Noble 33

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.

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

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

• Experiential fine dining
• Luxury restaurant group
• Hospitality lifestyle brand
• Upscale steakhouse chain
• Membership dining club

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. 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.
2. 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.
3. 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.
4. Gift Cards and Merchandise: Sale of gift cards across all US restaurants and branded merchandise including apparel under the 1587 branding.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Rosewood Residences Beverly HillscoreStrategic or Co-development Partner · 6 April 2026Noble 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 RodeominorGTM or Marketing Partner · 26 February 2026Noble 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 MahomescoreStrategic or Co-development PartnerNFL 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 KelcecoreStrategic or Co-development PartnerNFL 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 BennettcoreOthersMichelin 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

Direct 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

• Facebookfacebook.com/noble33collections
• Instagraminstagram.com/noble.33
• LinkedInlinkedin.com/company/noble33

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Noble 33