{"id":193105,"date":"2026-01-08T07:59:44","date_gmt":"2026-01-08T13:59:44","guid":{"rendered":"https:\/\/dailycoffeenews.com\/?p=193105"},"modified":"2026-01-09T07:53:09","modified_gmt":"2026-01-09T13:53:09","slug":"alfred-launches-espresso-free-cafe-matcha-flagship-in-la","status":"publish","type":"post","link":"https:\/\/dailycoffeenews.com\/2026\/01\/08\/alfred-launches-espresso-free-cafe-matcha-flagship-in-la\/","title":{"rendered":"Alfred Launches Espresso-Free Caf\u00e9 Matcha Flagship in LA"},"content":{"rendered":"<div id=\"attachment_193111\" class=\"wp-caption alignnone\" ><a href=\"https:\/\/dailycoffeenews.com\/2026\/01\/08\/alfred-launches-espresso-free-cafe-matcha-flagship-in-la\/credit_-noah-webb-2\/\" rel=\"attachment wp-att-193111\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-193111\" src=\"https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Noah-Webb-2.jpg\" alt=\"CREDIT_ Noah Webb (2)\" width=\"1240\" height=\"1859\" srcset=\"https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Noah-Webb-2.jpg 1240w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Noah-Webb-2-200x300.jpg 200w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Noah-Webb-2-414x620.jpg 414w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Noah-Webb-2-100x150.jpg 100w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Noah-Webb-2-768x1151.jpg 768w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Noah-Webb-2-1025x1536.jpg 1025w\" sizes=\"auto, (max-width: 1240px) 100vw, 1240px\" \/><\/a><p class=\"wp-caption-text\">Inside the new Caf\u00e9 Matcha in Studio City, Los Angeles. Photo by Noah Webb, courtesy of Caf\u00e9 Matcha.<\/p><\/div>\n<p><script async=\"\" defer=\"\" src=\"https:\/\/proxy.beyondwords.io\/npm\/@beyondwords\/player@latest\/dist\/umd.js\" onload=\"new BeyondWords.Player({ target: this, projectId: 50015, contentId: '089ea432-8553-4b56-b3d6-9fe64539b4bd' })\">\n<\/script>&nbsp;<\/p>\n<p>The people behind the popular Los Angeles coffee chain <a href=\"https:\/\/alfred.la\/\">Alfred<\/a> are going all in on matcha for a new cafe called <a href=\"https:\/\/cafe-matcha.com\/\" target=\"_blank\" rel=\"noopener\">Caf\u00e9 Matcha<\/a>. The new espresso-free concept shop held a grand opening late last fall and is now open in Studio City.<\/p>\n<p>\u201cAlfred opened on Melrose Place in 2013 with a simple mission: be Los Angeles\u2019s neighborhood coffee shop,\u201d Alfred founder and CEO Josh Zad recently told Daily Coffee News. \u201cOver time we\u2019ve grown into a multi-location brand while keeping that same neighborhood feel.&#8221;<\/p>\n<p>Zad said Caf\u00e9 Matcha extends that concept into more of a vintage diner format, while keeping matcha front and center in the drink and food menu.&nbsp;<\/p>\n<div id=\"attachment_193109\" class=\"wp-caption alignnone\" ><a href=\"https:\/\/dailycoffeenews.com\/2026\/01\/08\/alfred-launches-espresso-free-cafe-matcha-flagship-in-la\/credit_-emma-jane-kepley-4\/\" rel=\"attachment wp-att-193109\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-193109\" src=\"https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-4.jpg\" alt=\"CREDIT_ Emma Jane Kepley (4)\" width=\"1240\" height=\"827\" srcset=\"https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-4.jpg 1240w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-4-300x200.jpg 300w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-4-620x414.jpg 620w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-4-150x100.jpg 150w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-4-768x512.jpg 768w\" sizes=\"auto, (max-width: 1240px) 100vw, 1240px\" \/><\/a><p class=\"wp-caption-text\">Photo by Emma Jane Kepley, courtesy of Caf\u00e9 Matcha.<\/p><\/div>\n<p data-start=\"2382\" data-end=\"2715\">The interior design leans into classic diner cues \u2014 bright Formica tabletops, colorful accents and some nostalgic elements \u2014 while flipping the script on what customers typically expect from the Alfred brand. The concept combines the familiarity of a classic coffee cafe with a fresh focus on modern matcha preparation.