Erewhon, Making Grocery Shopping an Elite Experience

Feb 5

Erewhon in Silverlake — Yogurt options at Erewhon

“High art, but make it grocery” pops-up on my phone and I chuckle to myself. I had just checked-in to Erewhon. It’s Saturday; I’ve just finished my morning rooftop yoga in Hollywood and decided to pop-by the Silverlake grocery on my way east. How very LA.

Background

Erewhon Silverlake sits two blocks from the landmark Sunset Junction, a local focal-point with an ever-busy Intelligentsia coffee. It’s prime location for the young and hip - who don’t consider themselves mainstream.

It started as a sleepy produce market behind the Grove. Bought by Tony and Josephine Antoci in 2011, and over ten years, evolved the brand as the health food craze exploded. Now amongst today’s ultra hip-to-be-healthy trend, Erewhon has stolen the limelight.

Erewhon and Los Angeles. It can’t seem to shake its LA identity. Gaining momentum, they’re on track to open new locations in Beverly Hills (just opened in Aug 2022), Culver City (Coming soon 2023), and Pasadena in 2023.

What’s shopping at Erewhon like?

These quotes summed it up pretty well:

Erewhon has elevated the mundane errand of groceries to an elite event
The Michelin-star of grocery stores
“health-food holy site” (Vogue)
“the unofficial hangout for the young, beautiful and bored.” (NYTimes)
“the hottest pandemic club in Los Angeles” (LA Times)

What should I get at Erewhon?

Erewhon is known for its prepared foods. So pile on the kale and yam salad by the pound. Popular hot foods include the salmon, breakfast burritos, and vegan buffalo cauliflower. Allergic to gluten? Not to fear, the Gluten-free pizza with tomatoes, mushrooms, and red onion, is good enough for all (note; that it was more of a cracker-like crust instead of a true spongey bread crust). And don’t forget to pick-up your caffeinated matcha latte at the full coffee bar.

Erewhon Sushi box — *Sushi / Bento Box was my pick*

The Scene

I first walked up and wondered - is this a restaurant? Where is the grocery store? As I continued through the central courtyard, past the Erewhon wine shop - and confirmed —yes, it is a grocery store (behind the patio, and past the Gen Z’s lounging outside - but what are they doing…not sure).

Here, you’re more likely to order from the salad and hot bar and meet up with friends, than do any actual grocery shopping.

As I sit down at a shaded, corner table, I hear a clear, exasperated sigh behind me. I turn on my heels to find a young woman storming off from whence she came. Turns out I beat her to the coveted, shady patio table! Sorry, not sorry. It was lunchtime; I guess it was competitive. In the sun it was too hot and the shade was just right. Be ready to hustle for the preferred best table. She pretty much captured my Erewhon experience sigh.