653 Commercial Street, San Francisco
Lunch-first. Cocktail-built. Partner-driven.
A cocktail bar and restaurant in San Francisco's Jackson Square. Two blocks from the Ferry Building. Five revenue streams. Zero cocktail-first competitors at lunch.
The Lunch Whitespace
Zero cocktail-first lunch destinations across FiDi and Jackson Square. Bix doesn't open until 5:30pm.
Five Revenue Streams
Diversified from day one — daytime, evening, events, catering, and commissary. Built to survive a soft week in any single channel.
The Concept
Barbary Belle is a cocktail bar and restaurant built for the FiDi lunch corridor. Jackson Square historic district. 1923 building. 45 seats. The kind of place where a Tuesday lunch becomes a ritual and a Thursday evening becomes a night.
Two formats, one kitchen, one bar program — the same standards before noon and after dark.
Counter service at lunch for the office crowd, table service in the evening for cocktail culture. Different energy, same room. Same rigor.
Every cocktail engineered for margin and experience. 200+builds in the database, including a full zero-proof program at price parity. Not “mocktails” in a sidebar — real drinks listed alongside everything else, built with in-house fermented bases at 2–6% pour cost.
Barbary Belle is Client #1 for Liquid Chef Consulting.
The Block
653 Commercial St
Barbary Belle
The Barbary Coast was San Francisco's original waterfront district — a few blocks from the Ferry Building, where the gold rush crowd drank, dealt, and did business. Six generations later, the same block. The same energy. We're not naming a bar after a neighborhood. We're putting the bar back in it.
1853 U.S. Coast Survey · Public Domain
The Mood
Punch Noir is a feeling before it's a word. Watch the room move.
The Space
Jackson Square, San Francisco. Two blocks from the Ferry Building. High-density lunch corridor with zero cocktail-first competition before 4pm.
I consulted for the previous tenant at this exact space. I know the building, the block, the foot traffic patterns, the landlord. When it came back on the market, I took it.
1923 building. CCB zoning. ~2,400 usable square feet. 45-seat capacity. Plumbing already in place. Tenant improvement: $31,900.
Lease Terms
Months 1–3
$0 base + NNN
$3,200/mo
Months 4–12
$10,000 base + NNN
$13,200/mo
Months 13–24
$11,500 base + NNN
$14,700/mo
Year 3+
+3.5%/yr + NNN
Escalating
$31.9K
Tenant Improvement
45
Seat Capacity
The Vision
The redesign in motion — bar, lounge, and main floor reimagined in the Barbary Belle register.
The Program
Engineered for margin and experience. Two hundred builds behind the bar, fifteen on the opener. Jordan White runs the program.
Hero pour
$18No. 01 · The Anchor
Mezcal · yellow chartreuse · maraschino · lemon · egg white
Smoke meets herbal meets bright. Named for Belle Cora — the cocktail that defines the bar. Dry-shake, coupe, citrus oil expressed across the rim.
Pour Cost
19.0%
Glassware
Coupe
No. 02
$16Rye · Aperol · lemon · ginger · prosecco
The house cocktail. Sessionable, batch-friendly, photographs well.
No. 03
$18Tequila blanco · charcoal simple · grapefruit · saline
Dramatic pour, clean flavor. Built for the social moment.
No. 04
$19Cognac · Benedictine · sweet vermouth · orange bitters
The martini for guests who think they want a martini.
No. 05
$17Amaro Montenegro · rye · chocolate bitters · cherry
Address in the name. Stirred, digestif-adjacent.
The Kitchen
Service window 11:30am–3pm. Built for the 45-minute power lunch — interesting enough to Instagram, fast enough to make the meeting.
L.01
$18Fried chicken bites · liquid nitrogen smoke · yuzu aioli · honey-soy
Tableside smoke. Highest reorder on the menu. Pairs with anything citrus.
L.02
$2648-hour braised short rib · gruyere · onion jam · sourdough
Power-lunch anchor. Pickled fennel slaw on the side.
L.03
$22House-cured turkey · applewood bacon · brie · arugula · brioche
Volume driver. Designed for the 45-minute table.
L.04
$20Double smash · American · caramelized onion · house sauce
Lunch anchor. Always pair with a Punch Noir.
Revenue Architecture
Diversified revenue from day one — no single channel carries the model. Built to survive a soft week anywhere.
Stream 01
The FiDi lunch corridor — counter service 11:30–3pm, plus happy hour, weekend brunch, and delivery. High-density weekday traffic, designed for the 45-minute table.
Stream 02
Resident DJ sets and late-night pop-ups. Intimate room, premium sound — revenue spikes and brand-building after dark.
Stream 03
Full buyouts, sectional bookings, and Guest Chef Dinners. Jackson Square corporate entertainment and rotating chef collaborations.
Stream 04
FiDi office proximity. Lunch catering and cocktail reception packages.
Stream 05
The production engine — batched cocktails and prep, wholesale to partner accounts. The closed loop behind the bar.
The Team
Owner & Founder
25 years in hospitality. Tales of the Cocktail Top 6 (2010). Hojoko · August 1 Five · Cityscape, Hilton Union Square (2024). 17 venues across Chicago, New Orleans, and San Francisco. Built the methodology. Building the bar.
Full bio →Co-Founder + Managing Partner
Beverage lead. Trained by Brian at August 1 Five. Deep cocktail program knowledge and operational discipline. Locked pre-open.
Market Position
FiDi and Jackson Square have zero cocktail-first lunch destinations. The nearest comparable, Bix at 56 Gold Street, doesn't open until 5:30pm. Barbary Belle owns this whitespace completely.
The zero-proof program taps a $5B and growing market. 49% of Americans planned to drink less in 2025. 18% volume CAGR through 2028 for no-alcohol beverages. Barbary Belle is built for this shift.
Zero lunch competitors
Only cocktail-first lunch destination in FiDi/Jackson Square
Five revenue streams
Diversified beyond typical single-stream bars
200+ zero-proof builds
Full parity program, not an afterthought
Two dayparts, one room
Lunch counter by day, cocktail service after dark — same kitchen, same rigor
Barbary Belle
Get Involved
Barbary Belle is opening in Jackson Square. If you want to be part of it — as a guest or a partner — start a conversation.