The Pig and the Lady

What The Pig and the Lady does

The Pig and the Lady is a Vietnamese and Southeast Asian full-service restaurant located in Honolulu's Kaimuki neighborhood, family-operated by the Le family with Chef Andrew Le as Executive Chef and Owner, Alex Le as General Manager, and Mama Le in a supporting role. The concept reinterprets traditional Vietnamese flavors through modern technique across a menu that includes pho, rice bowls, small plates, and craft cocktails, priced at $26-$48 for dinner entrees, $9-$29 for lunch items, and $14-$25 for cocktails. The establishment employs 11 people and has received a James Beard Award nomination for Chef Andrew Le, the most prestigious individual honor in American gastronomy.

The business generates revenue across multiple channels: dine-in service at the single Kaimuki location, take-out and delivery through ToastTab, DoorDash, and Uber Eats, catering for events and off-premise occasions, farmers market presence, and a branded merchandise line. A community-oriented initiative called the Only Good Vibes Project extends the brand beyond food into mission-driven programming. The company has also established P&L Japan as a subsidiary, signaling initial international expansion into the Japanese market.

The operating model is fundamentally a chef-driven, single-location hospitality business with diversified off-premise revenue streams. There is no disclosed external funding, no AI/ML technology layer referenced, and no indication of franchise or multi-unit domestic expansion beyond the Hawaii footprint. Revenue concentration sits with individual consumers rather than enterprise accounts, and the brand's principal economic assets are the chef's reputation, family heritage, and locally recognized recipes.

Name

The Pig and the Lady

Legal name

The Pig & The Lady

Website

https://thepigandthelady.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The Pig and the Lady is a family-operated Vietnamese and Southeast Asian restaurant in Honolulu's Kaimuki neighborhood, run by James Beard-nominated Chef Andrew Le and serving individual diners across dine-in, delivery, catering, farmers markets, and branded merchandise channels.

Ownership category

akta.pro rank

Product category

Vietnamese and Southeast Asian Restaurant

NAICS

Full-Service Restaurants (722511)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Ethnic & Regional Cuisine Restaurants (THAFACAD)

Keywords

• Vietnamese restaurant
• Southeast Asian cuisine
• Farm-to-table dining
• Vietnamese fusion cuisine
• Restaurant catering services

Headquarters

HQ city

Honolulu

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Dine-in Restaurant Service: Full-service restaurant with dine-in lunch and dinner operations. A 6% kitchen service charge is added to pre-tax checks, with 50% distributed to back-of-house team members and 50% retained by the company for employee health and benefits.
2. Take-out and Delivery: Online ordering via ToastTab platform, with third-party delivery through DoorDash and Uber Eats.
3. Catering Services: Off-site catering with live cooking at events, on-site large party hosting, and large-pan catering for pre-orders and pickup.
4. Farmers Market Sales: Weekly presence at two farmers markets offering a rotating menu of Vietnamese and Southeast Asian dishes, including banh mi, pho, rice dishes, and beverages.
5. Merchandise Sales: Online merchandise store selling branded items including koozies, t-shirts, trucker hats, surf caps, tumblers, tote bags, pens, art prints, and gift certificates.
6. Only Good Vibes Project: Pay-what-you-can dinner experience with 100% of food proceeds donated to monthly nonprofit partner. Generates community goodwill and word-of-mouth marketing rather than direct revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

The Pig and the Lady is a Vietnamese and Southeast Asian full-service restaurant in Honolulu's Kaimuki neighborhood, offering modern Vietnamese cuisine with local Hawaiian ingredients across lunch and dinner service, plus take-out, delivery, catering, private events, and a monthly pay-what-you-can community dinner program. The restaurant also operates an online merchandise store selling branded apparel and accessories.

