Toca Madera

What Toca Madera does

Toca Madera is a privately held upscale restaurant brand operating modern Mexican steakhouses in three U.S. markets — Scottsdale (Arizona), Las Vegas (Nevada, opened 2022 inside The Shops at Crystals), and Houston (Texas, the largest venue). Founded in 2015 and headquartered under parent company Noble 33, LLC, the concept pairs premium cuts (Prime, American Wagyu, Japanese A5 Wagyu) with farm-to-glass cocktails, an award-winning wine program (Wine Spectator Award of Excellence across all three sites, Best of Award of Excellence at Houston since 2025), and high-design interiors featuring fire elements, custom woodwork, and Arabesque accents.

Revenue is generated almost exclusively through on-premise transactions: dinner service, weekend brunch, recurring promotional events (Toca Tuesdays, Roll the Dice brunch), happy hour, private events and full-venue buyouts, plus prepaid gift cards and the Noble 33 NOIR Membership. Distribution is direct-to-consumer across three owned locations; the brand does not appear to operate third-party delivery as a primary channel. Operational infrastructure is built on a standard hospitality SaaS stack (SevenRooms for reservations, TripleSeat for private events, InKind for house accounts, SecureTree for gift cards, Harri for recruiting) with no disclosed proprietary technology. Customer acquisition relies on experiential marketing, Instagram (@tocamadera), earned media coverage in Eater and wine trade outlets, and event-driven repeat visitation, with no external institutional funding disclosed.

Name

Toca Madera

Legal name

Toca Madera, LLC

Website

https://tocamadera.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Toca Madera operates three upscale modern Mexican steakhouses in Scottsdale, Las Vegas, and Houston under parent Noble 33, serving affluent diners with premium wagyu, craft cocktails, an award-winning wine program, and private event hosting.

Ownership category

akta.pro rank

Product category

Upscale Mexican Steakhouse Restaurants

NAICS

Full-Service Restaurants (722511), Caterers (722320)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Steakhouses & Seafood Restaurants (THAFACAE)

akta.pro secondary industry

Fine Dining Restaurants (THAFACAA)

Keywords

• Modern Mexican cuisine
• Upscale steakhouse restaurants
• Craft cocktail programs
• Private event hosting
• Weekend brunch service

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Dining Services: Toca Madera generates revenue through food and beverage sales at its three restaurant locations. The menu features modern Mexican cuisine with premium steakhouse offerings including A5 Japanese wagyu, American wagyu, and prime cuts, complemented by craft cocktails, wine program, and dessert offerings. Revenue is generated through per-transaction dining experiences with varying price points based on menu selections.
2. Private Events: The restaurant offers private event hosting capabilities including buyouts, semi-private dining rooms, and catering services for celebrations such as holiday parties, corporate gatherings, bridal/baby showers, and birthdays. Revenue is generated through event booking fees and catering minimums.
3. Gift Cards and Memberships: Toca Madera sells gift cards through SecureTree platform and offers membership programs through Noble 33's Noir Membership. These generate prepaid revenue streams.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Toca Madera operates upscale modern Mexican steakhouse restaurants with three US locations (Scottsdale, Las Vegas, Houston), serving bold Mexican-inspired cuisine that features premium steak cuts (Prime, American Wagyu, Japanese A5 Wagyu), seafood, and plant-based options, paired with farm-to-glass craft cocktails and a curated wine program. The brand complements in-restaurant dining with private event hosting (buyouts and semi-private dining rooms), weekend brunch, recurring Toca Tuesday events, happy hour programs, gift cards, and the NOIR Membership under the Noble 33 hospitality group.

Product overview

Toca Madera is a modern Mexican steakhouse restaurant brand with three locations (Scottsdale, Arizona; Las Vegas, Nevada; and Houston, Texas) operated by Noble 33. The core offering centers on bold Mexican-inspired cuisine featuring premium steaks (Prime, American Wagyu, Japanese A5), sustainable and organic ingredients, and farm-to-glass craft cocktails. The dining portfolio includes Dinner Service, Weekend Brunch, Toca Tuesday weekly events, Happy Hour programs, and Signature Cocktails, supported by a Wine Program that has earned Wine Spectator recognition. Additional revenue streams include Private Events hosting (full venue buyouts and semi-private spaces), Gift Cards via SecureTree, House Accounts via InKind, and the NOIR Membership program. All locations feature multiple dining spaces including main dining rooms, private dining rooms, lounges, and patios, with the Houston location being the largest at 200+ capacity for full buyouts.

