What Noco Provisions does

Noco Provisions is a privately held, single-location casual-dining restaurant operating at 4609 Cascade Road in Grand Rapids, Michigan, under a "Northern Comfort" cuisine positioning. The business serves a predominantly local Grand Rapids customer base through a diversified revenue stack: full-service dine-in with reservations and walk-ins, full-menu takeout via the Toasttab online ordering platform, gift card sales, a subscription-style Wine Club (personal engraved wine lockers, private tastings, quarterly wine dinners, and wholesale wine pricing), catering and private-event services managed through Tripleseat, and a branded food truck for off-site corporate and community events. The restaurant operates Monday through Saturday with extended hours into the evening and a daily happy hour, and uses rotating daily specials (Burgers & Brews, Taco Tuesday, Wine Wednesday, Wings & Drinks) to drive midweek traffic.

The underlying technology stack is entirely composed of third-party SaaS — Toasttab for point-of-sale, online ordering, and gift card commerce; HRPos Heartland for back-office operations; and Tripleseat for catering event management — with the website built by Eden. There are no proprietary software assets, AI/ML capabilities, or custom integrations disclosed, which is consistent with a small-operator restaurant business. Headcount is reported at five employees, and there is no evidence of external investment, parent company, or institutional ownership; the business appears to be independently and locally owned.

The go-to-market motion is direct-to-consumer across all revenue streams, supported by organic social marketing on Facebook and Instagram. Customer segmentation is hybrid, with the primary segment being local community diners and secondary segments including corporate event planners, private event hosts, and wine enthusiasts. The wine club is the only contracted recurring revenue mechanism; all other streams are transactional. There is no publicly disclosed pricing beyond daily specials, and full menu pricing is gated behind the Toasttab ordering platform.

Name

Noco Provisions

Legal name

Noco Provisions

Website

https://nocogr.com

Company type

Private

Operating status

Operating

Short description

Noco Provisions is a privately held single-location casual-dining restaurant in Grand Rapids, Michigan, serving local diners with Northern Comfort cuisine across dine-in, takeout, catering, a food truck, and a wine club membership.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurant

NAICS

Full-Service Restaurants (722511), Caterers (722320), Food Service Contractors (722310)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Casual Dining Restaurants (THAFACAB)

akta.pro secondary industries

Full-Service Catering (Off-Premise) (HSACAGAA), All-Day Dining Restaurants (THAFACAJ)

Keywords

• Casual dining restaurant
• Catering and events
• Wine club membership
• Food truck services
• Restaurant takeout

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in Food and Beverage Sales: Revenue from serving food and beverages to customers dining in the restaurant, with operating hours Monday-Wednesday 11am-9pm and Thursday-Saturday 11am-10pm, plus daily happy hour 2pm-6pm
2. Takeout and Online Ordering: Revenue from takeout orders placed through Toasttab online ordering platform, allowing customers to order full menu for pickup
3. Catering and Events Services: Revenue from catering services for weddings, corporate events, birthday parties, rehearsal dinners, and other celebrations. Services include buffet, plated, and family-style meal options. Food truck services also available for events.
4. Wine Club Membership: Exclusive wine locker program offering members personal wine lockers with engraved nameplates, private wine tastings, quarterly wine dinners, preferential reservations, and wholesale wine pricing. Members pay to join the club.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Noco Provisions operates a single-location casual American restaurant in Grand Rapids, Michigan, serving "Northern Comfort" cuisine through dine-in service, takeout via online ordering, full-service catering for weddings and corporate events, and a mobile food truck. Supporting offerings include daily weekday specials, a Wine Club membership with personal wine lockers, and gift cards available for purchase online.