Product overview

The Pig and the Lady is a single-location Vietnamese and Southeast Asian restaurant in Honolulu's Kaimuki neighborhood. The core offering is its dine-in restaurant service with separate lunch and dinner menus featuring dishes like phở, bánh mì, and fresh pastas. Supporting offerings include a full drinks menu with cocktails, wines, and non-alcoholic beverages, a desserts menu, take-out and delivery services via Toast Tab/DoorDash/Uber Eats, private events and catering, and a weekly presence at local farmers markets. The company also sells branded merchandise including apparel (t-shirts, trucker hats, surf caps), drinkware (tumblers, koozies), accessories (tote bags, pens), and art prints. The Only Good Vibes Project is a monthly pay-what-you-can dining initiative that donates 100% of food proceeds to local nonprofits. The restaurant also operates P&L Japan as a separate international venture.

Differentiator

Problem solved

Functional benefit

Brands

• Only Good Vibes Project: A pay-what-you-can dinner experience where 100% of food proceeds go to a local nonprofit, local small business or farm.

Products and services

• Dine-In Restaurant Service Vietnamese and Southeast Asian cuisine served in a brick-and-mortar location in Honolulu's Kaimuki neighborhood, offering lunch (Wednesday-Sunday) and dinner (Tuesday-Saturday) service with full bar.
• Dinner Menu Evening dining experience featuring cold and hot appetizers, charcoal grilled entrees, fresh pastas, phở, and sides. Includes items like swordfish, flank steak, Vietnamese half chicken, and squid ink linguine. Pricing ranges from $20-$24 for hot appetizers, $38-$48 for grilled entrees, $26-$37 for fresh pastas and pho.
• Lunch Menu Midday dining with Vietnamese-inspired dishes including various phở preparations, bánh mì sandwiches, noodle dishes, and entrees like shaking beef and pork vermicelli. Small plates at $9, noodle dishes $16-$29, entrees $29.
• Drinks Menu Full bar service with cocktails, wines (sparkling, rosé, white, red), sake, beers (on tap and bottled) from local Hawaii breweries, and non-alcoholic options including Vietnamese iced coffee and Thai iced tea. Cocktails $14-$25, beer $4-$15, wine by glass $12-$19, wine bottles $55-$260.
• Sweets Menu Dessert offerings including P&L Soft Serve Swirl, Hanoi Egg Espresso, Laughing Cow Panna Cotta, and Corn & Blueberry Báhn Flan Cake. Pricing $15-$17.
• Take-Out and Delivery Customer take-out and delivery services through ToastTab online ordering, DoorDash, and Uber Eats platforms, extending the restaurant's reach beyond dine-in capacity.
• Private Events and Catering Off-site catering with live cooking, on-site large party dining including patio and full restaurant buyout options, and large-pan catering for pre-ordered party-sized meals.
• Only Good Vibes Project Monthly pay-what-you-can dinner experience featuring a curated 4-course prix fixe menu where 100% of food proceeds are donated to a local nonprofit, small business, or farm. Current partner is J. Ludovico Farms.
• Farmers Market Stand Weekly presence at Kailua Town Center (Thursdays 4pm-7pm) and Kapiolani Community College (Saturdays 7:30am-11am), featuring a rotating sample menu of Vietnamese dishes including banh mi, pho, rice dishes, and beverages.
• P&L Branded Merchandise Branded merchandise including P&L Koozie ($8.50), Did You Eat Yet? T-shirt ($33.50), Did You Eat Yet? Trucker Hat ($33.50), P&L Surf Cap ($37.00), P&L Tumbler ($37.00), P&L Reusable Tote Bag ($13.00), P&L Pens ($6.00), P&L Art Print ($57.60), and Gift Certificates (from $10).
• The Pig & The Lady Gift Certificate Physical gift certificates available in denominations from $10 to $500, available for pickup at the restaurant or mail delivery.

