The Maybe Group

What The Maybe Group does

The Maybe Group is a privately held Australian hospitality company headquartered in Sydney that operates a portfolio of six award-winning bars, restaurants, and event venues across key Sydney precincts (The Rocks, CBD, Surry Hills, Randwick). Its venues — Maybe Sammy, Maybe Frank, El Primo Sanchez, Dean & Nancy on 22, Bar Allora, and El Vista — each carry distinct positioning spanning cocktail bar, Italian aperitivo, tequila/tacos, and piano lounge formats, with event capacities of 40 to 120 standing guests. Beyond venue operations, the group has extended its brand IP into adjacent lines: Maybe Sammy Cocktails (DTC e-commerce shipping cocktail products globally via maybesammycocktails.com), Maybe Cocktail Festival (a recurring annual festival brand), Maybe Club (a Marsello-powered loyalty program with cross-venue point redemption), Maybe Consultancy (B2B hospitality advisory delivered through Allara Global), and gift card sales via Gift-it.

Revenue is generated primarily through on-premise food and beverage sales at the owned venues, supplemented by private event and venue hire (canapé, cocktail, and pizza packages for corporate celebrations, media launches, and brand activations), e-commerce product sales, loyalty-driven repeat visitation, and consulting fees. The company serves two principal customer segments: affluent individual consumers seeking premium cocktail and dining experiences, and corporate/event clients booking distinctive venues for brand activations and private hire. Technology is a thin layer of third-party SaaS — Marsello for loyalty, SevenRooms for reservations, Gift-it for gift cards — with no proprietary platform disclosed. The group has no disclosed funding rounds, no public listing, and no parent company; ownership and founder structure are not publicly stated in the available sources.

Name

The Maybe Group

Website

https://themaybegroup.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Maybe Group is a privately held Sydney-based hospitality operator running six award-winning bar and restaurant venues (Maybe Sammy, Bar Allora, El Primo Sanchez, Maybe Frank, Dean & Nancy on 22, El Vista), serving affluent consumers and corporate event clients, with extensions into DTC cocktails, consulting, and a loyalty program.

Ownership category

akta.pro rank

Product category

Hospitality Services

NAICS

Drinking Places (Alcoholic Beverages) (7224), Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251)

SIC

Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900), Retail-Eating Places (5812)

akta.pro primary industry

Cocktail Lounges & Speakeasies (MPAGAIAD)

akta.pro secondary industries

Cocktail Bars & Lounges (CRANACAD), Neighborhood & Sports Bars (THAFAEAA), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Cocktail bars
• Hospitality venues
• Bar operations
• Event venue hire
• Italian aperitivo

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Food and Beverage Sales: Revenue from operating multiple bar and restaurant venues including Maybe Sammy, El Primo Sanchez, Maybe Frank, Dean & Nancy on 22, Bar Allora, and El Vista. Customers pay for cocktails, food, and beverages at each venue.
2. Loyalty Program Redemption: Members earn points (1 point per $1 spent) that can be redeemed for Maybe Dollars across the group. Provides customer retention and repeat visit incentives.
3. Private Events and Venue Hire: Revenue from booking private events, corporate celebrations, media launches, and brand activations at venue spaces. Offers various capacity options from 40-120 standing guests.
4. Cocktail Festival: Revenue from Maybe Cocktail Festival brand experience and potentially merchandise/special event packages.
5. Merchandise and Online Sales: Maybe Sammy Cocktails online store sells cocktail products and merchandise to consumers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

The Maybe Group operates a portfolio of award-winning bars, restaurants, and event venues across Sydney, Australia. The company runs six distinct physical venues (Maybe Sammy, Maybe Frank, El Primo Sanchez, Dean & Nancy on 22, Bar Allora, and El Vista) offering cocktails, Italian dining, aperitivo, tequila and tacos, and karaoke experiences. The group also operates the Maybe Sammy Cocktails e-commerce brand, hosts the Maybe Cocktail Festival, runs the Maybe Club loyalty program, and provides hospitality consulting services via Maybe Consulting.

Product overview

The Maybe Group is a hospitality company operating a portfolio of award-winning bars, restaurants, and event venues across Sydney, Australia. The portfolio includes six distinct venues (Maybe Sammy, Maybe Frank, El Primo Sanchez, Dean & Nancy on 22, Bar Allora, and El Vista), two cocktail brands (Maybe Sammy Cocktails and Maybe Cocktail Festival), a loyalty program (Maybe Club), gift card sales, and consulting services. The group also offers event booking and venue hire services across its venues for corporate celebrations, media launches, and brand activations.

Differentiator

Problem solved

Functional benefit

Brands

• Maybe Club: Loyalty program offering points per $1 spent, birthday rewards, double point days, and exclusive member offers at participating venues.

