The food industry has seen dramatic shifts over the years, but few moments have been as transformative as the COVID-19 pandemic. While many restaurants struggled to stay afloat, others managed to thrive despite the challenges. Among them is Easy Street Burgers, a burger joint that started as a small pop-up in Los Angeles and has since become one of the city’s most talked-about food destinations.
Founded by brothers Alfred and Freddy Asatryan, Easy Street Burgers was born out of sheer passion and an innovative approach to crafting the perfect burger. Neither of the brothers had any prior experience in the food industry, but they shared a vision: to create more than just a meal—an experience that would leave a lasting impression on customers.
From Humble Beginnings to a Culinary Phenomenon
The idea for Easy Street Burgers started as a simple yet ambitious dream. Alfred had been experimenting with burger recipes in his free time, perfecting his own special sauce and testing different meat blends to create the ultimate smashburger. His dedication to the craft eventually led him to share his idea with his brother Freddy.
“One day, my brother asked me if I was serious about opening a burger spot,” Alfred recalls. “I knew it was going to be tough, but I wasn’t about to back down. When he said he wanted in, I was ecstatic. Right then and there, we decided we were going to make this happen, no matter what.”
The next step was finding the right location. After searching for a suitable spot, the brothers struck a deal with the owner of a leather shop located at the corner of Western Avenue and Romaine Street in East Hollywood. The store closed at 6 p.m., leaving its parking lot vacant in the evenings. Seeing an opportunity, the brothers approached the owner and proposed using the space for their pop-up burger stand. In exchange, they promised to keep the area clean and well-maintained. The owner agreed, and with just $800, they purchased a small griddle, a few tables and chairs, a pop-up canopy tent, and a felt letterboard menu. With that, Easy Street Burgers was officially in business.
The Secret to Success: A Smashburger Unlike Any Other
Once they had secured a location, Alfred focused on perfecting their menu. The secret behind Easy Street Burgers’ growing popularity lies in its signature smashburger—arguably one of the thinnest and crispiest in the city. Despite being pressed nearly to the point of disintegration, the burger remains incredibly juicy, with crispy edges and a perfect balance of flavors.
“We spent a lot of time getting it just right,” Alfred explains. “The sauce, the bun, the meat blend—everything had to work together perfectly.”
Word of their burgers quickly spread, and before long, Easy Street Burgers was attracting customers from all over Los Angeles. Influencers, food bloggers, and even celebrities began raving about the food, with many becoming repeat customers. Social media played a massive role in their rise to fame, as people shared photos and reviews, making the pop-up a viral sensation.
As Alfred puts it, “We knew we had something special, but seeing it take off like it did was incredible. It was like watching a spark turn into a wildfire.”
Overcoming Challenges and Adapting to Change
Just as their venture was beginning to gain traction, the COVID-19 pandemic hit, throwing the entire food industry into disarray. Easy Street Burgers had only been open for a month when the first wave of lockdowns was announced. Business came to a grinding halt, and like countless other small food ventures, the brothers faced uncertainty about the future.
However, when Los Angeles officials allowed restaurants to reopen in May 2020—albeit for takeout only—the Asatryan brothers seized the opportunity to pivot their business model. By adapting to a takeout-only operation, they were able to continue serving their loyal customers while reaching an even wider audience.
The transition wasn’t without its challenges. The brothers had to rethink their entire setup, streamline their ordering process, and ensure that their burgers maintained their signature quality despite being packed for takeout. But their persistence paid off. Soon, Easy Street Burgers became a go-to destination for those craving comfort food in uncertain times.
A Lasting Legacy in the LA Food Scene
Easy Street Burgers’ rapid rise is a testament to the power of innovation, perseverance, and passion. What started as a small pop-up in a parking lot has evolved into a must-visit spot for burger lovers across Los Angeles. Food critics have praised their offerings, describing them as a perfect balance of flavor and texture, while customers continue to flock to their location for a taste of what many call the best burger in town.
Today, Easy Street Burgers stands as a shining example of what can be achieved with determination and a willingness to adapt. The Asatryan brothers have not only built a thriving business but have also cemented their place in LA’s ever-evolving food culture. And if their journey so far is any indication, this is just the beginning.
