Norm's Expansion Plans and the Uncertain Future of Their La Cienega Restaurant

More details are beginning to emerge about the planned revitalization of the popular Norm’s Restaurants chain. Following a company sale (the first in the family’s history) and swirling rumors of demolition to the most iconic Norm’s around — that’s the one on La Cienega — there’s been a bit of a lull in news. That is, until now.

Mike Colonna and CapitalSpring LLC, the partnering team that bought out the 18 unit restaurant chain, talked early on about keeping the Norm’s spirit alive, while trying to revive the brand for the 21st century. Now, they’re laying out details to Nation’s Restaurant News, an industry publication.

The first step, says Colonna, is a full evaluation of the chain’s successes and weaknesses, including opportunities for large growth improvement. There’s also a marketing push underway to eventually tie Norm’s to the notion of true from-scratch cooking. Their pancakes and many other dishes are made from bare ingredients, though the restaurant can sometimes give off the impression that it’s a mix-pouring, microwave-reheating Denny’s knockoff.

Most importantly, Colonna dishes on the state of that Norm’s on La Cienega. The property was bought by a Beverly Hills investment group, tying the brand’s hands somewhat as it tries to save the Googie masterpiece. Historical building protections are in line for the still functioning space, though the L.A. Conservancy hasn’t yet been able to finalize anything. That means the new owners could still technically raze the building if they wanted to, though they announced their intentions yet.