A Michelin-Recognized Temple of Steak in Los Angeles

In the heart of Los Angeles, amidst the vibrant culinary scene, there exists a steakhouse that transcends mere dining. Carlitos Gardel, a Michelin-recognized, family-owned Argentine restaurant, is not just a place to eat—it is a celebration of Argentina’s most cherished culinary tradition. Here, steak is not merely food; it is a passion, a philosophy, and a way of life.

The Unyielding Devotion to Steak: Carne es Todo

Steak at Carlitos Gardel is more than a dish—it is a deeply ingrained cultural experience. The restaurant’s approach is clear and unwavering: nothing should detract from the purity of the meat.

• Steak with creamy sauces? Never.

• Ketchup? How dare you.

• Any addition that takes away from the essence of the steak? Blasphemy.

This philosophy is at the core of their latest campaign, Carne es Todo, which translates to "Meat is Everything." Through this powerful declaration, Carlitos Gardel reminds the world that steak is not just an option—it is a necessity, a tradition, and an art form.

Team One and Carlitos Gardel: A Partnership in Passion

For their first-ever creative campaign, Carlitos Gardel partnered with Los Angeles-based advertising agency Team One. The goal? To bring their fiery passion for steak to life. This collaboration has resulted in a campaign that does not simply describe the cuisine; it embodies the restaurant’s bold and unapologetic spirit, deeply rooted in the vibrant culture of Buenos Aires.

By using punchy radio spots and striking out-of-home advertisements, the campaign takes a confident stance, declaring Carlitos Gardel’s unwavering commitment to serving the finest, most authentic Argentine steak in Los Angeles.

Honoring Tradition and Heritage Through Cuisine

Gerard Bozoghlian, chef and CEO of Gardel’s Culinary Group, understands that steak is not just an ingredient; it is a tribute to Argentina’s rich culinary history.

“For my family, steak is more than just an ingredient or dish—it’s a reflection of our heritage and an expression of Argentine passion,” said Bozoghlian. “This has been an incredible journey with our Team One partners to bring this passion to life. ‘Carne es todo’ perfectly captures what we’ve been dedicated to for decades: honoring the purity of the meat, respecting tradition, and delivering an unforgettable experience to every guest.”

This unwavering commitment to authenticity ensures that every guest at Carlitos Gardel experiences not just a meal but a true slice of Argentina.

A House of Worship for Steak Lovers

Chris Graves, Chief Creative Officer at Team One, describes Carlitos Gardel as “a house of worship” for steak lovers in Los Angeles.

“Steak is religion in Argentina, and Carlitos Gardel a house of worship right here in LA,” said Graves. “‘Carne es todo,’ is a declaration of Carlitos Gardel’s almost fanatical devotion to providing an authentically Argentine experience in LA. We wanted to infuse the brand with the same unapologetic spirit of Buenos Aires that Gerard and his team create for you every time you step inside the restaurant.”

This bold approach sets Carlitos Gardel apart from other steakhouses, reinforcing its role as a sanctuary for those who appreciate the true essence of Argentine cuisine.

The Carne es Todo Campaign: Making an Impact

The Carne es Todo campaign extends beyond the walls of the restaurant, making its presence known throughout the city.

• On the Airwaves: The campaign is featured on SiriusXM and iHeart’s The Fork Report, ensuring that steak lovers across Los Angeles hear about Carlitos Gardel’s unwavering dedication to their craft.

• Out-of-Home Advertising: A striking and unapologetic billboard stands proudly outside the restaurant at 7901 Melrose & Fairfax, Los Angeles, drawing in locals and visitors alike.

This multi-platform approach ensures that the message of Carne es Todo resonates far and wide, solidifying Carlitos Gardel as a must-visit destination for steak connoisseurs.

Experience the Passion at Carlitos Gardel

For those seeking an authentic Argentine steakhouse experience in Los Angeles, Carlitos Gardel stands as a beacon of tradition, passion, and culinary excellence. The Carne es Todo campaign is more than just a marketing effort—it is a love letter to steak, an unapologetic declaration of devotion, and an invitation to experience the true flavors of Argentina.

Whether you are a longtime patron or a first-time visitor, one thing is certain: at Carlitos Gardel, meat is everything.

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