In the year 2018, when Jessica Hall made an investment in Sugar Taco, she believed her role extended beyond just being a co-owner; instead, she envisioned herself as a participant in a broader societal shift or movement.
You were informed that the restaurant’s ingredients are organic and ethically sourced from small farms in Southern California. This means they are environmentally friendly and sustainable. The packaging will emphasize that half of America’s water is used for growing feed crops for livestock. Instead of plastic utensils, deliveries will come with biodegradable wooden ones. Any leftover food won’t be thrown away but composted. Decorations will be bought second-hand to reduce waste. Trees will be planted to balance out the carbon emissions. The restaurant will support animal welfare by donating a part of its earnings to local rescue shelters in Los Angeles.
Primarily, Sugar Taco embodies feminist ideals, with a distinctly female identity. Co-founded by Jayde Nicole and Brittany Littleton, this investment group is exclusively composed of women. These aren’t ordinary women; they are a sisterhood of influential figures from the realms of social media, modeling, wellness, and reality television. Interestingly, many of these women have graced the pages of Playboy.
For example, Hall appeared on the cover in 2005. In 2008, Nicole was named Playmate of the Year. She pitched the restaurant to her sister-investors as a sort of post-Hugh Hefner, female-driven utopia – less grotto, more Lean In – where the goal was female empowerment, the emphasis was on veganism, and the atmosphere was always picture-perfect.
In this investment proposal, it’s stated that for each kid’s meal sold, three children in Mexico will be fed. As a new mother, hearing this made me feel incredibly moved and excited.
It wasn’t.
For several upcoming years, investors similar to Hall found themselves entangled in a food-related scandal so chaotic that it would have left Gordon Ramsay in tears. There were allegations of pantries infested with roaches, hazardous gas lines, an industrial blade appearing in a customer’s meal, negligent management, and peculiar financial errors. What started as a polished, female-focused brand with rescue dogs and eco-friendly utensils ended up as a bitter social media battlefield, with one Playmate arguing with another, and a restaurant that was far from picture-perfect on Instagram.
According to investor Merissa Underwood, who was crowned Miss Montana in 2020, they claimed to be successful business leaders and entrepreneurs. This situation demonstrates that if one manages to construct a particular online persona, others are likely to trust it.
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Hall, currently 41 years old, and Nicole, aged 39, developed a friendship in the latter part of the 2000s when they both donned rabbit ears as they socialized regularly at the Mansion.
During that period, prior to the rise of #MeToo and the concept of male gaze, being a Playboy Playmate still held a certain allure. Nicole, known professionally as Jayde Nicole but born as Jayde Nicole Gilette-Ivany, capitalized on this appeal. She secured roles on MTV’s The Hills and even had a relationship with one of its stars, Brody Jenner. At that time, Hall, who was frequently seen on the Playboy website and hosted a show on its satellite radio station, found Nicole particularly appealing, as did many other Playmates.
Sara Jean Underwood, the 2007 Playmate of the Year and an investor in Sugar Taco, remarked that she was extraordinarily tall and striking. Underwood added that there was something about her that was captivating, making it impossible to look away. According to Underwood, when Nicole was out, she stood out as the undeniable leader among her peers.
Nicole’s early life story follows the conventional narrative of a modeling icon: Born and nurtured in a quaint town northeast of Toronto, she was spotted by modeling agents amidst a crowd at a concert. During a photo shoot in the Florida Keys, a photographer encouraged her to audition for Playboy. At the tender age of 20, just before her 21st birthday, she graced the cover as Miss January 2007, and later in the year, was crowned Playmate of the Year, earning her a private room in Hefner’s mansion (they never had a romantic relationship).
Following her tenure as a centerfold, Nicole transitioned into managing nightlife venues, a field she had shown keen interest in previously, having studied hotel management at George Brown College before her days with Playboy. In 2012, she launched her first venture, AV Nightclub in West Hollywood, which quickly gained popularity. The establishment attracted high-profile events such as Star magazine’s “All-Hollywood” party and regular visits from Lindsay Lohan accompanied by a horde of paparazzi. Subsequently, she opened two more clubs, one in Scottsdale, Arizona, and another in San Diego. Additionally, she managed Toca Madera, a Mexican restaurant in West Hollywood that recently closed its doors.