Products and services

• Maybe Sammy Award-winning cocktail bar located in The Rocks, Sydney. Offers DJ booth, mix of high tables and intimate lounge seating, award-winning cocktails, and canape packages. Capacity: 80 standing / 45 seated.
• Maybe Frank Aperitivo-style bar with full pizza kitchen located in Randwick, Sydney. Features unlimited pizza packages, custom bar tabs, cocktail options, and DJ equipment. Capacity: 100 standing / 60 seated.
• El Primo Sanchez Bar and venue in Surry Hills, Sydney, featuring private karaoke room, light-up dance floor, tacos, and tequila. Offers exclusive or section hire. Capacity: 100 standing / 80 seated.
• Dean & Nancy on 22 Bar venue in Sydney CBD with skyline views, baby grand piano, luxe interiors, and private bars. Offers cocktail packages, live music options (piano, DJ, jazz trio), and canape packages. Capacity: 120 standing (full venue) / 48 seated (lounge) / 40 standing (piano bar).
• Bar Allora Italian bar and restaurant on George Street, Sydney CBD, open from morning to midnight offering espresso, aperitivo, digestivo. Features Aperitivo Hour (Tuesday-Saturday, 12-2pm and 4-6pm), Lunch Expresso, and full Italian food and cocktail menus. Located at 2 Bond Street, corner of George Street & Bond Street.
• El Vista Bar venue located at Acapulco, part of The Maybe Group portfolio.
• Maybe Sammy Cocktails Cocktail brand and online e-commerce store selling cocktails and mixers from the Maybe Sammy venue. Available for online purchase globally.
• Maybe Cocktail Festival Annual cocktail festival brand curated by The Maybe Group, showcasing cocktails and hospitality experiences.
• Maybe Consulting Hospitality consulting services offered by The Maybe Group team, providing expertise in bar operations, brand development, and hospitality innovation to other businesses. Operates through allaraglobal.com/maybegroup.
• Maybe Club Loyalty Program Loyalty program allowing members to earn 1 point per $1 spent at participating venues. Members receive $10 welcome bonus, $25 birthday reward, double point days, and exclusive offers. Redeem points for Maybe Dollars at 250 points ($10), 500 points ($25), or 750 points ($45).

Quantifiable outcome

• 3 major hospitality industry awards in 2024-2025

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

Partnerships

Four partnerships are on record, tiered core and minor.

• MarsellocoreTechnology or IntegrationLoyalty program platform powering the Maybe Club rewards program. Enables point accumulation, member management, and reward redemption across all venues. New members receive $10 signup bonus and earn 1 point per $1 spent.
• SevenRoomscoreTechnology or IntegrationRestaurant reservation and booking platform used for venue table reservations at Bar Allora and other venues. Enables online booking for dine-in customers.
• RIZERminorGTM or Marketing PartnerBrand partner for events and activations at Maybe Sammy. Showcased in events page as trusted brand collaborator for experiential marketing events.
• Allara Global (Maybe Consulting)coreStrategic or Co-development PartnerMaybe Consulting brand operates through allaraglobal.com, providing hospitality consulting services. Represents the company's professional services and advisory offerings to external clients.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• House of Pocket: Sydney multi-venue hospitality group with cocktail bars and restaurants. Direct competitor for cocktail-bar talent, venue hire and Sydney premium nightlife occasions.
• Swillhouse Group: Sydney hospitality operator behind Restaurant Hubert, Caterpillar Club, The Rook and other award-winning venues. Comparable as a portfolio of premium, design-led bars and restaurants in Sydney targeting similar nightlife, cocktail and corporate-event occasions.
• Merivale: Sydney-based hospitality group operating 70+ bars, restaurants, hotels and event venues. Most directly comparable peer — same city, multi-venue operator with premium positioning, large event-hire business and own loyalty/membership structure. Direct competition for corporate event spend, foot traffic and creative talent.
• Lucas Restaurants: Australian hospitality group operating premium dining and bar concepts including Chin Chin and Society. Comparable house-of-brands operator with strong events and loyalty positioning.
• Applejack Hospitality: Operator of multiple Sydney venues (The Butler, Bondi Pizza, Soho Bar) with a portfolio-of-brands model and event-hire capability. Comparable in concept diversity and target market.
• Fink Group: Queensland-based hospitality group with portfolio of restaurants, bars and event venues. Comparable multi-venue operator with regional Australian footprint and corporate events business.

Broad incumbents

• The Birley Group: London-based operator of premium restaurants, bars and private clubs (Annabel's, The Birley, Harry's Bar). Comparable premium multi-venue operator with strong events, membership and brand-extension economics.
• ALH Group (Australian Leisure & Hospitality): Large Australian pub, bar and venue operator owned by Woolworths. Broader incumbent — same hospitality/nightlife category but operating at much larger scale and lower price tier; relevant for competitive context and benchmark venue economics.
• Soho House & Co: Global members-club and hospitality operator. Comparable in combining premium bar/restaurant venues, loyalty/membership economics and brand-led consumer products, though at significantly larger scale and broader geographic footprint.

Regional players

• Acapulco Hotel (parent of El Vista): Sydney hospitality operator associated with El Vista venue. Listed as a peer because El Vista is part of the Maybe Group's portfolio while Acapulco-branded operations exist more broadly in Sydney — comparable venue format and location footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/bar_allora

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 The Maybe Group