the girl & the fig, LLC

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.

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

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

• French country cuisine
• Rhône varietal wines
• Event catering services
• Artisanal food products
• Wine country dining

Headquarters

HQ city

Sonoma

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Catering Services: the girl & the fig CATERS provides full-service catering for events, operating through figcaters.com.
3. Retail Products (FIG FOOD): Online store selling culinary products including vinegars, vinaigrettes, seasonings, body care items, apparel, and housewares. Products sold nationwide.
4. 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.
5. House Wines: Signature house wines 'Très Bonnes Années' and other curated wines available at restaurants and online.
6. Private Events: Event space 'Suite D' available for private events and special occasions.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Two partnerships are on record, tiered core.

• Hospice du RhônecoreStrategic or Co-development PartnerActive 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 RangerscoreStrategic or Co-development PartnerActive 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

Direct 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

• Xx.com/figgirl
• Facebookfacebook.com/thegirlandthefig
• LinkedInlinkedin.com/company/the-girl-&-the-fig-llc
• Instagraminstagram.com/girlandthefigsonoma
• Pinterestpinterest.com/figgirl/media-board

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries6 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 the girl & the fig, LLC