In 2018, Nicole started contacting her extensive circle of friends, which included models, influencers, and even former Playmates, to propose Sugar Taco – a unique restaurant concept that combined her skills in hospitality with her passion for plant-based activism. She struck an immediate rapport with Littleton, a former assistant who had since grown into a vegan influencer, often referred to as an “herbalist” on Instagram, known for her natural parenting tips such as oat, flaxseed, and nut butter “lactation bites” recipes and organic hemp products for diapers. Nicole and Littleton joined forces to become partners in the restaurant project, and they began seeking investors together.
It didn’t take much time to pass. Hall quickly invested $20,000 for a small portion of the company’s equity. Others who had previously been Playmates joined in, such as Jessica Burciaga (for February 2009) and Tiffany Toth (for September 2011). Documents from the public corporation, examined by THR, reveal a diverse group of investors that extend beyond just the pages of Playboy. These include Alicia Silverstone, an actress known for her role in Clueless and an activist for animal rights, Daniella Monet, a former star on Nickelodeon, professional surfer Tia Blanco, and Kelley Flanagan, who was on The Bachelor.
As a gamer, I’ll confess that I was clueless about the restaurant business, but what I yearned for was a sense of pride and satisfaction, so I sought out a place where I could belong.
In spring 2019, the initial Sugar Taco establishment emerged at the junction of Melrose Avenue and Alta Vista Boulevard, presenting itself less as a conventional Mexican restaurant and more like an eye-catching backdrop for an influencer’s photo. The interior boasted walls splashed with vivid neons, embellished with artificial ivy, and furnished with a blend of reclaimed wood and salvaged pieces. Striking Day of the Dead murals adorned the walls. To everyone’s surprise, it was a success, even during COVID-19. It turned out that a speedy service, delivery-friendly, vegan taco joint was just what health-conscious, socially distanced Los Angeles residents were seeking amidst the pandemic.
As a gamer, I can’t help but feel like the mastermind behind Sugar Taco’s social media presence, thanks to Nicole’s knack and the massive online influence of her Insta-savvy supporters. With millions following us, it seemed like our restaurant was booming! Investors were initially thrilled, even receiving their initial payments of $1,125. The blueprint for a second location in Sherman Oaks was sketched out, and the future looked bright.
Initially, investors missed the subtle indicators pointing towards an approaching turmoil. As one ex-employee of Sugar Taco expressed to THR, there was a notable lack of management. Nicole, apparently, was seldom present. Littleton and the newly appointed head chef of Sugar Taco, Alan Campos, who had previously managed the plant-focused menu at Neiman Marcus cafés, seemed diligent during the initial phase. However, after a few months, their regular appearances diminished significantly. The kitchen and front-of-house staff were left to manage themselves, according to the former employee.
Nothing related to this was visible on Instagram’s feed or mentioned by Nicole during her presentation to potential investors, where she maintained a professional image as an astute female business owner. “I remember thinking, ‘Wow, that’s impressive growth, considering the circumstances,’ ” said Jamie Campo, a podcaster and vegan activist, who eventually invested in Sugar Taco’s expansion to Sherman Oaks. “I assumed they must be thriving.
Back in early 2021, when the Sherman Oaks branch unveiled itself, it was quite a spectacle – at least, I got to see Claire from Smallville there. On her Instagram post, she raved about the delectable dishes, impeccable service, and being part of supporting small businesses. “Tasty treats, top-notch service, and a fantastic way to back the little guys!” she exclaimed. “Take my word for it…you’ll be grateful later.
As Sugar Taco continued to grow, the returns on investment started decreasing, which initially didn’t cause much concern due to the usual growing pains. However, when investors began requesting information about their funds, Nicole and Littleton would become cold and distant. Toth recalls that every time they inquired, they were told, “Most investors aren’t interested in knowing these details. Most investors don’t understand what you’re asking for.” They often encountered an unusual hostility in response to their questions.
