The Maybe Group
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.
- Company typePrivate
- Founded-
- HeadquartersSydney, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
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.
The Maybe Group firmographics
Firmographics- 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
The Maybe Group industry classification
Industry- 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
Where The Maybe Group is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
The Maybe Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- 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.
- 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.
- 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.
- Cocktail Festival: Revenue from Maybe Cocktail Festival brand experience and potentially merchandise/special event packages.
- Merchandise and Online Sales: Maybe Sammy Cocktails online store sells cocktail products and merchandise to consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bar Allora - Italian dining and aperitivo venue |
| Other | Multi-year contract | Event venue hire with catering packages |
| Subscription | Monthly | Maybe Club loyalty program |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
The Maybe Group product offering
Product offeringCore 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
Companies that use The Maybe Group
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
The Maybe Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
The Maybe Group partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- MarsellocoreLoyalty 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.
- SevenRoomscoreRestaurant reservation and booking platform used for venue table reservations at Bar Allora and other venues. Enables online booking for dine-in customers.
- RIZERminorBrand partner for events and activations at Maybe Sammy. Showcased in events page as trusted brand collaborator for experiential marketing events.
- Allara Global (Maybe Consulting)coreMaybe 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
The Maybe Group competitors and assessment
Company assessmentDirect 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
The Maybe Group social profiles
Digital presenceThe Maybe Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Maybe Group leadership team
Management profileNumber of profiles
The Maybe Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Maybe Group 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 The Maybe Group
What does The Maybe Group do?
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.
Is The Maybe Group a public or private company?
The Maybe Group is a private company. It is classified as unknown and is currently operating.
When was The Maybe Group founded?
The Maybe Group was founded in -1. It employs 1 to 10 people.
Where is The Maybe Group based?
The Maybe Group is headquartered in Sydney, Australia, in the Oceania region.
How does The Maybe Group make money?
Five revenue lines are on record. Food and Beverage Sales are the primary driver. The others are loyalty Program Redemption, private Events and Venue Hire, cocktail Festival and merchandise and Online Sales.
Who are The Maybe Group's main competitors?
Direct peers on record are House of Pocket, Swillhouse Group, Merivale, Lucas Restaurants, Applejack Hospitality and Fink Group. Broad incumbents are The Birley Group, ALH Group (Australian Leisure & Hospitality) and Soho House & Co. Acapulco Hotel (parent of El Vista) is listed as a regional player.
Does The Maybe Group have an API?
No public API is recorded for The Maybe Group.
What industry is The Maybe Group in?
The Maybe Group's product category is Hospitality Services. Its primary akta.pro industry code is MPAGAIAD, Cocktail Lounges & Speakeasies, with a secondary code of CRANACAD, Cocktail Bars & Lounges. Its NAICS code is 7224 and its SIC code is 5810.