Make It Nice

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.

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

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

• Fine dining restaurants
• Plant-based cuisine
• Hospitality group
• Craft cocktail bar
• Home lifestyle goods

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Core 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.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights3 records

Market position

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Make It Nice