Duke Schwag is the owner and proprietor of Schwag's.
A shark in a pond full of little fish, Duke runs the eponymous diner where the poor and otherwise unfortunate members of the Hollywood community can spend their hard-earned money. He usually locks himself in the back and refuses to talk to anyone he doesn't do business with, preferring to have Flo man the front.
In reality, Schwag is the head of the slaving ring in Hollywood, abducting young men and women in order to sell them as cheap labor or entertainment to the wealthy and influential throughout California.
|This character is involved in quests.|
- Flo doesn't like how Schwag lets all the bad elements of Hollywood in the diner - Flo doesn't trust people like Swifty and wants something done about it.: Killing Schwag is necessary to gain Flo's vote - he won't vote against Heidi, no matter what.