For over 40 years, Olita's has been a locally owned favorite, not only for locals but for many…read moreout-of-town patrons. I first came here as a young man, later brought my kids, and they grew up and brought their kids here. That's the kind of place Olita's has been for generations.
Since the new owner took over, many things have changed despite the original promise not to change anything. Several longtime employees have left, the Tuesday/Thursday taco special was nearly eliminated, then changed to higher prices, smaller tacos, and no deviations from the 1 taco + 1 drink option. The previous option of getting 2 tacos and one drink at the special price was eliminated. When asked why, the owner said people were taking advantage.
The changes have also put unnecessary stress on both staff and customers, including replacing a perfectly good POS system during the busy summer season, installing huge TVs that obscure the beautiful ocean and cliff views, replacing the matching wooden bar stools with metal stools, and much more.
Last week, the owner told a family that no one under 18 was allowed to sit near the bar because of a "new California law." In fact, there is no new California law prohibiting minors from being in that area of a restaurant. Why is the owner doing this?
There is also a publicly filed lawsuit involving the previous and current ownership involving claims arising from the sale of Olita's. I don't know the merits of those claims and won't speculate about them, but I mention it because it is part of the recent history surrounding the change in ownership that seems to be all about the money.
The frustrating part is that Olita's already had everything dialed in. It was a smooth-running business that locals enjoyed, the staff enjoyed working there, and customers received a warm, sincere welcome.
The new management has earned many negative reviews that have a common theme. The perception that the things that made Olita's a beloved local institution consistency, value, familiar food, great salsa, longtime employees and connection with regulars, are being replaced by a more transactional approach.
I'm giving four stars because the staff are still great, the location is beautiful, and the views are some of the best around. But I hope the owner realizes that Olita's wasn't simply a business, it was part of the local community.
A little Business 101 that might help
*If it isn't broken, don't fix it.
*Know your customer, especially the longtime locals who keep you going.
*Protect your employees; experienced, happy employees are an asset.
*Listen before you change things.
*Don't nickel-and-dime your best customers.
*Preserve what made the business successful in the first place.
*Your regular customers are your best marketing.
*Think lifetime customer value, not just today's transaction.
*A business is more than its food, it's the experience, relationships, and traditions.
*When you take over a successful local institution, be its steward before trying to reinvent it.
From day one, professional advice from within and around Olita's has fallen on deaf and stubborn ears. But, I sincerely hope that sooner-than-later the owner takes these things to heart. I'd love nothing more than to see Olita's return to being the special place it has been for another 40 years.