Apex Hospitality

What Apex Hospitality does

Apex Hospitality is a privately held, Z Capital Group (ZCG)-backed integrated hospitality and consumer-brand platform headquartered under Nevada law. The company operates a multi-vertical portfolio spanning full-service restaurants, casino gaming, hotel hospitality, omnichannel media, and direct-to-consumer e-commerce. Its restaurant division, executed through Xperience Restaurant Group (XRG), runs more than 60 casual, upscale casual, and fine-dining locations concentrated in Mexican dining (Las Brisas, Sol Mexican Cocina, Chevys Fresh Mex, El Torito, Acapulco, Rio Mambo, Sinigual, El Torito Grill, The Rim, Solita Tacos & Margaritas) and entertainment-themed concepts (Pink Taco), distributed across 11 U.S. states including California, Nevada, Texas, Iowa, Missouri, Colorado, Florida, Washington, Arizona, New York, and Virginia. The entertainment and hospitality division, executed through Affinity Interactive, operates five core casino/hotel properties (Silver Sevens Hotel & Casino in Nevada; St. Jo Frontier Casino, Mark Twain Casino, and Lakeside Hotel Casino in the Midwest) with a slot modernization program replacing roughly 600 machines (~25% of the fleet) initiated in February 2026.

Apex Hospitality generates revenue through five distinct streams: restaurant operations (point-of-sale dining across owned locations), casino and entertainment (slot and table-game play plus entertainment programming), hotel and hospitality (room revenue and amenities), e-commerce gifting (Mrs. Fields cookies and gift products sold via DTC site with national and international shipping), and media (DRF - Daily Racing Form, serving horse racing enthusiasts and bettors across digital and print channels). Pricing is not publicly disclosed and varies by brand and location. Distribution runs through physical storefronts, the Mrs. Fields e-commerce storefront, and the DRF media platform.

The underlying platform architecture is described as an omnichannel digital backbone that integrates dining, entertainment, e-commerce, and hospitality operations, supported by digital marketing infrastructure (Google Analytics integration, cookie-based tracking, retargeting/remarketing, affiliate data sharing). No proprietary AI/ML models, APIs, or research capabilities are disclosed; the technology function centers on marketing analytics rather than algorithmic differentiation. The company is supported exclusively by private-equity capital from ZCG and is not publicly listed.

Name

Apex Hospitality

Legal name

Apex Hospitality

Website

https://theapexhospitality.com

Company type

Private

Founded year

2026

Operating status

Operating

Short description

Apex Hospitality is a ZCG-backed integrated multi-brand hospitality platform operating 60+ U.S. restaurants (Mexican dining and Pink Taco), five Midwestern and Nevada casino/hotel properties, the Mrs. Fields gifting e-commerce brand, and DRF horse racing media.

Ownership category

akta.pro rank

Product category

Hospitality and Casino Gaming Services

NAICS

Restaurants and Other Eating Places (72251), Food Services and Drinking Places (722), Casinos (except Casino Hotels) (713210)

SIC

Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Luxury Hospitality & VIP Hosting (Tables, Bottle Service, Concierge Hosts) (HSACAMAH)

akta.pro secondary industry

VIP Event & Venue Access (Clubs, Lounges, Private Suites) (HSACAMAB)

Keywords

• Casino gaming operations
• Full-service restaurant management
• Hospitality and hotel services
• Entertainment venue operations
• Gifting e-commerce

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Operations: Revenue from operating 60+ national full-service casual, upscale casual, and fine dining restaurant locations across multiple states, including Mexican dining concepts (Las Brisas, Sol Mexican Cocina, Chevys Fresh Mex, El Torito, Rio Mambo, Sinigual), Pink Taco, and other dining brands
2. Casino and Entertainment: Revenue from casino operations including slot machines and gaming at five core casino properties (Silver Sevens Hotel & Casino, St. Jo Frontier Casino, Mark Twain Casino, Lakeside Hotel Casino), complemented by entertainment programming
3. Hospitality and Hotel: Revenue from hotel operations at Silver Sevens Hotel & Casino and Lakeside Hotel Casino, including room upgrades and hospitality services across Nevada and Midwest properties
4. E-commerce (Mrs. Fields): Revenue from Mrs. Fields gifting e-commerce brand offering cookies and gift products through online direct-to-consumer channels with national/international scale
5. Media (DRF - Daily Racing Form): Revenue from DRF omnichannel digital and media offerings serving the horse racing industry with national and international reach

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Apex Hospitality operates an integrated multi-brand hospitality and consumer platform spanning full-service restaurants (60+ locations), casino gaming and entertainment properties, hotels, the Mrs. Fields gifting e-commerce brand, and DRF (Daily Racing Form) media. The platform is formed through the strategic alignment of Affinity Interactive, Xperience Restaurant Group (XRG), Pink Taco, and Mrs. Fields, delivering dining, gaming, lodging, gifting, and racing media experiences to U.S. consumers.

Product overview

Apex Hospitality is an integrated hospitality and consumer brand organization operating across dining, entertainment, and e-commerce. The platform is a multi-brand portfolio formed through the strategic alignment of Affinity Interactive (casino and hospitality operations), Xperience Restaurant Group (XRG), Pink Taco, and Mrs. Fields. The restaurant portfolio spans over 60 locations across the U.S., featuring Mexican dining concepts including Las Brisas, Sol Mexican Cocina, Solita Tacos & Margaritas, Chevys Fresh Mex, El Torito, Acapulco, Rio Mambo, The Rim, Sinigual, and El Torito Grill. The entertainment and hospitality division includes casino properties in Nevada and the Midwest (Silver Sevens Hotel & Casino, St. Jo Frontier Casino, Mark Twain Casino, Lakeside Hotel Casino). The e-commerce segment includes Mrs. Fields gifting brand and DRF media platform. This is a multi-brand platform architecture where acquired brands maintain their identities while operating under the unified Apex Hospitality umbrella.

