Under The Moon Cafe
Under The Moon Cafe operates two New American restaurants in Lambertville and Bordentown, NJ, plus a catering commissary in Lawrenceville, offering dine-in, brunch, bar, off-premise catering, and event programming. Founded in 2006 by the Orosco family, it serves local diners, event hosts, and corporate clients.
- Company typePrivate
- Founded2006
- HeadquartersLambertville, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Under The Moon Cafe does
Under The Moon Cafe is a family-owned New American restaurant group operating two locations in Lambertville and Bordentown, New Jersey, under founders Estela Buontempo Orosco and Santiago Orosco since 2006. The core offering is full-service dining with entrees in the $22-$48 range, brunch service, full bar, open-air patio seating, and entertainment programming including ticketed drag brunch at $20 per person and live music. The company serves local families, individual diners, and weekend leisure customers from across the greater NJ/PA market.
The business operates a third site, a catering commissary in Lawrenceville, that supports an off-premise catering line covering weddings, corporate events, and private parties, including customized menus, staff provision, and party trays. Catering demand is captured through preferred-vendor relationships with six New Jersey event venues: Hopewell Valley Vineyards, Prallsville Mills, Princeton Lavender Farm, Morven Museum, Glenmoore Farm, and Unionville Vineyards. Customer segments span local families, wedding and event hosts, corporate clients, and entertainment-seeking groups; there is no enterprise contract base disclosed.
The technology stack is entirely third-party: Resy for reservations, Toasttab for online ordering, gift card fulfillment, and point-of-sale, plus a proprietary mobile app and rewards program for retention. There is no proprietary AI/ML or custom platform; digital marketing runs through organic social media, local PR, and the company website. The company has not raised disclosed external funding and has grown organically over nearly two decades from a single Bordentown restaurant to a two-location restaurant group with a dedicated catering operation.
Under The Moon Cafe firmographics
Firmographics- Name
- Under The Moon Cafe
- Legal name
- Under The Moon Cafe
- Website
- https://underthemooncafe.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Under The Moon Cafe operates two New American restaurants in Lambertville and Bordentown, NJ, plus a catering commissary in Lawrenceville, offering dine-in, brunch, bar, off-premise catering, and event programming. Founded in 2006 by the Orosco family, it serves local diners, event hosts, and corporate clients.
- Ownership category
- akta.pro rank
Under The Moon Cafe industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Full-Service Restaurants (722511), Caterers (722320)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Casual Dining Restaurants (THAFACAB)
- akta.pro secondary industries
- Special Occasion & Destination Restaurants (THAFACAK), All-Day Dining Restaurants (THAFACAJ)
Keywords
Where Under The Moon Cafe is headquartered
LocationHeadquarters
- HQ city
- Lambertville
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Under The Moon Cafe business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Dine-in Restaurant Sales: Revenue from customers dining at either Lambertville or Bordentown locations. Both locations offer full food and beverage service, with Lambertville also featuring a full bar.
- Takeout and Delivery: Online ordering for pickup and delivery orders. Customers can order through website or mobile app for takeout or home/office delivery.
- Catering Services: Full-service catering for weddings, corporate events, showers, birthdays, and other celebrations. Offers customizable menus, staff provision, and event planning services. Party trays available for pickup.
- Gift Cards: Sale of gift cards for use at both Lambertville and Bordentown locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full menu items with individual pricing |
| Unit Pricing | Pay-as-you-go | Happy Hour Specials |
| Unit Pricing | Pay-as-you-go | Drag Brunch Event Tickets |
| Other | Multi-year contract | Catering Services |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Under The Moon Cafe product offering
Product offeringCore offering
Under The Moon Cafe operates two New American cuisine restaurants in New Jersey (Bordentown and Lambertville), serving dine-in guests alongside takeout, delivery, and catering. The restaurants host private events and weddings with on-site coordination, and complement the food program with live entertainment such as drag brunch, live music, and happy hour.
Product overview
Under The Moon Cafe is a New American restaurant with two locations in Lambertville and Bordentown, NJ, offering dine-in, takeout, and delivery services. The core product is its restaurant dining experience featuring breakfast, brunch, lunch, and dinner menus with dishes like waffles, burgers, salads, and short ribs. Supporting the restaurant are several service modules: an online ordering system, a mobile app, a rewards program, catering services for off-premise events, and private event hosting capabilities for weddings and celebrations. The Lambertville location also features bar service with happy hour specials and live entertainment.
Differentiator
Problem solved
Functional benefit
Products and services
- Restaurant Dining (New American Cuisine)
Companies that use Under The Moon Cafe
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Under The Moon Cafe technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Under The Moon Cafe partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor.
- Hopewell Valley VineyardsminorPreferred venue partner for wedding catering services. Offers unique event spaces including Lower Piano Room (seats 100), Upper Tasting Room (50 guests), Tank Room (65 guests), and Covered Outdoor Tent (up to 180 guests May-October).
- Prallsville MillsminorPreferred venue partner along the Delaware River. Historic mill venue with Grist Mill (wooden beams, antique gears) and Saw Mill (rustic outdoor space for cocktail hours and after-parties).
