Wooly Pig

What Wooly Pig does

Wooly Pig is a privately held, founder-owned Asian comfort food restaurant operating a single location at 2295 3rd St in San Francisco's Dogpatch neighborhood. The company, which relocated from Inner Sunset in 2018 and has been operating since at least 2011, serves dine-in, takeout, and delivery customers via Toasttab ordering. Its menu spans multiple Asian culinary traditions — Vietnamese banh mi, Taiwanese pork cutlet, Thai curries, Cantonese beef stew, Sichuan dishes, and Japanese katsu — alongside breakfast offerings, coffee, tea, beer, and desserts. The brand identity centers on a 'Made with Hella Love' ethos and creative reimagining of nostalgic childhood flavors.

The business operates five distinct revenue streams: (1) restaurant dine-in, takeout, and delivery; (2) catering services for corporate events, private gatherings, and food festivals with customizable packages; (3) branded merchandise sales (apparel, mugs, chili oil) through an online storefront and on-site retail, including collaborations with Stashed, Fellow, and Valkyries; (4) gift cards via Toasttab; and (5) a points-based loyalty program (Wooly Rewards App, launched January 2025) for repeat customer retention. Pricing for merchandise is unit-based ($12-$50), while catering is quote-based and menu pricing is not publicly disclosed.

The technology stack is minimal and operational rather than differentiated: Toasttab for POS and online ordering, Google Maps Platform APIs for location services, and the Wooly Rewards app for loyalty. The company is bootstrapped with no disclosed venture capital or private equity backing, employs 5 people, and has no subsidiaries, no patents, and no regulatory actions on record. Regional press coverage (Washington Post, Eater SF, Hoodline, Chinese Teas 101) provides moderate brand awareness within the San Francisco dining scene.

Name

Wooly Pig

Legal name

Wooly Pig

Website

https://woolypigsf.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Wooly Pig is a privately held, founder-owned Asian comfort food restaurant operating a single dine-in, takeout, and delivery location in San Francisco's Dogpatch neighborhood, supplemented by catering services and branded merchandise.

Ownership category

akta.pro rank

Product category

Casual Asian Dining Restaurant

NAICS

Restaurants and Other Eating Places (72251), Full-Service Restaurants (722511), Caterers (722320)

SIC

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

akta.pro primary industry

Health-Focused Cafes (Organic/Vegan/Wellness) (THAFADAL)

akta.pro secondary industry

Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH)

Keywords

• Asian comfort food
• Casual dining restaurant
• Event catering services
• Branded merchandise retail
• Restaurant loyalty program

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant dine-in, takeout, and delivery: Revenue from food and beverage sales at the San Francisco Dogpatch café, including breakfast, lunch, and dinner service. Orders are placed via Toasttab for pick-up or delivery. Offerings include sandwiches, rice bowls, udon, bagels, coffee, tea, beer, and desserts.
2. Merchandise and retail products: Sale of branded merchandise including T-shirts, hoodies, crewnecks, tote bags, mugs, and specialty chili oil through the on-site store and online storefront. Products include collaborations with partners such as Fellow (Carter Move Mug) and Stashed (Year of the Dragon collection).
3. Catering and events: Catering services for corporate events, private gatherings, and food festivals. Packages are customizable (buffet, family-style, or plated service) and include a full event coordination service.
4. Wooly Rewards loyalty program: Points-based loyalty program (Wooly Rewards App, effective January 2025) where users earn points on purchases at participating locations. Points are redeemable for eligible menu items or discounts. Annual data retention of up to 1 year per privacy policy.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Wooly Pig is an Asian comfort food restaurant operating a single café in San Francisco's Dogpatch neighborhood, serving breakfast, lunch, and dinner featuring dishes such as banh mi sandwiches, udon bowls, rice plates, salads, and coffee and tea beverages. Beyond dine-in service, the company offers takeout and delivery via ToastTab, customized catering packages for events, branded merchandise through an online store, and a Wooly Rewards loyalty app for repeat customers. The menu draws on Vietnamese, Taiwanese, Thai, Sichuan, Cantonese, and Japanese culinary traditions under the "Made with Hella Love" brand identity.

Product overview

Wooly Pig is an Asian comfort food restaurant with a three-part offering: (1) Core dining services featuring reimagined Asian dishes including banh mi sandwiches, udon bowls, rice plates, and beverages at their San Francisco location; (2) Catering services for events including customizable packages for corporate functions and food festivals; and (3) A merchandise store selling branded apparel and collaborative products. The company also operates a Wooly Rewards loyalty app. The product portfolio centers on the restaurant's 'Made with Hella Love' brand identity, extending into retail merchandise and event catering services.

