# Shannon McNiel

> Shannon McNiel is the co-founder and co-CEO of Tom's Watch Bar, the Denver-based sports viewing restaurant brand. After operating roles at Darden, Cheddar's Scratch Kitchen, Texas Roadhouse and Bubba's 33, he joined Tom's in 2018 and helped turn a small upscale-diner concept into a national chain built around high-volume watch parties, fast service and carefully planned fan communities.

- **Role:** Co-Chief Executive Officer and Co-Founder at Tom's Watch Bar
- **Organizations:** Tom's Watch Bar, Texas Roadhouse, Bubba's 33, Cheddar's Scratch Kitchen, Darden Restaurants
- **Education:** Political Science studies; degree not publicly documented, Howard Payne University, Criminal Justice studies; degree not publicly documented, Weatherford College
- **Known for:** Helped scale Tom's Watch Bar from a small group of venues to nearly 20 locations by early 2026., Built operating systems for watch-party demand that can swing from a few thousand dollars to more than $200,000 in sales within the same week at one venue., Helped develop fast-service practices including handheld ordering, order routing, multiple bar service stations and sub-10-minute kitchen ticket times.

## Career timeline

- **1995-2012** — Worked at Darden Restaurants, ultimately serving in regional leadership.
- **2012-2014** — Served as a regional vice president at Cheddar's Scratch Kitchen.
- **2014-2018** — Worked as a partner at Texas Roadhouse and contributed to the development of Bubba's 33.
- **2018** — Joined Tom's as president and chief operating officer to lead operations.
- **2019** — Helped reframe the Tom's Urban concept as Tom's Watch Bar, focused fully on sports viewing and events.
- **2024** — Appointed co-CEO of Tom's Watch Bar alongside Brooks Schaden.
- **2026** — Led operations, training and people development as the company approached 20 locations and reported annual revenue above $100 million.

## Achievements

- Helped scale Tom's Watch Bar from a small group of venues to nearly 20 locations by early 2026.
- Built operating systems for watch-party demand that can swing from a few thousand dollars to more than $200,000 in sales within the same week at one venue.
- Helped develop fast-service practices including handheld ordering, order routing, multiple bar service stations and sub-10-minute kitchen ticket times.
- Was appointed co-CEO in November 2024 after serving as president and COO.
- Helped expand programming beyond traditional sports to fan events around reality television and other shared-interest communities.

## Latest updates

- **2026-08** — McNiel publicly credited Tom's Watch Bar employees for the culture and guest loyalty behind the brand's FIFA-related performance.
- **2026-01** — FSR named Tom's Watch Bar its Breakout Brand of the Year; McNiel discussed responsible growth, AI-assisted forecasting and scheduling, and a focus on traditional restaurant fundamentals.
- **2025-09** — Tom's Watch Bar reached 18 company-owned locations and a revenue run rate above $100 million, with McNiel continuing to lead operations alongside co-CEO Brooks Schaden.
- **2025-08** — Tom's expanded watch-party programming around Love Island after the events produced unusually strong summer traffic.
- **2024-11** — McNiel and Brooks Schaden were appointed co-CEOs, succeeding Tom Ryan and Rick Schaden, who remained active advisors and board members.

## Links

- Website: https://tomswatchbar.com
- LinkedIn: https://www.linkedin.com/in/shannon-mcniel-96820361

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Profile page: https://yespress.io/shannon-mcniel
Published by YesPress — https://yespress.io
Last updated: 2026-08-25