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Your Partner in Building a World-Class Wine Program

It's a hard-knock life for restaurant owners, a truth we're well-acquainted with. Driven by our extensive industry experience, we envisioned a service that could uplift this highly competitive, low-margin sector that we hold dear. Thus, Lucid was born.

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Our story

Before Lucid, we spent time as sommeliers at restaurants like Noma, Momofuku, Flour + Water, and Frasca Food & Wine. Every shift, we’d be excited to pour incredibly delicious wines for our guests. But, like clockwork we would be pulled away from wine and into other tasks. 50-60% of our time was spent on non-wine related operations. So we thought, if we built a company that fixated only on wine, 24/7, 365, how much more value could we add? It turns out, a lot.

Think about this: while your managers are working the floor or creating the weekly schedule, we are negotiating pricing with vendors and driving down cost on your behalf. When you are having an all-staff meeting about your POS system, we're behind the scenes finding the next great Sancerre producer. And while you're closed for AM service, we are locking up the world's top wines for you. It's impossible for an on-site employee to replicate Lucid's laser like focus and bandwidth when it comes to your wine program.

Let’s chat.

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Awards we've been apart of.

  • 2023 - Ten best wine lists in the USA - Wine Spectator
  • 2023 - 20 of the best wine lists LA - Starwinelist.com
  • 2022 - Top 25 Hotel Brands in the world - Travel and Leisure
  • 2019 - Best Restaurant LA - LA Times
  • 2018 - Best New Restaurant USA - Thrillist
  • 2018 - Best New Restaurant - James Beard Foundation
  • 2013 - Outstanding Wine Service - James Beard Foundation
  • 2013 - 2023 - Too many Michelin stars to list here - Michelin Guide
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Success Stories.

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Happy Costumers

0 mil$

In Annual customer wine Sales
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Mike Simms
Founder, Simms Restaurant Group

An immensely valuable service that has helped us drop cost of goods and increase revenues at all nine of our restaurants.

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Rohan Talwar
Founder IB Hospitality Group

Lucid has built wine programs that positioned Juliet, Margot, and Norah as wine destinations in the ultra-competitive L.A. market. Luckily, we’re attracting collectors & wine connoisseurs who really help with top-line revenue. 

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Jackson Kalb
Founder, Memento Mori Hospitality

We save 100k+ a year not having to employ a full-time wine director. Lucid does everything from wine list curation to P&L review, the value of their service is unbeatable.

61f03bf47eb49957e7043ed3_Screen Shot 2020-09-11 at 10.17.34 PM (1) (1)_11zon
Greg & Daisy Ryan
Owners, Bell's

Lucid has helped us better curate our wine list, finding some amazing gems along the way.

Success Stories.

0

Happy Costumers

0 mil$

In Annual customer wine Sales
Screenshot-2023-11-03-at-9.29.38-PM-_1__11zon
Mike Simms
Founder, Simms Restaurant Group

An immensely valuable service that has helped us drop cost of goods and increase revenues at all nine of our restaurants.

61f03bf47eb4997dea043ecb_Screen-Shot-2020-09-10-at-5.06.18-PM-_1_-_1_
Rohan Talwar
Founder IB Hospitality Group

Lucid has built wine programs that positioned Juliet, Margot, and Norah as wine destinations in the ultra-competitive L.A. market. Luckily, we’re attracting collectors & wine connoisseurs who really help with top-line revenue. 

Screenshot 2023-11-03 at 9.32.44 PM (1)_11zon
Jackson Kalb
Founder, Memento Mori Hospitality

We save 100k+ a year not having to employ a full-time wine director. Lucid does everything from wine list curation to P&L review, the value of their service is unbeatable.

61f03bf47eb49957e7043ed3_Screen Shot 2020-09-11 at 10.17.34 PM (1) (1)_11zon
Greg & Daisy Ryan
Owners, Bell's

Lucid has helped us better curate our wine list, finding some amazing gems along the way.

Meet the Team

Meet Our Wine Business Advisors Team

Geno Tomko
Founder, CEO

Geno Tomko is the founder of Lucid, a venture born from his extensive experience at esteemed dining establishments including Flour + Water, Momofuku, and Frasca Food & Wine. Recognized as one of the premier Sommeliers in the US, Geno's expertise and dedication have distinguished him in the field. He is driven by a mission to democratize the wine industry, aiming to deliver unparalleled value to restaurants nationwide.

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Rob Freelen
Co-Founder

Rob Freelen carries a rich legacy from Sozo Ventures and a stealth FinTech initiative. Before joining Lucid, Rob honed his leadership at Silicon Valley Bank, directing tech and healthcare teams over nearly two decades. His expertise, particularly as SVB's Head of VC Relationship Management, has been instrumental in guiding Lucid's strategic pathways. A Psychology graduate from Whitman College, Rob's educational discourse extends to lecturing stints at UCLA and Stanford on venture capital intricacies. Now a cherished LA resident, Rob's weekends resonate with the joyful chaos of his three daughters exploring Southern California's trails and tides.

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Swayangsiddha Pandey
COO

Swayangsiddha is responsible for technology and operation at Lucid. She holds an MBA from IIM, Ahmedabad. She is a proven leader in scaling start ups, leading multiple teams and  business growth strategy. With deep understanding on operations and data analytics, she is helping partners realize full potential through Lucid.

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Geno Tomko
Founder, CEO

Geno Tomko is the founder of Lucid, a venture born from his extensive experience at esteemed dining establishments including Flour + Water, Momofuku, and Frasca Food & Wine. Recognized as one of the premier Sommeliers in the US, Geno's expertise and dedication have distinguished him in the field. He is driven by a mission to democratize the wine industry, aiming to deliver unparalleled value to restaurants nationwide.

DSC08600_11zon
Rob Freelen
Co-Founder

Rob Freelen carries a rich legacy from Sozo Ventures and a stealth FinTech initiative. Before joining Lucid, Rob honed his leadership at Silicon Valley Bank, directing tech and healthcare teams over nearly two decades. His expertise, particularly as SVB's Head of VC Relationship Management, has been instrumental in guiding Lucid's strategic pathways. A Psychology graduate from Whitman College, Rob's educational discourse extends to lecturing stints at UCLA and Stanford on venture capital intricacies. Now a cherished LA resident, Rob's weekends resonate with the joyful chaos of his three daughters exploring Southern California's trails and tides.

Screenshot 2023-11-05 at 10.45.16 PM (1)
Swayangsiddha Pandey
COO

Swayangsiddha is responsible for technology and operation at Lucid. She holds an MBA from IIM, Ahmedabad. She is a proven leader in scaling start ups, leading multiple teams and  business growth strategy. With deep understanding on operations and data analytics, she is helping partners realize full potential through Lucid.

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The journey to an industry-leading wine list begins here; book your 1st consulting session with our award winning team.