Roaring Fork
Roaring Fork is a private American Western cuisine restaurant group operating three company-owned locations in Austin, TX and Scottsdale, AZ under parent Guy and Larry Restaurants, featuring wood-fired cooking, private dining events, and an RF Rewards loyalty program for direct-to-consumer diners and event hosters.
- Company typePrivate
- Founded1996
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Roaring Fork does
Roaring Fork is a private, multi-unit restaurant operator specializing in wood-fired American Western cuisine, owned by Guy and Larry Restaurants. Founded in 1996 with its flagship location in Old Town Scottsdale, Arizona, the brand has expanded to a three-restaurant footprint: two in Austin, Texas (a Congress Avenue site inside the Stephen F. Austin Royal Senesta Hotel and a Quarry Lake waterfront location in North Austin) and the original Scottsdale site. The cooking platform is centered on flame-kissed rotisserie, open flame grill, and stone hearth oven preparation methods that the company positions as the core of its Western-inspired culinary identity.
The product portfolio comprises the three restaurant locations as core offerings, supplemented by a private dining and events program (prix-fixe menus priced $90–$110+ per person, accommodating 24–150 guests), the RF Rewards loyalty program (1 point per dollar, $5 credit per 50 points), and a daily 4 p.m. happy hour at the Stonelake and Scottsdale locations. Distribution is exclusively company-owned physical retail with no franchising, no delivery-platform exclusivity, and no off-premise packaged goods business disclosed. Marketing is conducted through the company website, Instagram and Facebook social channels, the OpenTable reservation platform, and HoneyBook-managed private event inquiries. Customer segments are broadly horizontal: local residents, downtown professionals, tourists, and groups hosting celebrations or business gatherings — with no enterprise, institutional, or contracted accounts identified in the source material.
The revenue model rests on three streams: dine-in food and beverage sales across the three units, private event catering at fixed per-person pricing, and the loyalty-driven repeat-visit economics of RF Rewards. Pricing for individual restaurant visits is not publicly disclosed; event pricing is menu-tiered and transparent. Operations are concentrated in two Sun Belt markets with no disclosed plans for additional geographies, no funding rounds, and no M&A activity. Roaring Fork exhibits the profile of a stable, mature, parent-held independent restaurant group optimizing per-unit economics rather than pursuing rapid unit growth.
Roaring Fork firmographics
Firmographics- Name
- Roaring Fork
- Legal name
- Roaring Fork
- Website
- https://roaringfork.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Roaring Fork is a private American Western cuisine restaurant group operating three company-owned locations in Austin, TX and Scottsdale, AZ under parent Guy and Larry Restaurants, featuring wood-fired cooking, private dining events, and an RF Rewards loyalty program for direct-to-consumer diners and event hosters.
- Ownership category
- akta.pro rank
Roaring Fork industry classification
Industry- Product category
- Upscale Casual Restaurants
- NAICS
- Caterers (722320), Drinking Places (Alcoholic Beverages) (7224)
- akta.pro primary industry
- Chef’s Table & Tasting Menu Restaurants (THAFACAG)
- akta.pro secondary industry
- Hotel & Resort Banqueting / In-House Catering (THAFAIAD)
Keywords
Where Roaring Fork is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Roaring Fork business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales
Revenue model
- Dine-in Restaurant Sales: Revenue generated from food and beverage sales at three restaurant locations in Austin, TX and Scottsdale, AZ. The restaurant serves American Western cuisine including steaks, seafood, and signature cocktails.
- Private Event Catering: Private dining and event services with prix-fixe menu packages ranging from $90-$110+ per person. Events hosted in private dining rooms at all three locations with capacities ranging from 24-150 guests.
- RF Rewards Program: Loyalty program earning 1 point per dollar spent, redeemable for $5 reward credits every 50 points. Membership is free and rewards are valid at any Roaring Fork location.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Menu A - $90+ per person |
| Unit Pricing | Pay-as-you-go | Menu B - $100+ per person |
| Unit Pricing | Pay-as-you-go | Menu C - $110+ per person |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Roaring Fork product offering
Product offeringCore offering
Roaring Fork is a multi-location American West-inspired restaurant chain serving wood-fired cuisine (steaks, seafood, rotisserie meats) at three company-owned locations in Austin, TX and Scottsdale, AZ. The company also offers private dining event packages with prix-fixe menus priced from $90-$110+ per person for groups of 24-150 guests, alongside a free RF Rewards loyalty program.
Product overview
Roaring Fork is a restaurant chain operating three Southwestern U.S. locations (Downtown Austin, Stonelake Austin, and Scottsdale, AZ) offering wood-fired American West cuisine. The company's product portfolio consists of its three restaurant locations as core offerings, supplemented by private dining services for events and celebrations, an RF Rewards loyalty program for customer retention, and a daily Happy Hour program. The restaurants feature open-flame cooking traditions with contemporary elegance, serving dishes from rotisserie, open flame grill, and stone hearth oven. The Scottsdale location, established in 1996, is the original and flagship venue.
