Tony Donatell, a seasoned entrepreneur with a keen eye for untapped potential, has masterfully converted an unassuming storefront adjacent to an Amoco gas station in Lakeville, Minnesota, into The Farmer’s Cellar. This upscale restaurant and cocktail bar, featuring a hidden speakeasy, has rapidly become a local hotspot, generating nearly $5 million in revenue within its inaugural year.

Donatell, the 46-year-old founder of the Wondrous Collective, a hospitality group overseeing 12 establishments in the Twin Cities area, launched The Farmer’s Cellar in May 2025. The venture’s success is particularly notable given the current economic climate, where many diners are reducing their frequency of eating out due to rising costs. While a gas station might seem an unconventional location for a high-end dining experience, The Farmer’s Cellar consistently draws long lines of patrons, especially on weekend evenings, seeking its unique ambiance and offerings. Donatell attributes this success to the demand for distinctive experiences in today’s economy, offering guests a memorable escape.

This isn’t Donatell’s first foray into transforming overlooked properties. His journey began years ago, purchasing a gas station in Eagan, Minnesota, which he revitalized by overhauling its convenience store menu. This initial success led to the expansion of the Eagan property to include Burgers and Bottles, a burger joint, and another speakeasy, Volstead House, effectively turning a gas station into a popular dining destination that also sells fuel. Replicating this model, Donatell took over the Lakeville location in November 2024, rebranding the convenience store as The Farmer’s Grandson and developing The Farmer’s Cellar next door.

The speakeasy itself is a marvel of design, accessed through a concealed faux soda cooler within The Farmer’s Grandson. Inside, the mundane convenience store aesthetic gives way to a lavish 1920s-inspired interior, complete with moody chandeliers, leather seating, an antique bar, and a copper bathtub as a nod to Prohibition-era ‘bathtub gin.’ Beyond the immersive decor, the bar is celebrated for its inventive cocktail menu, where bartenders utilize modern techniques like centrifuges and liquid nitrogen to craft unique drinks and provide an engaging show. The business has seen a significant financial turnaround, with the convenience store, which was previously losing money, now benefiting from increased foot traffic as patrons wait for the speakeasy. Donatell is already planning further expansion, with a Victorian-inspired event space called the Withdrawing Room set to open soon, offering additional seating and private event capabilities.

Key Takeaways

• Tony Donatell successfully transformed a gas station storefront into The Farmer's Cellar, an upscale speakeasy and restaurant, generating nearly $5 million in its first year.
• The venture highlights the strong consumer demand for unique, experiential dining options, even in an economically challenging environment.
• Donatell's business model demonstrates how innovative concepts can revitalize overlooked properties and create significant revenue streams by offering distinctive customer experiences.

Editor’s Analysis & Impact

This story underscores a significant trend in the hospitality industry: the increasing value of experiential dining. In a competitive market, simply offering good food or drinks is often not enough; consumers are actively seeking unique narratives and immersive environments. Donatell’s success with The Farmer’s Cellar, particularly its integration within an unexpected location like a gas station, showcases the potential for innovation in overlooked spaces. This model could inspire other entrepreneurs to rethink traditional business locations and concepts, driving revitalization in various sectors. The high revenue generation also suggests that consumers are willing to spend on quality experiences, even amidst inflationary pressures, indicating a resilient market for well-executed, novel ventures. The future outlook points towards continued growth for businesses that prioritize creativity and customer engagement.

Frequently Asked Questions

Q: What is The Farmer's Cellar and where is it located?
A: The Farmer's Cellar is an upscale restaurant and cocktail bar featuring a hidden speakeasy, located in Lakeville, Minnesota, adjacent to an Amoco gas station. It's known for its unique 1920s-inspired ambiance and inventive cocktails.

Q: How did the owner, Tony Donatell, come up with this unique business concept?
A: Tony Donatell has a history of transforming gas station properties into successful dining establishments. He previously converted a gas station in Eagan, Minnesota, into a popular spot with a burger joint and another speakeasy, Volstead House. He applied this proven model to the Lakeville location, recognizing the demand for unique experiences.

Q: What makes The Farmer's Cellar's speakeasy experience unique?
A: The speakeasy is accessed through a hidden faux soda cooler inside the gas station's convenience store. Once inside, guests are transported to the 'roaring twenties' with moody chandeliers, antique decor, and a copper bathtub. Bartenders also use modern techniques like centrifuges and liquid nitrogen to create inventive cocktails and provide an engaging show.