Noble 33
Noble 33 is a private international hospitality group operating five experiential dining brands — Toca Madera, Casa Madera, Sparrow Italia, Mēdüzā Mediterrania, and 1587 Prime — across more than ten locations in the US, Canada, and the UK, serving affluent consumers seeking immersive, design-led fine dining.
- Company typePrivate
- Founded2022
- HeadquartersLos Angeles, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Noble 33 does
Noble 33, L.L.C. is a privately held international hospitality group founded in 2022 by Tosh Berman and Mikey Tanha that operates a portfolio of five distinct experiential dining brands: Toca Madera (Mexican steakhouse), Casa Madera (Mexican-Mediterranean), Sparrow Italia (coastal Italian), Mēdüzā Mediterrania (Mediterranean), and 1587 Prime (contemporary steakhouse co-owned with NFL players Patrick Mahomes and Travis Kelce). The group runs more than ten operating locations across the United States, Canada (Toronto), and the United Kingdom (London), with restaurants embedded in prestige real estate partners including 1 Hotel properties, Hotel Figueroa, Aria Resort, and the forthcoming Rosewood Residences Beverly Hills. Its core product is an immersive, theatrical fine-dining experience featuring fire performers, design-led interiors, and private dining rooms.
The business operates four primary revenue streams: in-restaurant food and beverage sales (transaction-based), private events, the Noble Noir annual subscription membership with auto-renewing, non-refundable fees, and gift cards and merchandise. Distribution is direct-to-consumer through reservation platforms, walk-in traffic, event sales, and an e-commerce gift card storefront; marketing leans on organic social media, luxury lifestyle press coverage, celebrity and athlete partnerships, and event activations such as the Houston Livestock Show and Rodeo. Customers are primarily affluent consumers seeking experiential luxury dining, corporate and private event clients, and Noble Noir members.
The company has no disclosed institutional funding or venture backing and operates without a parent company. Its competitive positioning rests on brand recognition (Yelp best new eatery 2024 for Mēdüzā Mediterrania, multiple Observer Most Important People honors), celebrity and luxury real estate partnerships, and a deep executive bench including a Michelin-star VP of Culinary and dedicated regional operations and training directors. A pending federal trademark lawsuit against the 1587 Prime brand introduces a material legal risk to the highest-profile concept.
Noble 33 firmographics
Firmographics- Name
- Noble 33
- Legal name
- Noble 33, L.L.C.
- Website
- https://noble33.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Noble 33 is a private international hospitality group operating five experiential dining brands — Toca Madera, Casa Madera, Sparrow Italia, Mēdüzā Mediterrania, and 1587 Prime — across more than ten locations in the US, Canada, and the UK, serving affluent consumers seeking immersive, design-led fine dining.
- Ownership category
- akta.pro rank
Noble 33 industry classification
Industry- Product category
- Upscale Hospitality and Restaurant Services
- NAICS
- Beer, Wine, and Liquor Retailers (445320)
- akta.pro primary industry
- Fine Wine & Luxury Spirits Retail (CRANABAE)
Keywords
Where Noble 33 is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices11 records
Markets served
Noble 33 business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others
Revenue model
- Restaurant Dining Sales: Primary revenue from food and beverage sales across five restaurant brands: Toca Madera (Mexican steakhouse), Casa Madera (Mexican-Mediterranean), Sparrow Italia (Italian), Mēdüzā Mediterrania (Mediterranean), and 1587 Prime (steakhouse). Each venue offers full bar service with signature cocktails.
- Private Events: Revenue generated from hosting private events at each venue, including corporate events, celebrations, and exclusive member experiences. Each restaurant offers private dining rooms and event spaces.
- Noble Noir Membership: Annual membership program offering exclusive benefits including VIP access, priority reservations, and member-only experiences. Membership fees are non-refundable and auto-renew annually.
- Gift Cards and Merchandise: Sale of gift cards across all US restaurants and branded merchandise including apparel under the 1587 branding.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Noble Noir annual membership with exclusive VIP benefits |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Noble 33 product offering
Product offeringCore offering
Noble 33 is an international hospitality group that owns and operates a portfolio of upscale, experiential restaurant brands including Toca Madera, Casa Madera, Sparrow Italia, Mēdüzā Mediterrania, and 1587 Prime. The company sells fine dining experiences, premium cocktails, private event hosting, gift cards, and an annual membership program called Noble Noir that provides VIP access, priority reservations, and exclusive member experiences.
