Exploring Life & Business with Luciano Alcorta of Malbec Argentienean Cuisine

Today we’d like to introduce you to Luciano Alcorta.

Hi Luciano, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My brother Pablo Alcorta and I, Luciano grew up in Patagonia, Argentina, in a region near the Atlantic Ocean where food has always been about much more than what is on the plate. It is about family, friendship, hospitality, and the joy of sharing a meal. Some of our fondest traditions revolve around asados—Argentine barbecues where family, friends, and even business associates come together around great food and conversation.

Our home region reflects a rich cultural heritage shaped by Spanish, Italian, and Welsh influences, all of which helped shape our appreciation for food, wine, and the traditions of gathering around the table.

Cooking and good food were part of our lives from an early age. Both of our parents were excellent cooks, and our father was especially curious and adventurous in the kitchen, always eager to experiment and discover something new. He also introduced us to the world of wine, teaching us to appreciate the pleasure of tasting something good and sharing it with others. Pablo later attended culinary school, further developing the culinary foundation that would become an important part of our journey.

When we moved to the United States in the early 2000s, we knew we wanted to share our culture with the people of Los Angeles, as well as with visitors from around the world. We wanted to introduce them to the flavors, wines, and warm hospitality of Argentina while creating the same sense of connection that we had grown up experiencing around our family table.

In March 2008, we opened the doors to our first Malbec Argentinean Cuisine restaurant in Pasadena. The response from the local community was immediate and incredibly rewarding. Guests welcomed us, returned with their friends and families, and became part of our story. Their support helped us grow and reinforced our belief that great food and genuine hospitality can bring people together, regardless of where they come from.

Over the years, Malbec Argentinean Cuisine has continued to evolve while staying true to the traditions and values that inspired us from the beginning. In May 2025, we opened a new location in Los Angeles’ Arts District, bringing our Argentine culinary heritage to another vibrant neighborhood.

We have never been afraid of new challenges or new ideas. In June 2026, we launched Carnivorous, a casual dining concept in Eagle Rock focused on healthy, protein-forward meals. With Carnivorous, we are exploring a different approach to dining while continuing to build on our passion for quality food and the evolving needs of our guests.

Nearly two decades after opening our first restaurant, we remain grateful for the communities that have supported us and excited about what lies ahead. For Pablo and me, this journey has always been about more than running restaurants. It is about sharing a piece of Argentina, honoring our family’s traditions, creating memorable experiences, and welcoming people to our table.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Like many small business owners across the country, we have faced continuous challenges throughout our journey.

Before we even opened our doors, we were confronted with one of the deepest economic crises in U.S. history. Our SBA loan was cut in half, and the dream of opening the restaurant we had envisioned—one that aligned with our concept and our budget—suddenly became much more difficult. When our bank informed us that the reduced funding was the only option available, we had to find a way to move forward with just 50% of the funds we had originally planned for.

Fortunately, our community embraced us from the very beginning. We were able to build a loyal customer base that helped us navigate those early challenges and gave us the confidence to keep growing.

In 2009, we opened our second location, followed by a third in 2012, all under the Malbec Argentinean Cuisine brand. In 2015, we purchased a building to house our commissary kitchen, which opened in July of that year. In 2016, we expanded our vision once again by opening a smaller, more casual dining concept.

Then came 2020 and the COVID-19 pandemic. We fought hard to keep all our locations operating. Although some restaurants were performing very well, others were struggling, creating additional financial and personal challenges. Despite our best efforts, we ultimately lost two locations. We continued moving forward with our Pasadena and Eagle Rock restaurants, along with our commissary kitchen.

More recently, the Altadena fires deeply affected the communities around us, reminding us once again how vulnerable local businesses can be when the people and neighborhoods they serve are facing hardship. We also opened our Arts District restaurant just weeks before the civil unrest of June 2025, facing yet another unexpected challenge at a critical moment in our growth.

