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Trejo's Coffee & Donuts is in full soft-open mode. The donut-glaze pink shop on the corner of Highland Avenue and Santa Monica Boulevard, housed in the former Donut Time space (anyone else seen Tangerine? Great movie, right?), started serving customers Tuesday morning at 7 a.m.
“I couldn’t have imagined,” Danny Trejo said in a statement. “Coming from Pacoima, success as an actor and now; not only to make my mother’s dream of owning a restaurant come true, but to have an entire second career! Two restaurants [Trejo's Cantina and Trejo's Tacos], a taco truck [Trejo's Truck], and coffee and donuts, it’s truly a blessing.”
All of this in a year. And this, according to Forbes, is on-track to become a $100 million brand that Trejo and business partner Jeff Georgino plan to expand nationally.
"Here in LA we already have plans for the USC development as well as another restaurant in Pasadena and one in Silver Lake," Trejo told the magazine earlier in May, adding, "We’re growing naturally and every location seems to be doing well. I would love to see two Trejo’s Tacos in Las Vegas, two in San Antonio, Texas and two in New York."
So, what's in store for you at Trejo's Coffee & Donuts (assuming Trejo doesn't take his machete out on you)? Donuts with flavors like tequila-lime, Mexican hot chocolate, nachos (re: jalapeño and cheddar flavored), cinnamon crumb, tres leches, churro, a vegan option, and even a machete-shaped donut (see above). Pastry chef Diane Crame is running the donut operation. Crame was previously at BOA Steakhouse, The Bazaar, Cookbook, and Patina. As for the coffee (a full one-third of the name, mind you), Trejo's will be using its own blend roasted right here in L.A.
Trejo's Coffee & Donuts is open daily from 7 a.m. to 2 p.m., and is located at 6785 Santa Monica Boulevard in Hollywood. (323) 462-4600.