Differentiator

Problem solved

Functional benefit

Products and services

• Restaurant Dining Services Asian comfort food restaurant serving breakfast, lunch, and dinner featuring dishes such as banh mi sandwiches, udon bowls, rice plates, salads, and coffee/tea beverages at 2295 3rd St, San Francisco. Available via dine-in, takeout, and delivery through ToastTab.
• Catering Services Event catering services for intimate gatherings, corporate events, and food festivals, offering customizable packages with buffet, family-style, or plated service options and full event coordination.
• Branded Merchandise Store Online retail store selling branded merchandise including apparel (t-shirts, hoodies, crewnecks), drinkware (mugs), tote bags, and specialty chili oil, including collaborations with partners such as Valkyries, Fellow, and Stashed.
• Wooly Rewards Loyalty App Mobile loyalty application allowing users to earn points by making purchases at participating Wooly Pig locations, redeemable for eligible menu items or discounts. Terms & Conditions effective January 3, 2025.
• Gift Cards Restaurant gift cards sold through the ToastTab online platform, redeemable for food and beverage purchases at the Wooly Pig Dogpatch location.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• ValkyriesminorGTM or Marketing PartnerWooly Pig collaborated with the Bay Area Valkyries (women's rugby team) on a co-branded T-shirt ($35.00), sold through the Wooly Pig store. The partnership appears to be a community-focused collaboration leveraging local sports team affiliation for brand cross-promotion.
• StashedminorGTM or Marketing PartnerWooly Pig partnered with Stashed (a lifestyle brand) on a Year of the Dragon collection released in 2024, featuring a hoodie, T-shirt, tote bag, and Dragon's Breath Chili Oil. Most items sold out. The collaboration aligns the café's food brand with a streetwear partner.
• FellowminorGTM or Marketing PartnerWooly Pig collaborated with Fellow (a specialty coffee and tea accessories brand) on a co-branded Carter Move Mug (12 oz), sold through the Wooly Pig store. The mug features Wooly Pig branding alongside Fellow's signature product design.
• ToasttabcoreTechnology or IntegrationToasttab is used as the online ordering and point-of-sale platform for Wooly Pig's takeout and delivery operations, as well as for selling gift cards. It is the primary digital infrastructure for order management and customer transactions.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Boba Guys: Bay Area Asian-inspired beverage and café concept. Comparable to Wooly Pig as a Bay Area Asian-flavored café brand that has scaled from a single SF origin to multiple locations, with strong press and brand cachet.
• Zazie: San Francisco brunch and comfort food café in Cole Valley. Comparable to Wooly Pig as an SF neighborhood comfort-food café built around breakfast/brunch/lunch with strong local following.
• The Mill: San Francisco café known for coffee, toasts, and a curated retail/merchandise program. Highly comparable to Wooly Pig in combining a casual café with branded merchandise and a design-forward brand identity in SF.
• Brenda's French Soul Food: San Francisco comfort food restaurant serving creative takes on Creole/Soul cuisine. Comparable to Wooly Pig as a single-owner SF restaurant elevating comfort food traditions with regional press recognition.
• Saint Frank Coffee: San Francisco café and coffee roaster with multiple locations and a strong neighborhood identity. Comparable to Wooly Pig as an SF café concept combining dine-in service, retail merchandise, and active press presence.
• Reveille Coffee: San Francisco specialty coffee and café concept with multiple locations. Comparable to Wooly Pig as an SF café with dine-in, branded retail, and a neighborhood-anchored operating model.
• Outerlands: San Francisco Outer Sunset neighborhood restaurant serving elevated comfort food. Comparable to Wooly Pig as a beloved single-location SF neighborhood eatery with strong local press and a relocated-origin story.
• Mensho Tokyo: Bay Area ramen chain specializing in Japanese noodle comfort food. Comparable to Wooly Pig as another Asian comfort food operator in the Bay Area with dine-in, takeout, and delivery as core channels.
• Souvla: San Francisco casual café concept centered on Greek-inspired sandwiches, salads, and wine with a built-in catering arm. Closely comparable to Wooly Pig in operating model: single-brand neighborhood café, dine-in plus delivery, active catering sales, and a strong merchandise/brand presence.
• Plow: San Francisco brunch institution serving creative comfort food in a casual neighborhood setting. Comparable to Wooly Pig as a beloved SF comfort-food café built around breakfast/lunch service and strong local press recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wooly-pig-sf

Revenue estimate

Valuation estimate

Number of profiles

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 Wooly Pig