πŸ₯ The Build Brief Β· For Michael & Edwina

The Carissa's Phenomenon β€” and What It Would Take to Build It in LA

A deep dive on the Hamptons' James Beard Award-winning bakery, plus a comprehensive blueprint to replicate it in Los Angeles: real estate strategy, equipment list, hiring plan, financial model, risks, and a recommended ~$1.95M capital path.
3 locations in the Hamptons
Founded 2011 as Carissa's Breads
James Beard 2025 Outstanding Bakery semifinalist
Capital required: ~$1.95M
Carissa's the Bakery Sag Harbor interior β€” James Beard Award-winning design

🎯 Executive Summary β€” should you build this?

The short version: yes, but the founder magic is the variable that decides whether it's a $3M/yr business or a $10M/yr franchise. Carissa Waechter is a former Daniel pastry-chef trained under Michel Willaume, who built a cult bakery in Amagansett by sourcing freshly-milled wheat from Amber Waves Farm and turning a Salted Soured Pickled Rye into a Hamptons icon. The brand works because it's hyper-local (Amagansett sourdough starter cultivated in 1965), founder-driven, and Instagram-perfect at a moment when premium consumers reward exactly that.

LA is fertile ground. The Westside has a demonstrably Hamptons-like consumer (high-income, design-aware, weekend bakery culture). LA also already supports premium bakery-cafΓ©s at scale β€” Republique generates an estimated $8–12M/yr from one Mid-City location, and Gjusta runs an estimated $4–7M per location across its Venice trio. The market exists. The question is whether you can land a head baker as good as Carissa.

$1.95M
Total capex needed
~$2.0M
Year-1 revenue target
$3.5M
Year-3 revenue target
11mo
Lease β†’ grand opening
15-20
FTE at opening
2,500 sqft
Target footprint

Top neighborhoods: Pacific Palisades (post-fire rebuild creates real opportunity), Brentwood (San Vicente Blvd), and Santa Monica (Montana Ave). All three match the Hamptons demographic almost 1:1.

πŸ₯– The Bakery

How Carissa Waechter's roller-skating accident launched the Hamptons' most iconic bakery

The origin story

In 2009, Carissa Waechter was a pastry chef in New York City β€” an honored graduate of the Art Institute of New York City and a pupil of pastry champion Michel Willaume, with a CV that included Restaurant Daniel. On a rare day off, she had a roller-skating accident. While she was convalescing, Eli Zabar β€” yes, that Zabar β€” called. The Zabars were taking over the Amagansett Farmers Market and wanted her out east.

She moved. She discovered Amber Waves Farm was growing wheat in Amagansett. "When I experienced the freshly milled wheat and flour from Amber Waves it was something entirely new and incredible, nothing like the flours widely available," she said. "I certainly never intended on moving east and starting a baking business, but it just seemed like the perfect opportunity and the timing was right. There were these extraordinary ingredients that really needed to be center stage."

In 2010, she co-founded the Amagansett Food Institute, a nonprofit supporting East End farmers and food producers. Through AFI she managed South Fork Kitchens at Stony Brook Southampton β€” an incubator where she produced her breads and baked goods. She launched Carissa's Breads in spring 2011 and became a fixture at the Amagansett Farmers' Market, selling sourdough, the now-famous salty soured pickled rye, and country olive loaves.

The olive loaves are what brought in the partner who'd unlock everything. Lori Chemla's husband Alexandre discovered Carissa at the farmers' market, became her best customer, and the Chemlas eventually invested. The first retail bakery opened on Newtown Lane in East Hampton in 2017 β€” the year Carissa's the Bakery as we know it today was born. They named their first deck oven "Olive."

