Aye Car-Ummba!

Last fall, something new opened at the Century City Mall on Santa Monica Blvd. in Century City, Calif. The Ummba Grill made its debut, not only as a new purveyor of Brazilian churrascaria fare, but as an innovator in menu pricing and portion control – you select your meal and pay by the ounce or the pound.

Two years before opening the Ummba Grill, CEO and creator Sia Amiri, traveled to Brazil where he first experienced the currascaria, or steakhouse, concept. He loved the idea of ordering his meat selections the Brazilian way – by the kilo.

“I immediately realized that this would be great for America,” says Amiri, and he took the concept to the Los Angeles area feeling that it was perfect for Southern California’s health-conscious lifestyle.

“By ordering by the ounce or pound, you can control the waste and your waistline. You pay for what you want to eat,” says Amiri.

Churrascarias are, by tradition, steakhouses known for their beef dishes, but Amiri’s goal was to reinvent this concept for L.A. by adding poultry, fish, and even kosher meats to the menu. You can choose from a variety of gourment salads and hot and cold side dishes with selected organic items throughout the menu, and add a signature cocktail or pick a wine from their extensive list.

Ummba Grill is an ideal alternative to the fast-food lifestyle, as well. “I want to appeal to people who know and love food … couples, singles, and parents with kids,” says Amiri.

The lofty, ultramodern space inside the Ummba Grill gives the ambience of a fine restaurant, as does its luxe outdoor patio area. You can choose to belly up to the food bar to select your fare and portion sizes, or you can opt for tableside service where you can place a customized order with your server.

RELATED POSTS

Self-Made Success of a Power Couple

Self-Made Success of a Power Couple

A power couple credits education and hard work as their ticket to the top. A Hispanic Heritage Month tribute to Latin Biz Today forerunner Latin Business magazine enjoy this Summer 2006 article. Angela Lau and Marcos Velayos do not fit your typical idea of a power...

4 Tips for Pursuing a Lemon Law Claim

4 Tips for Pursuing a Lemon Law Claim

Don't let a lemon negatively impact your small business, you do have recourse through lemon law claims   Buying a new car can be a daunting task. Yet, you never expect that a car bought from a dealer will cause problems that make the car practically unusable at...

It’s a Sweet Ride to the Top

It’s a Sweet Ride to the Top

What do you do when you're a financial whiz, a Latina, and have the desire to help Latinos start and grow businesses in the greater Los Angeles area? If you're Maria Contreras-Sweet, you establish a nice little financial empire that includes a private equity fund and...

Video Gallery

Polls

Sign Up for the Latin Biz Today Newsletter

PR Newswire

Featured Authors

Innovation & Strategy

Money

Talent/HR

Legal

Marketing

Culture

Fashion

Food

Music

Sports

Work & Life

Mindfulness

Health & Fitness

Travel & Destinations

Personal Blogs

Pin It on Pinterest