Yellowbelly
Yellowbelly is a single-location, coastal-inspired restaurant and craft cocktail bar in St. Louis's Central West End, founded by industry veterans Tim Wiggins and Travis Howard. It serves local diners and visitors with dinner, weekend brunch, Happy Hour, and private events under the OnPoint Hospitality group.
- Company typePrivate
- Founded-
- HeadquartersSt. Louis, Missouri, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Yellowbelly does
Yellowbelly is a single-location, coastal-inspired restaurant and craft cocktail bar operating at 4659 Lindell Blvd in the Central West End of St. Louis, Missouri. Founded and operated by industry veterans Tim Wiggins and Travis Howard as a bartender-owned concept, the establishment runs under the OnPoint Hospitality group alongside connected sister bar Lazy Tiger. The venue offers dinner service Tuesday through Saturday, Saturday brunch, and a Tuesday-through-Friday Happy Hour, with menu pricing spanning $6-$50 food items, $11-$15 cocktails, and a wine/beer program; signature differentiators are a sugarcane-and-agave-focused cocktail program and a raw bar / seafood-forward menu designed to appeal to both adventurous and traditional diners.
The business operates as a direct-to-consumer restaurant with no proprietary technology stack: reservations are handled through the third-party Resy platform, online ordering via Upserve, and gift cards via Swipeit, while marketing is driven by an organic Instagram presence (@yellowbellystl) and direct email for large-party bookings. Private-event programming for groups of 6-28 is formalized with structured policies including a $25/750ml corkage fee, a $3/guest outside-dessert plating fee, and a $20/person cancellation fee for under-24-hour notice. The bar capacity (Tuesday-Thursday to 10pm, Friday-Saturday to 11pm) and closure on Sunday-Monday define the operating envelope.
Revenue is generated entirely from food and beverage sales through dine-in service, off-premise ordering, and private events. The company is privately held with no disclosed institutional investors, parent entity, subsidiaries, or external funding rounds; founders retain direct operational ownership and there is no publicly disclosed revenue figure. The customer base is geographically concentrated in the St. Louis metro, primarily the Central West End trade area and visitors to that neighborhood.
Yellowbelly firmographics
Firmographics- Name
- Yellowbelly
- Website
- https://yellowbellystl.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Yellowbelly is a single-location, coastal-inspired restaurant and craft cocktail bar in St. Louis's Central West End, founded by industry veterans Tim Wiggins and Travis Howard. It serves local diners and visitors with dinner, weekend brunch, Happy Hour, and private events under the OnPoint Hospitality group.
- Ownership category
- akta.pro rank
Yellowbelly industry classification
Industry- Product category
- Full-Service Restaurant and Craft Cocktail Bar
- NAICS
- Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (7224)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- All-Day Dining Restaurants (THAFACAJ)
Keywords
Where Yellowbelly is headquartered
LocationHeadquarters
- HQ city
- St. Louis, Missouri
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Yellowbelly business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Restaurant dining and bar service: Revenue generated from food and beverage sales through dine-in service, including dinner, brunch, and bar service. Operating Tuesday through Saturday with varying hours.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Dinner service with full menu offerings including small plates, large plates, burgers, and desserts |
| Unit Pricing | Pay-as-you-go | Brunch service featuring breakfast classics, eggs, sandwiches, and specialty items |
| Unit Pricing | Pay-as-you-go | Happy Hour menu with discounted bar snacks and drinks |
| Other | Multi-year contract | Private event and large party reservations |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Yellowbelly product offering
Product offeringCore offering
Yellowbelly is a single-location, coastal-inspired restaurant and craft cocktail bar in St. Louis, MO, offering full-service dine-in dinner, Saturday brunch, weekday Happy Hour, and a craft cocktail program centered on sugarcane and agave spirits. The menu spans raw bar items, small plates, large entrees (seafood, meats, vegetarian options), and weekend brunch classics. Reservations are handled through Resy, takeout/delivery through Upserve, and group/private events of 6–28 guests are managed via direct email and on-site forms.
Product overview
Yellowbelly is a single-location coastal-inspired restaurant and craft cocktail bar operated by founders Tim Wiggins and Travis Howard. The establishment functions as a unified hospitality offering with no modular products—it provides food service (dinner, brunch, and happy hour menus) and beverage service (craft cocktails, wine, and beer) as an integrated dine-in and reservation-based experience. The restaurant's cocktail program emphasizes sugarcane and agave spirits, while the food menu features raw bar items (oysters, ceviche), small plates (crab fritters, coconut fried shrimp), large plates (seared scallops, grilled salmon, beef short rib), and weekend brunch offerings. Reservations and ordering are managed through third-party platforms (Resy and UpServe).
Differentiator
Problem solved
Functional benefit
Brands
- Lazy Tiger: A connected sister bar located adjacent to Yellowbelly, used for hosting private brunch reservations and operated under the same hospitality group (OnPoint Hospitality).
