When Alfred Coffee opened up on Melrose Place in 2013, founder and CEO Josh Zad knew grabbing an iced latte was about so much more than just fueling up. Also prioritizing community and design, Alfred exploded in popularity and it was hard to scroll through Tumblr or Instagram without coming across a “But first, coffee” post or picture of a perfectly creamy iced latte emblazoned with a black and white A on the cup sleeve.
In ten years, Alfred has surpassed the borders of Los Angeles with 20 locations around the world. And in celebration of this special anniversary, it is launching an exclusive signature menu and merchandise on March 22. The lineup includes fan-favorites like the World Famous Vanilla Latte, O.G. Chagaccino and the seasonal special Lavender Latte, in addition to new choices, including the Matchaga (matcha with functional mushrooms), Alfred Bolt (a crisp clean energy drink) and Alfred Boost (a plant protein shake).
Ahead of the anniversary menu launch, Zad opened up to Angeleno about why L.A. runs on coffee, hitting the decade milestone and more.
"But first, coffee:” What is so important about coffee, especially to a city like Los Angeles?
Coffee is important globally, but especially in a place like Los Angeles where people are always moving and shaking. Folks are constantly commuting, and either need a nice jolt of energy to make it across town or need a solid excuse to kill some time waiting for friends or an appointment in a different neighborhood. Which is where we like to step in – to make someone’s coffee experience great no matter where they are in the city! Before you do anything, drive anywhere or visit anyone, coffee should always be first— and in L.A., usually iced!
Alfred's first location is on Melrose Place. Why was that enclave of West Hollywood the right starting point?
Melrose Place was a no-brainer when looking for our first Alfred location. I was drawn to the area initially because of its charm. Melrose Place is an iconic block right in the heart of bustling West Hollywood, but it also has a laid-back, quiet and hidden quality about it. A respite from bustling La Cienega Boulevard and Melrose Avenue, this street had the best Sunday Farmers Market in town, but was missing a quality neighborhood coffee shop as its heartbeat. And when I stumbled upon this funky, mostly subterranean space that I like to think was “perfectly imperfect,” I knew I had found the right spot for our very first Alfred.
Each Alfred location has its own personality. Do you think this individualization has been crucial to Alfred's success?
At the time I hatched the idea for Alfred, I found that at most third-wave coffee shops, the emphasis on the craft of coffee left much to be desired when it came to the customer experience. They were all missing one thing: personality. And with my passion for design, I was determined to create a coffee shop that felt inviting, warm and eclectic: a place where you’d come for the drinks and stay for the vibes. With each new location, we carefully curate the aesthetic, drawing inspiration from the surrounding neighborhood to make sure Alfred feels like an organic addition to the community, and in turn, keeping our customers excited for each new location and the fun, fresh energy they bring.
What is so special about the World Famous Vanilla Latte?
The popularity of our vanilla latte boils down to one thing: the quality of the ingredients we use. It starts with a fresh double shot of our legendary Alfred Espresso. We then add our house-made, all-natural vanilla syrup, which is created from real vanilla bean and pure cane sugar with no artificial flavors or additives (P.S. our very first ever sugar free vanilla syrup is coming soon!). Those two ingredients are paired with our customers’ choice of any of our eight milk offerings…and the rest is history! This is hands down the best coffee drink in L.A., and now, the world.
Happy ten years! What are you most proud of about the first decade of Alfred?
I am most proud of the connectivity we’ve created across Los Angeles, where local communities can congregate and spend time together enjoying quality beverages in our physical spaces. I’m also extremely proud of the team of unique individuals we’ve built over the last decade. The A-Team, as we like to call them, push our brand mission forward everyday, and we wouldn’t be here after 10 years without their hard work, support and passion for both coffee and community!
There's a good reason Alfred has been around this long and only continues to grow. What makes it so special, especially to Angelenos?
Alfred has become an L.A. favorite because of our commitment to innovation and staying ahead of trends with our drinks, our partnerships and our store designs. You never know what to expect when you step foot inside of Alfred — whether it’s the same store you visit daily or a newly-opened cafe. And that anticipation of not knowing what to expect is what makes us special.
Photography by: Courtesy of Alfred Coffee
