True Grit Hospitality
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.
- Company typePrivate
- Founded2014
- HeadquartersPalm Beach Gardens, FL, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
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.
True Grit Hospitality firmographics
Firmographics- 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
True Grit Hospitality industry classification
Industry- 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
Where True Grit Hospitality is headquartered
LocationHeadquarters
- HQ city
- Palm Beach Gardens, FL
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
True Grit Hospitality business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- 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.
- Membership Program Fees: Monthly subscription fees from Gold and Platinum membership tiers offering monthly vouchers, priority seating, birthday rewards, and VIP event access.
- 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.
- Gift Card Sales: Gift card sales through ToastTab platform across all three restaurant concepts (Calaveras Cantina, Voodoo Bayou, Roka Hula).
- Event Ticket Sales: Revenue from VIP tasting events and seasonal celebrations including liquor tastings, passed hors d'oeuvres, and live music experiences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free membership tier with basic rewards |
| Subscription | Monthly | Gold membership with enhanced perks |
| Subscription | Monthly | Platinum membership with premium benefits |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
True Grit Hospitality product offering
Product offeringCore 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
Companies that use True Grit Hospitality
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
True Grit Hospitality technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature2 records
True Grit Hospitality partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- OpenTablecoreOpenTable integration for restaurant reservations across all True Grit Hospitality concepts. Enables customers to book tables online at Voodoo Bayou locations.
- ToastTabcoreToastTab 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
True Grit Hospitality competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
True Grit Hospitality social profiles
Digital presenceTrue Grit Hospitality financial estimates
Financial estimateRevenue estimate
Valuation estimate
True Grit Hospitality leadership team
Management profileNumber of profiles
Profiles3 records
True Grit Hospitality subsidiaries and ownership
Company hierarchySubsidiaries3 records
True Grit Hospitality funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
True Grit Hospitality 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 True Grit Hospitality
What does True Grit Hospitality do?
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.
Is True Grit Hospitality a public or private company?
True Grit Hospitality is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was True Grit Hospitality founded?
True Grit Hospitality was founded in 2014. It employs 11 to 50 people.
Where is True Grit Hospitality based?
True Grit Hospitality is headquartered in Palm Beach Gardens, FL, United States, in the North America region.
How does True Grit Hospitality make money?
Five revenue lines are on record. Restaurant Food and Beverage Sales are the primary driver. The others are membership Program Fees, banquet and Catering Services, gift Card Sales and event Ticket Sales.
Does True Grit Hospitality have an API?
No public API is recorded for True Grit Hospitality.
What industry is True Grit Hospitality in?
True Grit Hospitality's product category is Restaurant Group / Hospitality Services. Its primary akta.pro industry code is THAFACAK, Special Occasion & Destination Restaurants, with a secondary code of THAFACAA, Fine Dining Restaurants. Its NAICS code is 722511 and its SIC code is 5810.