The Smoking Goat Restaurant

What The Smoking Goat Restaurant does

The Smoking Goat Restaurant is a family-owned French bistro founded in 2010 by Chef Fred Piehl and his wife Tammy Piehl in the North Park neighborhood of San Diego, California. The restaurant serves a French-California menu built around farm-to-table sourcing (including free-range California chicken) with classic preparations such as French onion soup, escargots, steak frites, Duroc pork chop, duck a l'orange, and goat cheese cheesecake, alongside an extensive wine program and craft cocktail list. Service is offered through a single dine-in location at 3408 30th Street, complemented by digital channels: online ordering and gift cards via Toast Tab, reservations via OpenTable, and private event bookings for birthdays, rehearsal dinners, and corporate gatherings. In 2016 the Piehls expanded into the adjacent storefront by opening One Door North, a sister restaurant and bar, effectively operating a two-concept family hospitality business under one operational footprint.

The business monetizes primarily through per-cover dine-in sales with supplementary streams from happy hour (Mon–Fri 5–6:30pm), Wine Wednesday (half-off bottles), private event bookings, and takeout/delivery orders. Promotional cadence and menu engineering are the principal revenue-management levers; there is no subscription, membership, or licensing layer. Marketing is executed through earned press (San Diego Union Tribune, NBC San Diego, San Diego Magazine, AFAR, Travel + Leisure, Yahoo), organic social (Instagram, Facebook, X), Google Business, and an email newsletter. The customer mix skews to local residents and North Park diners seeking upscale-casual French cuisine for date nights, family meals, and special occasions, with a secondary audience of food enthusiasts and private event hosts; no enterprise or institutional accounts are disclosed. The 14-person headcount reflects the operationally lean structure typical of an independent two-unit restaurant group with no external investment.

Name

The Smoking Goat Restaurant

Legal name

The Smoking Goat Restaurant

Website

https://thesmokinggoatrestaurant.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

The Smoking Goat Restaurant is a family-owned French bistro in San Diego's North Park neighborhood, founded in 2010 by Chef Fred Piehl, serving farm-to-table French-California cuisine via dine-in, online ordering, and private events, with an adjacent sister concept, One Door North.

Ownership category

akta.pro rank

Product category

Casual Upscale French Bistro

NAICS

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

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Casual Dining Restaurants (THAFACAB)

akta.pro secondary industry

Neighborhood Bars & Taverns (CRANACAA)

Keywords

• French bistro dining
• Farm-to-table restaurant
• Wine and cocktails
• Private event hosting
• Casual upscale dining

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in Service: Revenue from customers dining in the restaurant, including appetizers, entrees, desserts, and beverages. The restaurant operates dinner service with varying hours on different days of the week.
2. Online Ordering: Revenue from online food and beverage orders placed through Toast Tab platform for takeout and delivery.
3. Private Events: Revenue from hosting private parties, birthday celebrations, rehearsal dinners, and corporate events.
4. Happy Hour: Special discounted pricing during happy hour (Monday-Friday 5-6:30pm) featuring $10 cocktails, $8 glasses of wine, $10 menu items, and $25 steak frites.
5. Wine Wednesday: Weekly promotion every Wednesday offering half off bottles of wine all evening.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

The Smoking Goat Restaurant is a family-owned French bistro in San Diego's North Park neighborhood serving seasonal farm-to-table cuisine with French classics and California influences. The restaurant operates a single physical dining room offering appetizers, entrees, desserts, an extensive wine program, and craft cocktails, and supplements dine-in service with online ordering for takeout/delivery, table reservations, private event hosting, and a sister restaurant concept (One Door North).

Product overview

The Smoking Goat Restaurant operates as a family-owned French bistro with California influences, featuring two connected establishments: The Smoking Goat (opened 2010) and One Door North (opened 2016). The core offerings include a seasonal food menu with French classics like French Onion Soup, Escargots, Steak Frites, Duck a L'orange, and specialty desserts like Goat Cheese Cheesecake; an extensive drink program with curated wines and craft cocktails; and event services including private party hosting. Digital services include online ordering via Toast Tab, table reservations via OpenTable, and gift cards. Weekly promotions include Happy Hour (weekday evenings) and Wine Wednesday (half-price bottles).

Differentiator

Problem solved

Functional benefit

Brands

• One Door North: A restaurant and bar that's an ode to the outdoors, opened adjacent to The Smoking Goat in 2016.

