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WHO WE ARE
Maverick Theory is a collective of hospitality professionals who’ve lived the business from the inside out — chefs, beverage directors, general managers, entrepreneurs, and owners. People who have run Michelin-starred kitchens, launched award-winning bars, and led world-class hotels where every detail matters.
We came together with one purpose: to build a better standard for hospitality.
What began as consulting evolved into creation — architecture, design, operations, brand development, and technology — all connected by a shared obsession with the craft.
Maverick Theory isn’t just a company. It’s a movement toward smarter, more human hospitality.
We believe innovation doesn’t have to erase the soul. Every project challenges convention, redefines what’s possible, and keeps humanity at the center of the experience.
Breakfast
Ideas
OUR IMPACT
We measure success in more than revenue — it’s in the time we give back, the people we empower, and the ideas we bring to life.
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Across our companies, Maverick Theory has helped operators, hoteliers, and creators reclaim time, capital, and clarity.
Our systems cut months from design schedules, streamline beverage programs across continents, and protect brands that might otherwise be lost to imitation.
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Every project becomes part of a larger movement: building a smarter, more human hospitality industry — one that values creativity as much as profitability.
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Because when innovation meets intention, everyone wins.
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Maverick Theory isn’t a single venture — it’s an ecosystem built to evolve the future of hospitality. Each vertical operates independently, yet shares one philosophy: challenge convention, simplify complexity, and build better.
Where imagination meets infrastructure.
We reinvent the way hospitality spaces are conceived and designed. Our proprietary schematic and concept process cuts development time by up to 50%, directly reducing capital costs. The work is cinematic, story-driven, and grounded in business reality. We don’t just design spaces — we choreograph worlds built to perform.
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Own your name before someone else does.
The only trademarking agency focused exclusively on hospitality. Trademark86 protects the creative assets that define venues — concepts, brands, and identities — with quick turnaround, competitive pricing, and deep industry experience. Because losing your name costs more than creating it.
The brain behind the business.
Currently in stealth mode, NEO as a new technology built to reveal the “gray data” of hospitality — the invisible factors that drive guest experience and revenue. It turns operations data into behavioral intelligence, transforming managers into masterminds.
Launching 2026 at the Bar & Restaurant Expo.
Batch, but make it brilliant.
With over a century of collective beverage experience, SuperFancy systematizes world-class cocktail programs for the modern operator. We build batching and bar programs that increase consistency, reduce cost, and elevate performance. Michelin-quality drinks, faster and more profitable — no compromise, no waste.
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