Product overview
Noble 33 is an international hospitality group that creates world-class restaurant experiences through culinary excellence, elevated design, and genuine hospitality. The company operates a portfolio of five distinct restaurant brands: Toca Madera (Mexican steakhouse), Casa Madera (Mexican-Mediterranean fusion), Sparrow Italia (Modern coastal Italian), Mēdüzā Mediterrania (Mediterranean), and 1587 Prime (contemporary steakhouse). Each restaurant offers a distinct culinary expression while sharing the group's approach to immersive dining with theatrical presentations, fire performances, and upscale design. The company also offers Noble Noir (membership program), gift cards, and private event services. The portfolio spans locations across the US (Scottsdale, Las Vegas, Houston, West Hollywood, Miami, New York, Kansas City) and internationally (Toronto, London), with significant expansion planned into Beverly Hills, Nashville, Dallas, Austin, and Chicago.
Differentiator
Problem solved
Functional benefit
Products and services
- Toca Madera High-energy Mexican steakhouse featuring fire dancers, fire-breathing performances, signature flame-set cocktails, and Mediterranean-influenced Mexican cuisine. Locations in Scottsdale, Las Vegas, and Houston with Miami, Dallas, Chicago, and Austin planned.
- Casa Madera Mexican-Mediterranean fusion restaurant featuring farm-to-table ingredients, craft cocktails, and immersive design elements. Located inside 1 Hotel West Hollywood and 1 Hotel Toronto.
- Sparrow Italia Modern coastal Italian restaurant serving handmade pastas, steaks, and wine with Mediterranean-inspired design and upscale Italian dining. Locations in Mayfair London, Miami at Hotel Figueroa, and New York planned.
- Mēdüzā Mediterrania Mediterranean restaurant featuring a blend of Mediterranean cuisines with immersive design and theatrical presentations. Located in New York's Meatpacking District with Miami, Nashville, and Houston planned. Named best new eatery of the year by Yelp in 2024.
- 1587 Prime Contemporary steakhouse with Kansas City spirit co-owned by NFL stars Patrick Mahomes and Travis Kelce alongside Noble 33. Features upscale steakhouse fare and a high-energy atmosphere with reservation demand comparable to securing concert tickets.
- Noble Noir Membership Annual membership program offering VIP benefits, priority reservations, and special access to events including private suites at NRG Stadium during Houston Livestock Show and Rodeo. Membership fees are non-refundable and auto-renew annually unless cancelled 10 days prior to renewal.
- Noble 33 Gift Cards Gift cards and house accounts purchasable for use across US Noble 33 restaurant locations. Available for individual restaurants or as Noble 33 house accounts.
- Private Events Private event hosting service available at all Noble 33 restaurant venues, featuring dedicated private dining rooms, custom menus, and exclusive experiences for corporate events, celebrations, and group gatherings.
Quantifiable outcome
- Mēdüzā Mediterrania named best new eatery of the year by Yelp
- +1 more outcomes
Companies that use Noble 33
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Noble 33 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Noble 33 partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Rosewood Residences Beverly HillscoreNoble 33 announced a partnership with Rosewood Residences Beverly Hills to open two Japanese-themed restaurants (Japanese steakhouse and izakaya) in 2027. The restaurants will cover nearly 12,000 square feet and feature high-energy fine dining with immersive Japanese design. This marks Noble 33's first venture into Japanese cuisine.
- Houston Livestock Show and RodeominorNoble 33 partnered with Houston Livestock Show and Rodeo for a Toca Madera Houston activation featuring a life-size disco horse installation. The hospitality group also activated a private suite at NRG Stadium through its Noble Noir membership program, offering members VIP access to performances by Kelsea Ballerini and Chris Stapleton.
- Patrick MahomescoreNFL star Patrick Mahomes co-owns 1587 Prime steakhouse in Kansas City with Noble 33. The restaurant opened with high demand for reservations, described as comparable to securing concert tickets.
- Travis KelcecoreNFL star Travis Kelce co-owns 1587 Prime steakhouse in Kansas City with Noble 33. The partnership leverages Kelce's celebrity status to drive customer demand.
- Chef Lee BennettcoreMichelin Star veteran Chef Lee Bennett appointed as Vice President of Culinary. Bennett brings extensive background working in Michelin-starred kitchens with renowned chefs Gordon Ramsay, Pierre Gagnaire, and Alain Ducasse. Will oversee menu strategy and operations across the portfolio.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Noble 33 competitors and assessment
Company assessmentDirect peers
- Tao Group Hospitality: Tao Group operates a portfolio of upscale experiential restaurants, lounges, and nightlife venues (TAO, Hakkasan, Lavo, Marquee) across major US markets and internationally. Highly comparable to Noble 33's multi-brand, high-energy experiential dining model and nightlife-adjacent positioning.