Carissa's has converted East Hampton into a sourdough town. β€” The New York Times

What sets it apart

  • Hyper-local sourcing: Amber Waves Farm wheat, freshly milled. Amagansett sourdough starter first cultivated in 1965. East End farmers and fishermen drive the kitchen menu.
  • Founder-as-product: Carissa is the brand. Lori Chemla is the operator/creative director. Together they're the cult.
  • Architecturally great: Won the 2020 James Beard Foundation Outstanding Restaurant Design Award for the Pantigo Road space. Modernist, sunny, minimal β€” looks like a Vogue editorial.
  • Goldbelly-shippable: Salted Soured Pickled Rye + Country Sourdough now ship nationwide.
  • Celebrity proximity: Ina & Jeffrey Garten regulars. Goop-endorsed.
  • Sustainable + ethical: Minimizes waste/plastics, supports small organic and fair-trade growers β€” exactly the consumer signal the Westside LA demo buys on.

Three locations β€” the full footprint

Carissa's Pantigo Road flagship

Pantigo Road β€” Amagansett (Flagship)

221 Pantigo Road, East Hampton, NY 11937 Β· (631) 604-5911
Opened 2019. ~3,500 sqft, ~75 seats. Full bakery + restaurant + bar + pantry. Dine-in / take-out. Thursday–Monday, 8:30am–4pm. James Beard Award-winning architecture (2020 Outstanding Restaurant Design).
Flagship Full restaurant Wholesale HQ Goldbelly fulfillment
Carissa's Newtown Lane storefront

Newtown Lane β€” East Hampton Village

68 Newtown Lane, East Hampton, NY 11937 Β· (631) 527-5996
The original bakery (opened 2017). Tiny shop. Bakery + sandwiches + pantry, take-out only. Closed seasonally β€” reopens mid-June for summer season.
Original Take-out Seasonal
Carissa's Sag Harbor storefront

Bay Street β€” Sag Harbor

3 Bay Street, Sag Harbor, NY 11963 Β· (631) 808-3633
Opened 2022. Across from Marine Park & harbors. Full bakery + savory kitchen for to-go + grab-and-go pantry + full coffee bar. Take-out only. Thursday–Monday, 8:30am–4pm.
Grab-and-go Coffee bar Waterfront

The signature items

Pulled from the live Toast online ordering menus + press coverage. What you absolutely must order β€” and what to model in LA.

Morning Bun
Morning Bun Β· the Vogue-anointed icon
Pickled Rye
Salted Soured Pickled Rye Β· the bread that built the brand
Pastries
Country Sourdough Β· Amagansett starter from 1965
Feta Scone
Feta, Spinach & Scallion Scone Β· "potential to change lives"
Chocolate Bouchon
Chocolate Bouchon Β· grown-up Entenmann's brownies
Monkey Bread
Monkey Bread Β· "a croissant in a tuxedo"
Smashed Potatoes
Smashed Potatoes with harissa mayo
Smoked Turkey Sandwich
Smoked Turkey Sandwich Β· house ciabatta, kohlrabi slaw
Farro Bowl
Farro Bowl Β· green tehina dressing
Challah
Challah Β· Fridays only
Gazpacho
Gazpacho Β· "summer in a bowl"
Interior
Interior Β· the modernist, sunny aesthetic

The full product universe

  • Breads (Goldbelly-shipped nationally): Salted Soured Pickled Rye, Country Sourdough, Olive Ciabatta, Dark Stout Bread, Country Olive Loaves, Challah (Fridays only)
  • Viennoiseries: Morning Bun (the Vogue-famous one β€” arrive by 9am), Croissants, Pain au Chocolat, Danish, Monkey Bread
  • Pastries / cakes: Chocolate Bouchon, Feta-Spinach-Scallion Scone, flower-petal flourless chocolate cake, rhubarb meringue pie (spring), holiday pies (Thanksgiving program)
  • Savory kitchen: Smoked Turkey Sandwich (kohlrabi slaw, smoked tomato aioli), Brisket Sandwich, Breakfast Tacos, Farro Bowl, Gazpacho, soups, Smashed Potatoes with harissa mayo, seasonal salads
  • Coffee bar: thoughtfully sourced beans, fresh juices, iced cappuccinos
  • Pantry / retail: jams, preserves, oils, sustainably-sourced goods from small producers
  • House-spun gelatos
  • Special pre-orders & dinners (private events / seasonal multi-course)
  • Gift cards Β· Catering

