Irv’s Burgers Los Angeles is now open and more locations are coming soon. The burger stand that originated in West Hollywood opened its second location last week at 1000 S La Brea Avenue, on the south east corner of La Brea Avenue and Olympic Boulevard (in the former home of Top Round roast beef stand). Chief Operating Officer, Ramy Elguindy tells WEHO TIMES a third Irv’s is in the works in Malibu and they already have a fourth location in the works in Las Vegas.
“West Hollywood has its own unique vibe and history and we wanted to see what would happen if we stepped out of that and went a little bit further out, and of course, the response has been unbelievable in the community,” said Elguindy. “We are still L.A. and Hollywood, so people still know about Irv’s, so Malibu will be another test that goes way outside of the first location. People in Malibu have been giving us good feedback because there aren’t a lot of good burger places in Malibu.”
The third Irv’s Burger will be sharing a space with Prince Street Pizza, which a gourmet pizzeria that also comes straight out of WeHo. Both projects are co-owned by Lawrence Longo of Off the Menu. The two new locations will open at the Malibu Country Mart on Cross Creek Road near a Whole Foods and a speakeasy. Elguindy says they will be located near the largest playground in Southern California. “There’s nowhere to eat in that area, so we wanted to create a space where the whole family comes, the kids are playing, and they can grab a burger, they can grab a pizza, and the parents can have a drink.”
According to Elguindy, the freshly opened Irv’s Burger Los Angeles has been busy since they first opened last week. The new space has 18 parking spaces, and it has been getting a lot of foot traffic from people in the neighborhood because the options to eat in that area are limited.
Co-owner Sonia Hong attended the Irv’s Los Angeles the launch event, but she has chosen to stay in her hometown of West Hollywood where she has connected with the community. “She came her to make an appearance, but she wants to stay in WeHo because she knows everyone there,” Elguindy said. “In observance of the impact that she’s had on Irv’s over the years, everything you see here is based on her doodles. Owner Lawrence wanted to keep her legacy, but we can’t have her everywhere when we expand.”
Hong’s doodles are not the only legacy being preserved at Irv’s Burgers Los Angeles. They have also kept the integrity of the food by offering the same meat recipe that is grounded fresh everyday along with fresh hamburger buns that get delivered fresh daily. “We simplified the menu a bit. As the brand grows our vision is to be a roadside casual diner. We have the pastrami sandwich, the tuna melt and we don’t want to do a million things, we want to do eight things really, really well. We want to focus on what people crave.”
Then there’s a secret menu…
The corner of La Brea and Olympic has been home to many restaurants, including a Top Rounds Roast Beef, and previous to that, it was a burger joint called Pop’s Burgers over half a century ago. Sonia Hong and her partner Lawrence Longo, along with chef Armen Piskoulian, are keeping things simple and sticking to the original menu for the new Los Angeles burger stand.
The Malibu Irv’s is projected to open sometime in May or June of this year.
What an amazing Phoenix story!