<\/p>\n<p>\u201cWe wanted to recreate that accidentally cool feeling those spaces have \u2014 the ones that feel lived-in, a little mismatched and completely welcoming,\u201d Zad said. \u201cUltimately, the goal was to create a space that invites everyone to sit down, slow down and savor something timeless, reimagined through a matcha lens.&#8221;<\/p>\n<p>Although <a href=\"https:\/\/lataco.com\/matcha-price-surge\">matcha costs have escalated<\/a> due to traditional production constraints and booming demand \u2014 especially among younger consumers \u2014 Zad said Caf\u00e9 Matcha is leaning into existing sourcing partnerships and not necessarily chasing trends.&nbsp;<\/p>\n<div id=\"attachment_193110\" class=\"wp-caption alignnone\" ><a href=\"https:\/\/dailycoffeenews.com\/2026\/01\/08\/alfred-launches-espresso-free-cafe-matcha-flagship-in-la\/credit_-emma-jane-kepley-6\/\" rel=\"attachment wp-att-193110\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-193110\" src=\"https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-6.jpg\" alt=\"CREDIT_ Emma Jane Kepley (6)\" width=\"1240\" height=\"1550\" srcset=\"https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-6.jpg 1240w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-6-240x300.jpg 240w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-6-496x620.jpg 496w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-6-120x150.jpg 120w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-6-768x960.jpg 768w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-6-1229x1536.jpg 1229w\" sizes=\"auto, (max-width: 1240px) 100vw, 1240px\" \/><\/a><p class=\"wp-caption-text\">Photo by Emma Jane Kepley, courtesy of Caf\u00e9 Matcha.<\/p><\/div>\n<p>\u201cMatcha has always lived in Alfred\u2019s DNA. We were one of the first, if not the actual first, coffee shops in Los Angeles to serve matcha on our menu, 10-plus years ago. Since then, the demand has only grown,\u201d said Zad. \u201cMatcha rewards precision \u2014 the grade, the water, the whisk, the milk all matter \u2014 so dedicating a concept to it made sense.\u201d<\/p>\n<p>The drink lineup ranges from stripped-down matcha lattes and cortados to dessert-like signatures with flavored matcha cream-cloud tops. There is also the nostalgic malted milkshake (matcha, housemade vanilla ice cream, malt and whipped cream) and \u201caffogato-style pours\u201d that swap out espresso for matcha. Others who prefer \u201cbrighter or bubblier\u201d profiles can try matcha-complemented sodas or juices.&nbsp;<\/p>\n<p>\u201cMatcha isn\u2019t a trend; it\u2019s a shift,\u201d said Zad. \u201cConsumers today want energy without anxiety, and matcha delivers that. Its rise mirrors what coffee went through a generation ago \u2014 a move from commodity to craft.\u201d<\/p>\n<div id=\"attachment_193108\" class=\"wp-caption alignnone\" ><a href=\"https:\/\/dailycoffeenews.com\/2026\/01\/08\/alfred-launches-espresso-free-cafe-matcha-flagship-in-la\/credit_-emma-jane-kepley-3\/\" rel=\"attachment wp-att-193108\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-193108\" src=\"https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-3.jpg\" alt=\"CREDIT_ Emma Jane Kepley (3)\" width=\"1240\" height=\"1860\" srcset=\"https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-3.jpg 1240w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-3-200x300.jpg 200w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-3-413x620.jpg 413w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-3-100x150.jpg 100w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-3-768x1152.jpg 768w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Emma-Jane-Kepley-3-1024x1536.jpg 1024w\" sizes=\"auto, (max-width: 1240px) 100vw, 1240px\" \/><\/a><p class=\"wp-caption-text\">Photo by Emma Jane Kepley, courtesy of Caf\u00e9 Matcha.