The Underground Tap & Grill
The Underground Tap & Grill is a privately-held, locally-owned craft beer pub and restaurant in downtown Edmonton, Alberta, founded in 2014. It operates a single basement-level location featuring 72 rotating craft beer taps and serves international fusion cuisine to walk-in diners, downtown professionals, Fairmont-adjacent tourists, and private-event bookers.
- Company typePrivate
- Founded2014
- HeadquartersEdmonton, Canada
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Underground Tap & Grill does
The Underground Tap & Grill is a privately-held, locally-owned restaurant and craft beer pub operating from a single basement-level location at the corner of 100 St and Jasper Avenue in downtown Edmonton, Alberta, Canada, across from the Fairmont hotel. Founded in 2014, the venue runs on a traditional restaurant operating model with no proprietary technology, generating revenue through three streams: food sales (lunch 11am-4pm and dinner 4pm-close menus spanning appetizers, mains, sandwiches, salads, casual fare, and premium dry-aged steaks at unit prices ranging roughly CAD $10-$49), beverage sales (72 rotating craft beer taps covering local Edmonton microbrews and international breweries, plus a curated wine list and handcrafted cocktails), and private event bookings for parties and corporate gatherings. Happy hour pricing is offered Monday-Friday 3-6pm and Monday-Thursday 9pm-close to drive off-peak traffic. The restaurant does not operate delivery or third-party delivery integrations based on available information, and bookings are facilitated through the EatApp reservation platform while events are ticketed via Eventbrite.
The go-to-market motion is direct-to-consumer through physical dine-in and walk-in service, supplemented by an event-driven promotional cadence across Facebook, Twitter, Instagram, TripAdvisor, Google Business Profile, and Yelp. The target customer base is broad and decentralized, comprising downtown Edmonton professionals, local residents, craft beer enthusiasts, tourists staying at the Fairmont, and private-party bookers; there are no enterprise accounts, contracts, or subscription relationships. Operating hours are Mon-Tue 11am-11pm, Wed-Thu 11am-12am, Fri 11am-1:30am, Sat 3pm-1:30am, and closed Sundays except statutory holidays, with 10 reported employees supporting a single-site operation. Marketing emphasizes an 'upscale but approachable' positioning with dark mahogany interiors, a rotating 72-tap craft beer program as the primary differentiator, and over a decade of established local reputation rather than technology or scale advantages.
The Underground Tap & Grill firmographics
Firmographics- Name
- The Underground Tap & Grill
- Legal name
- The Underground Tap & Grill
- Website
- https://undergroundtapandgrill.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Underground Tap & Grill is a privately-held, locally-owned craft beer pub and restaurant in downtown Edmonton, Alberta, founded in 2014. It operates a single basement-level location featuring 72 rotating craft beer taps and serves international fusion cuisine to walk-in diners, downtown professionals, Fairmont-adjacent tourists, and private-event bookers.
- Ownership category
- akta.pro rank
The Underground Tap & Grill industry classification
Industry- Product category
- Casual Dining Restaurant & Craft Beer Pub
- NAICS
- Drinking Places (Alcoholic Beverages) (722410), Full-Service Restaurants (722511)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Craft Beer Bars & Taprooms (THAFAEAG)
- akta.pro secondary industries
- Taprooms & Brewpubs (CRANACAF), Bars & Pubs (Non-Music) (MPAGAIAC)
Keywords
Where The Underground Tap & Grill is headquartered
LocationHeadquarters
- HQ city
- Edmonton
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
The Underground Tap & Grill business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Food Sales: Revenue from lunch (11am-4pm) and dinner (4pm-close) menu items including appetizers, mains, sandwiches, salads, and desserts. Menu features international fusion cuisine with prime Alberta beef and duck breast offerings.
- Beverage Sales: Revenue from 72 rotating craft beer taps, cocktails, wine (red and white by glass and bottle), and non-alcoholic beverages. Happy hour pricing drives sales during off-peak hours.
- Private Event Bookings: Revenue from booking private parties and events. The restaurant markets its party booking capabilities and family-like staff dedicated to personalizing events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Lunch Menu Items |
| Unit Pricing | Pay-as-you-go | Dinner Menu Items |
| Unit Pricing | Pay-as-you-go | Happy Hour Pricing |
| Unit Pricing | Pay-as-you-go | Wine and Cocktail Pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
The Underground Tap & Grill product offering
Product offeringCore offering
The Underground Tap & Grill is a craft beer pub and casual-upscale steakhouse operating a single dine-in location in downtown Edmonton, serving a rotating selection of craft beers from 72 taps alongside lunch and dinner menus of international fusion cuisine. Offerings include appetizers, salads, sandwiches, casual fare, premium steaks and duck breast entrees, a curated wine list, handcrafted cocktails, and weekend happy hour specials, with private event booking available for parties.
Product overview
The Underground Tap & Grill is a locally-owned craft beer pub and upscale steakhouse located in downtown Edmonton, Alberta. The venue operates as a single unified restaurant concept with three main service offerings: (1) a craft beer program featuring 72 rotating taps with local microbrews and international selections, (2) a full food service combining a lunch menu (available 11am-4pm) and dinner menu (available 4pm-close) with international fusion cuisine ranging from casual fare to premium dry-aged steaks, and (3) a cocktail and wine program with handcrafted drinks. The establishment also offers Happy Hour specials (weekday afternoons and late evenings), private event booking, and an extensive wine selection by the glass or bottle. All offerings are delivered through the restaurant's warm hospitality, upscale atmosphere with dark mahogany décor, and knowledgeable staff who assist with beer and food pairings.