- Princeton Lavender FarmminorPreferred venue partner featuring farmhouse, farm stand, beekeeping, goats, ponies, and alpacas. Post-and-beam barn (built 2021) and elegant events barn available for weddings, corporate gatherings, and family celebrations.
- Morven MuseumminorPreferred venue partner - National Historic Landmark providing classic setting for weddings. Features distinctive architecture and historic surroundings. Contact: Diana Griffin, 609-924-8144.
- Glenmoore FarmminorPreferred venue partner - family-owned rustic venue in New Jersey countryside. Contact: Anne Nixon-Ellery, (908) 342-0025, glenmoorefarm.com.
- Unionville VineyardsminorPreferred venue partner - 88-acre preserved farm in Hunterdon County with stunning views and picturesque landscape for wedding ceremonies. Contact: John Cifelli, [email protected], 908-788-0400 ext. 3.
- ToasttabminorPlatform for online ordering, gift card sales, and catering tray orders. Used for takeout/delivery orders and gift card purchases.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
Under The Moon Cafe competitors and assessment
Company assessmentBroad incumbents
- Hillstone Restaurant Group: Operator of upscale-casual American restaurants across multiple U.S. markets with high-volume bar programs. Comparable in casual American full-service format, premium entrée pricing, and bar-driven per-cover economics.
- Founding Farmers: Multi-location farm-to-table casual full-service restaurant group with strong bar, brunch, and private event programs. Comparable as a casual New American chain with comparable pricing tier, bar attach, and event-driven revenue mix.
- Seasons 52: Darden-owned casual upscale grill and wine bar chain positioned on fresh, seasonal New American menus. Comparable as a casual New American full-service concept with premium price points and strong bar/wine attach.
- Stephen Starr Restaurants: Philadelphia-based independent restaurant group operating multiple full-service concepts across PA and NJ. Comparable as a regional, founder-led operator with strong event/catering adjacencies and premium positioning in overlapping NJ/PA markets.
- Garces Group: Philadelphia-area chef-driven restaurant group with multiple full-service concepts, catering, and event programming. Comparable as a regional full-service restaurant operator with catering and special-event adjacencies.
Emerging players
- The Farm and Fisherman Tavern: NJ-based chef-driven farm-to-table restaurant group with locations in the greater Philadelphia suburbs. Comparable as a similarly sized, independently operated NJ casual New American operator focused on seasonal sourcing and event/dinner-party bookings.
Regional players
- Briad Group: New Jersey-headquartered restaurant and hospitality operator running multiple concepts across the Northeast. Comparable as a NJ-based multi-unit full-service restaurant operator with event and catering capabilities.
- The Yardley Inn: Independently owned PA river-town restaurant on the Delaware, serving New American cuisine with event/catering capabilities. Comparable as a similar-format single-owner destination restaurant in the greater Bucks County/Hunterdon County dining corridor.
- Hamilton's Grill Room: Independently owned New American restaurant located in Lambertville, NJ operating in the same town and dining corridor. Comparable as a direct local competitor serving the same New American menu positioning and clientele.
Direct peers
- Landmark Hospitality: New Jersey-based hospitality group operating restaurants, banquet venues, and catering operations. Directly comparable in combining full-service dining, off-premise catering, and wedding/event venue partnerships across NJ.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Under The Moon Cafe social profiles
Digital presenceUnder The Moon Cafe financial estimates
Financial estimateRevenue estimate
Valuation estimate
Under The Moon Cafe leadership team
Management profileNumber of profiles
Profiles2 records
Under The Moon Cafe funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Under The Moon Cafe 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 Under The Moon Cafe
What does Under The Moon Cafe do?
Under The Moon Cafe operates two New American cuisine restaurants in New Jersey (Bordentown and Lambertville), serving dine-in guests alongside takeout, delivery, and catering. The restaurants host private events and weddings with on-site coordination, and complement the food program with live entertainment such as drag brunch, live music, and happy hour.
Is Under The Moon Cafe a public or private company?
Under The Moon Cafe is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Under The Moon Cafe founded?
Under The Moon Cafe was founded in 2006. It employs 11 to 50 people.
Where is Under The Moon Cafe based?
Under The Moon Cafe is headquartered in Lambertville, United States, in the North America region.
How does Under The Moon Cafe make money?
Four revenue lines are on record. Dine-in Restaurant Sales are the primary driver. The others are takeout and Delivery, catering Services and gift Cards.
Who are Under The Moon Cafe's main competitors?
Broad incumbents on record are Hillstone Restaurant Group, Founding Farmers, Seasons 52, Stephen Starr Restaurants and Garces Group. The Farm and Fisherman Tavern is listed as an emerging player. Regional players are Briad Group, The Yardley Inn and Hamilton's Grill Room. Landmark Hospitality is listed as a direct peer.
Does Under The Moon Cafe have an API?
No public API is recorded for Under The Moon Cafe.
What industry is Under The Moon Cafe in?
Under The Moon Cafe's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFACAB, Casual Dining Restaurants, with a secondary code of THAFACAK, Special Occasion & Destination Restaurants. Its NAICS code is 722511 and its SIC code is 5810.