Heirloom Hospitality

What Heirloom Hospitality does

Heirloom Hospitality (legal entity: Heirloom Hospitality Group LLC) is a privately held restaurant and hospitality group founded in 2010 by Jeremy Sasson and headquartered at 217 Pierce St, Suite 207, Birmingham, Michigan. The company operates a portfolio of four distinct restaurant concepts across Southeast Michigan, with a fifth unit opening in early 2026: Townhouse Birmingham (opened August 2011) and Townhouse Detroit (opened July 2015) deliver modern American cuisine; Prime + Proper (opened November 2017) operates as a contemporary American steakhouse; and Mad Nice (launched March 2023 in Midtown Detroit) extends into modern Italian, with a separate Mad Nice Coffee brand covering the coffee daypart. Prime + Proper has been the most decorated unit, with HOUR Detroit "Restaurant of the Year" (2019), "Steakhouse of the Year" (2021), and a No. 69 global / No. 20 U.S. ranking on the World's 101 Best Steak Restaurant List.

The business model is direct-to-consumer with four monetization streams: dine-in food and beverage across the portfolio brands; private event hosting spanning celebrations, full-restaurant buyouts, and corporate functions via a dedicated event sales team; online ordering and delivery through the OLO platform (heirloomhospitality.olo.com); and gift card sales through a CardFoundry storefront. Customer segmentation is horizontal — fine dining consumers, private event guests, and casual/coffee customers — with no named enterprise accounts, no franchising, and no disclosed external funding. Distribution is principally physical (four restaurant venues with a fifth opening February 23, 2026 at the Grand Hyatt Nashville, ~7,200 sq ft, ~219 seats), with marketing concentrated on Instagram, the company's Squarespace-built website, and email outreach.

The technology footprint is intentionally light: there is no proprietary platform, no mobile app, no public API, and no disclosed AI/ML capabilities. Operating systems are commodity SaaS — OLO for digital ordering, CardFoundry for gift cards, Instagram for social, and Squarespace for the web presence. Headcount is reported at 251-500, and the leadership team is founder/operator-led, with Jeremy Sasson (CEO), Joel Halperin (COO & Partner), a Director of Operations, a Director of Culture & Team Leadership, and a full marketing and brand design function. Ownership is private with no disclosed institutional investors, parent company, or cap-table detail.

Name

Heirloom Hospitality

Legal name

Heirloom Hospitality Group LLC

Website

https://heirloomhospitality.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

251–500 employees

Short description

Heirloom Hospitality is a private, founder-led restaurant and hospitality group founded in 2010 in Birmingham, Michigan, operating four distinct upscale concepts — Townhouse, Prime + Proper, and Mad Nice — across Southeast Michigan with a flagship steakhouse expansion into Nashville opening in February 2026.

Ownership category

akta.pro rank

Product category

Restaurant and Hospitality Group

NAICS

Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Farm-to-Table & Contemporary American Restaurants (THAFACAF)

akta.pro secondary industry

Special Occasion & Destination Restaurants (THAFACAK)

Keywords

• Restaurant operations
• Hospitality services
• Fine dining
• Private event hosting
• Steakhouse dining

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Food and Beverage Sales: Revenue from dine-in service across multiple restaurant brands including Townhouse, Prime + Proper, and Mad Nice. Covers modern American cuisine, steakhouse, and Italian concepts.
2. Private Event Hosting: Revenue from hosting private celebrations, full restaurant buyouts, corporate functions, and casual work outings across all portfolio venues.
3. Online Ordering and Delivery: Direct online ordering platform for food and beverage takeout and delivery.
4. Gift Card Sales: Sale of gift cards through third-party platform CardFoundry for all Heirloom Hospitality brands.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Heirloom Hospitality is a Detroit-area restaurant and hospitality group operating four current restaurant brands and a fifth in expansion: Townhouse Birmingham and Townhouse Detroit (modern American cuisine), Prime + Proper (contemporary American steakhouse, with a Nashville location opening February 2026), Mad Nice Coffee, and Mad Nice Detroit (Italian-inspired dining). The core offerings are dine-in food and beverage service, private and corporate event hosting across all venues, direct online ordering and delivery via OLO, and a multi-brand gift card program sold through CardFoundry.

Product overview

Heirloom Hospitality operates a portfolio of restaurant sub-brands under a unified hospitality platform. The company was formed in 2010 by CEO Jeremy Sasson and has grown from a single Townhouse Birmingham location (2011) to multiple distinct concepts: Townhouse Birmingham and Townhouse Detroit (modern American cuisine), Prime + Proper (contemporary American steakhouse, with a Nashville expansion opening 2026), Mad Nice Coffee and Mad Nice Detroit (Italian-inspired dining). The portfolio also includes event services, online ordering capabilities, and gift card programs across all venues.

