Seven Questions with The Dolce Group

()

LA has a diverse cast of characters. Whether it's the characters with stirring stories or interesting occupations or the people who are just simply characters, this town has them all. In an effort to get to know some of those characters a little better, we've created "Seven Questions with..."

Today's subjects are Lonnie Moore and Mike Malin, partners in The Dolce Group. These very successful restaurant and nightlife entrepreneurs based in Los Angeles are the minds behind five hot properties in LA: Dolce, Ketchup, Geisha House, Bella and Les Deux with a sixth on the way. Two years ago the best friends decided to expand outside of LA and currently have properties in Reno, Atlanta, Dallas and Huntsville, AL.

1) You each have backgrounds in entertainment, how did that help in your transition in to the hospitality industry?
Mike Malin: I think it helped because we already knew a lot of people in the industry. Dealing with trendy markets, like we do, it's valuable that you know the people who make this town go around. Not only when you are in search of investors, but when you are also looking for the right clientele to frequent your businesses.

2) What were some of the challenges you had to deal with when you first decided to open up Geisha House on Hollywood Blvd?
MM: Five years ago, Hollywood was known as a great place for bars and clubs, but not a great place for restaurants. We knew that people wanted a nice place to have a meal before hitting up the bars and clubs. The restaurant's success was definitely a key to the resurgence to Hollywood. You look now within the five block radius, you'll see tons of place have opened.

Lonnie Moore: Pioneers is what I like to call ourselves.

MM: There really wasn’t any challenge as far as the location goes, build it and they shall come. It wasn’t the location, it was the size of a restaurant. Everyone was asking, how in the world are you going to be able to fill this monstrosity on a nightly basis?

LM: It was great because once we started going good, we notice another club is popping up over here and another right there. People need a place to eat and we're within a block of all the nightlife action.

3) What do you see as the future of LA’s nightlife and hospitality industries?
MM: It's a tricky time right now. Every cuisine is, for a lack of a better term, played out right now. SBE's got a new place called Bazaar that's very quirky. You're going to see a lot of places go that route. People are going to have to try new things in respect to the ambiance and food.

LM: One thing you’re going to see with us is affordability. We want our guests to have a good time and not worry about us raping them for every penny they've got. It's never been the MO of our group to just take people's money. We're looking to make money over time, we want you to keep coming back because you enjoy the food and the atmosphere we provide at a price that is reasonable. We're going to do whatever we can do, to keep you coming back. If it’s lower minimums and lower prices, than that's what we'll do. We want to get the customers to keep coming back. We do that by not raping them.

4) How important has it been to connect with young Hollywood?
LM: It's paramount in the world we're in. Our customers are either young Hollywood or people who want to be around young Hollywood. That’s the atmosphere that we offer.

5) In these tough economic times, many people are eating out less, how has that impacted your business?
MM: We definitely are feeling it like the rest of the country, and the rest of the world. We’re not just a Saturday spot, we pack the places on a Tuesday, Wednesday, every night of the week. Our price points have been really reasonable. We have to look out for what's best for the 25 year old girls. We're seeing some places that are doing seven course, pre-fix menus. In these tough times, you've got to ask 'Is that appropriate?' We don't think it is and that's why we love to promote our 50 percent off Sundays at Ketchup.

6) How important is the feeling of exclusivity to the success of your properties?
MM: In regards to our restaurants, absolutely not. Anyone can get into our restaurants. All you need to do is get on the phone and make a reservation. We don't want you think you're not cool enough to go there. It's just a restaurant. We'd love to see more people in our restaurants on Tuesday. The clubs are a little different but that's because there are other factors involved. You've got promoters who are looking to fill the place with a certain crowd.

7) Outside of your own properties, where do you guys like to eat?
MM: Chin Chin
LM: Mike and I have simple palettes. We're big Souplantation fans. Lala's is another place we like. You won't really find us at one trendy place in town.