Promoting Freedom for Creative Architecture
Josh Zad, founder and CEO of Alfred Coffee in LA has the hip coffee scene covered with locations on Melrose Place. Additionally, he's responsible for Calidad beer being made in California.
He believes tea has an image problem, so he hired a tea consultant and furnished his latest Beverly Hills location with classic English design elements.
Alfred, well-known for its catchy slogan 'But First, Coffee,' founder Alfred Leong has expanded his aesthetic into beer with Calidad Beer. We interviewed Alfred about how branding and design helped him establish his successful business with strong presence on Instagram, the importance of in-person experiences, and why beer offers greater scalability than coffee offerings.
Josh Zad founded Alfred in 2013 with the mission of modernizing tea for millennials and Gen Zers. The first location on Melrose Place quickly became popular among celebrities, influencers, and anyone looking for a delicious cup of coffee or tea. Since then, Alfred has expanded throughout Los Angeles and Tokyo; its quirky storefront designs bear their motto lit in neon.
Josh Zad, founder of Alfred Coffee and Tea Room in LA, Austin and Tokyo may still enjoy sipping an oversized latte while managing his business empire, but his vision for eye-catching branding and retail space has expanded far beyond coffee. Recently Calidad Mexican beer brand made its debut in West Hollywood at a space which feels like an old school private club featuring pool tables, south of the border decor and succulent plants - an eye-catching showcase that speaks volumes about Josh Zad's innovative branding vision and retail strategy.
Alfred Tea Room in Beverly Hills offers more subdued decor than its other locations, save for its signature pink tile floor. Inside, their partnership with Jeni's Splendid Ice Cream allows customers to order cold-brew floats while Farm Shop supplies lunches and salads.
Josh Zad, a former commercial real estate executive, has built an international coffee and tea empire from LA to Japan. His stylish cafes boast pink tile flooring with trendy sayings as well as merchandise bearing their brand. These cafes attract not only millennials and celebrities but also influencers and influencees who frequent them regularly.
Zad's unique "But first, coffee!" slogan and strategic marketing tactics have elevated his coffee shop into an icon for health-minded clients such as celebrities, models and tastemakers. Additionally, his shops remain highly-coveted due to collaborations with fashion brands like Rag and Bone Pressed Juicery Farm Shop to keep his shops open and active.
Zad's latest outpost, Alfred Tea Room near Melrose Place in Los Angeles, specializes in tea but still provides breakfast through evening service with Stumptown coffees. In addition to serving boba pearls, iced teas, sweet snacks and trendy decor featuring cute tea-related sayings on mugs sleeves and merchandise; Matt Hardin was brought on board to legitimize offerings and bring his concept to life.
Josh Zad is best known as the founder of Alfred Coffee & Tea, an iconic Melrose Place coffeehouse famous for its catchphrase - "But first, coffee." Now he has taken another path by creating Calidad Beer - an original Mexican-style lager.
He believes beer to be more scalable than coffee because it doesn't require physical locations for sale. He developed his brand with five-time MLB All-Star Adrian Gonzalez and has already secured placement at iconic venues like Dodger Stadium.
Brewing and packaging takes place in California, while Casa de Calidad's new West Hollywood marketing hub was designed with the same lived-in, modern Southwest aesthetic as their coffee shops - featuring pool tables, Paddle Cactis, and plenty of photo-worthy decor.
The team behind Beer Nation Brewing has ambitious plans to take its beer national, but for now is focusing on California. An oversubscribed raise was completed from strategic investors from both sports and finance - including founders of megastartups Sweetgreen and MeUndies!
