ZCG Announces Formation of Apex Hospitality Platform Through Combination of Renowned Portfolio Brands

New Platform Creates Scaled, National Hospitality and Dining Portfolio and Launches Apex Hospitality Brand and Digital Presence

NEW YORK--(BUSINESS WIRE)--Z Capital Group, LLC (“ZCG”), a leading privately held global firm, today announced the formation of Apex Hospitality, a hospitality platform created through the strategic combination of multiple renowned hospitality and dining brands. Affinity Interactive, a ZCG portfolio company and leading operator of hospitality and gaming-adjacent businesses, will assume management of the Apex Hospitality platform.

The formation of Apex Hospitality brings together a diversified, complimentary group of established, national operating brands across more than a dozen U.S. states under a unified platform designed to enhance commercial growth, brand collaboration, and real estate development opportunities. The combination also provides significant operating scale.

In connection with the platform formation, Apex Hospitality has launched its new website, www.theapexhospitality.com, providing a centralized digital presence for the platform’s portfolio, strategy, and growth initiatives.

Apex Hospitality brings together a diversified collection of well-recognized hospitality and dining brands with operations across the U.S., creating a scaled national platform with expanded reach, shared resources, and enhanced market positioning. The platform is designed to accelerate cross-brand collaboration, strengthen consumer engagement, and support future development opportunities.

The integration positions Apex Hospitality to pursue growth through cross-brand marketing, customer engagement, and real estate development, including the expansion of restaurant concepts across existing hospitality locations and new development sites, while strategically leveraging increased scale to enhance its procurement and supply chain coordination and optimize its existing infrastructure without compromising the distinct identities and customer experiences of its individual brands.

“Apex Hospitality reflects ZCG’s approach to building scaled operating platforms that combine strong brands, real estate assets, and operating capabilities,” said James J. Zenni, Founder, President, and Chief Executive Officer of ZCG. “The platform positions our hospitality portfolio for sustained commercial growth and future development opportunities.”

The formation of Apex Hospitality builds on ZCG’s experience forming and scaling integrated operating platforms, including the prior combination of Affinity Gaming and Sports Information Group (SIG), which established a scalable operating model supporting commercial growth, brand stewardship, and long-term value creation.

About Apex Hospitality

Apex Hospitality is an integrated hospitality and consumer brand organization, operating across dining, entertainment, and e-commerce. Formed through the strategic alignment of Affinity Interactive, Xperience Restaurant Group (XRG), Pink Taco, and Mrs. Fields, the platform brings together nationally recognized restaurant concepts, iconic consumer products, and digital capabilities under one scalable, integrated model. For more information, visit www.theapexhospitality.com.

About Affinity Interactive

Affinity Interactive is a leading operator of hospitality, gaming, and entertainment-adjacent businesses, with a national presence and a focus on operational excellence, customer experience, and scalable platform management. Affinity Interactive is a portfolio company of ZCG. For more information, visit https://affinityinteractive.com/.

About ZCG

ZCG is a leading, privately held global firm comprised of private markets asset management, business consulting services, and technology development and solutions. ZCG is headquartered in New York and operates with approximately 400 professionals across five countries. For more information, visit www.zcg.com.