The Madera Group launched in 2013 by Amrou Manaseer and Tosh Berman. Pooling their collective nightlife histories, the two embarked on a fruitful transition into restaurants. Here, Berman discusses the firm’s design language, crafting a localized and organic concept, and its Eastward expansion.
With The Madera Group’s blessing, Noble 33 will now lead the management and expansion of Toca Madera and Casa Madera while bringing brand new high-energy concepts to the national and international fine-dining scene
This news immediately follows The Madera Group’s former portfolio restaurant brand, Tocaya, announcing its merger with Tender Greens
At Tocaya Organica, a Mexican-inspired fast-casual chain, customizable keto bowls are a permanent fixture. “The cauliflower rice is probably the most unique item that distinguishes this bowl from our other menu items,” explains Tosh Berman, CEO and co-founder of of The Madera Group, which is behind the chain. “We want to make healthy and delicious food accessible and attainable for all.”
Here comes Tocaya Organica, once again. The healthy-leaning Mexican restaurant chain has eight locations spread from Santa Monica to the Beverly Center to San Diego, and is now ready to roll with a big new corner location in the thick of Hollywood’s growing restaurant row.
Tocaya lands at the intersection of Sunset and Seward, in an older brick space that’s still filled with original details. There’s the pulled-back ceiling showing off the old wooden beams, the big and the arched windows facing out to the street while pouring light back into the space. Inside, expect plenty of greenery, teal and gold touches, and Instagram-worthy signage of course (this one reads: Let Them Eat Tacos, which might be a little on the nose).
As for the food, this Tocaya carries the same organic Mexican menu as before, with everyday options ranging from tacos and burritos to bowls and salads, all available to dine-in or for takeout. There’s also a sizable bar and lounge area inside the 5,000 square foot space, doing margaritas and more.
Hollywood diners can find this new Tocaya right across Seward from upscale Curtis Stone spot Gwen, and next door to Hearth & Hound along Sunset Boulevard. The official opening date is August 31, and hours run daily from 11 a.m. to 11 p.m.
Tocaya Organica. 6550 Sunset Blvd., Los Angeles, CA.
The comic convention of all conventions is about to descend upon San Diego for almost an entire week of cool launches, sneak peeks, cosplayers, and movie star sightings. And while there are plenty of restaurants and bars within easy walking distance of the Convention Center and its hallowed Hall H, here are 14 spots that cover everything from themed dishes and drinks (hello, Star Wars-inspired cocktails and sushi) to favorite local hangouts with great happy hours.
Superheroes need to stay healthy too, and in celebration of the ‘Con Tocaya has added a few specials to their regular menu of salads, bowls, and burritos. Comprising two tacos, one side, and one agua fresca the Comic-Con Combo rings in at $9.95 or with the addition of a Revenge of The Margarita (blackberries, raspberries, organic lime juice, organic agave) bumps up to $14.95.
If you’re from Southern California and spent any time away from it, you know that Mexican cuisine withdrawal is real! My earliest taco memory is an original hard-shelled taco from Taco Bell, which, by the way, has been voted America’s Best Mexican restaurant in the 2018 Harris Poll. Today, Mexican dishes are a staple in my weekly food rotation. Having been a loyal customer since 1984, my neighborhood take-out and I are on a first name basis. Direct from the airport it is my first stop when returning from a long trip. My welcome home meal is invariably the “Studio Plate”, white rice, grilled chicken, black beans, Caesar salad, served with house-made corn tortillas. Simple, healthy and delicious!
This bowl is all about bold Mexican flavors—spicy-sweet corn, creamy black beans, vegetable-flecked quinoa—and it’s just as delicious if you replace the chicken with your favorite tofu. All of this goodness was inspired by a popular bowl served at the California-based chain Tocaya Organica.
After working at some of L.A.’s top bars, Johnston was ready to tackle her own program — times two. She heads up the bar programs at Tocaya Organica and Toca Madera. Are you a fan of the classics? Charity has your margaritas and aguas frescas. Are you possessed of an adventurous palate? Activated charcoal agave, pineapple tomatillo shrub, and house-made Coca-Cola syrup are just a few of the ingredients you’ll find on the menu now; but stop in frequently! Her drinks are made fresh with seasonal produce and her creativity is boundless. And after you visit her for a drink, we think your enthusiasm for her craft will be boundless too.
Margarita Day is fast approaching. Do you have a plan yet? On this Friday, February 22nd, it’s your duty to find the best margaritas your local bars have to offer. The Drink Me team will likely be at one of Tocaya Organica’s restaurants.
“Brown spirits go incredibly with Latin or Mexican food.” Affirms Charity Johnston, beverage director of The Madera Group in Los Angeles. “When you (use) a brown spirit, you get earthy, charred tones, along with vanillas, chocolate and cinnamon. The influence of a barrel can add complexity to a spirit. When I started working for a Mexican concept, I realized I had even more flexibility in some ways.
Expansion is clearly on the near horizon for The Madera Group, which plans to open 11 locations in the U.S. and abroadby the end of 2019.
The Los Angeles-based hospitality company is funding the expansion of is modern organic mexican concept, Tocaya Organica, through a $20.85 million capital investment received last fall from Breakwater Management LP, according to a press release.
If you’re hosting a Super Bowl party and looking for an easy game day snack, A.j. McCloud, regional chef at Tocaya Organica shares a recipe for guacamole.
What’s the secret to making good guacamole? “It’s texture,” McCloud says. “When you taste store bought guacamole that’s been put through a machine and hasn’t been made by human hands, it’s just like smooth paste.”
It’s cold! And it’s damp, and it’s overcast, and you need something to warm your insides and your spirits. Charity Johnston, Beverage Director for The Madera Group (Toca Madera and Tocaya Organica) to rescue. Charity has put together seven thoughtful tequila cocktails for Drink Me readers, to banish your winter woes and transport you to tequila tranquility.
