the girl & the fig, LLC
the girl & the fig, LLC is a Sonoma, California-based hospitality group operating a French restaurant with a pioneering Rhône-Alone wine list, plus catering, event space, a café/winebar, food truck, farm, and a nationwide e-commerce retail brand.
- Company typePrivate
- Founded1997
- HeadquartersSonoma, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What the girl & the fig, LLC does
the girl & the fig, LLC is a privately held Sonoma, California-based hospitality company founded by Sondra Bernstein in 1997 as a French restaurant featuring the first Rhône-Alone wine list in the United States. The company has grown into a multi-concept hospitality group with six wholly-owned operating units: the flagship the girl & the fig restaurant on Sonoma Plaza (relocated from Glen Ellen in 2000), the fig café & winebar in Glen Ellen, fig CATERS (full-service off-premise catering), the Suite D event space, the fig rig food truck, and the girl & the fig Farm. The company serves wine country tourists, Sonoma County locals, and event clients with seasonal Provencal-inspired cuisine, an award-winning Rhône varietal wine program, and in-house artisanal products including the MANO FORMATE salumi line.
The business operates a diversified revenue model spanning on-premise dining (entrées $21–$62, wines by the glass $16–$350+), private event hosting, full-service catering for off-site events, and a branded retail e-commerce operation shipping nationwide. The retail portfolio is organized into six product sub-brands — figFOOD (vinegars, vinaigrettes, seasonings), figBODY (lotions, soaps), figWEAR (apparel), figHOME (candles, mugs, towels), figGIFT (gift cards, bundles), and figREAD (cookbooks) — plus the Très Bonnes Années house wine label. GTM is predominantly event-driven and direct-to-consumer: reservations via OpenTable, catering inquiries through figcaters.com, organic social (Instagram, Facebook, Pinterest, LinkedIn), email marketing via Robly, and earned media on Yelp and TripAdvisor.
The technology stack is light and entirely third-party: the website and e-commerce run on BentoBox, payments on PayPal, reservations on OpenTable, analytics on Google Analytics, and email on Robly, with reCAPTCHA for bot protection. There is no proprietary technology platform. Ownership remains entirely founder/operator-held with no disclosed institutional investment, and since December 2020 Managing Partner and President John Toulze has led operations following founder Sondra Bernstein's transition away from day-to-day management.
the girl & the fig, LLC firmographics
Firmographics- Name
- the girl & the fig, LLC
- Legal name
- the girl & the fig, LLC
- Website
- https://thegirlandthefig.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- the girl & the fig, LLC is a Sonoma, California-based hospitality group operating a French restaurant with a pioneering Rhône-Alone wine list, plus catering, event space, a café/winebar, food truck, farm, and a nationwide e-commerce retail brand.
- Ownership category
- akta.pro rank
the girl & the fig, LLC industry classification
Industry- Product category
- Restaurant Services
- NAICS
- Specialty Food Retailers (4452), Caterers (72232), Wineries (312130)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Hotel & Resort Restaurants (THAFACAH)
- akta.pro secondary industry
- Wineries & Vineyards (Tasting Rooms) (THAFALAE)
Keywords
Where the girl & the fig, LLC is headquartered
LocationHeadquarters
- HQ city
- Sonoma
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
the girl & the fig, LLC business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Restaurant Dining: Revenue from sit-down dining service featuring seasonal French/Provencal cuisine with a focus on Rhône varietal wines. Includes brunch service on weekends.
- Catering Services: the girl & the fig CATERS provides full-service catering for events, operating through figcaters.com.
- Retail Products (FIG FOOD): Online store selling culinary products including vinegars, vinaigrettes, seasonings, body care items, apparel, and housewares. Products sold nationwide.
- Cookbooks: Sale of two cookbooks: 'the girl & the fig Cookbook' and 'Plats du Jour: the girl & the fig's Journey through the Seasons in Wine Country' by Sondra Bernstein.
- House Wines: Signature house wines 'Très Bonnes Années' and other curated wines available at restaurants and online.