Companies that use Yellowbelly
Customer profileSegments2 records
Ideal customer profiles2 records
Yellowbelly technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Yellowbelly partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Lazy TigercoreSister bar brand operated by the same ownership group (OnPoint Hospitality). Connected to Yellowbelly physically and operationally, hosting private brunch reservations for Yellowbelly guests. Cross-promotional branding visible on both websites with shared ownership by Tim Wiggins and Travis Howard.
- ResyminorThird-party reservation platform provider enabling online table bookings for Yellowbelly customers.
- Extra WavyminorReferenced in logos/branding section, indicating a marketing or branding partnership for the hospitality group.
Recent moves5 records
Expansion highlights4 records
Yellowbelly competitors and assessment
Company assessmentDirect peers
- Sidney Street Cafe: St. Louis fine-dining restaurant in Benton Park with seasonal cuisine and curated bar offerings. Comparable in price tier, full-service format, and chef/owner-operated independent model.
- Blood & Sand: St. Louis member-driven restaurant and cocktail lounge downtown with curated small plates and craft cocktails. Comparable in cocktail program emphasis, upscale casual price tier, and experiential dining model.
- Olive + Oak: Upscale American restaurant and bar in the St. Louis metro (Webster Groves) with a strong cocktail program and chef-driven menu. Comparable in price point ($20-$40 entrees), full-service bar, and aspirational neighborhood dining positioning.
- Union Loafers: St. Louis neighborhood restaurant and bar in Botanical Heights with rotating seasonal menu and natural-wine/craft cocktail focus. Comparable in independent-operator model, neighborhood destination positioning, and elevated casual price tier.
- Planter's House: St. Louis craft cocktail bar in Benton Park focused on seasonally-driven drinks and elevated bites. Comparable to Yellowbelly's cocktail-forward bar experience and neighborhood destination positioning.
- Bristol Seafood Grill: St. Louis-based upscale seafood restaurant with a craft bar program and white-tablecloth service. Highly comparable to Yellowbelly in menu orientation (premium seafood, coastal leanings), price tier, and St. Louis metro customer base.
- The Libertine: St. Louis craft cocktail bar and restaurant in Benton Park with a curated, chef-driven menu. Comparable in craft cocktail focus, full-service dining model, and target customer seeking experiential, design-forward venues.
Broad incumbents
- Bonefish Grill: National chain specializing in seafood and craft cocktails with a polished casual dining experience. Comparable as a broader incumbent operating in the same coastal-inspired seafood-and-cocktail category, though at scale rather than independent boutique positioning.
Others
- Lazy Tiger: Adjacent sister bar under the same OnPoint Hospitality ownership as Yellowbelly. Comparable as ecosystem participant — not a competitor — sharing founders, customers, and private-event overflow capacity.
Regional players
- SqWires: St. Louis restaurant in Lafayette Square in a historic building, serving upscale American fare and craft cocktails. Comparable in independent-operator, full-service restaurant-bar hybrid model serving the same St. Louis experiential dining segment.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
Yellowbelly social profiles
Digital presenceYellowbelly financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yellowbelly leadership team
Management profileNumber of profiles
Profiles2 records
Yellowbelly funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yellowbelly 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 Yellowbelly
What does Yellowbelly do?
Yellowbelly is a single-location, coastal-inspired restaurant and craft cocktail bar in St. Louis, MO, offering full-service dine-in dinner, Saturday brunch, weekday Happy Hour, and a craft cocktail program centered on sugarcane and agave spirits. The menu spans raw bar items, small plates, large entrees (seafood, meats, vegetarian options), and weekend brunch classics. Reservations are handled through Resy, takeout/delivery through Upserve, and group/private events of 6–28 guests are managed via direct email and on-site forms.
Is Yellowbelly a public or private company?
Yellowbelly is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Yellowbelly founded?
Yellowbelly was founded in -1. It employs 1 to 10 people.
Where is Yellowbelly based?
Yellowbelly is headquartered in St. Louis, Missouri, United States, in the North America region.
How does Yellowbelly make money?
One revenue line is on record: restaurant dining and bar service.
Who are Yellowbelly's main competitors?
Direct peers on record are Sidney Street Cafe, Blood & Sand, Olive + Oak, Union Loafers, Planter's House, Bristol Seafood Grill and The Libertine. Bonefish Grill is listed as a broad incumbent. Lazy Tiger is listed as an others. SqWires is listed as a regional player.
Does Yellowbelly have an API?
No public API is recorded for Yellowbelly.
What industry is Yellowbelly in?
Yellowbelly's product category is Full-Service Restaurant and Craft Cocktail Bar. Its primary akta.pro industry code is THAFACAJ, All-Day Dining Restaurants. Its NAICS code is 722511 and its SIC code is 5810.