New Alfred Location to Materialize in Westwood Village

But first... construction. Then coffee.
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On the blackened windows of a shuttered Peet’s Coffee on 1154 Westwood Boulevard, the upcoming Westwood Village location of Alfred‘s hints gently to those paying attention with its slogan, “but first…coffee,” painted in tiny white print. Josh Zad, the CEO of the popular Los Angeles chain, said construction on the space will likely begin during the Spring of 2021 but did not reveal the opening timeline.

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“Let’s connect in March or April as we get closer to the opening,” said Zad to What Now Los Angeles. “We do not typically discuss anything until we are under construction.”

Known for its Insta-worthy interiors, Alfred was opened in 2013 in opposition to “‘Third Wave’ coffee shops… centered around coffee and not much else.” Since opening their flagship location at 8428 Melrose Pl, the franchise has spread to ten locations through L.A., one in Austin TX and three in Japan.

Over 35,000 posts on Instagram sport the hashtag #alfredcoffee, and the likes of Miley Cyrus, Vanessa Hudgens, Kendall Jenner, Kourtney Kardashian, Justin Bieber, Mila Kunis, Selena Gomez and a slew of other celebrities have been caught sipping Alfred by paparazzi. One thing is for sure—when the Westwood location of Alfred formally opens its doors, we will all know about it.

Christina Coulter

Christina Coulter is an eager journalist from Connecticut with dogged tenacity and the sensibilities of a small-town reporter. Before and after graduating from Marist College in 2017, Christina covered local news for a slew of publications in the Northeast, including The Wilton Bulletin, the Millbrook Independent, The Kingston Times, The New Paltz Times and the Rockland Times. For nearly four years before the onset of the COVID-19 pandemic, Christina was the lead reporter for The Saugerties Times, living and breathing the goings-on of the 20,000-strong Hudson Valley community. Christina weathered the pandemic in Atlanta, where she got a taste for the city's people and flavors. After a brief stint covering news in Connecticut and New York once more with The Daily Voice, Christina was taken on by What Now Atlanta and What Now Los Angeles, where she aims to unweave the intricacies of both cities' bright restaurant communities.
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