Awards & press archive

πŸ† James Beard 2025 β€” Outstanding Bakery Semifinalist πŸ† James Beard 2020 β€” Outstanding Restaurant Design (winner) πŸ“° The New York Times πŸ“° Vogue πŸ“° Eater πŸ“° Hamptons Magazine πŸ“° Goop πŸ“° East Hampton Star πŸ“° 27east πŸ“° Northforker πŸ“° Words With Friend (Nina Friend, 2025)

Sourcing philosophy

  • Amber Waves Farm wheat β€” Amagansett-grown, freshly milled. The literal foundation of the brand.
  • Amagansett sourdough starter first cultivated in 1965 β€” the "soul" of every loaf.
  • East End farmers + fishermen drive the kitchen seasonally.
  • Minimizes plastic and waste throughout operations.
  • Fair-trade coffee partner; thoughtfully-sourced everything.
  • Co-founded the Amagansett Food Institute in 2010 to support small-scale East End producers β€” they buy from their own ecosystem.

β˜• The Restaurant / CafΓ© Side

It's not just a bakery β€” Pantigo is a full sit-down restaurant + bar

It's more than morning buns

The Newtown Lane original was take-out only. The 2019 Pantigo Road expansion β€” 3,500 sqft, ~75 seats, full bar β€” converted Carissa's from "the place you grab a loaf" into "the place you sit down for lunch with Ina Garten." This is the playbook to copy in LA.

What the restaurant side actually serves

  • All-day savory kitchen: breakfast tacos, sandwiches (turkey, brisket, ciabatta builds), grain bowls (farro), soups (gazpacho, seasonal), salads, smashed potatoes, "nutritious" platters per the website's framing
  • Special pre-orders + dinners: the page literally headlines "Pre-Orders & Dinners" β€” multi-course seasonal dinners, holiday pie programs, private events
  • Full coffee program: thoughtfully-sourced beans, espresso drinks, iced cappuccinos that the Substack writer called definitive
  • Beer + wine bar component at Pantigo

Who comes

  • Locals year-round β€” winter weekenders, second-home owners, families
  • Celebrities: Ina & Jeffrey Garten regulars. Top-5 sighting territory.
  • Tourists in summer: Goop-listed, NYT-listed, Vogue-listed β†’ unavoidable on any Hamptons "best of" list
  • Instagram-driven: The visual design (sunny modernist space, beautiful product styling) is unusually photogenic. The Carissa's IG (~30K+) is part of the moat.

Day-parts they serve

  • Breakfast (8:30am open): morning buns, croissants, scones, breakfast tacos, espresso β€” peak morning rush 9–11am
  • Lunch (11am–2pm): sandwiches, grain bowls, soups β€” the highest-ticket day-part
  • Afternoon (2–4pm close): coffee, pastry, retail bread pickup
  • Closes by 4pm β€” no dinner service except special pre-order dinners (smart: lets them run a single shift, no FOH/BOH split, no liquor sales pressure)

Estimated average ticket

  • Breakfast: $12–18 (espresso + pastry)
  • Lunch: $22–35 (sandwich/bowl + drink + maybe dessert)
  • Pickup pantry / bread: $15–40 per transaction
  • Goldbelly + retail bread mix lifts the AOV substantially

πŸ‘©β€πŸ³ The Owners

Two-woman partnership Β· pastry chef + creative director + family-office investor

Carissa's the Bakery interior design β€” minimalist Sag Harbor space
The Sag Harbor space β€” minimalist, sunny, design-forward. Source: LUXE Interiors + Design

Carissa Waechter β€” Co-Founder, Pastry Chef & Baker

Training: Honored graduate of the Art Institute of New York City. Studied under acclaimed pastry champion Michel Willaume (former pastry chef of Le Cirque, Patina Group; a major figure in US pastry).

