Tag Restaurant Group
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.
- Company typePrivate
- Founded2009
- HeadquartersDenver, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
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.
Tag Restaurant Group firmographics
Firmographics- 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
Tag Restaurant Group industry classification
Industry- 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
Where Tag Restaurant Group is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Tag Restaurant Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- 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).
- Catering Services: Catering services offered across concepts including brunch buffets, Mexican catering, and poke bowl catering for events. Custom menus tailored to customer preferences.
- 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.
- Gift Cards: Restaurant gift cards sold for use at all TAG Restaurant Group locations, providing a prepaid revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Dine-in pricing varies by restaurant concept |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Tag Restaurant Group product offering
Product offeringCore 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
Companies that use Tag Restaurant Group
Customer profileSegments3 records
Ideal customer profiles2 records
Tag Restaurant Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Tag Restaurant Group partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- We Don't WastecoreLong-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 RanchminorPartnership with Roundup River Ranch, a charitable organization serving children and families. TAG Restaurant Group supports through donations and volunteer hours.
- National Jewish HealthminorLong-standing partnership with National Jewish Health. TAG Restaurant Group participates in charitable events and fundraising for this healthcare organization.
- Morgridge AcademyminorPartnership 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 RockiescoreCollaboration 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.
- OpenTablecoreOpenTable powers online reservations for Guard and Grace Denver and Houston locations, enabling customers to book tables through the OpenTable platform.
- ezCaterminorLos 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
Tag Restaurant Group competitors and assessment
Company assessmentBroad 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
Tag Restaurant Group social profiles
Digital presenceTag Restaurant Group compliance and trust
Trust signalCompliance1 record
Tag Restaurant Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tag Restaurant Group leadership team
Management profileNumber of profiles
Profiles3 records
Tag Restaurant Group subsidiaries and ownership
Company hierarchySubsidiaries6 records
Tag Restaurant Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tag Restaurant Group 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 Tag Restaurant Group
What does Tag Restaurant Group do?
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.
Is Tag Restaurant Group a public or private company?
Tag Restaurant Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tag Restaurant Group founded?
Tag Restaurant Group was founded in 2009. It employs 101 to 250 people.
Where is Tag Restaurant Group based?
Tag Restaurant Group is headquartered in Denver, United States, in the North America region.
How does Tag Restaurant Group make money?
Four revenue lines are on record. Dine-in Restaurant Revenue is the primary driver. The others are catering Services, private Events and gift Cards.
Who are Tag Restaurant Group's main competitors?
Broad incumbents on record are Texas Roadhouse, The Cheesecake Factory, Bloomin' Brands and Darden Restaurants. Direct peers are Hillstone Restaurant Group, LDV Hospitality, Del Frisco's Restaurant Group, BR Guest Hospitality, The ONE Group Hospitality and Ruth's Chris Steak House.
Does Tag Restaurant Group have an API?
No public API is recorded for Tag Restaurant Group.
What industry is Tag Restaurant Group in?
Tag Restaurant Group's product category is Multi-concept restaurants. Its primary akta.pro industry code is THAFAEAI, Lounge Bars & Hotel Bars, with a secondary code of CRANACAD, Cocktail Bars & Lounges. Its NAICS code is 722511 and its SIC code is 5810.