<\/p><\/div>\n<p>On the food side, the cafe is blending familiar diner-style staples with Japanese ingredients and techniques. Chef Kiyoshi Tsukamoto, the former executive pastry chef at <a href=\"https:\/\/www.bonappetit.com\/story\/konbi-closure-akira-akuto-interview\" target=\"_blank\" rel=\"noopener\">Konbi<\/a>, is leading the pastry program. Prominent items include the ham and Japanese curry bun with sesame, a hojicha apple galette in a flaky sabl\u00e9-crumbled shell, a koji-glazed miso cinnamon roll, toast and jam on fluffy milk bread and hot waffles topped with matcha-infused ice creams.&nbsp;<\/p>\n<p>Caf\u00e9 Matcha&#8217;s older sibling, Alfred, currently has at least 24 locations, with eight more openings planned over the next 12 months. Since the first opening on Melrose Place in 2013, roasted coffee has come through <a href=\"https:\/\/www.stumptowncoffee.com\/?srsltid=AfmBOoqQqGlqxzEtLrg_60osNEJQbcD742N44CVeW1R35oyzRrn1mb7Z\" target=\"_blank\" rel=\"noopener\">Stumptown Coffee Roasters<\/a> before passing through La Marzocco espresso machines.&nbsp;Meanwhile, Zad said the growth plan for Caf\u00e9 Matcha may follow different roads.&nbsp;<\/p>\n<div id=\"attachment_193112\" class=\"wp-caption alignnone\" ><a href=\"https:\/\/dailycoffeenews.com\/2026\/01\/08\/alfred-launches-espresso-free-cafe-matcha-flagship-in-la\/credit_-yudi-ela-2\/\" rel=\"attachment wp-att-193112\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-193112\" src=\"https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Yudi-Ela-2.jpg\" alt=\"CREDIT_ Yudi Ela (2)\" width=\"1240\" height=\"1550\" srcset=\"https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Yudi-Ela-2.jpg 1240w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Yudi-Ela-2-240x300.jpg 240w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Yudi-Ela-2-496x620.jpg 496w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Yudi-Ela-2-120x150.jpg 120w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Yudi-Ela-2-768x960.jpg 768w, https:\/\/dailycoffeenews.com\/wp-content\/uploads\/2025\/12\/CREDIT_-Yudi-Ela-2-1229x1536.jpg 1229w\" sizes=\"auto, (max-width: 1240px) 100vw, 1240px\" \/><\/a><p class=\"wp-caption-text\">Photo by Yudi Ela, courtesy of Caf\u00e9 Matcha.<\/p><\/div>\n<p>\u201cAn all-matcha menu allows us to lean into the category and build an entire omnichannel brand, with a look and feel that no one else is doing,\u201d Zad said. \u201cOur current plan is to have one, iconic flagship and build the brand on the D2C and wholesale side.&#8221;<\/p>\n<p><em>Caf\u00e9 Matcha is located at <\/em><a href=\"https:\/\/www.google.com\/maps\/place\/Caf%C3%A9+Matcha\/@34.143438,-118.3949739,17z\/data=!3m1!4b1!4m6!3m5!1s0x80c2bd211d9aed2b:0xb91912d62f8ba193!8m2!3d34.143438!4d-118.3949739!16s%2Fg%2F11ykvvvv75?entry=ttu&amp;g_ep=EgoyMDI1MTExMS4wIKXMDSoASAFQAw%3D%3D\" target=\"_blank\" rel=\"noopener\"><em>12070 Ventura Blvd in Studio City, California<\/em><\/a>.<\/p>\n<hr>\n<p><em>Comments? Questions? News to share?&nbsp;<a href=\"https:\/\/dailycoffeenews.com\/contact\/\" target=\"_blank\" rel=\"noopener\">Contact DCN\u2019s editors here<\/a>. For all the latest coffee industry news,&nbsp;<a href=\"https:\/\/dailycoffeenews.com\/e-news-subscribe\/\" target=\"_blank\" rel=\"noopener\">subscribe to the DCN newsletter<\/a>.&nbsp;<\/em><\/p>\n<div class=\"crp-list-container\"><h3 class=\"crp-list-title\">Related Posts<\/h3><p>None found<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; The people behind the popular Los Angeles coffee chain Alfred are going all in on matcha for a new cafe called Caf\u00e9 Matcha. The new espresso-free concept shop held&#8230;<\/p>\n","protected":false},"author":294,"featured_media":193113,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"categories":[58320894,58320900,58320889,58320893,58320124],"tags":[58334481,58349469,58320250,58334483,58345253,58320164,58348235,58344432,3076383,58320249],"class_list":["post-193105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-operations","category-californiapacific","category-cafesretail","category-openings-cafe","category-cafe","tag-alfred-coffee","tag-cafe-matcha","tag-california","tag-josh-zad","tag-kiyoshi-tsukamoto","tag-los-angeles","tag-matcha","tag-studio-city","tag-stumptown-coffee-roasters","tag-tea"],"acf":[],"yoast_head":"<!-- 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