NYC career: Pastry chef at Restaurant Daniel (Daniel Boulud's flagship β€” a fine-dining institution). She worked the elite end of NYC pastry before pivoting.

The pivot: 2009 roller-skating accident while convalescing β†’ Eli Zabar call β†’ move to Amagansett β†’ discovery of Amber Waves Farm wheat β†’ 2010 co-founded the Amagansett Food Institute (still a sitting nonprofit she helped build) β†’ 2010 managed South Fork Kitchens (incubator at Stony Brook Southampton) β†’ 2011 launched Carissa's Breads at the Amagansett Farmers' Market.

Role today: Co-founder, Pastry Chef, Baker. Still hands-on with product. She is the creative engine and the cultural identity of the brand.

Recognition: Two James Beard nods at the bakery level (2020 winner: Outstanding Restaurant Design for Pantigo; 2025 semifinalist: Outstanding Bakery).

Lori Chemla β€” Co-Founder, Managing Partner & Creative Director

How she found Carissa: Her husband Alexandre Chemla discovered Carissa at the Amagansett Farmers' Market β€” he was obsessed with the country olive loaves and became her best customer. (The first deck oven at the bakery is named "Olive" in honor of those loaves; the olive ciabatta they bake today is gone within minutes out of the oven.)

The deal: In 2016 Lori and Alexandre Chemla partnered with Carissa, capitalized the expansion from wholesale-only into the first retail bakery (Newtown Lane, opened 2017).

Role today: Managing Partner β€” runs the business + ops + creative direction. Lori is the operator; Carissa is the chef. Classic high-functioning two-person founder structure.

About Alexandre Chemla: Founder/CEO of Altitude Marketing (one of the largest independent ad-buying agencies; now part of WPP β€” billion-dollar media exit). He is effectively the family-office investor behind Carissa's. This is the model to copy: chef + operator + capitalized backer with patience. Sound familiar?

The operating team

  • Renie Costello β€” Head of Operations & Human Resources
  • Laura Lopez β€” Kitchen Manager
  • Arina Churbanova β€” Pastry Chef
  • Molly Levine β€” Pantigo opening chef (kitchen)

Equity / structure: Independent. Not VC-backed. Not chain-acquired. Chemla family is the patient capital. This is exactly the kind of business a family office should both study and fund a derivative of.

πŸ“Š Sizing the Prize β€” What Carissa's Actually Does in Revenue

Estimated β€” based on industry benchmarks for premium bakery-cafΓ©s and direct comp analysis

The economics of a premium Hamptons bakery-cafΓ©

Carissa's doesn't disclose financials, but we can triangulate. The Pantigo Road location is the flagship β€” 3,500 sqft, 75 seats, full bakery + restaurant + bar, open Thu–Mon (5 days). At Hamptons summer pricing + winter resident base + wholesale + Goldbelly:

MetricPantigo (Flagship)Sag HarborNewtownSource / logic
Annual revenue (est.)$2.8–4.2M$1.5–2.2M$0.8–1.2MIndustry benchmark $800–1,200 per sqft for premium bakery-cafΓ©
Headcount (FTE)~22~12~6Bakery-cafΓ© staffing model + ~3 bakers/shift
Footprint3,500 sqft~1,800 sqft~900 sqftPress + permits
Day-partsBreakfast + lunch + barBreakfast + lunch + coffeeBreakfast + lunch take-outLive website
Operating margin (est.)10–15%10–14%14–18%Smaller take-out has lower labor %
Group total revenue (est.)$5.1 – 7.6M total across the three+ Goldbelly + cateringWholesale + shipping is additive

Additional revenue streams:

  • Wholesale β€” historically the founding business. They supply bread to other Hamptons restaurants, markets, and NYC accounts.
  • Goldbelly β€” national shipping of the Pickled Rye and Country Sourdough. Likely a 6-figure but sub-million revenue line, but high-margin and brand-amplifying.
  • Catering + private dinners + Thanksgiving pie program β€” material seasonal lifts, particularly the holiday pie window.
  • Pantry retail (jams, oils, books, gift cards) β€” high-margin add to ticket size.

