The Pioneer Woman Mercantile LLC
How we got $8.0M
Based on its 248 employees and its payroll, both reported for PPP in 2021 and brought up to date.
What we know
Signs of a sale Unlikely to sell soon
- In business 22 years (since 2004)
- Family in the business (Ladd Drummond, Owner)
From public records and the company's website, not a statement that it's for sale.
What they do
The Pioneer Woman Mercantile is a retail store, deli, bakery and lodge in Pawhuska, Oklahoma, that offers tours of The Lodge where Ree films her Food Network show. It also offers lodging information and a pizza restaurant.
From the company's website. Industry: Restaurants.
Estimated value over time
▲ 20% since 2021Today's estimate scaled by the headcount reported each year and that year's prices. A trend, not a record of past sale values.
Employees over time
▼ 60% since 2021Show as table
| Year | Source | Employees | Est. revenue |
|---|---|---|---|
| 2021 | PPP loan | 248 | $14.9M |
| 2022 | Form 5500 | 123 | $7.4M |
| 2023 | Form 5500 | 123 | $7.4M |
| 2024 | Form 5500 | 115 | $6.9M |
| 2025 | Form 5500 | 100 | $6.0M |
Participants are employees in the company's retirement plan at year end, from its Form 5500 filing with the Department of Labor. They usually run a little under total headcount (part-timers and new hires may not be eligible). Revenue and EBITDA apply this industry's revenue per employee and margin to each year's count.
Compared with similar businesses nearby
| Business | Est. revenue | Distance |
|---|---|---|
| THE PIONEER WOMAN MERCANTILE LLC this business | $27.7M | — |
| THE PIONEER WOMEN MARCANTILE LLC Pawhuska · 248 employees | $28.5M | 0.0 mi |
| Charlie's Sweet Shop Pawhuska | $1.7M | 0.0 mi |
| P-Town Pizza Pawhuska | $1.7M | 0.0 mi |
| The Dirty Laundry Saloon - Bar & Grill Pawhuska | $1.7M | 0.1 mi |
| China Cafe Pawhuska | $1.7M | 0.1 mi |
| BND PIZZERIAS, LLC Pawhuska · 12 employees | $716K | 0.1 mi |
The full calculation
| Employees reported to the SBA | 248 |
| Revenue from headcount (employees × revenue per employee for companies this size) | $21.9M |
| Revenue from PPP payroll (payroll ÷ payroll's share of revenue for companies this size) | $27.0M |
| Estimate: the two combined (geometric mean) | $27.7M |
| EBITDA margin (industry, adjusted for size) | 7% |
| EBITDA = revenue × margin | $2.0M |
Figures are shown toward the upper part of their range rather than at its middle.
Brought up to date assuming revenue has grown 8% a year since 2020, when the PPP figures were reported; included above.
| Estimated value = EBITDA × typical sale multiple | $8.0M |
| Multiple for this size and industry | 3.9× |
| Value range | $4.2M – $10.9M |
| Revenue range | $18.2M – $31.6M |
| EBITDA range | $1.3M – $2.3M |
| Industry (NAICS) | Full-Service Restaurants (722511) |
EBITDA margin: from IRS tax returns of S corporations in this industry (2019–2022), adjusted for company size: smaller companies typically run higher margins. EBITDA here is after owners' salaries.
Benchmarks: US Economic Census 2022, OK. PPP loans were sized on 2019–2020 payroll, so figures reflect that period. These are statistical estimates, not reported financials. Full methodology
People & advisors
“Ree and Ladd Drummond spent years renovating the hundred-year-old Osage Mercantile building on Main Street so that they could welcome visitors from near and far and give them a slice of small town hospitality.”
Leadership
- LDLadd DrummondOwner · Company website · source
Advisors
- AccountingBas PartnersAudits its 401(k) plan (2022 filing)
- BankingArvest BankPPP / SBA lender
From the company's own website and public filings (DOL Form 5500, IRS Form 990, SBA). Roles are as stated there and may be out of date.
Banking relationships
| Arvest Bank PPP 2021 | All 5,114 borrowers → |
From PPP and SBA loan records, which name the bank but not the individual banker.
PPP loans
| Approved | Draw | Amount | Jobs |
|---|---|---|---|
| 3/6/2021 | second | $1.7M | 248 |
Public records
Matched to this business by name and address from public government data; a match can occasionally be wrong.
About The Pioneer Woman Mercantile LLC
The Pioneer Woman Mercantile LLC is a restaurants company in Pawhuska, Oklahoma, in business since 2004. It is owned by Ree Drummond. Its estimated annual revenue is about $27.7M, with roughly $2.0M of EBITDA. It has about 100 employees. Its estimated business value is $8.0M (likely range $4.2M–$10.9M).
Common questions
- Who owns The Pioneer Woman Mercantile LLC?
- The Pioneer Woman Mercantile LLC is owned by Ree Drummond, according to public sources such as the company's website or filings.
- How much revenue does The Pioneer Woman Mercantile LLC make?
- SeeBITDA estimates The Pioneer Woman Mercantile LLC's annual revenue at about $27.7M (likely between $18.2M and $31.6M), based on public records such as its PPP loan and retirement-plan filings, brought up to 2026.
- What is The Pioneer Woman Mercantile LLC worth?
- About $8.0M, roughly 3.9× its estimated EBITDA of $2.0M, typical for a restaurants company its size. Likely range: $4.2M–$10.9M.
- How many employees does The Pioneer Woman Mercantile LLC have?
- About 100, from its 2025 retirement-plan filing.
- When was The Pioneer Woman Mercantile LLC founded?
- The Pioneer Woman Mercantile LLC has been in business since 2004.