- Major Food Group: Major Food Group operates premium Italian and steakhouse concepts (Carbone, Dirty French, Sadelle's, The Grill) with celebrity/athlete investor backing. Comparable multi-brand upscale dining portfolio with similar chef-driven, design-forward positioning and aggressive expansion.
- Catch Hospitality Group: Catch operates upscale, design-forward seafood and steakhouse restaurants in NYC, LA, Las Vegas, and Miami with celebrity-investor (Mark Birnbaum, Eugene Remm) backing. Comparable experiential dining model with heavy social-media/influencer pull and premium positioning.
- The ONE Group Hospitality (STK): The ONE Group operates STK Steakhouse and other upscale dining/lounge concepts globally with a public-market profile. Comparable upscale steakhouse/Italian portfolio targeting affluent experiential diners, including hotel-embedded locations.
- Hakkasan Group: Hakkasan Group operates upscale Asian-fusion restaurants and nightlife venues globally, including hotel-embedded locations at MGM and other luxury operators. Comparable multi-brand, upscale experiential hospitality model with international footprint.
- José Andrés Group: José Andrés Group operates a portfolio of celebrity-chef restaurants (Jaleo, Bazaar, minibar) with strong brand-driven, experiential positioning across multiple US markets. Comparable celebrity-chef-driven upscale portfolio expansion strategy.
- Doheny Enterprises: Doheny Enterprises operates Sunset Strip hospitality venues (Sunset Tower, Boa, Katana) including upscale experiential restaurants and lounges in West Hollywood. Comparable Southern California upscale dining/nightlife operator with multi-concept portfolio.
Emerging players
- RH Restaurants (Restoration Hardware): RH operates design-forward experiential restaurants and wine bars attached to its luxury home furnishings galleries, targeting affluent lifestyle-oriented diners. Comparable high-design, experience-led upscale dining concept targeting similar HNW demographic, though attached to a larger retail platform.
Regional players
- Mr. Chow / Watches of Switzerland Group Hospitality Adjacents: Mr. Chow operates celebrity-driven upscale Chinese restaurants in NYC, LA, and London with a long-standing experiential dining reputation. Comparable high-profile, celebrity-attached upscale dining brand, though narrower cuisine focus and slower growth.
Broad incumbents
- Nobu Restaurant Group: Nobu operates a global upscale Japanese restaurant and hotel chain with strong celebrity-chef (Nobu Matsuhisa, Robert De Niro) brand cachet. Comparable celebrity-attached, premium experiential dining model, though Nobu is significantly larger and more established globally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Noble 33 social profiles
Digital presenceNoble 33 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Noble 33 leadership team
Management profileNumber of profiles
Profiles10 records
Noble 33 subsidiaries and ownership
Company hierarchySubsidiaries5 records
Noble 33 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Noble 33 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Noble 33
What does Noble 33 do?
Noble 33 is an international hospitality group that owns and operates a portfolio of upscale, experiential restaurant brands including Toca Madera, Casa Madera, Sparrow Italia, Mēdüzā Mediterrania, and 1587 Prime. The company sells fine dining experiences, premium cocktails, private event hosting, gift cards, and an annual membership program called Noble Noir that provides VIP access, priority reservations, and exclusive member experiences.
Is Noble 33 a public or private company?
Noble 33 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Noble 33 founded?
Noble 33 was founded in 2022. It employs 251 to 500 people.
Where is Noble 33 based?
Noble 33 is headquartered in Los Angeles, United States, in the North America region.
How does Noble 33 make money?
Four revenue lines are on record. Restaurant Dining Sales are the primary driver. The others are private Events, noble Noir Membership and gift Cards and Merchandise.
Who are Noble 33's main competitors?
Direct peers on record are Tao Group Hospitality, Major Food Group, Catch Hospitality Group, The ONE Group Hospitality (STK), Hakkasan Group, José Andrés Group and Doheny Enterprises. RH Restaurants (Restoration Hardware) is listed as an emerging player. Mr. Chow / Watches of Switzerland Group Hospitality Adjacents is listed as a regional player. Nobu Restaurant Group is listed as a broad incumbent.
Does Noble 33 have an API?
No public API is recorded for Noble 33.
What industry is Noble 33 in?
Noble 33's product category is Upscale Hospitality and Restaurant Services. Its primary akta.pro industry code is CRANABAE, Fine Wine & Luxury Spirits Retail. Its NAICS code is 445320.