It’s never taken so much green to eat red meat. The price of beef has doubled since 2020, and once you add a few drinks (the cost of wine rose 11 percent in 2025) and tack on the rising price of labor (up 23 percent in 2025 and 33 percent in 2024 and 2023), before you know it, a night out at the steakhouse costs as much as the monthly payment for a brand-new Mercedes G-Wagon.
At Grandson Steaks, Roger Cañez wants to change that. He only serves USDA Prime and Choice Brandt Beef from the family-owned ranch in the Imperial Valley, known for its high-quality, hormone-free, vegetarian-raised Holstein cattle with signature marbling and top-notch taste. But as the Brandt Beef distributor in Mexico, Cañez gets wholesale volume pricing that other smaller restaurateurs can’t access.
Those savings get passed to the consumer: At Grandson, a 12-oz. house-cut (Choice) ribeye costs $34, while Prime goes up to $44. Comparatively, a 14-oz. Prime ribeye at a competing high-end local steakhouse runs around $66.
“There are a lot of people in San Diego who really love steaks, but they can’t afford it—that’s reality,” says Cañez. “So we decided to kind of cut all the fine dining rules and put everything into the quality.”…