Fire + Ice

What Fire + Ice does

Fire + Ice is a privately held, full-service restaurant chain operating four all-you-can-eat interactive grill locations in Boston (Back Bay), Anaheim (Anaheim GardenWalk near Disneyland), South Lake Tahoe (Heavenary Village), and San Francisco (Pier 39). Founded in 1997, the company has operated the concept for over 25 years under the FiRE+iCE brand and employs 251–500 people across the system.

The core product is an experiential dining format centered on a market-style ingredient bar offering 20+ proteins, fresh vegetables, pastas, and house-made sauces. Guests assemble custom bowls, hand them to grill cooks at a large round open-flame grill, and watch the meal prepared in full view; seating is unlimited-visit all-you-can-eat with no portion restrictions on protein. Operations are supplemented by a full bar (signature cocktails, margaritas, martinis, craft beer, wine, happy hour specials at select locations), a gift card program (SwipeIt), and dedicated group/private event packages (Silver and Gold). The technology underpinning the brand experience is operational rather than software-native — open-flame grill stations, ingredient logistics, and reservation/loyalty layer integrations with OpenTable, ToastTab, and HigherMe.

Revenue is generated almost entirely through on-premises dining, with per-cover all-you-can-eat pricing differentiated by location, daypart, and day of week (e.g., $18.99–$35.99 adult lunch/dinner; $12.99–$18.99 kids ages 4–11; Boston Monday College Night $18.99 with ID). Revenue mix is complemented by alcoholic beverage spend, group event packages (corporate, tour, school), gift card breakage, and a location-specific ToastTab-powered VIP Rewards Club that drives repeat visits via signup bonuses, $25 birthday rewards, and 2x visit multipliers. The customer base spans families with children, tourists at high-traffic destinations, college students, tour and school groups, and corporate/private events; SYTA and ABA memberships support tour-segment capture. The company does not publicly disclose revenue, has no parent entity, no funding rounds, and no M&A activity on record.

Name

Fire + Ice

Legal name

Fire + Ice

Website

https://fire-ice.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

Private restaurant chain operating four all-you-can-eat interactive grill locations across Boston, Anaheim, South Lake Tahoe, and San Francisco Pier 39. Founded in 1997, it serves families, tourists, tour groups, and corporate events with a custom bowl-and-grill concept.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Full-Service Restaurants (722511)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Chef’s Table & Tasting Menu Restaurants (THAFACAG)

akta.pro secondary industry

Pubs & Gastropubs (THAFAEAB)

Keywords

• Interactive dining
• All-you-can-eat grill
• Build-your-own bowls
• Casual dining restaurants
• Open-flame grilling

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. All-You-Can-Eat Grill Experience: Core revenue stream from all-you-can-eat interactive dining. Guests pay a fixed price for unlimited trips to the market and grill during their seating. Pricing varies by location, daypart (lunch vs dinner), and day of week.
2. Alcoholic Beverages: Full bar with signature cocktails, margaritas, martinis, frozen drinks, mega bowls (40oz shared drinks), craft beers, wine, and hot drinks. Happy hour specials at select locations.
3. Gift Cards: Physical and electronic gift cards sold through swipeit.com platform, providing upfront cash flow and driving future visits.
4. VIP Rewards Program: Location-specific loyalty program via ToastTab offering points, birthday bonuses, and bonus visit multipliers to drive repeat visits and customer lifetime value.
5. Group Events and Private Dining: Revenue from large group bookings, corporate events, tour groups, and school groups with dedicated package options (Silver Package – Grill Only, Gold Package – Grill + Dessert).

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Fire + Ice operates an interactive all-you-can-eat grill and bar restaurant concept where guests build their own rice or salad bowls and watch them cooked on an open-flame grill. The chain offers customizable dining experiences accommodating dietary restrictions including vegan, vegetarian, gluten-free, and halal options, with menu categories spanning meats, seafood, vegetables, noodles, and rice.

