L.A.'s Water Grill used to be a place for older patrons to enjoy fine dining on white tablecloths in a quiet atmosphere, but all that has changed. The restaurant was overhauled to attract a younger crowd, offering cheaper menu items and craft beers and turning up the volume with pop music and flat screen TVs.
"We'll probably lose a portion of our base because we're not as quiet anymore," says Sam King, chief executive of King's Seafood Co., the parent of Water Grill. But "we have to compete."

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