New to the Neighborhood! Elixir, An Interview with Proprietor Randy Gruber

Randy Gruber is the owner of local favorite, the Americana Restaurant in the Del Mar Village. He is currently hard at work opening a new business, Elixir, an organic Juice and Food restaurant. Randy sat down with us to chat about his exciting new venture.

Why did you decide to pursue a career in the restaurant business?

I am a fourth generation restaurateur. My great-grandfather, my grandfather, my father, and now myself are all in the business. It wasn’t what I had planned on when I went to college at Tulane University in New Orleans; I was a business student and was thinking about going to law school. After that, I got into real estate and worked in my dad’s restaurant on the weekends and I found that I liked it.

What is your business philosophy?

In general, I feel that I am in the hospitality business so I want to make people feel warm, welcome, cozy and invited. The customer is always right and I want them to feel happy and recognized. I also, buy the best quality ingredients I can find.With staff, I strive to be friendly, honest, ethical, and to portray good morals so that all will benefit. I want them to be happy to be at work. Attitude comes from the top downwards.

As you know, starting a restaurant can be expensive and takes a ton of time and resources. What advice can you give someone who has the “restaurant dream?”

First of all, work in a bunch of restaurants to get experience. Work in as many positions as possible so that you can experience what every aspect of working in a restaurant is like.Secondly, have a very defined concept and write a business plan before you start. Put everything on to paper; what the menu will be like, what the atmosphere will be, how the music will sound, etc. Think everything through and keep things cohesive. Make sure that your location and as a result, your clientele, will match your restaurant vision.

Who or what are your biggest culinary influences?

I draw from my environment. Being in Southern California, I noticed the emphasis shifting to raw and healthier food and in general a healthier lifestyle. I would see people surfing, cycling and doing yoga and I thought, “What do they want?” I realized that there is not much that offers them what they are looking for.

What atmosphere are you aiming to create?

The space is small so we wanted to create a small waiting area but it is mostly focused on the grab-and-go lifestyle of our clientele. We want to embrace the atmosphere of the historic Startford building with our storefront and awning. On the inside, you will see our open, contemporary kitchen. You can watch your meals and drinks being prepared. It will feel eclectic and industrial without loosing any of the warmth we want our customers to feel when they enter.

Is there anything on the menu that is a personal favorite that you are excited to share?

All of it! There are centrifugal juice daily specials that will be made to order. There are cold pressed juices, wellness shots, smoothies, protein bowls, acai and pitaya bowls, superfood oatmeal, kombucha on tap, cold brew coffee on tap, iced tea on tap, gluten-free baked goods, paninis, and seasonally rotating salads.

Why did you choose Del Mar Village for a location?

I own the Americana right next door to where Elixir will be so my amazing landlords offered me the space. They have been so encouraging and cooperative in helping me create my vision. People in Del Mar are healthy and enjoy an outdoor lifestyle so I think Elixir and the Village will be a natural fit.

Anything else you’d like to share?

I think if we do a good job, work hard, and get the concept right, Elixir will be a great, long-term addition to the Del Mar Village. We are making so much progress and are eyeing a June/July opening.

Elixir

1446 Camino Del Mar

Del Mar, CA 92014

RestaurantsMay 10, 2016