On the surface, there's nothing connecting the new La Boulange in Los Angeles to Starbucks, the country's largest coffee chain. With its soaring ceilings, artsy wall decorations and sophisticated bar counter, it looks perfectly at home on its rapidly-gentrifying strip of La Brea Avenue.
You won't find any mermaids at the cafe, which started serving duck confit hash, gourmet burgers, fresh-baked bread and beer cocktails to the public on Thursday. No pumpkin spice lattes or Norah Jones CDs, either. There's just one subtle clue as to the true provenance of the cafe -- the coffee beans.
They were roasted especially for La Boulange by Starbucks, which bought the San Francisco-based chain for $100 million two years ago this month. La Boulange has already had a big impact on the way Starbucks operates; its founder Pascal Rigo and his culinary team have overhauled Starbucks' entire pastry program, bringing versions of their lauded croissants and breads to over 8,000 locations across the country.
But the La Brea restaurant marks a new phase in the relationship between the two brands. It's the first La Boulange outside the Bay Area, the first with a serious bar program and, crucially, the first to serve dinner. Most of the 22 Northern California locations close at 7 p.m., but this one closes at 10 p.m. Even the logo is slightly different -- it's less ornate, and missing the words "Bakery-Cafe."
Together, these changes make La Boulange into something new for Starbucks: a full-fledged restaurant. At an opening party, Rigo compared the new location favorably to fast-casual chains like Chipotle, Panera and Smashburger, which have become increasingly dominant forces in the restaurant industry over the past few years.
"It's similar, this new place," he said in his mellifluous French accent, "But also different. I don't like to call it 'fast-casual.' I like to call it, 'slow-chic.'"
Rigo, who started his career at a Los Angeles bakery not far from the new location, said that he and his team don't yet have concrete plans to open more La Boulanges like this one. But he said there was a good chance they would do so if this one succeeds.
"I think that, compared to those places with 2,000 locations, our food is better, our drinks our better, the room is more elegant and our prices are just as good," he said. "Almost nothing on the menu costs more than $10, $11. This is affordable food. So I can certainly imagine that it could do well as a big chain."
The 10-person operations team for La Boulange currently works out of a small office above the first location, in a space that used to be Rigo's own apartment, so national domination is still a ways off. Right now, their attention is fully focused on the new Los Angeles location. Let's take a look at what they've cooked up:
The exterior of the restaurant on La Brea Avenue
La Boulange
The new La Boulange is located on La Brea between Wilshire and Melrose, an increasingly popular destination for foodies and design aficionados.
The restaurant's interior
La Boulange
The airy space, designed with help from Starbucks' architecture team, features
Chipotlesque chairs and stools made of blonde wood, exposed Edison bulbs and large windows facing La Brea Avenue.
A bartender serves two drinks at the restaurant's bar.
La Boulange
In a first for La Boulange, the restaurant serves a long list of beer and wine cocktails, many of which feature local fruits and herbs.
The pastry counter
La Boulange
La Boulange is best known as a bakery, so it's no surprise that fresh pastries have a prominent counter of their own right near the store's entrance.
Tomato soup and spinach salad
La Boulange
Many of the menu items, including this tomato soup, have already been big sellers at the San Francisco locations.
Duck confit hash
La Boulange
This hearty breakfast dish is new to the LA locations. La Boulange founder Pascal Rigo said it was inspire by Angelenos' love of partying. "I think people will be happy to come in, after a long night, and order this delicious dish and soak up all their hangovers," he said at the restaurant's opening party.
Smoked salmon tartines were ported down from San Francisco
La Boulange
These open-faced sandwiches are among the most popular items at the Bay Area locations.
Want to read more from HuffPost Taste? Follow us on Twitter, Facebook, Pinterest and Tumblr.
Support HuffPost
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
At HuffPost, we believe that everyone needs high-quality journalism, but we understand that not everyone can afford to pay for expensive news subscriptions. That is why we are committed to providing deeply reported, carefully fact-checked news that is freely accessible to everyone.
Whether you come to HuffPost for updates on the 2024 presidential race, hard-hitting investigations into critical issues facing our country today, or trending stories that make you laugh, we appreciate you. The truth is, news costs money to produce, and we are proud that we have never put our stories behind an expensive paywall.
Would you join us to help keep our stories free for all? Your contribution of as little as $2 will go a long way.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you’ll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.