ALICE'S RESTURANT INC.

What ALICE'S RESTURANT INC. does

Alice's Restaurant Inc. is a privately held, family-owned American casual dining restaurant operating from a single location at 17288 Skyline Boulevard in Woodside, California, among the redwood forests of the San Francisco Bay Area. The restaurant traces its building to an early-1900s general store that served the logging industry, was converted to a restaurant in the 1950s, and was renamed "Alice's Restaurant" in the 1960s by Alice Taylor in reference to Arlo Guthrie's iconic song. The business has been under continuous family ownership since the 1970s and serves a diverse customer base of locals, families, motorcyclists, hikers, equestrians, classic-car enthusiasts, and tourists drawn to the scenic Skyline Boulevard corridor. The restaurant operates daily from 8:00 AM to 8:00 PM (7:00 PM Sundays) and offers a full breakfast, lunch, and dinner menu featuring American comfort food, including gourmet burgers with motorcycle-themed names, in-house smoked Texas-style BBQ, wood-fired pizza, sandwiches, salads, and scratch-made desserts, alongside a craft beer and cocktail program with weekday happy hour.

The company's revenue model is multi-stream: dine-in service at the physical location is the core, supplemented by online takeout ordering via the Toasttab platform, off-site catering, in-house private event hosting, and a direct-to-consumer e-commerce merchandise store at store.alicesrestaurant.com selling branded apparel, drinkware, blankets, and gift cards. Pricing follows a per-item model with menu items ranging from approximately $9.50 (breakfast/sandwiches) to $29.95 (premium entrees), draft beer at $8.50-$10.00, cocktails at $11-$14, and merchandise priced from $8 (glassware) to $65 (premium sweatshirts); gift cards are offered in denominations from $20 to $150. Technology infrastructure is industry-standard rather than proprietary — Toasttab for POS and online ordering, SpotHopper for website and email/social marketing automation, Volusion for e-commerce, and Google Maps for directions. The go-to-market motion is direct-to-consumer through the physical restaurant, supported by organic social (Facebook, Instagram), Yelp earned media, email newsletter, and an affiliate program for merchandise. The business has 11-50 employees, no external funding, no parent company, and no subsidiaries, operating as an independent single-location restaurant with affiliated brand extensions.

Name

ALICE'S RESTURANT INC.

Legal name

Alice's Restaurant

Website

https://alicesrestaurant.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Alice's Restaurant Inc. is a family-owned, single-location American casual dining restaurant in Woodside, California, serving breakfast, lunch, and dinner to locals, motorcyclists, hikers, and tourists, with supplementary catering, private events, and branded merchandise sales.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurant

NAICS

Full-Service Restaurants (722511)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro industry

PRIMARYTHAFACAB

Casual Dining Restaurants

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Full-Service Restaurants (Casual & Fine Dining)

Keywords

• Casual dining restaurant
• American comfort food
• Event catering services
• Private party hosting
• Branded merchandise store

Headquarters

HQ city

Woodside

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in and takeout food service: Full-service American restaurant offering breakfast, lunch, and dinner with signature burgers, BBQ, wood-fired pizza, and scratch-made dishes. Revenue generated from food and beverage sales at the physical location and through online ordering for takeout.
2. Catering services: Off-site catering for private events including corporate functions, birthday parties, and special occasions. All-in-one packages with event planning services.
3. Private event hosting: In-house party and event hosting services for birthdays, office functions, and special occasions with event planning and package offerings.
4. Merchandise sales: Branded merchandise including apparel (t-shirts, sweatshirts, hats), drinkware (mugs, pint glasses), blankets, and gift cards sold through the online store at store.alicesrestaurant.com.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Alice's Restaurant operates a single-location American casual dining restaurant in Woodside, California, offering breakfast, lunch, and dinner featuring gourmet burgers, Texas-style BBQ, wood-fired pizzas, sandwiches, salads, and scratch-made desserts. The restaurant supplements dine-in service with online takeout ordering, off-site catering, in-house private event hosting, and a branded online merchandise store selling apparel, drinkware, and gift cards.

Product overview

Alice's Restaurant Inc. operates as a single-location American restaurant in Woodside, CA, offering dine-in services, catering, and private event hosting. The business supplements its restaurant operations with an e-commerce merchandise store selling branded apparel (t-shirts, sweatshirts, hats), drinkware, fleece blankets, and gift cards. The core restaurant product and the merchandise store operate as distinct but complementary offerings under the same brand.

Differentiator

Problem solved

Functional benefit

Products and services

• Restaurant Dining Services Full-service American restaurant offering breakfast, lunch, and dinner service featuring gourmet burgers, scrambles, BBQ, wood-fired pizzas, sandwiches, salads, and desserts. Located in Woodside, CA among the redwoods and serving families, motorcyclists, hikers, equestrians, and locals.
• Catering Services Off-site catering services for parties, office functions, corporate events, and special occasions. Provides customizable all-in-one packages with event planning services for businesses and individuals.
• Private Event Hosting In-house venue rental and event planning services for birthday parties, corporate events, and special occasions at the Woodside restaurant location, with comprehensive all-in-one package offerings.
• Online Ordering (Takeout) Digital food ordering system on the Toasttab platform allowing customers to place takeout orders directly from the restaurant's website for pickup.
• Merchandise Store Online retail store selling branded merchandise including apparel (t-shirts, sweatshirts, hats), drinkware (mugs, pint glasses, shot glasses), fleece blankets, and gift cards. Ships globally with free shipping on orders over $99.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Others

• SpotHopper: Restaurant marketing and website platform powering Alice's online presence, social media marketing, and email automation; an enabling ecosystem partner rather than a competitor.
• Toast (Toasttab): Restaurant POS and online ordering platform that Alice's already integrates with for takeout operations; an enabling technology provider rather than a competitor.

Broad incumbents

• Shake Shack: Public, scaled casual burger and American comfort-food chain; comparable as a broad incumbent in the casual dining and gourmet burger category where Alice's also competes.
• In-N-Out Burger: Iconic West Coast regional burger chain with cult-brand status similar to Alice's; comparable on iconic regional brand equity and casual American menu focus.
• Red Robin Gourmet Burgers: National casual full-service burger chain with broad menu and dine-in model; comparable as a scaled incumbent in the same casual American dining and gourmet burger category Alice's competes in.

Direct peers

• Buck's Restaurant: Long-running, family-friendly casual American restaurant also located in Woodside, CA, serving a similar affluent Bay Area local and Silicon Valley clientele with full-service breakfast, lunch, and dinner. Comparable on geography, service model, and customer overlap.
• Souvla: Bay Area casual sit-down restaurant group known for a focused menu and strong local brand identity; comparable on operational scale (single-region multi-location casual restaurant) and customer base.
• Gott's Roadside: Bay Area casual burger and American comfort-food concept with multiple locations and a strong local-brand identity; directly comparable on menu focus (burgers, scratch-made dishes) and casual full-service dining model.
• Super Duper Burgers: Bay Area casual fast-casual burger chain with comparable Americana menu, dine-in footprint, and target of local Bay Area diners; overlapping on category and customer profile.
• The Village Pub: Woodside-based full-service restaurant and bar in the same micro-market, drawing on overlapping local and Peninsula diners; comparable casual-upscale positioning and target customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/alicesrestaurantca
• Instagraminstagram.com/aliceswoodside

Compliance1 record

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 ALICE'S RESTURANT INC.