Who Are the Core Customers of The ONE Group Company?

STK targets affluent Millennials and Gen X professionals who prioritize social dining, late-night lounges, and experiential food-and-drink scenes; this cohort drives weekday dinner and weekend nightlife revenue and represents ~40-45% of pre-2024 group spend in urban venues.

Post-2024 Benihana and RA Sushi acquisitions shifted mix toward celebration-driven parties and families-Benihana historically derives over 50% of traffic from celebrations-broadening The ONE Group target audience to include larger-party bookings and repeat-event customers.

The ONE Group core customers are primarily consumers (B2C) across leisure and special-occasion segments, with a meaningful slice of corporate clients and private-event business-corporate event clients and business travelers account for a notable portion of weekday group revenue and private dining bookings.

By early 2026 the most commercially important segment is mass-affluent celebration and group dining (families, birthdays, corporate parties), driven by Benihana/RA Sushi scale and Kona Grill's suburban reach; this segment now likely represents a majority of consolidated guest counts, while STK remains critical for high-margin nightlife and affluent-diner spend.

STK draws The ONE Group core customers in Las Vegas, Miami, and London, where flagship AUVs often exceed $15,000,000, driven by nightlife patrons, high-income diners, and tourist flows.

Suburban Southeast and Southwest markets show rising demand for Benihana and Kona Grill; lower operating costs plus strong disposable income support profitable growth among local residents and families.

The ONE Group customer profile skews toward high-income diners, business travelers, and nightlife patrons; corporate clients and luxury hotels supply recurring F&B contracts, boosting revenue mix and repeat customer behavior.

Growth is fastest in Southeast and Southwest suburban clusters and the luxury lodging sector; off-premise sales at Kona Grill and RA Sushi stabilized near 12% of brand mix in 2025, while hotel/casino turnkey F&B deals expanded The ONE Group target audience.

The ONE Group core customers remain high-income STK diners and nightlife patrons, while the Benihana acquisition captures families and large-group celebrations; Kona Grill's adjusted pricing and vibe in 2025-2026 attracted younger diners as a gateway to the portfolio. The approach increases total addressable market without blurring The ONE Group target audience for premium outlets; same-store-sales (SSS) improvements at mass-market concepts added incremental visits in 2025.

STK customer demographics skew toward affluent urban professionals and business travelers; The ONE Group protects that appeal by maintaining premium menu pricing, curated late-night programming, and location prestige. Loyalty programs and targeted private-event services kept corporate clients and wedding planners engaged, supporting higher average checks and repeat bookings in 2025.

Repeat customer behavior at The ONE Group restaurants shows stickiness in both segments: high-frequency nightlife and special-occasion repeaters at STK, plus steady family repeat visits at Benihana. Cross-promotions and shared reservation infrastructure increased multi-brand customers in 2025, raising guest frequency where Kona Grill served as an entry point for younger cohorts.

The largest growth driver was multi-brand operational scale: centralized procurement and marketing reduced unit costs and funded selective vibe upgrades at Kona Grill, driving traffic among millennial customer trends for STK and Kona. Management's 2026 guidance highlighted margin recovery and increased unit-level EBITDA as the key outcome of this strategy; the portfolio-wide mix shift toward experiential, mass-market venues expanded the The ONE Group customer profile while preserving STK exclusivity.