Leaders from Sugar Taco strongly refute allegations of mismanagement, emphasizing that while many restaurants in L.A. shut down during the pandemic, Sugar Taco remained operational. They also clarify that returns to investors are not automatic. They stress that there is no predetermined schedule or assurance that investors will receive any payback at all, let alone a specific amount or within a particular timeframe.
Nevertheless, it’s worth noting that the Sherman Oaks branch seemed to be plagued with more chaos than the West Hollywood one, as investors might discover. A former worker described the conditions as “appalling,” even going so far as to provide photos to THR, which revealed unsanitary circumstances. The images expose a sink swarming with ants; rat droppings in the kitchen and on certain fruits and vegetables; partially consumed tomatoes and avocados due to pests; and a gas line with its protective casing badly damaged, posing a potential danger.
As a dedicated gamer, I once experienced a bizarre twist in my usual food-ordering routine – one time I stumbled upon a spider in my protein bowl, and on another occasion, I was presented with a creepy crawler among my nachos! Quite unexpected, to say the least.
When workers voiced their concerns, Nicole and Littleton often assured them they’d tackle the issues, but according to staff members, they seldom kept their word. In the words of Ash Pavesio, a previous front-of-the-house worker, “Jayde and Brittany were nowhere to be seen.
By September 2022, some disgruntled employees, frustrated with the working conditions, decided to stage a walkout – and they chose Labor Day for this action. The following day, these striking workers were terminated, which led other staff members to resign in solidarity. Prior to their dismissal, these employees had lodged complaints with the Department of Public Health.
A health inspection was carried out three days later, uncovering 11 significant violations of health codes, several concerning roaches, both dead and alive. As a result, the restaurant’s permit was temporarily suspended until a fumigation could be performed. During this treatment process, the restaurant’s windows were covered with paper to conceal the mandatory public health closure notice from public view (as well as investors).
Once the paper was removed and the kitchen resumed operations, Sugar Taco’s health grade sign had been lowered from an A to a B.
As a gamer, I can’t help but share an unsettling tale from my recent experience at the DGA building on Sunset Boulevard. Last year, during the premiere of a vegan cooking competition show titled “Peeled“, Sugar Taco was hired to cater the event. Here’s where things took a turn for the worse – one of the partygoers ended up with “significant injuries” after taking a bite of a burrito containing an “industrial-sized blade”, as stated in a lawsuit filed in 2023 at the Los Angeles Superior Court by the unfortunate diner.
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It was never disclosed to investors about the industrial blade accident or the related labor and health issues. Moreover, no signs were given that Nicole or Littleton were struggling financially despite their affluent lifestyles. In fact, both owned properties – Nicole had a desert retreat in Indio, California, while Littleton owned a Victorian farmhouse in South Carolina. In public appearances, Nicole portrayed Sugar Taco as an ideal venture for female entrepreneurs, even stating on the podcast Earn Your Happy with fitness model Lori Harder that they sometimes held meetings at the beach in swimsuits and occasionally went out for drinks at restaurants.
Investors found the experience far from a pleasurable seaside vacation. Initially, those backing Sherman Oaks received payouts, approximately $1,142.86 each, in the timeframe after the restaurant’s launch. However, these payments ceased mysteriously soon afterward with no clear explanation given. “The funds began to dwindle,” Sara Jean Underwood recounts. “I’d contact Jayde directly and ask, ‘What’s happening? When can we expect another payment?’ She would respond, ‘It’s COVID.'”
To the astonishment of certain investors, Nicole and Littleton debuted their third Sugar Taco in Long Beach during summer 2023. The grand opening was quite glamorous, featuring an all-female mariachi band as the entertainment. “The involvement of numerous influencers in this project gave me a sense of reassurance,” remarks Claire Luken, a French expatriate residing in San Diego who invested $20,000 in the Long Beach eatery and another $20,000 in each of the other two establishments. Similar to the other investors, she received some initial payments but was taken aback when the funds abruptly stopped flowing.
As a devoted investor, I can recall that the founders were incredibly communicative when I made my investment decision. However, unfortunately, the dialogue soon dwindled significantly afterwards.
