It’s an odd thing. It didn’t seem like there was much marketing of Angler L.A. either. I have a friend who considers himself in-the-know about the new, buzzy, chef-driven restaurants in L.A. but when I asked him if he’d been to Angler he said “What’s that?” even though he works on La Cienega and Angler had been open for months. Could be he’s not as in-the-know as one thinks but considering the conversations we’ve had about food & restaurants I thought it was odd.
maybe that person wasn’t quite in the know as they thought! 
but yes, hopefully something changes on the marketing front for Leopardo.
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Hey Matt - Im just curious what kind of marketing do you think is even effective in this day/age? It seems like outside of the publicity earned from Eater, most other publicity is done through influencers or old fashioned word of mouth. Then there are the awards, like LA 101, Michelin, etc. (albeit it’s too early for that). I think Skenes went on David Chang too but that’s probably not reaching anyone outside of dialed in foodies. Full print ads in newspapers or more podcasts? Just curious.
I’ll be honest I was interested to try this place and was put off at the beginning by exorbitant prices/lack of a menu online. It seems like some positive progress has been made so I’ll probably try it eventually, but it’s not a priority.
P.s. I also think spinning this place as a casual joint did it no favors in the beginning.
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That’s a good question that I don’t really have the answer for. Something like “make good food,” just isn’t enough these days. It’s a complicated blend of right space/neighborhood/people/price point/cuisine and just timing overall. I have no idea what’s going on behind closed doors at restaurants and seeing a restaurant busy or not busy for a single occasion doesn’t indicate much. Even very ‘busy’ restaurants I imagine struggle to actually profit based on costs of labor/rent/ingredients. What I do figure is that almost every mid-to-upscale restaurant profits much less than say, a fast-food or fast-casual restaurant. I found it very telling that Andrew Cherng joked in a recent interview at the opening of Panda Inn that he basically wouldn’t open more Panda Inns (full service restaurants) bc they’re not profitable. Hence 2,500+ Panda Expresses and only four Panda Inns (though the new one in Pasadena is very cool).
What I do know is that it never hurts to have consistent social media output that delights/entertains/informs followers. Take care of people that come in and make them have a phenomenal experience so they want to come back. When I owned an ice cream shop from 2010-2019, I came to realize that regulars are the most important part of the food business.
I might be an anomaly but I genuinely like Leopardo, even more than Angler I’d say bc of its comparative affordability. I’ve been there seven times this year and can’t wait to go back. (FYI, a few times I have been ID’d, but on my last visit, I was not at all, and I still had a fantastic time).
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I don’t think you’re an anomaly. The reviews here have been overwhelmingly positive. Leopardo didn’t use to be comparatively affordable to Angler. I’ll never forget the $500 pizza special.
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I don’t miss the expensive pizza days.
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It is casual.
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This more or less. There are so many places to try let alone return to, not to mention the general cost increase compared to the old pre-covid days. It’s not only the food that can make or break a place. And for whatever reason, Leopardo isn’t quite in the zeitgeist (as others have noted).
I’m sure I’ll end up at Leopardo again, but with aggressively indifferent service, running out of menu mainstays, and decor and atmosphere I don’t vibe with, it’s hard to imagine recommending.
That said, I’m lower on the food than pretty much everyone on this board, and as an Eastside (post) hipster yuppie whatever, I may not be the target audience.
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it’d be cool to see some balancing back in the other direction re: expensive pizzas, or that concept of luxury casual
say one night you and a few friends are like fuck it let’s start the night at leopardo with a bottle of saint romain and a caviar pizza
then go watch Nosferatu, eat some sour patch kids
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idk man, everytime I go to Leopardo I spend more than I do for two people at…Baroo or at places I would never consider “casual” unless we’re not determining it by price point. As far as vibes? Totally casual, in a good way!
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“Casual” is about atmosphere and service, not price. Some of the prices are high for such a casual place (others are on a par with Pizzeria Bianco or Sei), but the quality’s also high. It’s an eccentric place.
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Yeah – I too wondered why they felt the need to drop the luxury items as opposed to just making most of the menu items more affordable. But at this point, all I can hope is that they survive.
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Without knowing their specific details, I suspect a lack of consistent demand for their luxury items. A lot of their ingredients for those dishes are highly perishable (looking at you, uni pizza) and if you can’t predict if you’ll sell one a night of 10 it becomes very hard to keep on a menu because you either waste a bunch of money keeping stock of something that didn’t sell or you frustrate customers because you’re out of something on the menu.
I think their move to make the smoked salmon a toast at 1/4 the price of the pizza was a good one. It’s way easier to say yes to that and also less of a commitment for a smaller party. Makes for more consistent demand. I also think a smart move would be to bring back the caviar and other luxury stuff as a verbal special that you expect to sell out every night. Build some FOMO for it and also excitement when you happen to catch it in stock.
I really hope they make it, I think they are trying a lot of stuff and seeing what resonates with people and I like that approach.
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Oh come on…Casual implies a leaner price to most. Not only was it billed as casual, it was also promoted as a “neighborhood” place, further implying a certain price point. When I think of a casual neighborhood place, I’m not expecting higher end pricing. The fact that pricing has changed more times than a newborn’s diaper further erodes patron confidence.
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That pizza crust does not look “thin” lol
Couldn’t agree more. We’re going to be a few blocks away for a work hang on friday afternoon and I wouldn’t suggest passing by Leopardo for a bite after because I’m worried it’ll be interpreted as a splurge.
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Leopardo’s pizzas are cheaper than “fish and chips and cole slaw” at Langer’s, which people treat as a casual restaurant.
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Yes but I’m not ordering a pizza as my whole meal at leopardo. If I eat that fish and chips and cole slaw and fries as a single diner I’ve walked out spending the money on that dish + tip.
Also, don’t come up to me with these petty argument points. “BUT THIS DISH IS MORE EXPENSIVE” jfc
Yall act like any criticism of this restaurant is a personal affront to Skenes. I love angler, I loved saison, I REALLY like Leopardo but it is not unreasonable to say that it is a work in progress figuring out their role in the LA food world and that the way they positioned it is maybe not accurate (all of the time)
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You’re the first person I’ve ever read claim that. Maybe that’s a common opinion but it’s certainly not how restaurant reviewers use the term: expensive and casual have not been mutually exclusive for years.
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