"We started a little 10-foot by 10-foot tent at a farmer's market to test out our ideas for improving on salad."

In this episode of Founders in LA, Dan Londono, co-founder and co-CEO of Alfalfa takes us behind the scenes of his unique eatery that blends salads and gluten-free donuts. Dan recounts Alfalfa's origins at a Hoboken farmers' market, where a 10x10 foot tent served as a test bed for their salad concepts.

The idea stemmed from a gap in the local market for healthy options, combined with co-founder Dan Sobsey's insights from his family's produce business. Initially, the team juggled their day jobs with this venture, personally preparing and selling salads every Saturday. This hands-on approach allowed immediate customer feedback, shaping Alfalfa's menu and customer experience.

Their breakthrough came when they took over a 1930s diner, adapting the space into Alfalfa’s first brick-and-mortar outlet. This transition enabled them to incorporate donuts into the menu, reflecting their philosophy of balance in eating. Dan emphasizes the importance of customer experience, a lesson ingrained from their market days, which plays a pivotal role in their operations and team culture.

Alfalfa's expansion to Los Angeles was a blend of opportunity, hard work, and serendipity. Despite the logistical challenges of operating bi-coastally, the brand's Southern California-inspired aesthetic and philosophy resonated well in the new market. Dan highlights the critical role of community engagement and staff hospitality in establishing Alfalfa's presence in Santa Monica.

The episode encapsulates Alfalfa's entrepreneurial spirit, showcasing how a simple farmers' market stall evolved into a distinctive and successful brand, deeply connected to its community and committed to a unique culinary experience.