Margin benchmarks (premium bakery-cafΓ© industry)

  • COGS: 28–34% of revenue (better than a full-service restaurant; bakery flour + butter is cheap relative to retail price of croissants)
  • Labor: 30–38% of revenue (bakery is labor-intensive; lamination, overnight baking shifts)
  • Rent: 8–12% of revenue (this is the LA risk β€” Westside rents will push toward 12–15%)
  • Other operating: 8–12%
  • EBITDA: 8–15% net (top-quartile premium bakery-cafΓ©)

🌴 LA Concept Positioning

What translates, what doesn't, and what we'd do differently

What makes Carissa's work in the Hamptons

  • Founder magic β€” Carissa is a real, identifiable chef. Customers know her name. The brand has a face.
  • Place-based authenticity β€” "Amagansett sourdough starter cultivated in 1965," "Amber Waves Farm wheat," Amagansett Food Institute. The provenance story is non-fakeable.
  • Quality at premium prices β€” Hamptons consumers will pay $9 for a morning bun and $14 for a sandwich without flinching, because the product warrants it.
  • Design as moat β€” James Beard Outstanding Restaurant Design 2020 is not decoration. It's brand IP.
  • Community embedding β€” they sponsor East End nonprofits, partner with local farms, are the place locals go year-round (winter regulars + tourists).

What translates directly to LA

  • Premium consumer base β€” the Westside (Brentwood, Palisades, Santa Monica, Beverly Hills) is demographically more affluent than the Hamptons full-time population.
  • CafΓ© culture β€” LA already pays $7 for a Verve cortado and $16 for a Gjusta porchetta sandwich. Pricing parity with the Hamptons works.
  • Instagram-driven food economy β€” LA is the #1 Instagram food market in the country. Carissa's visual product styling will print.
  • Indoor/outdoor seating β€” LA's weather makes the patio component a year-round advantage Hamptons can't match.
  • Wholesale potential β€” LA has hundreds of premium restaurants and hotels that buy artisanal bread (1 Hotel WeHo, San Vicente Bungalows, the Soho House network, Erewhon, etc.). The wholesale leg is bigger in LA than in the Hamptons.

What has to be different in LA

  • You can't have a single Amagansett-starter-in-1965 story. You need an authentic LA origin story. Recommend: launch a publicly-named "Westside starter cultivated [year]" from Grist & Toll's Pasadena heritage wheat. Make it the symbolic counterpart.
  • Parking is harder. Hamptons retail typically has lot parking; LA villages don't. Prioritize neighborhoods with municipal/valet/lot adjacency.
  • Operating year-round at full capacity, not seasonally. Higher payroll baseline.
  • More competition β€” Republique, Tartine LA, Gjusta, Bub & Grandma's, Sycamore Kitchen, Friends & Family, Clark Street, Maury's. Saturation is real. Carissa's LA has to be specifically better in at least one dimension (probably: design + sourcing-story + a single iconic Westside-only product like the Pickled Rye is to the East End).
  • Local wheat: Carissa's identity is Amber Waves. LA's equivalent is Grist & Toll in Pasadena (LA's first urban flour mill in 100 years, stone-milled from California heritage wheat). The LA brand needs to lock up Grist & Toll exclusivity early.
  • Brand naming: "Carissa's LA" doesn't work β€” Carissa Waechter herself isn't running it. Pick a name that nods to the same architecture (founder-named or place-named). Working title options below.

πŸ’‘ The LA positioning hypothesis

A Westside bakery-cafΓ© that does for LA what Carissa's does for the East End: a Pacific-coast version of the same philosophy β€” locally-milled California heritage wheat, an iconic signature loaf (a citrus-and-olive sourdough? a date-and-fennel rye? a Meyer-lemon morning bun?), a full all-day savory kitchen, a great coffee program, and a design-forward space that wins on Instagram before it wins on Yelp.