Product overview

Fire + Ice is an interactive all-you-can-eat grill and bar restaurant chain with four locations (Anaheim, Boston, South Lake Tahoe, and San Francisco). The core offering is the Signature Grill Experience, where guests build custom bowls from 20+ proteins, vegetables, pastas, and house-made sauces, then watch their meal prepared on an open flame grill. Supplementary offerings include Gift Cards for gifting the dining experience, the VIP Rewards Club loyalty program, and Large Group/Private Events hosting for corporate and tour groups. The company operates as a unified restaurant brand rather than a platform-plus-modules architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Interactive All-You-Can-Eat Grill Experience

Quantifiable outcome

• 20+ proteins available at market
• +2 more outcomes

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• SYTA (Student & Youth Travel Association)minorGTM or Marketing PartnerFire + Ice is a proud member of SYTA, the voice of Student & Youth Travel. This membership helps connect the restaurant with tour operators and travel groups seeking dining venues for student and youth travel programs.
• ABA (American Bus Association)minorGTM or Marketing PartnerFire + Ice is a member of the American Bus Association, representing the motorcoach, tour and travel industry. This membership supports visibility among tour operators and travel industry professionals.
• EcomBackminorOthersEcomBack is retained as an independent third-party website and digital accessibility specialist to provide consultation and periodic audits for WCAG 2.2 AA conformance. They prepare written reports and provide remediation recommendations.
• OpenTablecoreTechnology or IntegrationOpenTable provides online reservation capabilities for Fire + Ice Boston and Anaheim locations, enabling guests to book tables directly through the restaurant's website integration with OpenTable's platform.
• ToastTabcoreTechnology or IntegrationToastTab powers the VIP Rewards Club program across all four Fire + Ice locations, providing location-specific signup pages, point tracking, and loyalty program management.
• SwipeItcoreTechnology or IntegrationSwipeIt provides the gift card platform for Fire + Ice, enabling both physical and electronic gift card sales with balance checking functionality.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• The Cheesecake Factory: Premium-casual chain with large menus, full bars, and high-traffic mall/retail locations. Similar large-format full-service casual positioning, gift card program, and group dining infrastructure at premium real estate.
• P.F. Chang's: National upscale-casual Asian dining chain with strong tourist-area footprint, full bar program, and group/event capabilities. Overlaps with Fire + Ice on casual full-service dining, beverage focus, and event hosting.
• Hard Rock Cafe: Iconic global casual dining and entertainment chain located in major tourist destinations worldwide. Comparable on destination-location real estate strategy, experiential dining positioning, and brand recognition among travelers.

Direct peers

• Kobe Japanese Steakhouse: Regional teppanyaki chain with chefs cooking proteins and vegetables on hibachi grills at the table. Mirrors Fire + Ice's combination of theatrical open-flame cooking, customizable meal building, and group dining appeal.
• Sizzler: Casual all-you-can-eat steakhouse chain serving unlimited proteins and sides with a salad bar. Similar full-service casual AYCE positioning, family-oriented customer base, and broad menu including bar service.
• Texas de Brazil: Brazilian steakhouse chain offering all-you-can-eat carved meats alongside a salad area and full bar. Comparable unlimited-protein AYCE model with theatrical service and tourist-location real estate strategy.
• BD's Mongolian Grill: Franchised build-your-own stir-fry restaurant where patrons create custom bowls and have them cooked on large round open grills in front of them. Operates on the same market-and-grill interactive AYCE format as Fire + Ice.
• Genghis Grill (The Mongolian Grill): Build-your-own stir-fry chain where guests select proteins, vegetables, and sauces from a market and watch them cooked on a round open-flame grill by chefs. Most directly comparable interactive AYCE concept in the U.S. market.
• Benihana: Teppanyaki-style chain where Japanese chefs cook steak, seafood, and vegetables on hibachi grills at the table in front of guests. Closest experiential analog to Fire + Ice's open-flame grill format with theatrical cooking as entertainment.

Emerging players

• The Melting Pot: Fondue chain where guests cook meats, seafood, and vegetables themselves at the table in communal pots. Compares on the interactive dine-in experiential mechanic but differs on protein cooking modality (table pots vs. central grill).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fireandiceboston
• Instagraminstagram.com/fireandicegrill
• TikToktiktok.com/@fireandicegrill
• Xx.com/fireicenyack
• LinkedInlinkedin.com/company/fire-ice-grill-bar

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 Fire + Ice