The news of Brown's departure, which he released via an Instagram video, coincides with the grand opening of Swagyu's newest restaurant in the East Village at 315 Tenth Avenue, set for Saturday, March 22, just steps from Petco Park. Brown’s exit marks a pivotal shift for the brand he built around wagyu smash burgers, as he plans to refocus on online wagyu sales and his traveling Study Hall pop-up events, previously known as Cosecha. His departure follows a tumultuous history of ambitious expansions, failed concepts, and operational challenges that have defined his tenure.
Swagyu's journey began in summer 2020 with its flagship in Imperial Beach at 1002 Palm Avenue, followed by a Poway outpost later that year. The brand gained traction with its high-end burgers, like the El Swagador topped with pork belly and smoked onions, and expanded to Pacific Beach in 2021 by taking over Isabel's Cantina. However, that location closed by mid-2023, with Brown’s promised rebrand into Beach Bum Burger Bar never materializing. The East Village site, initially a pop-up launched on October 1, 2024, to tap into Padres playoff fever, has now been remodeled into a permanent fixture after a closure post-season.
Brown's track record is littered with unrealized projects. In mid-2016, after a brief stint running a short-lived restaurant in Los Angeles, he returned to San Diego with bold plans: a shipping container restaurant in Imperial Beach, a brewpub in Barrio Logan, and a dining concept tied to Chula Vista's Vogue Theatre revival. None came to fruition. His 2017 venture, Temp° by Cosecha in Chula Vista, opened as planned but shuttered in less than a year.
Swagyu's journey began in summer 2020 with its flagship in Imperial Beach at 1002 Palm Avenue, followed by a Poway outpost later that year. The brand gained traction with its high-end burgers, like the El Swagador topped with pork belly and smoked onions, and expanded to Pacific Beach in 2021 by taking over Isabel's Cantina. However, that location closed by mid-2023, with Brown’s promised rebrand into Beach Bum Burger Bar never materializing. The East Village site, initially a pop-up launched on October 1, 2024, to tap into Padres playoff fever, has now been remodeled into a permanent fixture after a closure post-season.
Brown's track record is littered with unrealized projects. In mid-2016, after a brief stint running a short-lived restaurant in Los Angeles, he returned to San Diego with bold plans: a shipping container restaurant in Imperial Beach, a brewpub in Barrio Logan, and a dining concept tied to Chula Vista's Vogue Theatre revival. None came to fruition. His 2017 venture, Temp° by Cosecha in Chula Vista, opened as planned but shuttered in less than a year.
In 2018, he took the helm as Executive Chef at Niku Steakhouse in San Francisco, only to leave within two months by March 2019. Upon returning to San Diego, he pitched a 12- to 20-seat omakase-style eatery in Little Italy - despite previously vowing never to open there - but that too faded away.
Swagyu's expansion efforts have been equally rocky. Planned locations in Encinitas and South Oceanside fell apart, with the latter entangled in a breach of contract dispute that saw the space become Tanner’s Prime Burgers. The Imperial Beach flagship closed in August 2023, reopening late in 2024 after Brown called it a temporary hiatus. Additional setbacks include the temporary closure of the La Mesa branch, opened in 2023, and two burglaries at the Poway location in 2025, the latest on March 2 costing $4,000 in stolen cash and lost sales. Small claims lawsuits and other disputes have also shadowed Brown in recent years.
Despite these hurdles, Swagyu grew to include outposts in Little Italy (Butcher Shop by Swagyu Cattle Company), Westfield UTC, Newport Beach, Garden Grove, Costa Mesa, and Mazatlán, Mexico. The Little Italy butcher shop, launched in 2024 at 2102 India Street, allegedly sources meat from Swagyu Wildlife Ranch in Ramona.
Ownership shifts hint at internal changes: the La Mesa liquor license lists Carlos Thomas Gonzalez, while the East Village license names Juan Jose Arellano Cristerna and Alexander Brown, suggesting Steve Brown's direct involvement may have already waned. It is believed Swagyu is now fully owned by Mazatlán, Mexico-based Grupo ARHE, although we were told via the company's Instagram that is operated by 2 Brown Guys Corporation.
In his Instagram announcement, Brown cited a mismatch between his creative vision and Swagyu’s franchise-driven, fast-food trajectory as the reason for his departure. As he pivots to online sales and pop-up events, the East Village opening - once a symbol of his ambition - now unfolds without him. Swagyu’s future, buoyed by its cult following but burdened by past stumbles, remains uncertain as it navigates this leadership transition in San Diego's dynamic dining scene.
For more details about Swagyu, visit swagyuburger.com and check out Steve Brown's announcement below.
In his Instagram announcement, Brown cited a mismatch between his creative vision and Swagyu’s franchise-driven, fast-food trajectory as the reason for his departure. As he pivots to online sales and pop-up events, the East Village opening - once a symbol of his ambition - now unfolds without him. Swagyu’s future, buoyed by its cult following but burdened by past stumbles, remains uncertain as it navigates this leadership transition in San Diego's dynamic dining scene.
For more details about Swagyu, visit swagyuburger.com and check out Steve Brown's announcement below.
Originally published on March 20, 2025.
