First 'Lunch Mob' hits El Dorado

When the first-ever Lunch Mob descended  on El Dorado at 11 a.m. March 29, crowds showed few signs of easing until well after 2 p.m., and organizers knew they were on to something.

Independently organized, mostly through social media by area businessmen, planners said they received nearly 50 RSVPs pledging attendance before the event – and turnout surpassed even those expectations.

Businessman Pete Green said as the owner of Dynamic Mortgage in Rehoboth Beach, he knows the importance of spending locally. As one of the organizers of the Lunch Mob, Green said he hoped the idea will encourage more thoughtful spending that supports the local community.

Shopping at locally owned establishments multiplies the monies exponentially, he said, as money spent locally pays local workers and stays in the community longer.

“This is just kind of an awareness thing,” Green said. “It is a mutual desire for people to have a top-of-mind awareness to buy local and support their community.”

Green said El Dorado was selected to be the site of the first mob because it is an example of a locally owned and operated business with high quality goods and services.

Basing the concept on cash mobs that are organized online to support local business, Lewes-based web publisher Dave Burris also helped organize the event. Burris said he wanted to help demonstrate the power of shopping locally, citing statistics that show money spent close to home helps fuel the local economy.

“This is like a ‘cash mob’ hybrid,” Burris said.“We have this wealth of great local businesses like El Dorado.  “It’s nice to bring people together over this concept. We thought we would get maybe a dozen people, but we saw a dozen people by 11:30, and the place was full by noon. I underestimated the social aspect.”

El Dorado owner Aquiles Demerutis said the lunch mob brought many new faces to his dining room; the lunch rush started early and stayed strong until late afternoon.

“People started to show up earlier than usual today,” Demerutis said. “There were a lot more people.”

Money spent by El Dorado customers goes to buy supplies and pay his staff, who are also local residents, he said.

“Everyone working here is in the same zip code, 19971,” Demerutis said. “They pay mortgages and rent here. Their kids are in school here.”

El Dorado also participates in community projects like recycling, with everything recycled, down to the organic waste from the 5-year-old business, Demerutis said.

Long Neck resident Drew Burslem participated in the mob after learniing about it on Facebook. Burslem said he heard about the lunch mob online and it provided an opportunity to stop into the Mexican restaurant, well-known for its fish tacos.

Burslem passes the restaurant everyday,  he said. “This motivated me to stop in and try it again. I think it was a great idea, I like anything to support local business,” he said.

The site and date of the next lunch mob will be announced on Facebook and Twitter, with hopes of mobbing at least one business, restaurant or retail location at least once a month. For more information, contact Green at 302-227-4747, or by email at pg@dynamic-mortgage.com.