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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.
“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.