Make It Nice
Make It Nice (Daniel Humm Hospitality) is a New York City hospitality group founded in 2011, operating fine dining (Eleven Madison Park), bars (Clemente Bar, HUMM), and a lifestyle/home goods brand (Eleven Madison Home) serving end consumers.
- Company typePrivate
- Founded2011
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Make It Nice does
Make It Nice, operating under the legal name Daniel Humm Hospitality, is a New York City-based hospitality group founded in 2011 that owns and operates a portfolio of restaurants, bars, and lifestyle brands centered on the reputation of chef Daniel Humm. Its core business is on-premise fine dining and hospitality: Eleven Madison Park is the flagship plant-based fine dining restaurant; Clemente Bar is a craft cocktail concept; HUMM is an additional restaurant and bar concept; and Eleven Madison Home extends the group into curated home goods and lifestyle products. The company serves end consumers through in-restaurant dining experiences in New York City and through direct-to-consumer home goods via its lifestyle brand, with no disclosed enterprise or B2B customer segment.
The business model is multi-revenue-stream hospitality: fine-dining tasting menu covers at the flagship, bar revenue across Clemente Bar and HUMM, and retail/DTC revenue from Eleven Madison Home. The group operates under a unified corporate identity (Daniel Humm Hospitality) with shared team, careers, and brand infrastructure across all four concepts. There is no disclosed pricing model, no subscription, no SaaS or technology licensing component, and no explicit revenue figures in the source data.
The firm is private, employs 11-50 people per disclosed firmographics, and is wholly founder/operator-led, with Will Guidara identified as co-owner and founder. Geographic operations are concentrated in New York City, and the company is positioned as a premium, chef-driven hospitality group rather than a technology, AI, or platform business.
Make It Nice firmographics
Firmographics- Name
- Make It Nice
- Legal name
- Daniel Humm Hospitality
- Website
- https://makeitnicenyc.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Make It Nice (Daniel Humm Hospitality) is a New York City hospitality group founded in 2011, operating fine dining (Eleven Madison Park), bars (Clemente Bar, HUMM), and a lifestyle/home goods brand (Eleven Madison Home) serving end consumers.
- Ownership category
- akta.pro rank
Make It Nice industry classification
Industry- Product category
- Fine Dining Restaurants
- NAICS
- Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (7224)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Fine Dining Restaurants (THAFACAA)
- akta.pro secondary industries
- Chef’s Table & Tasting Menu Restaurants (THAFACAG), Cocktail Lounges & Speakeasies (MPAGAIAD), Special Occasion & Destination Restaurants (THAFACAK)
Keywords
Where Make It Nice is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Make It Nice business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales
Make It Nice product offering
Product offeringCore offering
Make It Nice operates a New York City hospitality and restaurant group (associated with Daniel Humm Hospitality) that runs multiple upscale food, beverage, and lifestyle brands. The core offerings include Eleven Madison Park (a plant-based fine dining tasting menu restaurant), Clemente Bar (a craft cocktail bar), HUMM (a restaurant and bar concept), and Eleven Madison Home (a curated home goods and lifestyle retail brand). The group sells dine-in culinary experiences and lifestyle products directly to consumers.
Product overview
Daniel Humm Hospitality operates a portfolio of hospitality brands centered around fine dining and lifestyle experiences. The core offering includes Eleven Madison Park (a renowned plant-based fine dining restaurant), Eleven Madison Home (a home goods and lifestyle brand), Clemente Bar (a craft cocktail bar), and HUMM (a restaurant/bar concept). The company functions as a unified hospitality group with multiple distinct dining and lifestyle brands under its umbrella.
Differentiator
Problem solved
Functional benefit
Brands
- Eleven Madison Park: Fine dining restaurant, flagship establishment of the hospitality group
- Eleven Madison Home
- Clemente Bar
- HUMM
Products and services
- Eleven Madison Park Flagship fine dining restaurant in New York City offering a plant-based tasting menu experience to individual diners and food enthusiasts.
- Clemente Bar Cocktail bar under the Daniel Humm Hospitality umbrella offering crafted beverages and an intimate bar experience to individual patrons.
- HUMM Restaurant and bar concept under the Daniel Humm Hospitality group offering contemporary American cuisine and bar service to consumers.
- Eleven Madison Home Home goods and lifestyle brand offering curated products inspired by the Eleven Madison Park aesthetic to consumers.
Companies that use Make It Nice
Customer profileIdeal customer profiles1 record
Make It Nice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Make It Nice partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights3 records
Make It Nice competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Make It Nice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Make It Nice leadership team
Management profileNumber of profiles
Profiles1 record
Make It Nice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Make It Nice 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 Make It Nice
What does Make It Nice do?
Make It Nice operates a New York City hospitality and restaurant group (associated with Daniel Humm Hospitality) that runs multiple upscale food, beverage, and lifestyle brands. The core offerings include Eleven Madison Park (a plant-based fine dining tasting menu restaurant), Clemente Bar (a craft cocktail bar), HUMM (a restaurant and bar concept), and Eleven Madison Home (a curated home goods and lifestyle retail brand). The group sells dine-in culinary experiences and lifestyle products directly to consumers.
Is Make It Nice a public or private company?
Make It Nice is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Make It Nice founded?
Make It Nice was founded in 2011. It employs 11 to 50 people.
Where is Make It Nice based?
Make It Nice is headquartered in New York, United States, in the North America region.
Does Make It Nice have an API?
No public API is recorded for Make It Nice.
What industry is Make It Nice in?
Make It Nice's product category is Fine Dining Restaurants. Its primary akta.pro industry code is THAFACAA, Fine Dining Restaurants, with a secondary code of THAFACAG, Chef’s Table & Tasting Menu Restaurants. Its NAICS code is 722511 and its SIC code is 5810.