Differentiator
Problem solved
Functional benefit
Products and services
- Craft Beer Selection 72 rotating craft beer taps featuring local Edmonton microbrews and international breweries; available to dine-in guests.
- Happy Hour Drinks & Food Discounted beers, wines, cocktails, and bar food items served Monday to Friday from 3pm to 6pm and Monday to Thursday from 9pm to close.
- Lunch Menu Midday dining menu available from 11am to 4pm featuring appetizers, soups, salads, sandwiches, casual fare, and desserts, including options such as poutine, wings, Thai curry bowls, and steak sandwiches.
- Dinner Menu Evening dining menu available from 4pm until close featuring chef creations, appetizers, mains including premium dry-aged steaks (picanha, ribeye, tenderloin), seafood, pasta, and desserts.
- Wine Selection Curated wine list including red wines (Cabernet Sauvignon, Malbec, Pinot Noir, Merlot, Shiraz) and white wines (Sauvignon Blanc, Pinot Grigio, Riesling, Chardonnay, Prosecco), available by the glass or bottle.
- Cocktails & Mocktails Handcrafted cocktails including classics such as Old Fashioned, Classic Margarita, and Moscow Mule, plus signature drinks including Dark & Stormy, Peach Martini, and Emerald Mist, alongside non-alcoholic mocktail options.
- Private Event Booking Private party and event hosting services for celebrations, corporate events, and gatherings with dedicated service and customizable dining experiences in the restaurant's downtown Edmonton location.
Companies that use The Underground Tap & Grill
Customer profileSegments2 records
Ideal customer profiles2 records
The Underground Tap & Grill technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
The Underground Tap & Grill partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights3 records
The Underground Tap & Grill competitors and assessment
Company assessmentBroad incumbents
- Earls Kitchen + Bar: National Canadian upscale-casual chain with full beverage programs and globally inspired menus. Comparable in positioning toward refined-but-approachable downtown dining.
- Cactus Club Cafe: Large Canadian upscale casual-dining chain with full bars and broad cocktail/wine programs. Operates at greater scale across more locations than Underground Tap & Grill but competes for the same upscale-dining customer.
- Joey Restaurants: Western Canadian upscale-casual chain with full cocktail, wine, and beer programs. Overlaps with Underground Tap & Grill on premium downtown dining and bar revenue mix.
- The Keg Steakhouse + Bar: Canada's largest steakhouse chain with significant bar business and broad menu. Comparable on steakhouse and wine/cocktail revenue mix, though without the craft beer focus.
Direct peers
- The Drake Hotel: Toronto hospitality concept combining a boutique hotel, restaurant, and craft-bar offerings with curated beverage programming. Comparable as a craft-anchored upscale dining destination.
- Bier Markt: Canadian restaurant group centered on a large rotating selection of draft beers plus upscale European-style fare. Closely matches Underground Tap & Grill's 72-tap concept with full dining service.
- Sherlock Holmes Pub: Long-running Canadian pub concept pairing a wide beer selection with full lunch and dinner service. Matches the neighborhood-pub-with-upscale-dining profile.
- The Pint: Canadian pub and sports-bar chain offering broad drink menus including craft beer, cocktails, and a full food menu. Comparable in scale of beverage program and casual-upscale positioning.
- Craft Beer Market: Canadian multi-location restaurant chain built around an extensive craft beer selection paired with a full food menu. Most directly comparable to Underground Tap & Grill's craft-beer-anchored gastropub model.
Regional players
- Hudson's Canada's Pub: Edmonton-based pub concept operating locally with craft beer, cocktails, and a broad food menu. Direct geographic and concept competitor within the same Edmonton downtown market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
The Underground Tap & Grill social profiles
Digital presenceThe Underground Tap & Grill financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Underground Tap & Grill leadership team
Management profileNumber of profiles
The Underground Tap & Grill funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Underground Tap & Grill 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 The Underground Tap & Grill
What does The Underground Tap & Grill do?
The Underground Tap & Grill is a craft beer pub and casual-upscale steakhouse operating a single dine-in location in downtown Edmonton, serving a rotating selection of craft beers from 72 taps alongside lunch and dinner menus of international fusion cuisine. Offerings include appetizers, salads, sandwiches, casual fare, premium steaks and duck breast entrees, a curated wine list, handcrafted cocktails, and weekend happy hour specials, with private event booking available for parties.
Is The Underground Tap & Grill a public or private company?
The Underground Tap & Grill is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Underground Tap & Grill founded?
The Underground Tap & Grill was founded in 2014. It employs 1 to 10 people.
Where is The Underground Tap & Grill based?
The Underground Tap & Grill is headquartered in Edmonton, Canada, in the North America region.
How does The Underground Tap & Grill make money?
Three revenue lines are on record. Food Sales are the primary driver. The others are beverage Sales and private Event Bookings.
Who are The Underground Tap & Grill's main competitors?
Broad incumbents on record are Earls Kitchen + Bar, Cactus Club Cafe, Joey Restaurants and The Keg Steakhouse + Bar. Direct peers are The Drake Hotel, Bier Markt, Sherlock Holmes Pub, The Pint and Craft Beer Market. Hudson's Canada's Pub is listed as a regional player.
Does The Underground Tap & Grill have an API?
No public API is recorded for The Underground Tap & Grill.
What industry is The Underground Tap & Grill in?
The Underground Tap & Grill's product category is Casual Dining Restaurant & Craft Beer Pub. Its primary akta.pro industry code is THAFAEAG, Craft Beer Bars & Taprooms, with a secondary code of CRANACAF, Taprooms & Brewpubs. Its NAICS code is 722410 and its SIC code is 5810.