Tag Restaurant Group

What Tag Restaurant Group does

TAG Restaurant Group (TRG) is a privately held, founder-owned multi-concept restaurant operator headquartered in Denver, Colorado. Founded in 2009 by Chef Troy Guard, the company operates approximately 12 restaurant locations across six distinct culinary brands: Guard and Grace (a Michelin Guide-recommended modern steakhouse with locations in Denver, Houston, and announced for Charlotte), Los Chingones (Mexican), HashTAG (boozy brunch), Bubu (poke and bowls), Done Deal Cocktail Lounge, and TAG Burger Bar. The company is owned by Troy Guard (Executive Chef) and Nikki Guard (Beverage Director), with James Park serving as CEO; no external institutional investors or private equity ownership is evidenced.

Revenue is generated almost entirely through transaction-based dine-in service, supplemented by off-premise catering (brunch buffets, Mexican catering, poke bowl catering), private event hosting (weddings, corporate events, receptions accommodating 12 to 125+ guests), and gift card sales. Distribution occurs through owned physical locations, online ordering via individual concept websites, OpenTable reservations for Guard and Grace, and third-party catering via ezCater. The technology stack is modest and not disclosed in proprietary terms, relying on Squarespace for the corporate website, Stripe for payment processing, OpenTable for reservations, My Guest Account for gift cards and loyalty, and Termly for privacy compliance.

The customer base spans general dining consumers (foodies, tourists, special occasion diners) as primary, corporate clients booking private events as a primary B2B segment, and wedding/social event hosts as a secondary segment. Marketing is conducted through Instagram, Facebook, location-specific email newsletters, press and earned media coverage in outlets including Michelin Guide, Yelp, Westword, and 5280 Magazine, and experiential events including celebrity chef collaboration dinners. The company emphasizes locally-sourced ingredients, immersive culinary experiences, and active community philanthropy, having raised over $2 million for Denver charities in 2018.

Name

Tag Restaurant Group

Legal name

Tag Restaurant Group, LLC

Website

https://tagrestaurantgroup.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

TAG Restaurant Group is a privately held, founder-owned multi-concept restaurant operator based in Denver, Colorado, running approximately 12 locations across six culinary brands — most notably the Michelin-recommended Guard and Grace steakhouse — serving general diners, corporate event clients, and wedding hosts across Denver, Houston, and Charlotte.

Ownership category

akta.pro rank

Product category

Multi-concept restaurants

NAICS

Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (7224), Caterers (722320)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Lounge Bars & Hotel Bars (THAFAEAI)

akta.pro secondary industries

Cocktail Bars & Lounges (CRANACAD), Hotel & Resort Restaurants (THAFACAH), Bar & Beverage Catering (Mobile Bar, Bartending) (HSACAGAF)

Keywords

• Multi-concept restaurants
• Upscale dining
• Private event catering
• Steakhouse dining
• Restaurant group

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dine-in Restaurant Revenue: TAG Restaurant Group generates primary revenue through dine-in services at their six restaurant concepts. Each venue offers distinct culinary experiences from modern steakhouse (Guard and Grace) to Mexican (Los Chingones), brunch (HashTAG), poke/bowls (Bubu), cocktails (Done Deal), and burgers (TAG Burger Bar).
2. Catering Services: Catering services offered across concepts including brunch buffets, Mexican catering, and poke bowl catering for events. Custom menus tailored to customer preferences.
3. Private Events: Private event hosting including weddings, corporate events, cocktail receptions, and seated dinners across all restaurant venues. Revenue generated through event bookings with customized menus.
4. Gift Cards: Restaurant gift cards sold for use at all TAG Restaurant Group locations, providing a prepaid revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

TAG Restaurant Group operates and manages a portfolio of six distinct restaurant concepts offering diverse dining experiences across multiple cuisines and price points. The flagship Guard and Grace is a modern wood-fired steakhouse; Los Chingones is a Mexican concept; HashTAG is a boozy brunch venue; Bubu serves poke and breakfast bowls; TAG Burger Bar offers burgers and beer; and Done Deal is a craft cocktail lounge. The company supplements dine-in service with off-site catering, private event hosting, and gift card sales.

Product overview

TAG Restaurant Group is a multi-concept restaurant portfolio company operating six distinct dining brands. The company offers a diverse range of culinary experiences including Guard and Grace (modern steakhouse - flagship Michelin-recommended brand), Los Chingones (Mexican), Bubu (breakfast/lunch), HashTAG (brunch), Done Deal (cocktail lounge), and TAG Burger Bar (burgers). The company also provides private event hosting and off-site catering services across all concepts, with locations in Denver, Houston, and Charlotte.