Quantifiable outcome

• Total raised: $6,090 for local nonprofits and farms through Only Good Vibes Project

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• J. Ludovico FarmscoreStrategic or Co-development PartnerFamily-owned farm operation on Oahu (three sites) focused on pasture-raised poultry. Current monthly nonprofit partner for Only Good Vibes Project pay-what-you-can dinner experience where 100% of food proceeds are donated. J. Ludovico was trained in Korean Natural Farming and has grown various crops including asparagus, kabocha, lilikoi, cassava, dragon fruit, and more.
• Chef HuiminorStrategic or Co-development PartnerPast nonprofit partner of Only Good Vibes Project, having received proceeds from pay-what-you-can dinner experiences.
• Aloha HarvestminorStrategic or Co-development PartnerPast nonprofit partner of Only Good Vibes Project, having received proceeds from pay-what-you-can dinner experiences.
• MA'O FarmsminorOthersListed as a local food purveyor and co-producer partner for the restaurant, supplying fresh local ingredients.
• Onda PastaminorOthersCo-producer partner supplying fresh pastas for the restaurant's fresh pasta dishes including Squid Ink Linguine and Summer Squash Gnocchetti Sardi.
• Hana Koa Brewing Co.minorOthersLocal Hawaii brewery supplying craft beers including Aqueerius Sour Ale and Golf Cart Rebellion West Coast IPA.
• Beer Lab HIminorOthersLocal Hawaii brewery supplying Omakase Hazy IPA to the restaurant.
• Maui Brewing Co.minorOthersHawaii-based brewery supplying Coconut Hiwa Porter.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brodard Restaurant: Long-established Vietnamese restaurant in Little Saigon, Orange County, California, famous for its egg rolls and banquet-style Vietnamese cuisine. Comparable as a high-traffic Vietnamese restaurant with strong local recognition.
• Eating House 1849: Roy Yamaguchi's contemporary farm-to-table restaurant in Honolulu, Hawaii. Comparable as a James Beard-recognized chef's restaurant in Honolulu operating with a similar local ingredient and creative Asian-American cuisine approach.
• Pok Pok: Andy Ricker's James Beard-winning Thai and Southeast Asian restaurant in Portland. Comparable as an independent chef-driven Southeast Asian concept with national recognition and a similar trajectory from pop-up to brick-and-mortar.
• An Choi Vietnamese Bistro: Vietnamese restaurant in NYC's Lower East Side known for modern Vietnamese street food. Comparable as a youthful, modern Vietnamese concept serving banh mi, pho, and creative small plates in a neighborhood setting.
• Luc Lac Vietnamese Kitchen: Modern Vietnamese restaurant in Portland, Oregon, also with origins tracing to Hawaii's Vietnamese culinary community. Comparable as a chef-driven Vietnamese concept with a similar migration story from Hawaii to the mainland.
• The Slanted Door: Charles Phan's award-winning Vietnamese restaurant in San Francisco's Ferry Building, recognized for modern Vietnamese cuisine. It is the most analogous California-based Vietnamese fine-casual restaurant concept to The Pig and the Lady's upscale Vietnamese positioning.
• Madame Vo: Vietnamese restaurant in NYC's East Village from chef Jimmy Ly. Comparable as a chef-driven modern Vietnamese concept with a James Beard-recognized chef and similar upscale-casual positioning.

Broad incumbents

• Momofuku: David Chang's restaurant group with multiple Asian-American concepts. While much larger and broader, it shares the chef-driven, modern Asian-American positioning that has gone from a single restaurant to a multi-concept national brand.

Others

• MA'O Organic Farms: Hawaiian organic farm that supplies produce to The Pig and the Lady. Listed as a co-producer partner in the company's local sourcing ecosystem, and serves as a supplier and value chain relationship rather than a competitor.

Regional players

• P&L Japan: The Pig & The Lady's own Japanese subsidiary operating restaurant operations in Japan. Listed as a regional market entity and provides direct insight into the brand's international expansion model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/pigandthelady
• LinkedInlinkedin.com/company/the-pig-and-the-lady

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

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 Pig and the Lady