Heirloom Hospitality
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.
- Company typePrivate
- Founded2010
- HeadquartersBirmingham, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
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.
Heirloom Hospitality firmographics
Firmographics- 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
Heirloom Hospitality industry classification
Industry- 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
Where Heirloom Hospitality is headquartered
LocationHeadquarters
- HQ city
- Birmingham
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Heirloom Hospitality business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- 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.
- Private Event Hosting: Revenue from hosting private celebrations, full restaurant buyouts, corporate functions, and casual work outings across all portfolio venues.
- Online Ordering and Delivery: Direct online ordering platform for food and beverage takeout and delivery.
- 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
Heirloom Hospitality product offering
Product offeringCore 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.
Companies that use Heirloom Hospitality
Customer profileSegments3 records
Ideal customer profiles3 records
Heirloom Hospitality technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Heirloom Hospitality partnerships and signals
Strategic signalScale indicators3 records
Recent moves10 records
Expansion highlights5 records
Heirloom Hospitality competitors and assessment
Company assessmentDirect 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
Heirloom Hospitality social profiles
Digital presenceHeirloom Hospitality financial estimates
Financial estimateRevenue estimate
Valuation estimate
Heirloom Hospitality leadership team
Management profileNumber of profiles
Profiles14 records
Heirloom Hospitality funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Heirloom Hospitality 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 Heirloom Hospitality
What does Heirloom Hospitality do?
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.
Is Heirloom Hospitality a public or private company?
Heirloom Hospitality is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Heirloom Hospitality founded?
Heirloom Hospitality was founded in 2010. It employs 251 to 500 people.
Where is Heirloom Hospitality based?
Heirloom Hospitality is headquartered in Birmingham, United States, in the North America region.
How does Heirloom Hospitality make money?
Four revenue lines are on record. Food and Beverage Sales are the primary driver. The others are private Event Hosting, online Ordering and Delivery and gift Card Sales.
Who are Heirloom Hospitality's main competitors?
Direct peers on record are The ONE Group Hospitality, Ruth's Chris Steak House, Hillstone Restaurant Group, Smith & Wollensky Restaurant Group, J. Alexander's Holdings and Del Frisco's Restaurant Group. Broad incumbents are Texas Roadhouse, Capital Grille (Darden), P.F. Chang's and Eddie V's Prime Seafood (Darden).
Does Heirloom Hospitality have an API?
No public API is recorded for Heirloom Hospitality.
What industry is Heirloom Hospitality in?
Heirloom Hospitality's product category is Restaurant and Hospitality Group. Its primary akta.pro industry code is THAFACAF, Farm-to-Table & Contemporary American Restaurants, with a secondary code of THAFACAK, Special Occasion & Destination Restaurants. Its NAICS code is 722511 and its SIC code is 5810.