Products and services

• The Smoking Goat French Bistro Dining Service Family-owned French bistro offering seasonal dine-in service with farm-to-table French cuisine and California influences, targeted at North Park diners and visitors.
• Seasonal Food Menu Seasonal French-influenced menu featuring appetizers such as PEI Mussels, French Onion Soup, and Escargots; entrees including Steak Frites, Duroc Pork Chop, Maple Leaf Duck a L'orange, Jidori Chicken, Wild Maine Diver Scallops, Scottish Salmon, and Fresh Bucatini Pasta; plus cheese plates, desserts, and sides.
• Wine and Craft Cocktail Program Extensive beverage program including Champagne, Sparkling Wine, Vin Blanc (Sauvignon Blanc, Chardonnay, White Burgundy), Rosé, Vin Rouge (Pinot Noir, Red Burgundy, Rhône Varietals, Bordeaux), plus craft cocktails such as Lily Rose, French 75, Kir Royale, Vespar, Old Fashioned, Martini, Negroni, Mule, and Paloma.
• Private Party and Event Hosting Private event hosting for birthday parties, rehearsal dinners, corporate events, and other group gatherings in an intimate setting with exposed brick, warm lighting, and rustic-industrial decor.
• Online Ordering for Takeout and Delivery Digital ordering through the Toast Tab platform enabling customers to order dishes and beverages for pickup or delivery.
• Table Reservations via OpenTable Online reservation system allowing customers to book tables in advance through the OpenTable third-party platform for dine-in service.
• Happy Hour Weekday happy hour Monday through Friday from 5-6:30pm featuring $10 cocktails, $8 glasses of wine, $10 menu items, and $25 steak frites, with outdoor patio seating and peanut butter bacon treats for dogs.
• Wine Wednesday Weekly Wednesday promotion offering half off bottles of wine all evening.
• Gift Cards Digital gift cards available for purchase through the Toast Tab eGiftcards platform for use at the restaurant.
• One Door North Sister Restaurant Sister restaurant and bar adjacent to The Smoking Goat, described as an ode to the outdoors, offering additional dining options within the same family operation.

Quantifiable outcome

• Featured in multiple San Diego press outlets including San Diego Union Tribune, NBC San Diego, San Diego Magazine, AFAR, Travel + Leisure, and Yahoo

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• One Door NorthcoreOthersSister restaurant opened by Fred Piehl in 2016 when the space next to The Smoking Goat became available. One Door North is described as a restaurant and bar that's an ode to the outdoors, complementing The Smoking Goafs French bistro concept.

Scale indicators2 records

Recent moves6 records

Expansion highlights2 records

Direct peers

• Pamplemousse Grille: Solana Beach French fine-casual restaurant offering classic French fare and a notable wine program; comparable cuisine focus and similar special-occasion / neighborhood positioning in the San Diego coastal market.
• Solare Ristorante: Italian-leaning upscale-casual neighborhood restaurant in Point Loma with farm-to-table sourcing, classic wine program, and similar European-cuisine neighborhood positioning in San Diego.
• Toast Enoteca & Cucina: Italian trattoria-style bistro in Bankers Hill/San Diego with rustic-industrial design, craft cocktails, and casual-upscale price point; closely comparable neighborhood-bistro experience to The Smoking Goat.
• Bertrand at Mister A's: French-influenced upscale-casual restaurant in Bankers Hill, San Diego with sweeping views and a similar classic-French-plus-California menu and cocktail program; directly comparable special-occasion dining concept.
• Whisknladle: San Diego farm-to-table upscale-casual restaurant with craft cocktails and a similar neighborhood-bistro feel; competes directly for the same North Park / La Jolla foodie diner and covers a comparable price point and menu philosophy.
• Cafe Chloe: French-inspired neighborhood bistro in downtown San Diego with a comparable casual-upscale service model, European menu, and craft cocktail program; directly comparable concept serving the same metro foodie customer.
• Market Restaurant + Bar: Del Mar (greater San Diego) French-Californian restaurant with farm-to-table sourcing, seasonal menu, and craft cocktail program; competes for the same premium local diner in the San Diego region.

Broad incumbents

• Cucina Urbana: San Diego upscale-casual Italian restaurant with shared-plate menu, full bar, and neighborhood gathering positioning; broader incumbent competing for similar foodie diners and event business in Bankers Hill.
• The Marine Room: Long-established San Diego fine-dining institution with French-Cal coastal cuisine, full bar program, and private event hosting; broader incumbent in the same upscale San Diego dining space.
• George's at the Cove: Iconic La Jolla three-level restaurant (casual, bar, and fine-dining) with California coastal cuisine and a strong bar program; established incumbent with overlapping casual-upscale and cocktail-led positioning in the San Diego market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thesmokinggoat
• Facebookfacebook.com/105514316160479
• Instagraminstagram.com/thesmokinggoatrestaurant
• LinkedInlinkedin.com/company/the-smoking-goat-restaurant

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Smoking Goat Restaurant