If a witty bun pun doesn't grab the attention of Pacific Coast Highway travelers, the aroma of fresh ingredients in an "Urbun" burger certainly will. In May 2012, David Mainiero '11 will replace the KFC currently located along the Pacific Coast Highway with a hip, modern twist on the classic American roadside burger joint: Urbun Natural Burger.
Mainiero chose to locate Urbun Natural Burger on the Pacific Coast Highway in Laguna Beach, Calif., in an effort to "pay homage to this storied American Road' and the classic American joints" that have dotted the road for years, he said. Construction will begin sometime in February or March 2012, and should be completed in May before the "big summer season," Mainiero said.
The menu will feature beef burgers, hot dogs, veggie burgers, fries, shakes, custards and various local draft beer and wine choices, according to Mainiero.
In contrast with Umami Burger a mini-chain from Los Angeles set to open further north on the Pacific Coast Highway Urbun Natural Burger is not a sit-down restaurant, he said. Urbun Natural Burger instead offers quick service and will utilize a pager system.
"While I think [Umami] will do very well, I see Urbun as a more community-driven business," Mainiero said. "It is more reflective of the Laguna Beach culture and caters better to the residents."
Mainiero, who grew up in Florida, comes from a family involved in the restaurant business, he said. Mainiero said his background as a third-generation restaurant owner has have helped him immeasurably in his venture.
Mainiero said he projects a $400,000 to $500,000 budget for the new restaurant, and that he plans to implement "value engineering" to stay within budget.
"The idea is to use certain elements of the existing building and play those up, so that something new and beautiful is created without changing too much of the structure," Mainiero said.
The restaurant will adopt a retro feel with a modern twist, and will incorporate as many sustainable practices in all aspects of the restaurant as possible in an effort to become more "green," Mainiero said.
Architect Brandon Herbst, who works for Anders Lasater Architects, Inc., said the builders would incorporate "as many sustainable materials as we can." Anders Lasater Architects, Inc., was contracted by Mainiero to design the restaurant.
Urbun Natural Burger will use recyclable plastic cups and will seek to eliminate the need for plates and silverware, according to Mainiero.
"With no need for dishwashers, we can save on water and energy," he said.
Urbun Natural Burger will also tap into local sources to reduce food costs so that the restaurant can be "weaved into the fabric of the community," Mainiero said.
Environmentally-friendly and health-friendly choices were important to the Urbun brand, according to Mainiero.
"It is a myth that places can't afford to be organic," Mainiero said. "Being natural does not have to cost that much more. As people become more educated about what they are actually eating, they just aren't going to tolerate certain things anymore."
Mainiero said he was initially fearful that the thought of a "nutty health place," would turn people off, but he added he has done what he can to strike a balance between being customer friendly and health friendly.
Mainiero said he hopes to attract "anyone and everyone" to his restaurant, from people walking down the street after a movie to those riding bikes or those who want to just stop in for a California draft beer.
"It is a family-friendly environment that will cater to all sorts of age groups," he said.
Mainiero said he used a unique investment model of reaching out to a network of people rather than just one or two big investors. In addition to using his own savings, Mainiero made investment offers to his friends from Dartmouth, some of whom have banking jobs and "extraneous income," he said.
Mainiero plans to primarily hire members of the Laguna Beach community because he wants employees "in tune with the sentiments of the area," he said. Although many local residents have so far been interested in the restaurant, Mainiero encountered difficulties with the zoning of the surrounding area because "the town cares a lot about image," he said.
"People were receptive though, and I hope that enthusiasm carries over to the next few months," Mainiero said. "I don't foresee any real challenges."
Mainiero majored in history at the College, and said he was particularly interested in government and Middle Eastern studies.
"I took a broad range of classes," Mainiero said. "Dartmouth taught me how to think rationally and conceptualize things, how to look at a set of facts identify trends and come up with a conclusion based on organized information."
Mainiero honed his critical thinking skills as the executive editor of The Dartmouth Independent and as a political debater, he said. The abilities he cultivated while involved in those activities have served him well in the business world, according to Mainiero.
"The value in education is not what they teach you about any particular discipline, but how to approach problems," Mainiero said.