End

Legal name

S.E.R.G. Hospitality Group

Website

https://southendnewcanaan.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

SERG Hospitality Group operates four restaurant locations in Fairfield County, Connecticut—including Uncorked Restaurants and The South End Bar @ The Back End—serving affluent suburban diners with chef-driven cuisine, curated wine programs, catering, and private events.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (7224), Caterers (722320)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Wine Bars (THAFAEAF)

akta.pro secondary industry

Neighborhood Bars & Taverns (CRANACAA)

Keywords

• Wine bar dining
• Chef-driven cuisine
• Restaurant catering services
• Private event hosting
• Casual dining restaurants

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Dine-in Food and Beverage Sales: Core revenue from food and beverage sales at three Uncorked locations and one South End Bar location. Menu includes shareable plates, charcuterie and cheese boards, seasonal salads, and chef-driven entrées, plus wine by the glass, wine flights, cocktails, and beer on tap.
2. Catering and Large Order Pickup: Catering services and crowd-ready pickup orders for events including game days, office lunches, birthday spreads, and holiday parties. Menu available for large group orders with advance notice.
3. Private Events and Semi-Private Dining: Private event hosting at all locations with customizable drink packages, full food menu, and dedicated spaces. Georgetown location offers semi-private dining area for intimate gatherings.
4. Delivery Services: Third-party delivery through Uber Eats at multiple locations. Online ordering through ToastTab platform for pickup orders.
5. Gift Cards: Gift cards valid at any Uncorked location or The South End Bar, ranging from $5 to $500.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels3 records

Core offering

South End operates as a multi-location restaurant group offering elevated casual dining with chef-driven cuisine, curated wine experiences, shareable plates, charcuterie boards, seasonal salads, and entrées. The group operates four locations across Fairfield County, CT: three Uncorked wine bar/restaurant locations (New Canaan, Georgetown, Stamford) and The South End Bar @ The Back End in New Canaan. Additional offerings include catering services, private event hosting with customizable drink packages, gift cards, and third-party delivery via Uber Eats.

Product overview

South End operates as a multi-location restaurant group consisting of the Uncorked Restaurants brand (an elevated fast-casual wine bar concept) and The South End Bar @ The Back End (a separate bar concept sharing space with Uncorked New Canaan). Uncorked offers dine-in, takeout, and delivery services across three Connecticut locations, while The South End Bar provides an expanded outdoor dining experience. Additional offerings include catering services for events, private event hosting with customizable drink packages, and gift cards valid across all locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Uncorked Restaurants Elevated fast-casual wine bar and restaurant concept based in Fairfield County, Connecticut, combining a curated wine experience with a seasonally rotating menu of shareable plates, charcuterie and cheese boards, salads, and chef-driven entrées in a relaxed, design-forward atmosphere. Serves lunch, dinner, and happy hour at three Connecticut locations.
• The South End Bar @ The Back End Bar and restaurant concept located at 17 Elm Street behind Uncorked New Canaan in New Canaan, CT, sharing garden space with the main Uncorked location. Features expanded outdoor dining, signature menu items from the original South End, happy hour, and the same lively bar atmosphere.
• Catering Services Catering and crowd-ready pickup orders for events including game days, office lunches, birthday spreads, and holiday parties. Offers full menu including charcuterie, cheese boards, burgers, tacos, and salads, available for large group orders with advance notice.
• Private Events Private event hosting featuring wine and beer on tap, full spirits bar, and signature cocktails. Includes semi-private dining area at Georgetown location and customizable drink packages. Available at all locations across Connecticut.
• Gift Cards Digital and physical gift cards valid at any Uncorked location or The South End Bar @ The Back End in New Canaan. Available in any amount from $5 to $500, delivered to inbox or wallet.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Two partnerships are on record, tiered core.

• ToastTabcoreTechnology or IntegrationOnline ordering and point-of-sale platform partner used for takeout orders at all Uncorked locations and The South End Bar. Customers place orders through toasttab.com/online URLs for each specific location.
• Uber EatscoreChannel Partner/ Reseller/ DistributorThird-party food delivery platform partner providing delivery services for Uncorked New Canaan, Uncorked Georgetown, and The South End Bar @ The Back End locations.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• City Winery: Urban winery, wine bar, and restaurant concept with live music and private events; overlaps with Uncorked's wine-on-tap program, food pairings, and event-driven revenue streams.
• Bartaco: Connecticut-based upscale-casual concept with beverage-forward menus; comparable to Uncorked in design-forward suburban CT dining, alcohol-centric drink program, and similar price point.
• Seasons 52: Darden-owned fresh-grill casual dining concept with a rotating seasonal menu and notable wine program; comparable to Uncorked in chef-driven, seasonally rotating menu and wine-forward positioning.
• True Food Kitchen: Chef-driven casual restaurant with seasonal menu and curated beverage program; comparable to Uncorked in elevated-casual positioning, health-conscious seasonal cuisine, and design-forward suburban footprint.
• Barcelona Wine Bar: Connecticut-originated wine bar and Spanish tapas concept with multiple locations; closely comparable to Uncorked in wine-centric dine-in experience, shareable-plate menus, and suburban CT positioning.
• Cooper's Hawk Winery & Restaurants: Wine-centric casual dining chain combining a winery program with chef-driven menus; comparable to Uncorked in wine-as-differentiator positioning, gift-card programs, and private event capabilities.

Others

• Toast (Toast Inc.): POS and online-ordering platform used by Uncorked; included as an ecosystem participant whose product roadmap and economics directly affect SERG Hospitality Group's unit-level operating costs.
• Total Wine & More: Large specialty wine and spirits retailer; adjacent rather than competitive, but comparable as a wine-ecosystem player that informs supplier and pricing dynamics for wine-bar operators.

Broad incumbents

• The Capital Grille: National upscale steakhouse with locations across Fairfield County; a larger incumbent operating in the same affluent CT trade areas but at a higher price point and broader portfolio.
• Fleming's Prime Steakhouse: Bloomin' Brands upscale steakhouse chain present in the same Connecticut suburban markets; broader upscale-dining incumbent serving overlapping affluent clientele.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/southenduncorked
• LinkedInlinkedin.com/company/south-end

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 South End