Differentiator

Problem solved

Functional benefit

Brands

• Townhouse Birmingham: Modern American cuisine with inspired and elevated interpretations of classic dishes through fine dining hospitality and culinary techniques. Celebrating the neighborhood with local craft and international culture; a fusion of tradition and culinary innovation.
• Townhouse Detroit
• Prime + Proper
• Mad Nice Coffee
• Mad Nice Detroit

Products and services

• Townhouse Birmingham The original Heirloom Hospitality restaurant that opened in August 2011, serving modern American cuisine with inspired and elevated interpretations of classic dishes in a setting celebrating the neighborhood's local craft and international culture. It targets diners seeking a fusion of tradition and culinary innovation in an upscale neighborhood setting.
• Townhouse Detroit Modern American cuisine restaurant in Detroit that opened in July 2015, featuring noted libation craft and a conservatory terrace with retractable roof for events. The target audience is diners seeking upscale modern American cuisine and craft cocktails in a distinctive, event-capable venue.
• Prime + Proper Detroit Contemporary American steakhouse defined by prime cuts, refined hospitality, and elevated design, delivering an upscale steakhouse experience where traditional steakhouse technique meets modern sophistication. Targeted at upscale diners, business meals, and special-occasion guests; Detroit flagship is ranked No. 69 globally and No. 20 in the U.S. on the World's 101 Best Steak Restaurant List.
• Mad Nice Coffee Daily-ritual coffee concept offering beautifully crafted coffee, food, and culture in an immersive space. It is aimed at consumers seeking a quality daily coffee ritual and accessible cafe experience as part of the Heirloom Hospitality group.
• Mad Nice Detroit Modern Italian restaurant in Midtown Detroit featuring coastal chic decor and mid-century design with smooth, sophisticated service. Targeted at diners seeking accessible, sophisticated Italian cuisine and a contemporary dining atmosphere.
• Event Services Private event hosting delivered across all Heirloom Hospitality venues, including private celebrations, full restaurant buyouts, corporate functions, and casual work outings. A dedicated team of event specialists handles bookings, supported by an events brochure and online inquiry channel.
• Online Ordering Platform Digital ordering platform enabling takeout and delivery orders across Heirloom Hospitality restaurants, accessed at heirloomhospitality.olo.com. Built for end consumers who prefer ordering directly from the restaurants rather than third-party marketplaces.
• Gift Card Program Gift card program across all Heirloom Hospitality brands, sold through the CardFoundry platform at heirloomhospitality.cardfoundry.com, designed for individual purchasers and corporate gifting.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• The ONE Group Hospitality: Operates a portfolio of upscale, design-forward restaurants (STK Steakhouse, Kona Grill, Benihana). Highly comparable as a multi-concept full-service and steakhouse operator targeting similar affluent, experience-driven diners.
• Ruth's Chris Steak House: National upscale steakhouse chain. Direct competitor to Prime + Proper in the premium steak segment, with comparable positioning around prime cuts, refined service, and private event hosting.
• Hillstone Restaurant Group: Privately-held operator of multiple upscale full-service concepts (Hillstone, Houston's, Bandera, South Beverly Grill). Closely mirrors Heirloom's multi-brand, founder-influenced, high-design full-service strategy.
• Smith & Wollensky Restaurant Group: Iconic fine-dining steakhouse operator with private event focus. Comparable to Prime + Proper on premium positioning, event-driven revenue model, and design-led dining experience.
• J. Alexander's Holdings: Operates J. Alexander's and Stoney River Steakhouse and Grill — polished, upscale-casual American and steakhouse concepts at similar price points and guest profile to Heirloom's portfolio.
• Del Frisco's Restaurant Group: Operated Del Frisco's Double Eagle Steakhouse and Grille concepts before being taken private. Closest historical peer in the multi-location premium American steakhouse category that Prime + Proper competes in.

Broad incumbents

• Texas Roadhouse: Large publicly-traded steakhouse chain. Competes for steak-centric diners, but at a more accessible price point and casual format; relevant benchmark for steakhouse category economics and expansion pace.
• Capital Grille (Darden): Darden's fine-dining steakhouse brand. Direct product overlap with Prime + Proper; broader incumbent with corporate scale, nationwide footprint, and cross-brand supply chain advantages.
• P.F. Chang's: Full-service upscale-casual chain with strong design and Asian-inspired menu. Comparable to Mad Nice Detroit's full-service Italian positioning and overall design-led, experiential dining approach.
• Eddie V's Prime Seafood (Darden): Another Darden-owned premium steakhouse/seafood concept. Comparable to Prime + Proper on experiential dining, design, and check average; benefits from Darden's platform but lacks boutique brand identity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/heirloomhospitality
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/heirloom-hospitality

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Heirloom Hospitality