Sure, Alfred didn't invent coffee. And there are plenty of other places to get a cup of the good stuff around town. So how has this little coffee shop (though it seems wrong to describe it as such) managed to not only make it - but make it big?
First let's talk about the coffee. That's pretty important. Their choice: Stumptown. Great quality coffee that is sourced from the best of the best. You can't come here and order a venti iced skinny dirty Oprah chai - THANK GOD. The options at Alfred are what you'd expect from a coffee shop that dotes on people who really like coffee. No bastardizations.
Now let's talk about the food. A+ for the food. Typically, a place that is associated with coffee means that the food falls flat. This is not the case at Alfred. In line with Stumptown - Alfred sells fresh salads, sandwiches, and pastries from Farmshop. All of the ingredients are currently in season or readily available and the final creations are made to be eaten DAY OF.
What else can you buy at Alfred? A curated collection of juices, drinks, sweets, and even your very own Alfred t-shirt (which trust us, you'll actually want to wear.)
Now let's talk about the decor. Yes - the decor. This is the kind of place that wants you to stay. Alfred knows that it only looks as good as its patrons look (and feel whilst drinking their coffees.) If you want to be seen (or just like having your coffee al fresco) - the area right out front is perfect for you. If you want to be studious (or you're a recluse) - maybe inside would do you better. There's black and white tiled floor on the first level, with concrete downstairs. Tables of varying sizes - just in case you bring a friend, or two, or three. On the walls: white tiles, black wood, dark florals, horns, and of course a hashtag. All with a succulent or two to bring in a bit of stark nature.
Speaking of the crowd: it's perfect. Some may say that Alfred's general demographic focuses more on what things look like, rather than how things actually are. This is only partly true - the average customer of Alfred does look good. Beyond the fact that Alfred is on one of the most fashionable streets in the world (Melrose Place): the leggy girls and coiffed boys holding Alfred cups actually go there to drink great coffee in a great setting with great people. Just because you can order a $10 latte (your choice of either chocolate or vanilla Pressed Juicery almond milk with shots of espresso) doesn't make you vain; it just makes other people jealous.
Big things are happening for Alfred - and we couldn't be happier. The construction on the northwest corner of Melrose and la Cienega (just a block from their current location) will feature a new, small, hole-in-the-wall version of Alfred. Plus - a new location opening in Brentwood this fall! Follow them on Instagram for all the news - @alfredcoffee!