- Private Events: Event space 'Suite D' available for private events and special occasions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Restaurant Entrees |
| Unit Pricing | Pay-as-you-go | Restaurant Appetizers |
| Unit Pricing | Pay-as-you-go | Wine by Glass |
| Unit Pricing | Pay-as-you-go | Brunch Menu Items |
| Unit Pricing | Pay-as-you-go | Retail Food Products |
| Unit Pricing | Pay-as-you-go | Retail Body Care Products |
| Unit Pricing | Pay-as-you-go | Retail Apparel and Home |
| Unit Pricing | Pay-as-you-go | Cookbooks |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
the girl & the fig, LLC product offering
Product offeringCore offering
the girl & the fig operates a French country restaurant in Sonoma Plaza serving seasonal, Provencal-inspired cuisine paired with an award-winning all-Rhône varietal wine list. The company extends its hospitality through full-service catering (fig CATERS), an additional wine bar concept in Glen Ellen, an event space (Suite D), and a curated online retail store selling branded food products, body care, apparel, home goods, cookbooks, and gift items under the figFOOD, figBODY, figWEAR, figHOME, figGIFT, and figREAD sub-brands.
Product overview
the girl & the fig, LLC is a hospitality company operating a French restaurant in Sonoma, California, with multiple complementary business lines. The core offering is the girl & the fig restaurant featuring seasonal Provencal-inspired cuisine with a Rhône-Alone wine list. The company operates fig CATERS for event catering, and sells curated consumer products through its online store (girl.fig.store) organized into branded categories: figFOOD (gourmet food products like vinegars and seasonings), figBODY (body care products like lotions and soaps), figWEAR (apparel), figHOME (candles and home goods), figGIFT (gift items), and figREAD (cookbooks). The company also produces its own house wine label called Très Bonnes Années. This multi-product portfolio allows customers to experience the restaurant and take the 'fig' experience home through food products, merchandise, and publications.
Differentiator
Problem solved
Functional benefit
Brands
- figFOOD: Gourmet food products including jams, chutneys, compotes, vinegars, vinaigrettes, and herb blends sold nationwide
- figBODY
- figGIFT
- figWEAR
- figHOME
- figREAD
- Très Bonnes Années
- MANO FORMATE
Products and services
- the girl & the fig Restaurant Seasonal French country restaurant featuring an antique bar with French aperitifs, traditional cocktails, an award-winning Rhône-Alone wine list, cheese and charcuterie platters, and outdoor garden patio seating in Sonoma Plaza.
- the girl & the fig CATERS!
Quantifiable outcome
- First restaurant in the U.S. to offer a Rhône-Alone wine list
- +1 more outcomes
Companies that use the girl & the fig, LLC
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
the girl & the fig, LLC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
the girl & the fig, LLC partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Hospice du RhônecoreActive member and supporter of Hospice du Rhône, a California-based nonprofit dedicated to promoting Rhône varietals. Has traveled to France and cooked for winemakers in the Rhône Valley. Strong alignment in promoting Rhône wines.
- Rhône RangerscoreActive member organization promoting American Rhône wines. Founder Sondra Bernstein received Lifetime Achievement Award from Rhône Rangers in 2017.
Scale indicators2 records
Recent moves10 records
Expansion highlights4 records
the girl & the fig, LLC competitors and assessment
Company assessmentDirect peers
- The French Laundry: Thomas Keller's flagship fine-dining restaurant in Yountville, Napa Valley. Highly comparable wine-country destination dining with chef-driven cuisine, premium pricing, and an iconic Napa Valley address — a benchmark for fine-dining economics in the same region.
- El Dorado Kitchen: Sonoma Plaza restaurant offering farm-to-table California cuisine. Shares the same Sonoma Plaza address, target customer (wine country visitors and locals), and casual-fine-dining positioning as the girl & the fig.
