I Hid A Speakeasy In A Gas Station – Now The Business Brings In About $5 Million A Year

Tony Donatell, 46, is the founder and owner of The Wondrous Collective, a hospitality group operating restaurants, cocktail bars, gas stations, and speakeasy event centers across six cities in the Twin Cities south metro area. The flagship venture is The Farmer's Cellar, a hidden cocktail bar concealed behind a modified cooler door inside an Amoco gas station and convenience store (called the Farmer's Grandson Eatery) in an industrial park about 30 minutes south of Minneapolis.

The concept emerged when Donatell took over a failing gas station convenience store in November 2024 with an initial $800,000 investment. Rather than making the bar entrance obvious, the ownership group decided to hide it behind a door disguised as a refrigerator in the gas station, creating a discovery element that has become central to the business's appeal. Customers often stumble upon the entrance by accident while shopping for snacks or gas.

The bar's design prioritizes authenticity over reproduction, featuring genuine antiques sourced from salvage yards and antique stores, including booth seating from an old Irish bar, light fixtures, a stained glass window from a Minneapolis church, and a remarkable back bar imported from Ireland in the early 1900s that had sat in a salvage yard after an Irish bar closed.

Opened in May 2025, The Farmer's Cellar achieved profitability immediately, generating $20,000-$60,000 monthly in the first month. The business model relies heavily on cocktails, which represent 70% of sales with high margins, while food comprises only 30% of revenue. Initial feedback prompted the chef to redesign the menu away from large entrees toward shareable items like Korean barbecue chicken sliders and crab rangoon dip.

The location's success—generating nearly $5 million annually—stems from several factors: the novelty and discovery aspect attracts customers seeking unique experiences; the industrial park location provides affordable rent compared to premium downtown areas; the hidden bar creates strong word-of-mouth and social media buzz; and the high-margin drink focus supports profitability despite the landlord's previous inability to make the location work. The success has been significant enough that Donatell is expanding with a private event space called the Withdrawing Room, and the Cellar's profits are helping offset losses at other underperforming restaurants in the Wondrous Collective portfolio.