Differentiator

Problem solved

Functional benefit

Products and services

• Guard and Grace Michelin Guide-recommended modern steakhouse featuring wood-fired dishes, fresh seafood, charcuterie, and artisanal cheeses. Locations in Denver and Houston, with Charlotte announced. Named after Chef Troy Guard's daughter.
• Los Chingones Mexican restaurant concept with multiple Denver locations (DTC and RiNo) offering vibrant Mexican bites, tequila tastings, DIY taco buffets, and a casual Los Lounge space for gatherings.
• Bubu Breakfast and lunch venue featuring fresh poke bowls and hearty steak bowls; recognized by 5280 Magazine as one of Denver's Best New Restaurants of 2022.
• HashTAG Boozy brunch restaurant with locations in Central Park, Highlands Ranch, and Downtown Denver; eclectic menu blending global flavors with brunch classics and a rooftop patio at 17th & Arapahoe.
• TAG Burger Bar Burger, beer, and rock concept featuring Chef Troy Guard's burgers, boozy milkshakes, and a rotating beer list; multiple locations including Central Park and Eastbridge.
• Done Deal Cocktail Lounge Premier craft cocktail lounge offering curated cocktails and bites by Chef Troy Guard; suitable for intimate gatherings or full buyouts, and hosts cocktail classes and immersive experiences.
• Private Events Event hosting services across all TRG concepts, including cocktail receptions, seated dinners, corporate events, weddings, and rehearsal dinners, with customizable menus and venues ranging from intimate rooms to full buyouts.
• Catering Off-site catering featuring brunch buffets from HashTAG, Mexican fiestas from Los Chingones, and fresh poke and steak bowls from Bubu; custom menus available for events.
• Gift Cards Digital and physical gift cards valid at all TAG Restaurant Group locations, available for purchase online or in-person.

Quantifiable outcome

• Michelin Guide Recommended status
• +4 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• We Don't WastecoreOthersLong-standing partnership with We Don't Waste to combat food waste and support community nutrition. TAG Restaurant Group partners with this organization as part of their commitment to reducing food waste while nourishing communities.
• Roundup River RanchminorOthersPartnership with Roundup River Ranch, a charitable organization serving children and families. TAG Restaurant Group supports through donations and volunteer hours.
• National Jewish HealthminorOthersLong-standing partnership with National Jewish Health. TAG Restaurant Group participates in charitable events and fundraising for this healthcare organization.
• Morgridge AcademyminorOthersPartnership with Morgridge Academy to teach the next generation about community and sharing kindness. TAG Restaurant Group engages with students through educational culinary experiences.
• The Food Bank of the RockiescoreOthersCollaboration with The Food Bank of the Rockies to combat hunger in the Denver community. Part of TAG's broader initiative to address food waste and support those in need.
• OpenTablecoreTechnology or IntegrationOpenTable powers online reservations for Guard and Grace Denver and Houston locations, enabling customers to book tables through the OpenTable platform.
• ezCaterminorChannel Partner/ Reseller/ DistributorLos Chingones catering orders available through ezCater platform, extending distribution reach for corporate and event catering orders.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Texas Roadhouse: High-volume steakhouse chain with strong consumer brand. Provides comparison for steakhouse category economics, though positioned at lower check averages than Guard and Grace.
• The Cheesecake Factory: Iconic multi-concept casual dining operator with extensive menu, high check averages, and experiential dining positioning. Comparable for experiential full-service dining at scale.
• Bloomin' Brands: Multi-concept public restaurant holding company (Outback, Carrabba's, Bonefish Grill, Fleming's). Larger-scale multi-brand operator providing strategic comparison for portfolio management at scale.
• Darden Restaurants: Largest U.S. full-service restaurant operator (Olive Garden, LongHorn Steakhouse, Capital Grille, Ruth's Chris). Strategic comparable for multi-brand full-service portfolio strategy and steakhouse unit economics at scale.

Direct peers

• Hillstone Restaurant Group: Multi-concept upscale casual and fine dining operator (Hillstone, Bandera, Houston's, R+D Kitchen) with similar portfolio diversification across cuisines and price points. Closest analog to TAG's multi-brand full-service approach at similar scale.
• LDV Hospitality: Multi-concept restaurant and lounge operator with strong emphasis on nightlife, cocktail programs, and experiential dining. Comparable to TAG's Done Deal cocktail lounge and event-driven revenue model.
• Del Frisco's Restaurant Group: Premium steakhouse operator (Del Frisco's Double Eagle Steakhouse, Del Frisco's Grille, Sullivan's). Closest direct competitor to Guard and Grace at the high-end steakhouse tier.
• BR Guest Hospitality: Multi-concept New York-based restaurant group operating diverse brands (StripHouse, Blue Water Grill, Dos Caminos). Comparable multi-concept operator with strong private events business and varied cuisine portfolio.
• The ONE Group Hospitality: Hospitality-focused restaurant group operating STK Steakhouse and other lounge-driven concepts with strong events and nightlife components. Direct comparable for TAG's steakhouse + cocktail lounge + events portfolio model.
• Ruth's Chris Steak House: Premium national steakhouse chain with comparable positioning to TAG's flagship Guard and Grace concept. Provides a public-market benchmark for steakhouse unit economics and consumer demand patterns.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tagrestaurantgroup
• Instagraminstagram.com/tagrestaurantgroup
• LinkedInlinkedin.com/company/tag-restaurant-group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries6 records

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 Tag Restaurant Group