Shoot The Moon (STM) is an innovative restaurant concept that will offer Houston’s first self-service tap wall, featuring more than 80 options for craft beer, wine, cocktails and spirits. This intriguing beverage selection will be paired with a chef-driven, from-scratch food menu, featuring starters, pizza and healthy options.
Shoot The Moon is uniquely positioned to be the first to market with its concept because its founders are already far ahead of competitors in recognizing the need for change. While STM was founded before the start of the COVID-19 pandemic, the founding partners were already aware of the systemic issues facing the hospitality industry that current market conditions have laid bare in recent months. They believe that the changes brought by COVID-19 and the strategies of good business sense are one and the same.
As experts in the Houston restaurant industry, STM's founders have created a sustainable, expandable model that can find success, even in turbulent times. Shoot The Moon’s concept is based on technology and efficient methods that allow for adjustments in headcount, responsiveness to market changes and the capacity to produce a consistent product across multiple locations. Beyond giving STM the ability to decrease labor costs, increase profit margins and scale; this model makes STM uniquely able to address the new reality of COVID-19.
STM’s innovative restaurant and bar concept marks the Houston debut of a self-service tap wall serving craft beer, wine, cocktails and spirits. The restaurant will also offer from-scratch, chef-driven food in inviting fast-casual setting. The concept expects to set new standards for safety and efficiency by minimizing guest-staff contact points and maximize guest satisfaction by eliminating frustration points. Guests will check in and order food at the counter and then choose their table. Instead of having to wait for a bartender or waiter for drink service, guests can simply proceed to the tap wall to select small tastes or full pours of any beverage they choose. (Appropriate sanitization options will be provided, in addition to a staff member standing by to clean tap area.)
STM was founded with expansion in mind. The partners seek to position Shoot The Moon as the restaurant model of the future. They have carefully determined intellectual property, menu offerings, location selection and company structure to allow for expansion from the very beginning.
Shoot The Moon is conceived and operated by the partnership of Kevin Floyd, Dax McAnear and Jonas Herd, who formed STM Hospitality LLC in 2019. This close-knit partnership brings nearly 50 years of combined experience in restaurant startups and management and/or design/build-out of restaurants. Floyd brings and extensive background in serving and sourcing cocktails, spirits, craft beer and wine (and keg/tap logistics) for high-profile concepts, in addition to directing restaurant and bar operations as well as finding and directing teams of talented professionals.
Chef Dax McAnear, who has recently worked as a corporate chef, has made his own mark on the Houston culinary scene while working with many of Houston’s elite chefs. Jonas Herd has worked for his family’s design-build firm for almost 15 years and has been instrumental in helping numerous successful Houston restaurant concepts go from the drawing board to opening their doors. The complimentary range of talent and experience is a key strength of the partnership, which is bolstered by the mutual respect and friendship among the three partners, all whom have collaborated on multiple past projects.
(From left to right) Dax McAnear, Culinary Director, Kevin Floyd, Executive Director, Jonas Herd, Development.
Photo Credit: Amy Scott Photography, Instagram: photography.amyscott
Mural by: “Starry Fox" at Sawyer Yards, Instagram: JcordoArt