Diners supported Le Petit Four during its final week in business. (photo by Rance Collins)

Le Petit Four is one of West Hollywood’s longest operating restaurants, opening in 1981. But now, after 44 years, it will close its doors on March 31.

In an Instagram post, the Sunset Strip mainstay made the announcement, saying owner Alexandre Morgenthaler did “everything possible to keep [the] doors open.” The post blamed rising costs, a decline in foot traffic and West Hollywood’s increased minimum wage as reasons for the closure.

“This is so sad. We have lost four businesses on the Sunset Strip in just the past two weeks,” West Hollywood Chamber of Commerce president and CEO Genevieve Morrill said. “The owner of Le Petit rose the red flag of concern, as had all the businesses frankly for the past few years, that things were dire. This is not a problem exclusive to West Hollywood, it is happening all over our state, but West Hollywood is impacted more due to the highest wage policy with paid time off, including part time employees, unheard of anywhere else in the United States. This combined with [increased cost] in goods and services due to past inflation, high rents on the westside and increased in professional services such as insurance costs which are escalating.”

A GoFundMe campaign, located at gofundme.com/f/save-le-petit-four-preserve-a-sunset-strip-icon, was launched last week in an attempt to save Le Petit Four, with a goal of raising $150,000. As of press time, it had raised $6,294 from 19 donations.

“Too many beloved Los Angeles spots have disappeared – let’s come together to preserve this piece of our city’s history,” read the GoFundMe page.

Councilman Danny Hang said that Le Petit Four was not “just a restaurant – it was an institution.”

“[It was] a place people returned to again and again for great French food and a real sense of community,” he continued. “My parents and I eat at Le Petit Four almost once a month, it’s become our family gathering spot in WeHo. Losing a place like this is tough.”

Hang emphasized the economic measures the City Council is taking to help small businesses.

“In the short term the city is stepping up. We’re actively working on a comprehensive small business plan that we’ll be rolling out over the next couple of months. There’s much more to come,” Hang said. “In the long term, West Hollywood is positioning itself as a destination of choice for major national and international events like the World Cup, Super Bowl and the Olympic and Paralympic Games. We’re making sure that when the world comes to L.A., our local businesses are ready to benefit. These are just some of the ways the city is moving forward with purpose.”

“We should always be mindful when any business closes in our community, especially a business which has operated for a long time,” Vice Mayor John Heilman said. “Our economic development staff reaches out to businesses to see if the closure is the result of particular policies and if we can help the business owner and employees as the business winds down. Unfortunately, this is just one of the restaurants we’ve lost. We have adopted several policies in an attempt to help the business community such as a rebate of business license taxes for businesses who renew their leases. Businesses on Sunset have been especially impacted by office workers now working remotely. And, of course some businesses continue to struggle with the after effects of COVID and fires.”

Morrill noted recent initiatives supported by the city, including the new WeHappy program, which will provide free parking throughout West Hollywood from 4 p.m.-midnight every Wednesday.

“We are seeing a great response from the businesses,” she added.

In its final days, Le Petit Four has been abuzz with customers. On March 25, the restaurant thanked its patrons.

“Your visits, kind words and continued encouragement truly keep us going through these challenging times,” the statement read. “Every little bit helps us continue serving the fresh, from-scratch French cuisine you love. Merci beaucoup for standing by us.”