The verdict is in: Los Angeles is getting a caffeine fix with a twist. Alfred, the city’s beloved coffee chain, has unveiled Café Matcha, its first espresso-free concept in Studio City. This isn’t just another café—it’s a bold redefinition of what a neighborhood drink spot can be. With its vintage diner aesthetic and matcha-centric menu, the new flagship is both a throwback and a forward-thinking experiment.
Alfred founder Josh Zad describes Café Matcha as a “reimagined neighborhood hangout,” blending the familiarity of a classic coffee shop with a modern matcha focus. The design leans into retro diner vibes—think Formica tables, bold color pops, and nostalgic touches—while flipping the script on traditional coffee culture. “We wanted that accidentally cool feeling,” Zad says, referencing spaces that feel lived-in yet welcoming. The result is a place where customers can slow down, savor something timeless, and experience matcha as a full-fledged star.
Matcha isn’t just a trend here—it’s a philosophy. Zad insists the drink’s rise mirrors coffee’s evolution from commodity to craft. “It’s about energy without anxiety,” he explains. The menu reflects this ethos: stripped-down lattes, matcha-complemented sodas, and even affogato-style pours that swap espresso for matcha. On the food side, the café merges diner staples with Japanese flair. Chef Kiyoshi Tsukamoto, a former Konbi pastry chef, crafts items like ham and Japanese curry buns, hojicha apple galettes, and koji-glazed miso cinnamon rolls. It’s a seamless fusion of comfort and precision.
Alfred’s growth plan for Café Matcha diverges from its coffee-heavy sibling. While the brand’s existing locations rely on roasted coffee and espresso machines, Café Matcha aims to build an omnichannel brand centered entirely on matcha. “We’re leaning into the category, not chasing trends,” Zad says. The flagship’s success could shape how matcha is marketed, sold, and consumed in the years ahead.
The blend of diner charm and Japanese technique sets a new standard for what a café can be.
Key takeaway: Café Matcha isn’t just about matcha—it’s about redefining the coffee experience. The blend of diner charm and Japanese technique sets a new standard for what a café can be. The brand’s focus on precision and community could signal a shift in how we think about caffeine.
What does matcha’s rise mean for the future of coffee? How might this approach influence other brands? Share your thoughts below.
Questions & Answers
Where is Alfred’s matcha café located?
Alfred’s matcha café flagship is located in Los Angeles, California.
What’s special about Alfred’s matcha?
Alfred’s matcha is made with premium ceremonial-grade matcha, offering a smooth, rich flavor without espresso.
Information sourced from industry reports and news outlets.
