Tempe’s newest multimillion-dollar concept—Three Thirty Three—is changing the way the Valley experiences upscale dining alongside exceptional hospitality.
“Dining should be an experience, which means that it’s important that we are high-end in everything that we do,” says Haylee Nguyen, part owner and executive director of Tempe’s newly opened Three Thirty Three restaurant.
Nguyen and her business partner, John DeVries, have a keen eye for what desirable yet unexpected hospitality looks like—beyond having a great waitstaff and great food. To them, successful hospitality means being full service at all times during a guest’s experience. Coming from a resort background in Irvine, Calif., Nguyen had an epiphany that the restaurant industry was missing something that the hotel industry has when it comes to attentiveness and intention for guest accommodations.
When it comes to attention to detail, Nguyen and her team made sure that they were subtle yet effective to the traditions of Asian culture. Three Thirty Three is a signifier of what some would call “angel numbers.” In Asian tradition, 333 can be seen as a universal equation that brings an answer of nine, which represents prosperity and longevity. A Chinese belief is that the number nine represents the dragon, historically associated with imperial power. Nguyen wanted to ensure that Three Thirty Three’s opening occurred in 2024, as this year is the year of the dragon.



Looking at the design of the space, guests will see a romantic color palette of burgundy and royal green. Again, Nguyen and her partner considered the fact that they are opening an Asian-inspired restaurant; therefore, they must stay true to its deeper representation. Red in Asian culture is seen as a color that brings good fortune and auspiciousness, while green brings purity, harmony, health, and fertility. Burgundy specifically promotes a vision of love. These are all qualities that either the people who come to Three Thirty Three possess, or what Nguyen and her team hope they’ll be able to leave with.
To fit the bill of what today’s epicures look for when enjoying a high-end dining experience, Three Thirty Three’s design has things we’ve seen or experienced before in the Valley; however, Nguyen and her partner decided to take it up a notch. Encompassing the space is the largest LED screen seen in the North American restaurant market. It features a series of captivating clips of 3D animations—like one that shows an oceanic view of sea life swimming across the screen. Another is the placement of trees in an indoor establishment; however, the team aimed to be specific about which tree was highlighted and how it fit the brand direction of the restaurant. Cherry blossoms complete the aesthetic quality of romantic modernism while also holding value in Asian tradition and culture.


Nguyen and her team also made sure to value an attention to detail when it came to the restaurant’s food and beverage menu. The main menu has been designed to feature 70 items that are curated with ingredients and flavor profiles that come from Southeast Asia. Guests can enjoy high-end proteins with dishes like the 64-oz. gold-grade wagyu Tomahawk that comes from Snake River Farms, and a plethora of nigiri and sashimi featuring fish flown fresh from Japan. The restaurant also hosts The Pour Program, where guests may revel in luxury cognac such as Louis XIII Limited Edition Rare Cask 42.1. With this, a private pour and tasting experience is reserved for libation lovers who hold value in seeking some of the finest and unprocurable sips in the world.
Another detail that sets Three Thirty Three apart from other restaurants is its niche focus on the guest’s experience itself. Although the space features an open-kitchen concept, seating is strategically thought of to keep guests from being disrupted by view of the chefs and waitstaff preparing and running food. There was also a strategic motive to ensure that there is enough space for tableside services. In addition, very evening, a DJ curates a vibe that keeps guests engaged and having fun while enjoying their meal. There are also winged dancers that peruse beside each table to offer personal entertainment and enjoyment.
Three Thirty Three is currently open for dinner only, daily starting at 5 p.m. Come spring, there are plans for weekend brunch on the patio that offers views of The Watermark’s line of beautiful palm trees.
For more information, visit www.threethirtythreerestaurants.com.
430 N. Scottsdale Rd. Ste. 101
Tempe, AZ 85281