Currently, little is known about the sports grill patron. This study was designed to determine specific demographic descriptions of patrons in the niche market segment of the restaurant industry defined as sports grills. In addition, the role of televised sport in the product mix of sport grills was clarified. This study reports demographic and psychographic information about the patron population of a specific sports grill chain. The results of this study also indicated a variety of significant differences between demographic characteristics and the scaled statements on the questionnaire. As a result of such findings, designated consumer segments can be targeted allowing for better utilization of resources and marketing resources to increase chances of success.