True Grit Hospitality

What True Grit Hospitality does

True Grit Hospitality is a privately held, Florida-based restaurant group founded in 2014 by Curtis Peery, a fifth-generation Floridian and former Vice President of Operations at B.B. King's Blues Club. The company operates three chef-driven concepts — Calaveras Cantina (Mexican/tequila bar), Voodoo Bayou (Southern Cajun), and Roka Hula (modern Asian tiki, 21+) — across six physical locations spanning South Florida and Central Florida: Palm Beach Gardens, Jupiter, Boca Raton, Fort Lauderdale (Las Olas), Orlando (Dr. Phillips), and Delray Beach. It serves three primary end-customers: consumer diners seeking differentiated atmosphere and cuisine, spirits and bourbon enthusiasts (anchored by a 150+ bourbon selection at Voodoo Bayou), and corporate event/catering buyers.

The technology stack is operational, not product-led. A proprietary mobile app on iOS and Android handles membership enrollment, point accrual (1 point per $1 spent), reward redemption (e.g., $25 off for 350 points), event RSVPs, and digital membership cards. The company relies on third-party SaaS for adjacent workflows: OpenTable for reservations, ToastTab for gift card commerce, and Tripleseat for private event inquiries. A multi-tier membership program (Free, Gold, Platinum) layers recurring subscription revenue — including an $18 monthly voucher and VIP tasting event access at the Platinum level — on top of core dine-in transactions.

Revenue is generated primarily through restaurant food-and-beverage sales (reaching $16M in 2021 with $25M projected for 2022), supplemented by membership subscription fees, banquet/catering services (corporate events, weddings, birthdays), gift card sales through ToastTab, and event ticket revenue. Marketing is multi-channel and content-driven: an educational blog covering tequila, bourbon, and Cajun cuisine history, organic social, email newsletters, event-driven promotions (VIP tastings, Mardi Gras, Cinco de Mayo), and external media coverage. The company indicates openness to outside investor participation in individual restaurants or the portfolio but remains privately held with no public listing.

Name

True Grit Hospitality

Legal name

True Grit Hospitality

Website

https://truegrithospitality.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

True Grit Hospitality is a privately held Florida restaurant group founded in 2014 operating six locations across three chef-driven concepts—Calaveras Cantina, Voodoo Bayou, and Roka Hula—serving diners, spirits enthusiasts, and event planners with dine-in, banquet/catering, and tiered membership services.

Ownership category

akta.pro rank

Product category

Restaurant Group / Hospitality Services

NAICS

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

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Special Occasion & Destination Restaurants (THAFACAK)

akta.pro secondary industries

Fine Dining Restaurants (THAFACAA), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Restaurant group
• Hospitality services
• Banquet catering
• Craft cocktail bars
• Membership loyalty program

Headquarters

HQ city

Palm Beach Gardens, FL

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Food and Beverage Sales: Core revenue from dine-in service across 6 restaurant locations featuring Calaveras Cantina (Mexican), Voodoo Bayou (Southern Cajun), and Roka Hula (Modern Asian). Revenue reached $16 million in 2021 with $25 million projected for 2022.
2. Membership Program Fees: Monthly subscription fees from Gold and Platinum membership tiers offering monthly vouchers, priority seating, birthday rewards, and VIP event access.
3. Banquet and Catering Services: Private event hosting including corporate events, birthday celebrations, and wedding receptions at restaurant venues with customized menus and event planning services.
4. Gift Card Sales: Gift card sales through ToastTab platform across all three restaurant concepts (Calaveras Cantina, Voodoo Bayou, Roka Hula).
5. Event Ticket Sales: Revenue from VIP tasting events and seasonal celebrations including liquor tastings, passed hors d'oeuvres, and live music experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

True Grit Hospitality is a South Florida-based restaurant group operating three distinct chef-driven concepts — Calaveras Cantina (Mexican cuisine and tequila bar), Voodoo Bayou (Southern Cajun restaurant with New Orleans-themed decor and 150+ bourbons), and Roka Hula (21+ modern Asian tiki bar). The company operates 6 dine-in locations from Fort Lauderdale to Orlando and supplements restaurant revenue with a tiered membership loyalty program (Free, Gold, Platinum), banquet and catering services for private events, gift card sales, and a mobile app for membership management.

Differentiator

Problem solved

Functional benefit

Brands

• Calaveras Cantina: Mexican cuisine restaurant and tequila bar featuring sexy Mexican food, craft cocktails, and extensive tequila collection. Locations in Boca Raton and Jupiter, FL.
• Voodoo Bayou
• Roka Hula

Products and services

• Calaveras Cantina Mexican restaurant and tequila bar concept serving Mexican cuisine such as ceviches, tacos, fajitas, and table-side guacamole alongside an extensive tequila collection including Patron and Herradura and craft cocktails. Offered to diners at Calaveras Cantina locations in Boca Raton and Jupiter, Florida.
• Voodoo Bayou Southern Cajun restaurant concept featuring New Orleans-inspired decor with dark woodsy tones, wrought iron balconies, and original stained glass; offers craft cocktails, an extensive bourbon and whiskey collection of 150+ bourbons including rare small-batch options, and Louisiana classics like gumbo, jambalaya, and fried catfish. Offered at Voodoo Bayou locations in Palm Beach Gardens, Fort Lauderdale (Las Olas), and Orlando.
• Roka Hula 21-and-over modern Asian tiki bar concept offering exotic cocktails and elevated Asian dishes, positioned as a provocative speakeasy-style hidden world experience. Offered at Roka Hula locations in Delray Beach and within the Voodoo Bayou Orlando space.
• True Grit Hospitality Membership Program Three-tiered loyalty membership program across all True Grit Hospitality restaurant concepts. Free tier offers monthly free cocktail or appetizer, priority seating, and earning 1 point per $1 spent (redeem $25 for 350 points). Gold and Platinum tiers offer enhanced perks, and Platinum includes an $18 monthly voucher, exclusive VIP tasting events with liquor tastings and passed hors d'oeuvres, plus-one invites, priority seating, $50 redemption for 350 points, and a $35 birthday reward. Available to diners and spirits enthusiasts across all True Grit Hospitality restaurants.
• Banquet and Catering Services Full-service private event hosting for corporate events, birthday celebrations, wedding receptions, and team-building gatherings at True Grit Hospitality restaurant venues. Includes customized menus, experienced staff, event planning assistance, virtual tours, and a dedicated event sales team. Venues available at Palm Beach Gardens, Jupiter, Boca Raton, Orlando, and Las Olas locations.

Quantifiable outcome

• $16 million revenue in 2021, projected $25 million in 2022
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• OpenTablecoreTechnology or IntegrationOpenTable integration for restaurant reservations across all True Grit Hospitality concepts. Enables customers to book tables online at Voodoo Bayou locations.
• ToastTabcoreTechnology or IntegrationToastTab platform for gift card sales across Calaveras Cantina, Voodoo Bayou, and Roka Hula. Enables purchase and management of gift cards for all restaurant concepts.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/true-grit-hospitality

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 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 True Grit Hospitality