This week on Redirected, I sat down with restaurant genius, Jeremy Fall.At only sixteen, Fall became the promotions manager of Avalon in Hollywood, producing large-scale events and booking talent at the star-making venue that showcased the first LA appearances of future platinum-selling Grammy winners. It was evident that Jeremy had an eye for potential, and that ability informed his next move: turning a hidden, forsaken attic off Sunset Boulevard into a legendary pop-up nightclub called Genesis that became a permanent fixture of Los Angeles nightlife. The next venture was Golden Box, a grungy disco that nodded at the clubs that defined generations prior like Area, Studio 54, and The Limelight, the places his father grew up attending in New York.Unsatisfied with simply serving cocktails, Jeremy then sought to embrace his passion for fine, unpretentious dining by turning the well-worn brunch restaurant concept on its head: he decided to serve breakfast for dinner, but not without stiff drinks. His spiked cereal milk concept, gained national media attention and the restaurant, Nighthawk: Breakfast Bar, was featured on Food Network’s Diners, Drive-Ins, and Dives as well as Eater’s Hottest Restaurants In America list among others. Re-contextualizing a familiar or even nostalgic experience and giving it an elevated twist became Jeremy’s strongest hand, and he played it successfully at his second restaurant, Tinfoil: Liquor & Grocery, a modern take on the bodega with a discreet deli serving some of the most inventive sandwiches in Los Angeles featuring house-cured meats and homemade sides. Meanwhile, he expanded the Nighthawk concept nationally with a fast-casual location in Chicago while leveling up at home with Paperboy, a classic pizza joint at the highly-trafficked 3rd Street Promenade in Santa Monica and Easy’s, a modern take on the classic American Diner inside the iconic Beverly Center.This entire time, Jeremy never stopped thinking of himself as a curator, the guy responsible for setting the tone of an entire night by creating an experience for all of the senses. His friends in music had become global superstars and he knew there was an opportunity to marry those passions. In 2019, his restaurant group was acquired by K2 restaurants, a deal that gave him more time to focus on the next chapter of his career as he opened Mixtape, a concept that fused music with dining in a way that the city hadn’t experienced previously. He became the first food personality managed by Roc Nation (the entertainment conglomerate owned by legendary New York rapper Jay-Z).

Follow Jeremy here ▶ https://www.instagram.com/jeremyfall/?hl=enLearn more about his work here ▶ https://www.jeremyfall.com/

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