If you’ve spent any time on the corner of Hollywood Boulevard and Thai Town, you’ve seen it. That big, blue-tiled building. It looks like it belongs in a different era, maybe a mid-century pharmacy or a high-end grocery store from a movie set. But inside, Friends and Family Los Angeles is doing something that’s actually pretty hard to pull off in this city. They’re making bread that matters.
It’s a bakery. It’s a cafe. It’s a marketplace. Honestly, it’s mostly a testament to what happens when you let a pastry chef and a cook run wild with seasonal produce. Roxana Jullapat and Daniel Mattern aren’t new to the scene. You might remember them from Cooks County or AOC, but this spot is their soul. It’s where the flour is heirloom and the vibes are decidedly un-pretentious, even if the sourdough process is scientifically complex.
The Reality of Friends and Family Los Angeles
Most people walk in because they want a croissant. They leave talking about the grains. That’s the trick. Jullapat has become a sort of unofficial spokesperson for "mother grains"—sorghum, buckwheat, heirloom wheat, and rye. We’re so used to white, bleached, dead flour that tasting a loaf of bread here feels like seeing color for the first time. It’s dense. It’s nutty. It has a crust that actually fights back a little.
The space itself is huge. High ceilings. Tons of light. It’s the kind of place where you see screenwriters nursing a single cold brew for three hours next to a family sharing a massive heirloom tomato quiche. It’s quintessential East Hollywood. It doesn’t feel like the polished, sterile cafes of West Hollywood or the grit of downtown. It’s just... comfortable.
Why the "Bakery First" Model Wins
In a city obsessed with gluten-free everything, opening a massive bakery was a gamble. But here’s the thing: people aren't actually afraid of bread. They’re afraid of bad bread. The sourdough at Friends and Family Los Angeles is fermented long enough that even some people with slight sensitivities find they can handle it.
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The menu shifts. Constantly. You might go in for the buckwheat pancakes with fruit compote one Tuesday, and by Saturday, the fruit has changed because the farmers market had something better. Mattern handles the savory side, and his approach is basically "don’t mess with the ingredients." If the corn is sweet, leave it alone. If the brisket is tender, let it shine.
What to Actually Order (And What to Skip)
Look, I’ll be real with you. Not everything is for everyone. If you’re looking for a sugary, pillowy donut that melts into nothing, you’re in the wrong place. This is a texture-heavy establishment.
- The Hi-Fi Sandwich. It’s a classic for a reason.
- The Buckwheat Pancakes. They’re earthy. Some people find them too "healthy" tasting, but if you like depth, they’re unbeatable.
- The Cookies. Specifically the chocolate chip with sea salt. They use high-quality chocolate, and you can tell.
The coffee is solid, but it’s not the main event. You’re here for the carbs. If you’re going on a weekend, prepare for a line. It moves, but it’s Los Angeles. People like to deliberate over their pastry choices like they’re choosing a life partner. It can be annoying. Just breathe.
The Impact on East Hollywood
Before Friends and Family Los Angeles moved in, this specific stretch of Hollywood Blvd was a bit of a dead zone for daytime hangouts. Now, it’s an anchor. It’s helped bridge the gap between the chaotic energy of the Walk of Fame further west and the residential quiet of Los Feliz.
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It’s also an employer that seems to care. You see the same faces behind the counter for years. In the restaurant industry, that’s a miracle. It suggests a culture that isn't just about churning out lattes but about building a neighborhood staple.
The "Mother Grains" Philosophy
Roxana Jullapat literally wrote the book on this. It’s called Mother Grains. If you want to understand why your toast costs what it does here, read it. She dives into the history of these plants. It’s not just about flavor; it’s about biodiversity.
- Barley: Gives a malty sweetness.
- Corn: Not just for tortillas; it adds a gritty, sun-drenched vibe to cakes.
- Oats: They make things creamy without the dairy.
- Rice: Used in flour form for a delicate crunch.
When you eat a muffin at Friends and Family Los Angeles, you’re likely eating three or four different types of plants you didn't realize could be turned into flour. It’s educational eating, but without the boring lecture.
Dealing with the Crowds
If you hate people, don't go at 11:00 AM on a Sunday. You will be miserable. Go at 8:00 AM on a Wednesday. The light is better, the pastry case is full, and you can actually hear the music. The parking is... well, it’s LA. There’s a lot, but it fills up fast. Street parking is your best bet, but check the signs. The meter maids in this area are efficient and ruthless.
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Is It Worth the Hype?
Honestly? Yeah.
There are a lot of "it" spots in Los Angeles that are all style and no substance. Places where the wallpaper is great for Instagram but the food tastes like cardboard. Friends and Family Los Angeles is the opposite. The interior is nice, sure, but the food is the star. It’s a place for people who actually like to eat.
It’s not cheap. But you’re paying for local farmers, heirloom seeds, and people who know how to manage a natural starter without letting it go sour. In the economy of 2026, where everything feels increasingly mass-produced and artificial, a loaf of bread made by hand over three days feels like a small rebellion.
Actionable Steps for Your Visit
- Check the Seasonal Special: Before you order your "usual," look at the chalkboard. They often have limited-run pastries based on a specific fruit that’s only in season for two weeks.
- Buy a Loaf to Go: Don't just eat breakfast. Take the seeded sourdough home. It freezes beautifully if you slice it first.
- Explore the Market: They sell local jams, high-end tinned fish, and sometimes even the flour they use. It’s a great spot for gifts if you have a friend who thinks they’re a master baker.
- Walk it Off: After you eat, walk three blocks east into Thai Town. Grab some spices or just enjoy the change in scenery. It’s one of the best walks in the city.
The beauty of Friends and Family Los Angeles is that it doesn't try to be everything to everyone. It’s a bakery that loves grain. It’s a cafe that loves seasons. If you’re looking for a heartless egg sandwich or a generic muffin, there’s a Starbucks down the street. If you want something that actually tastes like the dirt and sun of California, stay right where you are.