Irv’s Burgers to reopen in West Hollywood thanks to industry investors – The Hollywood Reporter

Irv’s Burgers is back up and running – almost.

The beloved burger joint, slated to open any day, returns to the West Hollywood fast food scene (7998 Santa Monica Blvd.) courtesy of Off the Menu founder, Lawrence Longo, investments from industry heavyweights like WME talent agent and partner Brad Slater and a celebrity roster are being kept private for the time being.

Sonia Hong, the longtime face of the business that has owned and operated it since 2000 along with family members like her brother and mother, has also returned, working the counter and doodling on the top. her autographed plates, “Just For You”.

Irv’s has been closed since 2018 after years of drama with the landlord and many believed it would not go well. That is, until real estate agent Jay Luchs called Longo to invite him to an available space that he thought was perfect for one of Longo’s restaurant concepts. Longo immediately thinks of Hong and how he can help bring Irv’s Burger back but says she chose an agreement that would allow her to work at Irv’s without the responsibility of running it.

“She gave me the reins to bring Irv back and do it in the best way possible that incorporates history,” he explains of the business that dates back to 1946 when it first opened. (under a different name) and operated for many years through Irv Gendis until the Hong family took control. “What I thought was going to be a loan to get this burger back in place at first but ended up being an incredibly fun and amazing project to be a part of. It is constantly growing and growing and has loads of opportunities and love for Irv’s. “

Longo, who has recruited burger lovers and LA natives like Slater, is a restaurant insider and food entrepreneur, owner and partner of Prince Street Pizza and an investor. Silent advice in Burgers Never Say Die and Tacos 1986. Off the Menu is described by him as a discovery, content, and dining experience platform that extends apps and pop-ups to events and delivery experience. The company created and produced events such as The Burger Showdown, The Wing Showdown and America Sweetest that featured stars such as Matthew McConaughey, Courteney Cox, Dwayne Wade, Melissa McCarthy, Elizabeth Olsen, Jason Sudeikis, and others. others.

To showcase the upcoming revival, the team held a day-long pop-up on National Burger Day on May 28 attended by Slater and some of his star customers including Dwayne Johnson and Addison Rae. The official opening is still pending as they await final approval from the city but once they are given the green light, Longo insists this is just the beginning of a bright future for Irv’s and Hong.

“We should never let it go away,” he said. “Irv’s Burgers is one of the most resilient companies I’ve ever seen and that’s because there’s a huge community and fan base behind this burger. There are so many supporters and loyalists to Sonia Hong and putting her back behind the burger counter does what she does best – scribbling on plates and providing the best of hospitality – can’t be good than “.