According to trusted insiders, Sugar Taco’s management openly provided all necessary financial records. However, despite this transparency, investors still felt discontented and started exchanging information about the restaurant. They delved deeper into Littleton’s and Nicole’s pasts, which made them uneasy with their findings.
As a devoted fan, I’ve got to address the allegations against Nicole, which date back to 2014. During that time, she and her then-boyfriend Tosh Berman were among those sued in L.A. Superior Court by investors in one of her initial ventures, the AV Nightclub. This venture, which appeared successful on the surface, was accused of being a cover for questionable business practices. The lawsuit, reviewed by THR, labeled them as “hustlers” and “swindlers,” claiming they used the nightclub’s funds as their personal piggybank. However, an arbiter found that while AV’s bookkeeping wasn’t perfect, there was insufficient evidence to prove Nicole, Tosh, or the other co-defendants guilty of the allegations.
Simultaneously, Littleton found herself in a legal dispute concerning animal rescue. In 2020, a charitable organization filed a lawsuit against her on behalf of Elliot Haas, a homeless individual whose pet was picked up from the street and handed over to Littleton’s Little Love Rescue for rehabilitation. A judge at the Los Angeles Superior Court ruled that Littleton should return the dog, though she continues to challenge this decision. Additionally, around the same period, the California Attorney General instructed Little Love Rescue to halt its operations due to worries about its fundraising activities. Individuals close to Littleton assert that these accusations were unfounded.
As an informed gamer, I rallied my fellow investors from our respective bases to take on a challenge against Nicole and Littleton. Leading the charge, Toth suggested we form a party for a face-to-face discussion about Sugar Taco’s financial reports. Nicole replied casually, “Hey there! Let’s continue this conversation off-topic,” before vanishing our group chat.
As “Tiff”, I never received that promised text from Nicole. A few days later, she sent a detailed message to our investor group chat, addressing numerous worries. In her text, she called the striking employees lazy, irresponsible, and dishonest. She claimed that the issues at Sherman Oaks, such as the vermin problem, were due to us not wanting to carry out the cleaning tasks we were asked to do. Regarding Sugar Taco’s financial situation, she stated that she was aware of every sales number and payment made, so she didn’t see the need for a profit and loss statement.
The restaurant’s owner attributed its difficulties to “customers acting erratically” and “homeless individuals displaying aggressive behavior.” However, the real problem lay in the past accountant’s financial mismanagement. She justified opening a third Sugar Taco branch by arguing that it would significantly benefit the existing locations. This is because it provides increased purchasing power for discounts on food and supplies, assists with shared marketing costs, and even secures discounts on insurance premiums and dishwasher rentals.
(Note: The phrase “houseless people” has been replaced with “homeless individuals” to make the language more natural and inclusive.)
She informed her investors via text that she’s always on duty, without a personal life to speak of. There are no dinner dates or cinema outings with friends, no gym visits, and scarcely any time spent outside – all because she’s fully committed to work.
Dissatisfied with Nicole’s reply, multiple investors sought legal advice and, following the opening of the Long Beach branch in September 2023, sent a demand letter to both Nicole and Littleton, requesting financial records such as bank and credit card statements from Sugar Taco. An examination of these documents by THR reveals that Sugar Taco frequently made purchases at grocery stores like Ralphs, Pavilions, Whole Foods, and even the pricey Erewhon, utilizing services such as Instacart and Uber Eats for delivery. Nicole justified this practice to investors, stating that Instacart was beneficial for replenishing minor items, and that Sugar Taco primarily sourced its produce from wholesalers, including Nature’s Produce (a company that sued Sugar Taco in December 2023 for an unpaid bill of $19,904.80; the debt was eventually paid off, and the lawsuit was dismissed). Those close to Sugar Taco management assert that making purchases from supermarket chains is a common practice within the restaurant industry.
An examination of records in Sugar Taco uncovered that funds from their bank accounts were utilized to transport Nicole’s mother to Palm Springs. Nicole attempted to explain this expenditure to investors by stating her mom was assisting with the company’s financial record keeping, despite the fact that Sugar Taco had already hired an external accounting firm.