Differentiator

Problem solved

Functional benefit

Products and services

• Dinner Service Signature dinner experience featuring bold modern Mexican cuisine with premium steak options including Prime, American Wagyu, and Japanese A5 Wagyu, alongside seafood, Mexican-inspired dishes, and craft cocktails. Available Sunday through Thursday and extended hours Friday/Saturday at each location.
• Weekend Brunch Elevated brunch experience featuring sweet dishes like Tres Leches French Toast, savory options including A5 Wagyu and breakfast enchiladas, and bottomless brunch cocktails. Available Saturday and Sunday across Scottsdale and Houston, and Friday through Sunday in Las Vegas.
• Toca Tuesdays Signature weekly Tuesday event featuring a curated menu of starters, elevated tacos, and craft cocktails at favorable pricing with a vibrant, high-energy midweek atmosphere.
• Happy Hour Discounted bar program offering reduced-price cocktails, wines, beers, and appetizers during designated happy hour windows at each Toca Madera location.
• Private Events Full-service private dining and event hosting for holiday parties, corporate gatherings, bridal/baby showers, birthdays, and buyouts, with customizable catering, décor, and entertainment options. Bookings handled via TripleSeat with flexible options ranging from intimate dining rooms to full venue buyouts (e.g., 200+ capacity in Houston).
• Gift Cards Digital and physical gift cards sold through the SecureTree platform for gifting dining experiences to friends and family at Toca Madera locations.
• NOIR Membership Membership program offered by Noble 33, providing exclusive perks, access, and benefits to members dining at Toca Madera locations.

Quantifiable outcome

• Wine Spectator Award of Excellence recognition at Las Vegas location since 2024
• +3 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Noble 33coreOthersNoble 33 is the parent hospitality group operating Toca Madera. The parent company provides centralized brand management, membership programs (Noir Membership), legal entity ownership (Toca Madera, LLC d/b/a Toca Madera), and corporate headquarters functions. Corporate address listed as 7160 Dallas Pkwy, Suite 340, Plano, TX 75024.
• SevenRoomscoreTechnology or IntegrationSevenRooms provides the reservation management platform for Toca Madera across all three locations. Diners book tables through SevenRooms links (sevenrooms.com/reservations/tocamadera...). The platform handles reservation logistics and likely provides customer relationship management capabilities.
• TripleSeatcoreTechnology or IntegrationTripleSeat provides the private event booking and management platform. Event inquiries and bookings for private dining at all locations are processed through TripleSeat links (noble33.tripleseat.com).
• SecureTreeminorChannel Partner/ Reseller/ DistributorSecureTree provides the gift card sales platform for Toca Madera, enabling digital gift card purchases through tocamadera.securetree.com.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Komodo: Design-forward upscale Asian-fusion restaurant group with Las Vegas and Miami locations featuring dining-plus-nightlife programming. Comparable to Toca Madera in experiential premium positioning, Vegas footprint, and event-driven revenue model.
• Carna by Dario Cecchini: Modern Las Vegas Strip steakhouse concept from an acclaimed butcher, focused on premium cuts and curated experience. Comparable to Toca Madera in Las Vegas market overlap, premium protein focus, and experience-led differentiation.

Broad incumbents

• Mastro's Steakhouse: Established nationwide upscale steakhouse chain with live entertainment, lounge culture, and premium pricing. Competes with Toca Madera for the same affluent experiential dining occasions and corporate/private event bookings.
• Del Frisco's Double Eagle Steakhouse: National premium steakhouse group with extensive wine programs and private event capabilities. Overlaps directly with Toca Madera on wagyu/protein-led menus, Wine Spectator–recognized wine lists, and corporate event hosting.
• Fogo de Chão: Brazilian steakhouse chain operating in many of the same U.S. premium markets as Toca Madera (including Scottsdale and Las Vegas). Competes for upscale group dining, special occasion traffic, and corporate event budgets.
• The Capital Grille: Darden-operated premium steakhouse with award-winning wine program and deep national footprint. Directly comparable to Toca Madera in average ticket, private dining sophistication, and wine-program-led differentiation.

Direct peers

• Casa Vega: Longstanding Sherman Oaks institution serving elevated Mexican cuisine with celebrity following. Comparable to Toca Madera as a higher-end Mexican concept competing for LA–area upscale Mexican diners, though with a more traditional menu execution.
• Catch Steak: Modern, design-led upscale steakhouse concept with a nightlife/social component and locations in NYC, LA, and Las Vegas. Highly comparable to Toca Madera on experiential positioning, premium protein focus, and Las Vegas presence.
• Javier's: Upscale modern Mexican restaurant with multiple California locations offering premium tequila/mezcal programs and a steak-focused menu. Highly comparable to Toca Madera in cuisine style, premium positioning, and experiential approach.

Regional players

• BOA Steakhouse: West Hollywood and Santa Monica steakhouse with strong nightlife-adjacent positioning and private event focus. Comparable to Toca Madera in style, market geography (Southern California adjacent), and steakhouse-meets-lounge format.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/tocamadera
• Facebookfacebook.com/thetocamadera
• LinkedInlinkedin.com/company/tocamadera

Revenue estimate

Valuation estimate

Number of profiles

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 Toca Madera