Toca Madera’s West Hollywood Transformation: A Culinary Spectacle in the Making
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Toca Madera, the celebrated Mexican steakhouse with locations across the country, is set to redefine the Los Angeles dining scene with a massive upgrade to its West Hollywood location. The restaurant, which first opened its doors in Los angeles in 2015, is moving to a substantially larger space at 8151 Melrose Avenue, promising a wholly elevated culinary and entertainment experience.
The new 9,200-square-foot space will allow co-founders Tosh Berman and Mikey Tanha of Noble 33 to fully realize their vision. “The menu is going to be more robust,” berman, chairman of Noble 33, shared in an exclusive interview. “The theatrics are going to be more robust. Every time we open a new restaurant, it’s an chance to find ways to continue to push the boundaries. We’re going to do it even bigger – the tableside theatrics, the experiential theatrics, the design itself. We’re building a building from the ground-up. … I say this with a ton of humility, but I don’t think there’s a single restaurant in the L.A. market that even comes close to what we’re about to create.”
Construction is slated to begin in early 2025, with a targeted opening within the year. The current West Third Street location will close its doors on February 24, 2025. Noble 33 also plans to open another Toca Madera location in 2025.
The Melrose Avenue location will boast a luxurious main dining area featuring natural elements, handcrafted woodwork, and plush velvet upholstery. A stunning double-height wine room will add to the ambiance. An open kitchen and retractable roof awnings will create a seamless indoor-outdoor flow. A unique wood tunnel will lead to a vibrant lounge, accessible from both the main dining area and a separate Melrose Avenue entrance. This lounge will feature DJ sets, captivating fire performers, and cozy fireplaces, promising a lively atmosphere.
“The ceiling heights and the indoor-outdoor components and the PDR sizes and the kitchen sizes and the lounge and the ability to have these different spaces that you can move through and the fluidity of it,it’s going to be something that’s incredibly unique,” Berman explains. “When you can start with a blank canvas and build the building and do all the things that you otherwise couldn’t do when you’re retrofitting a concept into an existing space, it’s a game-changer.”
Executive Chef Martin Heierling, who joined Noble 33 earlier this year, will craft an expanded menu featuring favorites like sashimi Mexicano and A5-wagyu-topped crispy wonton tacos, alongside a curated selection of premium Australian and Japanese steaks. This represents a meaningful evolution from the original Toca Madera concept.”It started really as a bar with a food component,” Berman notes. “As much as it’s been a passion play for us, it has not been able to fully disseminate the true experience of Toca Madera that we have in our newer restaurants that are 10,000 to 17,000 square feet.”
This ambitious project arrives at a time when several high-profile Los Angeles restaurants have closed their doors in 2024. Tho, Toca Madera’s expansion signifies a continued commitment to innovative dining experiences in the competitive Los Angeles culinary landscape.
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While some restaurants in Los Angeles have recently shuttered their doors, Noble 33, the hospitality group behind popular spots like Toca Madera, is making a significant investment in West Hollywood’s future. This bold move signals a strong belief in the enduring appeal of the Los Angeles dining scene, despite recent challenges.
The company, also responsible for successful ventures such as Tesse, All Day Baby, Otium, The Rose, Maude, Alimento, Beauty & essex, and Eveleigh, is preparing to launch a new flagship restaurant. this ambitious project follows their recent success with casa Madera at the Mondrian hotel and their upcoming plans for Villa Noble, a sprawling 35,000-square-foot members club featuring an outpost of their acclaimed Meduza Mediterranean restaurant on Santa Monica Boulevard.
“L.A., first and foremost, is a very big city,” says Tanha, CEO of Noble 33. “Just as a handful of restaurants are closing doesn’t mean all operators are going to shut down. There are very successful operators in the market. And we’re not in the business of being a trendy restaurant. We’re in the business of creating institutional restaurants that are focused on the quality of food, the service and the long-term sustainability of our product and the long-term commitment by our consumer. We believe in the L.A. market. We also feel that it’ll have a little bit of a comeback in the next several years. And we have a great client base.”
Sharing a similar sentiment, Berman adds, “L.A.is one of the greatest cities on the planet. It only takes leaving for a couple days and coming back and driving down Sunset with the windows down, listening to music, to really understand and feel that L.A. is a vibe. L.A.’s not going anywhere, and it’s going to come back with a vengeance. We’re betting on it and we’re betting on it big.This will be the best Toca that we’ve ever done. I hope that we just start the new wave of growth that ends up becoming the new expectation of how restaurant hospitality in L.A. ends up being.”
Noble 33’s significant investment underscores a belief in the resilience of the Los Angeles dining scene and its potential for future growth. Their commitment to quality, service, and long-term sustainability positions them for continued success in a dynamic and competitive market.
Toca Madera’s West Hollywood Change: A Culinary Spectacle in the Making
The renowned Mexican steakhouse Toca Madera is set to redefine Los Angeles’ dining scene with a monumental upgrade to its West Hollywood location. This move signals a strong belief in the city’s culinary potential, despite recent closures of notable restaurants.
A Revitalized Vision for Toca Madera
World Today News Senior Editor: Dr. Alexandra Sinclair, welcome. Today we’re discussing the exciting developments surrounding Toca Madera’s new West Hollywood location. Can you give our readers a sense of what makes this project so unique?
Dr.Alexandra Sinclair (Restaurant Industry Analyst): Absolutely! This isn’t just a relocation; it’s a complete reimagining of the Toca Madera concept. The new 9,200-square-foot space on Melrose Avenue allows co-founders Tosh Berman and Mikey Tanha to fully realize their ambitious vision. We’re talking about a substantially expanded menu, enhanced theatrics, and a stunning architectural design that pushes the boundaries of the Los Angeles dining experience.
The Design and Ambiance
Senior Editor: This new space sounds quite extraordinary. Can you elaborate on the design elements and atmosphere Toca Madera aims to create?
Dr. Sinclair: Imagine a luxurious main dining area bathed in natural light, featuring handcrafted woodwork, plush velvet upholstery, and a breathtaking double-height wine room. There will be a seamless flow between indoor and outdoor spaces thanks to retractable roof awnings and an open kitchen.
And then there’s the separate lounge, accessible both from the main dining area and a dedicated Melrose Avenue entrance. It’s designed to be a vibrant and lively space with DJs, fire performers, cozy fireplaces – a true destination within a destination.
A Culinary Evolution
Senior Editor: What can guests expect in terms of the culinary offerings?
Dr. Sinclair: Toca Madera’s Executive Chef Martin Heierling, who joined the team earlier this year, brings a fresh perspective. The menu will evolve to
include Toca Madera classics like the sashimi Mexicano and A5-wagyu-topped crispy wonton tacos, while also introducing a curated selection of premium Australian and Japanese steaks. This expansion reflects a conscious effort to showcase the full breadth of the Toca Madera culinary experience.
Confidence in the LA Dining Scene
Senior Editor: This grand expansion arrives amidst a period where some high-profile restaurants in Los Angeles have closed their doors. What message do you think Toca Madera’s commitment to this ambitious project sends to the city and the industry?
Dr. Sinclair: I beleive it signifies a profound confidence in the enduring potential of the Los Angeles dining scene. Despite recent closures, L.A. remains a global culinary hub,and Toca Madera’s investment is a strong testament to that. They’re not simply riding a wave – they’re creating one. This project is about long-term commitment to quality, innovation, and delivering memorable experiences.
