The secret behind Irv’s Burgers: quality, consistency and community
The history of Irv’s Burgers is a classic American success story, starting as a small stand in Hollywood and growing into a beloved institution. Now with locations in Los Angeles and Las Vegas, the brand has managed to retain its original charm while expanding its reach. According to Irv’s Burgers CEO Lawrence Longo, the secret to this longevity is simple. “Irv’s has always been about good food and community, and we’re never losing that. The key for us is staying focused on the core: a killer product, real-deal customer service, and being a spot the community can count on.” This focus on quality and heart has allowed Irv’s to grow without losing the unique personality that made it a local legend.
A nostalgic vibe and a personal touch
Part of what makes Irv’s so special is its nostalgic, old-school feel. Every new location is developed by the team to maintain that authentic vibe, incorporating design elements that pay homage to the brand’s history. “That nostalgic vibe is everything to us. It’s what makes Irv’s feel like Irv’s,” Longo said. Another signature touch that sets Irv’s apart is its famous “Just for You” doodles, which started organically and became a tradition. Longo explained, “It started super organically—one day, it was a customer’s birthday and Sonia doodled a little Happy Birthday on their plate. That customer took it home, and their roommate came in the next day asking for a doodle on their plate too. Then somebody else in the restaurant saw it, wanted one, and from there it just took off.”
The perfection of a classic burger
The menu at Irv’s is celebrated for its simplicity, with a deep focus on perfecting the classics. When asked what makes the burgers so special, Longo stated, “Quality, consistency, and heart, that’s the Irv’s way. We’re not trying to reinvent the burger, we’re celebrating the classic.” He emphasized the importance of high-quality, fresh ingredients, noting that the beef is ground daily and never frozen. “Everything we use is chosen carefully because when you keep a menu simple like ours, there’s no place to hide. Quality is everything.” For those looking to try something beyond the famous burgers, Longo recommends the pastrami sandwich, calling it a “sleeper hit” that deserves more hype.
From Hollywood to Las Vegas: The magic of Irv’s crosses state lines
For years, Irv’s was a quintessential Los Angeles experience, but the brand recently expanded its community-focused vision to Las Vegas. Longo revealed that opening a location in Vegas was a long-held ambition. “We’ve always wanted to open an Irv’s in Vegas. It’s a city built on good times and iconic food, so it just made sense for us. Plus, we’ve always wanted to work with casinos, and when the opportunity came up with Durango Casino & Resort, it felt like the perfect fit.”
A tale of two cities: Irv’s in Las Vegas vs. Los Angeles
The energy and customer base in Las Vegas presented a different dynamic for the brand. In Los Angeles, Irv’s operates as a standalone destination where people go specifically for the food. In Las Vegas, however, the experience is integrated into the bustling atmosphere of the casino. “The main difference is how people experience Irv’s out here. In Las Vegas, a majority of our customers are coming into the Durango for the casino and then swinging by Irv’s for a food break in between the action,” Longo explained.
Despite these differences, the reception in Las Vegas has been overwhelmingly positive. “The reaction in Vegas has been incredible. People are loving it. Locals, tourists, casino regulars, they’ve all shown us a lot of love.” This success confirms a universal truth for the brand, as Longo concluded, “It’s two different vibes, but the love for a great burger is the same in both cities.” A new Las Vegas location recently opened at the Miracle Mile Shops inside Planet Hollywood Resort & Casino.
