North Phoenix is getting a new spot to feed its steak habit. Firebirds Wood Fired Grill is headed to Norterra, the fast-growing mixed-use community along the I-17, where it is slated to join the new Union Street retail row. The chain’s wood-fired steaks, weekend prime rib and family-style dishes are expected to start hitting Valley tables in the coming months.
According to What Now, Firebirds will take a space at Union Street at Norterra, and a representative for the restaurant told the outlet the location “should open within a few months.” The What Now report also notes that the broader center is being built out as a larger retail cluster loaded with national brands.
What to expect from the menu
Firebirds bills itself as a casual American steakhouse that ages and butchers its steaks in-house before they hit a hardwood-fired grill. The brand’s Norterra listing highlights hand-cut, 21-day-aged steaks that can be paired with lobster or shrimp, along with pork chops, roasted chicken, weekend prime rib, burgers, brunch and classic salads, all framed as part of the chain’s scratch-kitchen approach.
As listed on Firebirds, the Norterra location is also set to lean into a bar and patio scene aimed at neighborhood regulars as much as destination diners.
Where it fits in Norterra
Union Street at Norterra is the new retail hub rising at the northeast corner of North Valley Parkway and Happy Valley Road, tucked into a larger development that also includes hotels and other mixed-use projects. As reported by Valley Vibe, committed tenants at the center include Shake Shack, CAVA, Tropical Smoothie Cafe and a breakfast-focused concept, with Red Development’s leasing team pointing to 2026 for many of those openings.
The arrival of a full-service steakhouse like Firebirds signals a shift for the neighborhood’s dining mix, adding a national sit-down option to a corridor that has been steadily filling in with fast-casual and quick-service brands.
Brand growth and ownership
Firebirds is owned by Garnett Station Partners and is in growth mode as its owners pour money into remodels, tech upgrades and the bar program in an effort to boost sales. Nation's Restaurant News recently detailed those investments and reported that Firebirds plans to keep adding locations in 2026.
Giving back
The brand also leans on a charitable streak. Through a long-running partnership with Alex's Lemonade Stand Foundation, Firebirds’ menu notes that $1.25 from every Alex's Fresh Lemonade is donated to the charity, and the program has raised nearly $5 million since 2012. The donation effort is a regular feature of the chain’s promotions and is highlighted on the Norterra menu page.
For now, there is still no firm opening date from Firebirds or the property’s owners, but representatives and leasing sources continue to point to the next few months for the debut. We will update this story once Firebirds locks in a specific opening date or reservation window.
