San Diego Union Tribune San Diego Union Tribune - August 7, 2005

 

Michelle Mendez has been playing matchmaker for as long as she can remember and prides herself on the marriages that have come from her knack for bringing people together. A few years ago, Mendez took the opportunity to turn her pastime into a profession when she and friend Cathy Loe became the owners of the It's Just Lunch franchise in San Diego.

Now the duo is being paid to play Cupid for singles from the company's Carlsbad and downtown San Diego locations, though their success isn't necessarily measured by a trip down the aisle.

Self-proclaimed first-date specialists, Mendez and Loe say their goal is to get a couple through the sometimes dreaded and often overrated hours of the first date.

"Really, the name says it all," said Mendez, 34. "It's just lunch. If you don't have the chemistry, you just go back to work. There's always a beginning, a middle and an end."

"The dating world in North County is interesting. It can be tough," said Loe, who runs the Carlsbad office. "The population tends to be a little older, and we're in suburbia up here, so there's not as many outlets to meet people. They spend a lot of time at their jobs or commuting to their jobs. For them, It's Just Lunch is a real timesaver."

The lunch date concept originated in 1991 when company founder Andrea McGinty ended her engagement. She found herself single and wanting to meet well-educated professionals she could relate to, so she became proactive in her search and created It's Just Lunch.

The company began offering franchises in 2000 and moved its headquarters to San Diego, giving Mendez and Loe a shot at running a dating service they believed had a successful formula.

Between the two county locations, It's Just Lunch coordinates meetings among 1,000 clients, who are mostly in their 30s and 40s. According to company statistics, 70 percent of first dates result in a second date.

Mary of Del Mar met her fiance through It's Just Lunch a year ago. She said her membership was worth the try and the money.

"I went out on dates and had a really good time with it, but I never ever thought I'd meet somebody I'd want to spend the rest of my life with. It's like a fairy tale that I did," said Mary, who spoke in an interview arranged by the company on the condition that her last name not be used, in accordance with the company's confidentiality policy.

The cost for a year membership is $1,500. There's a face-to-face interview to discuss personal interests, relationship history and what qualities or characteristics are desirable in a partner.

It's Just Lunch directors rely more on instinct than on a computer to choose pairs for lunch dates or after-work drinks.

Clients are described to one another over the phone before the date. To maintain confidentiality, pictures, last names and contact information are never given out. The company guarantees each client at least 14 arranged dates within the year.

"I like being referred to as old-school," Mendez said. "The point is that our customers don't have time to read through online profiles, start up communication by e-mail and then follow up with a phone call. People come to us because of the minimal time involved. We're sort of managing their personal lives."

Despite the increasing popularity of online dating services, Mendez and Loe say It's Just Lunch maintains a segment of the dating service market.

Loe points to other matchmakers as their toughest competition.

"There are so many services for singles out there," Loe said. "Because we do things the old-fashioned way, I'd say our closest competitor is somebody's mother trying to set up her son or daughter. But we have the advantage because we know a lot more people than they do."

Although they declined to discuss company revenues, Mendez and Loe say their matchmaking business has been profitable.

With its 80 franchises worldwide, It's Just Lunch has grown 30 percent annually in the past five years, and the San Diego franchise has followed suit, Mendez said.

The plan is to continue using local television and radio ads to grab the attention of single professionals throughout the county. Ultimately, though, it may be success stories like Mary's that draw in clients.

"You get so caught up with your life and your job that you have to kind of step out of your routine and be willing to try something new," Mary said. "You really never know what could happen or who you're going to meet."

For more information, call the Carlsbad office at (760) 268-0004, the San Diego office at (619) 232-8999, or go online to www.itsjustlunch.com.