When career software executive Mike Zerkel stepped into the hospitality industry just over a year ago, he wasn’t looking to open a bar but to build community. The result has been a full-circle transformation of SOCIAL Costa Mesa, located at 512 W 19th Street, a once-thriving local favorite that’s found new life under his direction.
Zerkel acquired SOCIAL in May 2024 with a longtime business partner, following the sale of their product development firm in 2021. After three decades in software, the duo sought a new venture that aligned with their small-town upbringings.
“My town was all about community and involvement,” Zerkel tells What Now Media Group in an exclusive interview. “Everybody knew each other. And there were always a couple of cafes, restaurants, or pubs where everybody congregated.”
When they came across SOCIAL, it was a decade-old restaurant with a strong brand and local recognition, but it had fallen on hard times during the pandemic. “When we bought it, I would almost call it a turnaround project,” said Zerkel. “It was still operating… but it was really about a turnaround project.”
SOCIAL had been a destination in its earlier years, known for packed nights, valet lines, and an energetic atmosphere. But by 2022 and 2023, it was struggling. “Twenty-two, twenty-three, it was on life support. They were still paying their bills. They were in the black. They were making money. But they weren’t doing what they were doing before.”
To bring the restaurant back to life, Zerkel and his team implemented a comprehensive redesign of the interior and exterior, brought in a new executive chef, and launched a new food and cocktail menu. “We recreated probably what I would call a new California cuisine menu with a splash of perhaps Western Europe,” he explained. “Think fish and steaks and salads and flatbreads and things along those lines.”
They also added new kitchen equipment, including a wood-fired oven that brought depth and flavor to many dishes. With a revitalized culinary direction and a refined space, the restaurant has seen strong growth. “Our Q1 of 2025, we’re up roughly 20% over prior year Q1,” Zerkel said.
Still, he remains realistic about the challenges. “You look at the restaurant industry as a whole throughout the U.S., and then you look at geographic regions. We sit in Southern California, within Southern California’s Orange County, and within that, there’s an area called Costa Mesa, Newport Beach. There’s a lot of competition.”
He noted that many new restaurants in the area are backed by significant funding and high-end resources. “Now, if you look at where I’m from in that Newport Laguna area, you don’t see [independent spots] anymore. It’s all essentially venture capital money… And then they open up three or four restaurants and they’re freaking spectacular.”
He also highlighted economic headwinds. “Consumer confidence is down. People just aren’t dining three days a week like they used to. The three-day-a-week diner is now one day.”
Despite that, Zerkel is committed to a focused approach. “If you give somebody an exceptional product, exceptional service, and an inviting, fun, safe, cool, chic place, you probably have a delightful customer experience in a restaurant.”
While he admits SOCIAL doesn’t have a niche theme, he believes that delivering consistently excellent food, drinks, and service is the formula for success. “We’re not a tiki bar. I’m not a Northern Italian restaurant. I’m not a steakhouse. So if we’re kind of that more generatized play, I think you gotta be fantastic in those three areas.”
When asked what people should know about SOCIAL today, Zerkel kept it simple: “If you want the best brunch in town, come to Social.” With renewed energy, a fresh identity, and steady momentum, SOCIAL Costa Mesa is poised for a bright future.
