Branding Memories-

Ownership Change at Iconic Restaurant Stirs Reflections

The iconic neon sign for the Branding Iron Restaurant on 16th Street in Merced.  Photo:  Steve Newvine

“Let’s meet somewhere in-between,” the voice on the other end of the phone suggested.  “How about the Branding Iron in Merced?”

That voice from sixteen years ago was from the head of development for a national charity’s regional office.  He was setting up an appointment to meet me and to talk about a position the organization was looking to fill.

The year was 2006.  It was the first time I would drive from my home in Fresno to the City of Merced.  It would not be the last time. 

 I had never heard of the Branding Iron.  But upon entering the restaurant, it was clear to me this place was “the meeting place”  for Merced.

The job I drove fifty miles north to discuss was never offered.  But it was nice to see the inside of an authentic California steakhouse.  

The Branding Iron recently changed hands.  The Parle family sold the place to Raj and Jeena Kahlon. 

The Branding Iron was recently sold to Raj and Jeena Kahlon.  Photo: Steve Newvine

Now a new generation will assume stewardship over this beloved local dining landmark.

From the dark wood grain walls, to the cattle branding motif throughout the restaurant, the Branding Iron was a perfect meeting place for business settings, service club meetings, or a special night out.

There is a recent story about the history of the Branding Iron in the January 6 edition of the Merced County Times newspaper.  

Three months after my first visit to the 16th Street establishment back in 2006, I got another call from another organization. 

After discussing the job, I was asked to come up to Merced again.  “We’ll have lunch at the Branding Iron,” this new voice declared.

This time around, the outcome of the business discussed proved positive for me.  The lunch led to another meeting, and eventually to an offer to work in Merced.

The rest is history as my wife and I settled in, bought a house, got involved, and made this community our new hometown.   

Unique features of the Branding Iron are the branding symbols seen throughout the restaurant.  Photo:  Steve Newvine

Through it all, the Branding Iron was part of my Merced experience.  My first office was next door at the old railroad station.  Owner Greg Parle would frequently stop in to use the copy machine.  The Chamber held some special meetings there.

The Chamber would occasionally hold luncheon events in one of the banquet rooms at the restaurant.  The Parle family was always supportive of Chamber fundraising events.

In 2007, then Assembly Member Cathleen Galgiani spoke at one of the Merced Chamber’s issues luncheons held at the Branding Iron.  L-R:  Suzie Bubenchik (board chair), Cathleen Galgiani, and me.  Photo:  Steve Newvine

I recall one afternoon after then-Governor Schwarzenegger spoke at a luncheon held at the County Fairgrounds I got a call from one of the field assistants of an elected member of the legislature. 

That person asked whether I could join other field assistants for a late afternoon happy hour at the Branding Iron.  I joined the group briefly after work and I enjoyed connecting with this circle of professionals.  

It was one of the highlights of my time with the Chamber.

Most of my business lunches were held there not only for the convenient walk to and from the office but also for the statement the restaurant made about Merced.

That statement in my mind is this:  we’re a friendly place, most of the people here are honest to the core, you’ll be treated well, and you will want to stay here for the rest of your life.

  A smaller neon sign welcomes visitors to the Branding Iron entrance.  Photo:  Steve Newvine

It is a time to celebrate the continuation of a Merced tradition: the Branding Iron.  With all the community has been through during the COVID crisis, this could have been a farewell to the local institution.  Instead, it is a celebration. 

A tradition lives on. 

A new owner is ready to serve the local community as well of outsiders looking for a place that’s somewhere in between.

Who knows, maybe even another outsider like I was some sixteen years ago will stop in and discover his first view of Merced.

The Branding Iron made an impression on me then.  It is now time to make a lasting impression on a new generation of customers.

Steve Newvine lives in Merced. 

He came to Merced in 2007 first to head the Greater Merced Chamber of Commerce, and then to serve as the Senior Program Manager for Government Partnerships for a public utility.  

His new book, A Bundle of Memories, combines his first two memoirs (Growing Up, Upstate and Grown Up, Going Home) along with thirty pages of new stories.  It is available exclusively at Lulu.com