Brotherly Competition

Those Fine brothers are at it again.

A year after restaurateur and bar owner Jonathan Fine opened PBR Rock Bar in the Miracle Mile Shops at Planet Hollywood, brother Jeffrey Fine opened I ♥ Burgers in the Shoppes at the Palazzo. Jeffrey opens Lobster ME in the Miracle Mile Shops; Jonathan starts work there on his forthcoming wrap-meets-burrito concept—working title “Wrapito.” And now, as Jonathan prepares to open Ranch House Kitchen in the former Cadillac Ranch space at Town Square, Jeffrey is just about to pop the doors on his second I ♥ Burgers location in the former Town Square home of Anthony’s Coal-Fired Pizza.

Rest assured, it’s a friendly rivalry—the brothers each own a piece of the other’s business. And their win-win looks to be a big win for Town Square, too, as the outdoor mall and entertainment zone stands to gain not one but two family-friendly dining options just a stone’s throw from both the Rave Motion Pictures and the valet. “We’re filling a void that I see in Town Square,” Fine says. “There’s no American-style comfort food with a healthy menu and a kids menu right in this area.”

Jonathan’s Ranch House Kitchen (RHK) is poised for a mid-February debut with much the same look as Cadillac Ranch. Indeed, almost everything stays. Even the staff members are being interviewed to keep their positions, and RHK plans to add 120 more jobs.

RHK will host live performances and parties tied into movie premieres, which should make for some good times and good buzz. It better—the competition is tough. Just across the way, I ♥ Burgers opens in early November.