Product overview

Noco Provisions is a hospitality business offering a unified portfolio of dining services. The core offerings include full-service in-restaurant dining (Beverage Menu, Dining Menu, Kids Menu), catering and events services (weddings, corporate events, private parties), and a food truck for off-site events. Supporting products include a Wine Club membership (with wine lockers, tastings, and quarterly dinners), Daily Specials rotating promotions, and Gift Cards. The business operates from a single location in Grand Rapids, MI, with online ordering through Toast Tab and takeout/delivery capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Dine-in Restaurant Service Full-service dine-in restaurant serving American "Northern Comfort" cuisine at 4609 Cascade Rd, Grand Rapids. Accepts both reservations and walk-ins; operates Mon-Wed 11am-9pm and Thu-Sat 11am-10pm with daily happy hour 2pm-6pm. Menu includes Beverage, Dining, and Kids menus.
• Takeout and Online Ordering Online takeout ordering for the full menu (beverage, dining, kids) via the Toasttab platform, allowing customers to order from home for pickup.
• Catering and Events Full-service catering for weddings, graduation parties, corporate events, birthday parties, bridal and baby showers, and rehearsal dinners. Offers buffet, plated, and family-style meal services with professional event staff handling preparation, delivery, setup, and cleanup.
• Wine Club Membership Recurring membership offering personal wine lockers with engraved nameplates, private wine tastings, quarterly wine dinners with off-menu wines and food pairings, preferential reservations, and wholesale wine pricing for members.
• Gift Cards Online gift cards purchasable through the Toasttab platform, with balance lookup also available through the same platform.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• ToasttabcoreTechnology or IntegrationToasttab provides the online ordering platform infrastructure for Noco Provisions' takeout and online ordering operations. Customers order through Toasttab at order.toasttab.com/online/noco-provisions-4609-cascade-rd for takeout orders and gift card purchases.
• TripleseatcoreTechnology or IntegrationTripleseat provides event booking and management platform used by Noco Provisions for catering and events inquiries. Event booking requests are directed to sksmmbllc.tripleseat.com/party_request/28382.

Recent moves6 records

Expansion highlights4 records

Direct peers

• Cooper's Hawk Winery & Restaurants: Cooper's Hawk combines casual upscale dining with a flagship wine club (lockers, tastings, quarterly events) and full-service catering/private event programming — the closest scaled analog to Noco's dine-in + wine club + catering stack. It demonstrates the recurring-revenue and event monetization model Noco is pursuing at chain scale.
• Seasons 52: Seasons 52 is a casual full-service dining concept with a seasonally rotating menu, wine list focus, and private dining/event space — directly comparable to Noco's casual American dining plus wine-forward private event programming.
• Maggiano's Little Italy: Maggiano's operates casual full-service Italian dining with a large banquet/private event business (family-style, plated, buffet) and is a scaled example of how Noco's family-style catering and event programming can be monetized.
• The Melting Pot: The Melting Pot is a casual dining concept where a large share of revenue comes from private/group dining experiences — directly comparable to Noco's strategy of layering catering and private events on top of a casual dine-in base.
• Ted's Montana Grill: Ted's Montana Grill is a casual American grill with strong local-community positioning and full bar program — closely aligned with Noco's 'Northern Comfort' regional-casual identity and happy-hour-driven traffic strategy.
• Mitchell's Fish Market: Mitchell's is a casual full-service seafood restaurant with a robust private event and catering program — directly comparable to Noco's combination of full-service casual dining with off-premise catering.
• Bravo! Cucina Italiana: Bravo is a casual Italian full-service restaurant with a dedicated catering and banquet program, mirroring Noco's strategy of using the same kitchen to serve both dine-in and off-premise catering demand.
• First Watch: First Watch is a daytime casual dining concept known for daily rotating specials and strong local community engagement — closely aligned with Noco's daypart-specials strategy and neighborhood positioning.

Broad incumbents

• The Capital Grille: The Capital Grille is a broader upscale-casual incumbent with deep private dining and event capabilities; it competes for the same Grand Rapids-style event/dine-in occasion at a higher price point.
• Bonefish Grill: Bonefish Grill is a broader casual upscale incumbent with national scale and a polished bar/catering program — illustrative of the larger chain competitors Noco faces in the casual dining + private events space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/nocogr
• Instagraminstagram.com/nocoprovisions

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 Noco Provisions