These are some of the biggest obstacles we have faced, although they are certainly not the only ones. We understand that small businesses operate in a constant state of uncertainty. Resilience, adaptability, and an unwavering work ethic are essential to continuing forward, even when circumstances are beyond our control.

There is an incredible amount of work behind every menu, every restaurant, and every business decision—work that customers do not always see. Pablo is not only a talented chef but also a dedicated businessman. He is the soul of our project, and I am incredibly proud to be his partner in this journey.

Through every challenge, our commitment to our restaurants, our team, and our community has remained strong. Our story is not simply about opening restaurants; it is about perseverance, believing in our vision, and finding the strength to keep moving forward, even when the path is far more difficult than we ever imagined.

We’ve been impressed with Malbec Argentienean Cuisine, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Our brand represents much more than Argentine food. It represents perseverance, family, hard work, and the courage to keep building a dream even when the circumstances are not ideal. We have learned that running a small business requires constant adaptability, but it also offers the opportunity to create something meaningful that people connect with and return to.

What we want readers to know is that behind every dish, every menu, and every location is a tremendous amount of dedication and heart. We are proud of how far Malbec Argentinean Cuisine has come, but we are equally proud of the people who have been part of our journey. Our goal is to continue sharing Argentine cuisine and hospitality while growing thoughtfully, staying true to our identity, and creating places where people can gather, celebrate, and feel at home.

Are there any books, apps, podcasts or blogs that help you do your best?
As a restaurant owner and manager, my life is full of energy, people, and constant opportunities to create something meaningful. I love what I do, but I have also learned that taking care of myself is an important part of being a good leader, husband, father, and business partner. I am an introvert at heart, so finding time to recharge and focus on my physical and mental well-being is something I truly value.

Working out is one of my favorite ways to reset, and music is another great source of inspiration. I enjoy listening to music-related podcasts and content, especially Rick Beato and Doble Bobina, an Argentine YouTube channel dedicated to guitars. I also love learning about wine through books and resources like GuildSomm. These interests give me the opportunity to explore new ideas, keep learning, and enjoy some quiet time doing things I love.

My wife and my two daughters are at the center of my life, and one of my biggest priorities is being as present as possible for them. Running restaurants requires a great deal of time and attention, so I have learned to make space in my weekly routine for the people and activities that bring me joy and help me maintain perspective. I believe that when I take care of myself, I can bring more energy, creativity, and positivity to both my family and my business.

Traveling is another thing I love because it constantly inspires me. Discovering new places, experiencing different cultures, and visiting restaurants with unique approaches to food, service, and ambiance give me fresh ideas that I can bring back to our own restaurants. Travel also helps me appreciate what we have built. Sometimes, when you are immersed in the daily routine of running a business, you don’t stop to recognize how special certain things are. Experiencing other restaurants reminds me that combining great food, genuine hospitality, attentive service, and a welcoming atmosphere is something worth celebrating.

For me, balance is about making room for all the things that enrich my life. Whether I am spending time with my family, working out, listening to music, learning about wine, or traveling, each experience helps me grow and see things from a different perspective. Ultimately, those experiences make me a better person and inspire me to keep improving what we do at our restaurants. I feel fortunate to have built a life around something I am passionate about while continuing to discover new ways to learn, grow, and enjoy the journey.

Contact Info:

• Website: www,malbecartsdistrict.com
• Instagram: https://l.instagram.com/?u=http%3A%2F%2Fmalbecartsdistrict.com%2F&e=AUAN6iPxNQq3mGpAZkYNdIOJcQ3seg5XGBE_4-lpKqHES0HqoainfiXjQ1Ra9SDwOJaalM7U_osvmvRi7CT4Mi4tqYLqMg9yfEAipHvG3__YMGydO3RmgS6IVaeu3hNfHeV-H_6fqvYlxdB_jzgVgw
• Other: www,malbeccuisine.com