New Jersey-Based Eatery Alfalfa Chooses Santa Monica For Second-Ever Location

Space formerly housing Astro Doughnuts & Fried Chicken is beginning its transformation into the health-conscious, fast-casual restaurant
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Hoboken, New Jersey-born eatery Alfalfa is opening what will be its second location, far from its East Coast home. The growing chain has an in-the-works outpost in the former Astro Doughnuts & Fried Chicken in Santa Monica, at 2309 Main St., according to Alfalfa’s Facebook page. “New kids on the block,” the post states alongside the above photo. “Ready to begin our LA journey.” Astro Doughnuts closed its Santa Monica — and DTLA — doors early this year.

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In addition, What Now Los Angeles (WNLA) spoke with Alfalfa founders Dan Sobsey, Dan Londono, and Andrew Arrospide on Monday about the new Santa Monica location. “The balance between sweet and savory began to really resonate with customers,” Sobsey said over the phone. “We decided on Santa Monica because it reminded us of Hoboken.” The two Alfalfa owners both have a personal connection to the city, like Sobsey, who considers Santa Monica a second home. Arrospide moved to the area while working for AEG and, after leaving the corporate world, hoped to return.

“I’m incredibly proud to call Santa Monica our new home,” Arrospide said. Alfalfa’s owners have always wanted to be a bi-coastal brand and they couldn’t be happier to land a spot here. “We think this is a very exciting start.” This new neighborhood is huge for them, but it’s not the end. They hinted over the phone that there are more on the horizon, but nothing they could disclose at the moment. “One of the things we’re most excited about is connecting with the Santa Monica community,” Sobsey told WNLA.  

The new fast-casual, health-conscious eatery will open its doors in the coming weeks — potentially late November or December. When it does, expect its highly popular core product: salads, wraps, and craft donuts — an “underserved” and “unique” locally-sourced food. “Our Santa Monica location is a dream come true,” Alfalfa writes on its website. “We can’t wait to meet you, and introduce ourselves, Santa Monica!”

Alfalfa began operating out of a tent and then as a pop-up before opening its first brick-and-mortar in 2019. “In Hoboken, we got our start at a farmers market selling salads. That evolved into an eatery.” 

“Everything we do — from serving a locally roasted fair trade coffee and selecting the highest quality produce for our salads, to experimenting with Southern California inspired breakfast burritos and creative doughnuts — is done with the goal of providing our guests with a premium experience,” the website states. “We’ve curated the best food and beverages from our own tastes, built through our experiences that make Alfalfa truly unique.”

(Edited to include quotes from co-founders Dan Sobsey, Dan Londono, and Andrew Arrospide)

Caleb J. Spivak

Caleb J. Spivak (CJS) is the Founder of What Now Media Group, Inc., the publisher of What Now Atlanta and What Now Los Angeles.
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