- Cafe La Haye: Small, chef-driven seasonal restaurant located directly on Sonoma Plaza. Operates in the same building footprint and competes for the identical Sonoma Plaza tourist and local diner base — the closest direct local peer.
- Farmstead at Long Meadow Ranch: Napa Valley farm-to-table restaurant operated by Long Meadow Ranch, with adjacent farm, retail products, and wine program. Closely comparable in farm-to-table sourcing, in-house production, and multi-vertical CPG extension.
- Mustards Grill: Cindy Pawlcyn's iconic wine-country restaurant in Yountville. Long-standing independent wine-country operator with multi-decade brand, casual-to-fine dining, and strong Napa Valley tourist traffic — directly comparable in vintage, scale, and concept.
- Bottega: Michael Chiarello's Italian fine-dining restaurant in Yountville. Wine-country destination dining with chef-driven menu, premium pricing, and Viansa/Michael Chiarello retail brand extensions — closely parallel to the girl & the fig's restaurant-plus-CPG model.
- La Toque: French fine-dining restaurant in Napa with Michelin recognition. Comparable in French fine-dining cuisine, wine-country address, and chef-driven seasonal menu approach.
- Press Restaurant: St. Helena fine-dining restaurant with strong Napa Valley wine focus. Comparable wine-country fine-dining positioning with deep local wine list curation and chef-driven menu.
- Single Thread: Katsuki Inamasa's Michelin-starred restaurant and farm in Healdsburg, Sonoma County. Comparable in farm-to-table philosophy, wine-region location, premium pricing, and integrated farm-to-restaurant vertical.
Broad incumbents
- Ad Hoc: Thomas Keller's casual communal-table concept in Yountville. Operates in the same wine-country region and competes for the same tourist diner base, though with a more casual format and broader incumbent backing.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
the girl & the fig, LLC social profiles
Digital presencethe girl & the fig, LLC financial estimates
Financial estimateRevenue estimate
Valuation estimate
the girl & the fig, LLC leadership team
Management profileNumber of profiles
Profiles3 records
the girl & the fig, LLC subsidiaries and ownership
Company hierarchySubsidiaries6 records
the girl & the fig, LLC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
the girl & the fig, LLC 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 the girl & the fig, LLC
What does the girl & the fig, LLC do?
the girl & the fig operates a French country restaurant in Sonoma Plaza serving seasonal, Provencal-inspired cuisine paired with an award-winning all-Rhône varietal wine list. The company extends its hospitality through full-service catering (fig CATERS), an additional wine bar concept in Glen Ellen, an event space (Suite D), and a curated online retail store selling branded food products, body care, apparel, home goods, cookbooks, and gift items under the figFOOD, figBODY, figWEAR, figHOME, figGIFT, and figREAD sub-brands.
Is the girl & the fig, LLC a public or private company?
the girl & the fig, LLC is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was the girl & the fig, LLC founded?
the girl & the fig, LLC was founded in 1997. It employs 11 to 50 people.
Where is the girl & the fig, LLC based?
the girl & the fig, LLC is headquartered in Sonoma, United States, in the North America region.
How does the girl & the fig, LLC make money?
Six revenue lines are on record. Restaurant Dining is the primary driver. The others are catering Services, retail Products (FIG FOOD), cookbooks, house Wines and private Events.
Who are the girl & the fig, LLC's main competitors?
Direct peers on record are The French Laundry, El Dorado Kitchen, Cafe La Haye, Farmstead at Long Meadow Ranch, Mustards Grill, Bottega, La Toque, Press Restaurant and Single Thread. Ad Hoc is listed as a broad incumbent.
Does the girl & the fig, LLC have an API?
No public API is recorded for the girl & the fig, LLC.
What industry is the girl & the fig, LLC in?
the girl & the fig, LLC's product category is Restaurant Services. Its primary akta.pro industry code is THAFACAH, Hotel & Resort Restaurants, with a secondary code of THAFALAE, Wineries & Vineyards (Tasting Rooms). Its NAICS code is 4452 and its SIC code is 5810.