Differentiator

Problem solved

Functional benefit

Brands

• Las Brisas: Mexican dining restaurant concept
• Sol Mexican Cocina
• Solita Tacos & Margaritas
• Chevys Fresh Mex
• El Torito Mexican Restaurant
• Acapulco
• Rio Mambo Tex Mes Y Mas
• The Rim
• Sinigual Mexican Cuisine
• El Torito Grill
• Pink Taco
• Silver Sevens Hotel & Casino
• St. Jo Frontier Casino
• Mark Twain Casino
• Lakeside Hotel Casino
• Affinity Interactive
• Mrs. Fields

Products and services

• Las Brisas Restaurant Operations Upscale Mexican restaurant concept operating in California, part of the Apex Hospitality full-service restaurant portfolio.
• Sol Mexican Cocina Restaurant Operations Mexican restaurant concept operating multiple locations as part of the Apex Hospitality restaurant portfolio.
• Solita Tacos & Margaritas Restaurant Operations Mexican restaurant concept offering tacos and margaritas, part of the Apex Hospitality restaurant portfolio.
• Chevys Fresh Mex Restaurant Operations Fresh Mexican restaurant chain with multiple locations across the U.S., part of the Apex Hospitality restaurant portfolio.
• El Torito Mexican Restaurant Operations Mexican restaurant chain operating nationwide, part of the Apex Hospitality restaurant portfolio.
• Acapulco Restaurant Operations Mexican restaurant concept operating locations across multiple states, part of the Apex Hospitality restaurant portfolio.
• Rio Mambo Tex Mes Y Mas Restaurant Operations Mexican restaurant concept offering Tex-Mex cuisine, part of the Apex Hospitality restaurant portfolio.
• The Rim Restaurant Operations Restaurant concept within the Mexican dining portfolio of Apex Hospitality.
• Sinigual Mexican Cuisine Restaurant Operations Mexican cuisine restaurant concept, part of the Apex Hospitality restaurant portfolio.
• El Torito Grill Restaurant Operations Grill-focused Mexican restaurant concept, part of the Apex Hospitality restaurant portfolio.
• Pink Taco Restaurant Operations Restaurant concept within the Apex Hospitality portfolio.
• Silver Sevens Hotel & Casino Operations Hotel and casino property in Nevada offering dining, gaming (slots), and hospitality services. Part of the slot modernization initiative replacing approximately 600 machines (roughly 25% of the slot fleet) across five core casino properties.
• St. Jo Frontier Casino Operations Casino property in Missouri offering gaming and dining entertainment, part of the Apex Hospitality portfolio.
• Mark Twain Casino Operations Casino property in Missouri offering gaming and dining services, part of the Apex Hospitality portfolio.
• Lakeside Hotel Casino Operations Hotel and casino property in Iowa offering gaming and hospitality services, part of the Apex Hospitality portfolio.
• Mrs. Fields E-commerce Gifting Brand Leading gifting e-commerce brand offering cookies and gift products online with national and international shipping capabilities.
• DRF (Daily Racing Form) Media Omnichannel digital and media offering with national and international scale providing horse racing news, form data, and betting information.

Quantifiable outcome

• Slot modernization initiative replacing approximately 600 machines (25% of slot fleet) across five core casino properties

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Inspire Brands: PE-backed (Roark Capital) multi-brand restaurant platform owning Arby's, Sonic, Buffalo Wild Wings, Jimmy John's, Dunkin', and Baskin-Robbins. Closely mirrors Apex's PE-backed multi-brand restaurant roll-up structure with even larger scale.
• Wynn Resorts: Luxury integrated resort operator with premium F&B, hotel, and casino verticals. Comparable to Apex's hospitality and dining components but at a much higher-end positioning.
• Darden Restaurants: Largest U.S. full-service restaurant operator (Olive Garden, LongHorn, Capital Grille, etc.). Comparable at the multi-brand restaurant-operating layer with broader scale and brand diversification than Apex.

Direct peers

• Bloomin' Brands: Multi-brand national casual dining operator (Outback Steakhouse, Carrabba's, Bonefish Grill, Fleming's). Same national multi-brand full-service restaurant operating model as Apex's Xperience Restaurant Group portfolio.
• Caesars Entertainment: Major integrated casino + hotel + dining + entertainment operator with a national U.S. footprint. Overlaps Apex on the multi-vertical hospitality/casino/dining model at much larger scale.
• Churchill Downs Incorporated: Operates regional casinos, horse racing venues, and HRM (horse racing media) — directly analogous to Apex's combination of physical gaming properties and the DRF racing media platform.
• Penn Entertainment: Regional casino operator with diversified segments including gaming, sports betting, and interactive media. Comparable to Apex's regional casino portfolio combined with its digital (DRF) platform.
• MGM Resorts International: Integrated resort operator combining casinos, hotels, dining venues, and entertainment programming. Closely mirrors Apex's casino + hospitality + F&B vertical integration.
• Landry's Inc. (Tilman Fertitta): Privately held integrated hospitality operator combining casinos (Golden Nugget), national restaurant chains (Rainforest Cafe, Bubba Gump, Morton's), and entertainment venues. Structurally the closest public analog to Apex's combined casino + restaurant + entertainment platform model.
• Boyd Gaming Corporation: Multi-property regional casino and hotel operator concentrated in the U.S. Midwest and Nevada — overlapping Apex's Silver Sevens (NV), St. Jo Frontier (MO), Mark Twain (MO), and Lakeside (IA) footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Apex Hospitality