The Lettuce.com domain name has changed hands in a deal brokered by Andrew Miller. Lettuce.com was acquired by a restaurant group called Lettuce Entertain You Enterprises, which has been using the LEYE.com acronym domain name for its corporate website. Andrew Rosener was the seller of Lettuce.com.
Andrew Rosener wouldn’t comment about the sale price of Lettuce.com. He connected me to Andrew Miller, who shared the following with me:
“I can confirm that I oversaw the acquisition of the Lettuce.com name for my friends at Lettuce Entertain You. I am so excited that one of the premier restaurant operators in the US, with over 120 phenomenal food establishments under the Lettuce Entertain You brand, has its exact match domain asset. Lettuce’s restaurants and people are world class, and that is now matched by their exact match domain name”
Lettuce.com now forwards to the company’s LEYE.com website. I would imagine the restaurant group will choose to make Lettuce.com its website at some point in the future, although the company could simply choose to use Lettuce.com for marketing purposes. Owning the domain name gives them options.
Although the sale price was not shared, my guess is that Lettuce.com was sold for a solid six figure price. Based on my own purchase inquiries and offers for food/plant/fruit/color one word .com domain names, the wholesale floor can easily get into the six figures for common terms when available. In comparison, Carrot.com sold for $565,000 in September of 2019. With the size and strength of Andrew Rosener’s portfolio, I doubt he let this name sell cheaply.
Lettuce Entertain You operates restaurants across the country, with a focus on the Chicago market. The Lettuce website touts over 130 restaurant locations with more than 60 restaurants in its portfolio. With the growth of this restaurant group, it is conceivable we may learn the acquisition price of Lettuce.com in a future SEC filing. For now, it will go down as a great upgrade for the business that will stay under the radar.