Differentiator
Problem solved
Functional benefit
Products and services
- Downtown Austin Restaurant
Companies that use Roaring Fork
Customer profileSegments1 record
Ideal customer profiles2 records
Roaring Fork technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Roaring Fork partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Guy and Larry RestaurantscoreGuy and Larry Restaurants is the parent company of Roaring Fork. All press inquiries are directed to [email protected].
- Stephen F. Austin Royal Senesta HotelminorThe Downtown Austin Roaring Fork location operates within the Stephen F. Austin Royal Senesta Hotel at the corner of Congress Avenue and 7th Street.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Roaring Fork competitors and assessment
Company assessmentDirect peers
- Eddie V's Prime Seafood: Darden-owned upscale chain serving prime steaks and seafood in a polished-casual setting. Directly comparable to Roaring Fork on cuisine category (premium American steak/seafood), check size, and multi-location suburban/urban footprint.
- The Capital Grille: Darden-operated upscale steakhouse chain with dry-aged steaks, private dining, and an event-driven revenue mix. Comparable to Roaring Fork on price point, steakhouse positioning, and reliance on private dining as a margin lever.
- Hillstone Restaurant Group: Multi-concept upscale-casual operator (Hillstone, Houston's, Bandera) known for American grill cuisine. Comparable to Roaring Fork on wood-fired/grilled American cuisine, premium check size, and multi-location strategy.
- Seasons 52: Darden-owned upscale-casual chain with seasonally-rotating menu and wine program. Comparable to Roaring Fork on casual-upscale positioning, multi-location footprint, and wine/cocktail-led beverage strategy.
- Ruth's Chris Steak House: Iconic upscale steakhouse chain with private dining and banquet programs. Closely comparable to Roaring Fork on steak-centric American menu, premium per-cover pricing, and event/private-dining revenue model.
- Fleming's Prime Steakhouse & Wine Bar: Bloomin' Brand-owned upscale steakhouse with curated wine program and private dining. Comparable to Roaring Fork on premium pricing, steak-and-cocktail focus, and event-driven banquet business.
- Cooper's Hawk Winery & Restaurants: Casual-upscale wine-focused restaurant chain combining dining with wine club membership. Comparable to Roaring Fork on multi-location upscale-casual model and structured loyalty/club-style customer retention.
- Mastro's Steakhouse: Upscale steakhouse and seafood chain with strong Scottsdale/Arizona presence. Directly comparable on premium steakhouse positioning, lively bar/cocktail program, and private dining capacity.
Broad incumbents
- Bonefish Grill: Darden-operated polished-casual seafood chain. Comparable to Roaring Fork as a broader-incumbent upscale-casual American concept with similar check size and suburban footprint, though focused on seafood rather than wood-fired steak.
Regional players
- Hopdoddy Burger Bar: Austin-headquartered casual American concept built around burgers and craft cocktails. Comparable to Roaring Fork as an Austin-rooted upscale-casual brand with strong local market presence, though at a lower price point.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Roaring Fork social profiles
Digital presenceRoaring Fork financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roaring Fork leadership team
Management profileNumber of profiles
Roaring Fork funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roaring Fork 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 Roaring Fork
What does Roaring Fork do?
Roaring Fork is a multi-location American West-inspired restaurant chain serving wood-fired cuisine (steaks, seafood, rotisserie meats) at three company-owned locations in Austin, TX and Scottsdale, AZ. The company also offers private dining event packages with prix-fixe menus priced from $90-$110+ per person for groups of 24-150 guests, alongside a free RF Rewards loyalty program.
Is Roaring Fork a public or private company?
Roaring Fork is a private company. It is classified as corporate owned and is currently operating.
When was Roaring Fork founded?
Roaring Fork was founded in 1996. It employs 11 to 50 people.
Where is Roaring Fork based?
Roaring Fork is headquartered in Austin, United States, in the North America region.
How does Roaring Fork make money?
Three revenue lines are on record. Dine-in Restaurant Sales are the primary driver. The others are private Event Catering and RF Rewards Program.
Who are Roaring Fork's main competitors?
Direct peers on record are Eddie V's Prime Seafood, The Capital Grille, Hillstone Restaurant Group, Seasons 52, Ruth's Chris Steak House, Fleming's Prime Steakhouse & Wine Bar, Cooper's Hawk Winery & Restaurants and Mastro's Steakhouse. Bonefish Grill is listed as a broad incumbent. Hopdoddy Burger Bar is listed as a regional player.
Does Roaring Fork have an API?
No public API is recorded for Roaring Fork.
What industry is Roaring Fork in?
Roaring Fork's product category is Upscale Casual Restaurants. Its primary akta.pro industry code is THAFACAG, Chef’s Table & Tasting Menu Restaurants, with a secondary code of THAFAIAD, Hotel & Resort Banqueting / In-House Catering. Its NAICS code is 722320.