Mario Del Pero isn’t a typical business owner.
Wanting to benefit the community as a whole, Del Pero uses his
eatery, Skew’s: Beyond Teriyaki, as his way of contributing
to Westwood’s growth through a “morally based business
practice” that emphasizes Village development over
profit-making.
“The biggest compliment is when kids come here to eat and
then study, like they do at Starbucks,” he said.
Coming from a family that has been in the food business for over
100 years, Del Pero said he makes a difference in Westwood by
working to provide what students want.
When he receives good feedback, it makes him “really
stoked” and excited about continuing his contribution to the
area, he said.
“It’s a vibrant community, and we want to be a
vibrant part of it,” Del Pero explained.
As part of his goal in supporting UCLA and its students, Del
Pero participates in various philanthropic events that benefit
campus clubs and organizations. He helps out by donating money and
offering discounts to groups that eat at his restaurant. Sigma
Alpha Epsilon fraternity and Kappa Alpha Theta sorority are two
such groups.
“Everything you give out comes back to you twofold,”
Del Pero said.
In addition to helping student groups, he also promotes a fun
atmosphere by developing Skew’s as a comfortable place for
students to hang out.
“The lifeblood of Westwood is the campus and its hip,
progressive community. Why not do a few fun things during the week
for the students?” Del Pero said.
As part of his effort to rejuvenate and give back to the Village
district, Del Pero has created a “coin toss Friday” in
which customers attempt to bounce a quarter off the counter into a
cup for a free meal.
Del Pero said that he isn’t concerned with losing profits
to people who practice shooting quarters at home and have a high
success rate in the store. His main concern is “building a
long-term commitment with students” through “putting
your money where your mouth is.”
The restaurant owner tried to show that his store cared more
about students than profits with a “flip for your free food
Friday” promotion last May, in which customers flipped a coin
and guessed the side it landed on. If they answered correctly, they
would get a free meal. If they guessed incorrectly, they would pay
regular price for their food.
“If you’re going to make a special, why not make it
really special?” he said.
The coin flip promotion attracted about 150 to 200 people every
Friday ““ so many that the line extended out of the store, he
said.
To help shorten students’ waiting time, Del Pero moved the
coin flip promotion to Saturday while keeping the coin toss game on
Friday.
Some stores nearby Skew’s are pleased that the restaurant
is drawing students to the area around its Broxton Avenue
location.
“It’s a very brave and daring good thing,”
said Paul Jackson, owner of Rocky Mountain Chocolate Factory
located across the street.
Jackson said he believed his neighbor’s promotion would
help attract students to Westwood. After eating at Skew’s,
they would be more likely to visit his chocolate shop just a few
steps away, he said.
He was considering following Del Pero’s example and giving
students a discount to create additional incentive to come to
Westwood.
Though Del Pero’s way of increasing Westwood’s
community strikes a positive chord with many, some other nearby
shop owners feel differently about Skew’s promotions.
“People should come because of the price, service and
food, not because of a free meal,” said Jose Bernstein, owner
of the Jose Bernstein’s restaurant across the street from
Skew’s.
Bernstein said that by offering “great food at great
prices,” additional incentives for students are not
necessary.
“There’s no place like Westwood Village,” he
added. He said the unique atmosphere of the city is enough to draw
crowds to visit the stores.
The two promotions created by Del Pero appear to be having an
effect on some students, though.
“I don’t have much money, so I’d try to win
the coin toss and get a free meal,” said Shalin Pei, a
third-year psychobiology student.
Another student agreed that the idea of getting free food helps
to bring students out into Westwood when they otherwise
wouldn’t go.
“The idea strengthens the relationship between the
community and the campus,” said Christopher Mundy, a
third-year history student.
Others said the promotion had no effect on whether they went out
to the Village to eat.
“It’s an odd idea, but I just don’t go into
Westwood that much,” said Calvin Chu, a third-year civil
engineering student.
Del Pero first developed the idea for Skew’s as an eatery
that would provide students with upscale dining at a fast-food
price. He noticed the popularity of Baja Fresh and wanted to bring
to students multicultural cuisine by integrating Japanese and
Californian tastes with Mexican food.
“Giving someone a good product at a good price provides
both financial and emotional satisfaction,” Del Pero
said.
To further provide students with food that would draw them into
the area, Del Pero experimented with sauces and found many
differing preferences for the type and amount of sauce on dishes.
With this knowledge, he creates his food “semi-naked,”
leaving out the sauce so that customers can choose the type and
amount they want from a self-serve sauce bar.
He had seen students enjoying Mexican restaurants’ salsa
bars and wanted to create a similar idea for visitors at his own
shop.
Del Pero said he is always looking for new ways to make
Skew’s a more student-friendly place. He is planning to
remodel his store with an even more relaxed environment to
encourage students to bring their books when eating there, and will
offer expanded store hours in the fall.