It’s been noted that some investors have found evidence suggesting Littleton and Nicole may have used company funds, specifically their American Express card, for personal expenses. An example given is the payment of $1,375.96 for an airline ticket and $293.23 for Airbnb rentals in Mexico, which were charges made to the AmEx card associated with Sugar Taco’s Long Beach location, around the time Littleton was getting married to Campos, Sugar Taco’s head chef, in a Mexican resort town. This sequence of events has raised eyebrows, as Littleton got married in Tulum the following month. A photo of Nicole at the wedding (since removed from Instagram) hinted at potential business dealings even during leisure activities, with the caption reading “Always in a business mind, even when we are having fun.” However, sources close to Sugar Taco management claim this was an error made by an assistant and the funds were repaid upon discovery.
In total, Nicole and Littleton amassed countless millions across six distinct ventures – three Sugar Taco restaurants, a vegan “butcher” business in Long Beach known as The Plant Butchers, a vegan donut shop named The Donut Room, and Azucar (meaning “sugar” in Spanish), a brand specializing in canned tequila cocktails.
All locations of Sugar Taco restaurants have permanently closed, including the first Sugar Taco restaurant that shut its doors in April. This year has also seen the closure of The Plant Butchers, while plans for The Donut Room and a new alcohol brand never came to fruition.
Adam Weitsman, a billionaire investor, mentions that when he asked Nicole for the money back, she questioned if he was facing financial difficulties. He’s referring to the $300,000 he invested in Azucar, which he later took control of and could potentially end up on store shelves. However, it seems unlikely that Sugar Taco investors will get their money back without resorting to a lawsuit, as the costs of such legal action might outweigh their initial investment. Most of these investors put somewhere around $20,000 to $60,000 into the project.
Luken expresses regret and distress, stating “It’s hard to believe I entrusted my savings to them, especially since I have a family of my own.” She goes on to explain that she felt the money could have been used for personal growth or her daughter’s education. The experience left her feeling depressed, and it even led to recurring nightmares about the situation. After moving from San Diego to Mexico, she found herself unable to shake off the negative feelings.
Some investors are now regretting their lack of thorough investigation into Nicole and Littleton’s restaurants, having realized too late that they were facing difficulties. Monet, the ex-Nickelodeon star, expresses her regret for allowing them to use her name and image, admitting she didn’t know them well enough and should not have trusted them.
Some women who invested in Sugar Taco with the aspiration of becoming female entrepreneurs have been disillusioned by the experience to such an extent that they’ve lost interest in entrepreneurship altogether. Ivette Saucedo, a reality TV star turned influencer who invested in Sugar Taco, expresses her regret and explains, “I feel foolish for [investing], especially since my husband cautioned me, ‘I’m not sure if you should invest in this.’ It was a blow to my confidence.
For many, it’s not just the money lost or the company’s downfall that hurts the most; it’s the sense of betrayal, as Sugar Taco failed to uphold what they claimed to represent. Sara Jean Underwood explains, “I was aware that restaurants might not be a very sound investment. However, I decided to take the risk because the mission resonated with me so deeply.
The focus wasn’t merely on tacos; it was about making a global impact, one eco-friendly spoon at a time. However, the females who joined the sisterhood in the fight against climate change and animal extinction found themselves abandoned and manipulated, and they ended up losing tens of thousands of dollars.
Regarding the founders, they’ve chosen to stay out of the spotlight and declined to comment for this piece.
In the cave close to Tulum, Littleton not only adopted a new surname upon marrying Campos, but also opted for a new first name. Consequently, she is now recognized as Nia Gatica Campos and presumably resides on her rustic homestead in rural South Carolina.
Nicole, who previously resided in Indio, has moved somewhere undisclosed and embarked on a new journey. Similar to Littleton, she’s experienced a change in identity. In March, she deleted all personal photos and information from her Instagram account, temporarily replacing herself with an AI persona named Nicola Bianchi. Her updated bio now describes her as a “Greek-Italian muse,” a model, and an artist, expressing her passion for appreciating the world’s beauty.
These days, though, her Insta is completely blank, less influencer, more enigma.
The article you see was published in the June 18 edition of The Hollywood Reporter magazine. If you’d like to receive future issues, consider subscribing by clicking here.
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2025-06-19 16:26