Working name options: "Edwina & Co.," "Casida," "Westwood & Mill," "The Olive & The Mill," "Casid Bakery." Pick the one that feels right β€” the brand only works if Edwina is willing to put her name (or a stand-in) on it.

The unfair advantage: Family-office capital + patience + an operator (Edwina) who actually loves the product. That's exactly the Chemla model β€” and exactly what makes it likely to outlast the venture-backed bakery-cafΓ© flops.

πŸ“ Location Strategy β€” Where in LA

Top neighborhoods ranked, with rent per sqft, demographic match, and specific intersections

The shortlist β€” neighborhoods we'd actually pursue

#1 Pacific Palisades

~$70–110/sqft/yr triple-net Β· Sunset Blvd / Swarthmore
Pros: The closest demographic match to the Hamptons in all of LA. Second-home owners, wealthy families, walkable village. Post-Jan 2025 wildfire rebuild = real estate disruption + community hunger for the village to come back. Reduced competition (Vintage Grocers + a few coffee shops survived; many didn't).
Cons: Catastrophic recent fire damage = construction logistics + insurance + community sensitivity. Smaller permanent population than Brentwood/Santa Monica. PCH access still being rebuilt.
πŸ“Œ If you want a "we're rebuilding with you" community story, this is unmatched. The Carissa's brand would resonate the strongest here.

#2 Brentwood β€” San Vicente Blvd

~$85–130/sqft/yr triple-net Β· 26th & San Vicente
Pros: Highest-density premium consumer corridor in LA. Walkable. Already Sunday-morning bakery culture (Maru, Sweet Lady Jane vicinity). Money in a 1-mile radius is staggering.
Cons: Expensive. Competitive. Parking is brutal. Tenants pay heavily for the foot traffic.
πŸ“Œ The "we know this will work" pick. Lowest-risk demand validation. Highest rent burden.

#3 Santa Monica β€” Montana Ave (7th–17th)

~$75–120/sqft/yr triple-net Β· Montana between 9th and 14th
Pros: Charming village retail, walkable, premium demo, dog-friendly (Hamptons-vibe critical), morning/lunch foot traffic. Lower density of bakery-cafΓ© competition than Brentwood.
Cons: Slightly slower than San Vicente. Loitering enforcement strict.
πŸ“Œ The most "Hamptons-village-feeling" street in LA. Strongest brand-fit, possibly the best long-term pick.

Larchmont Village

~$70–95/sqft/yr
Pros: Tight community, walkable, exists exactly because it's a "village in LA." Demographic skews wealthy/older creative class.
Cons: Smaller. Long lease history of premium bakery struggles (Larchmont Wine & Cheese is the local anchor). Larchmont Bungalow drama may have killed appetite.
Solid #4. Bet on it if Brentwood/Palisades/Montana don't open up.

Manhattan Beach β€” Highland Ave / Manhattan Ave

~$65–100/sqft/yr
Pros: South Bay version of Brentwood. Walkable downtown. Money. Family-driven.
Cons: Far from rest of westside; ops at single-location level means Edwina commute is brutal. Better as a second location later.
Phase 2 target.

Malibu β€” Cross Creek / PCH

~$100–180/sqft/yr
Pros: Hamptons of LA. Direct demographic overlap with Bridgehampton/Sag Harbor. Patio with ocean light.
Cons: Seasonal. Fire/mudslide/PCH-closure risk. Very small permanent population. Wholesale leg is hard from Malibu.
Inspired choice for store #2 once the brand is proven.

Beverly Hills β€” Beverly Dr / N CaΓ±on (north of Wilshire)

~$120–250/sqft/yr (Golden Triangle is uneconomic for bakery)
Pros: Prestige. Concierge-driven traffic from hotels.
Cons: Rent will eat margins. Workers on Rodeo aren't your morning-bun customers.
Skip. Wrong economics for bakery-cafΓ©.

Top 3 specific intersections to scout

  1. Palisades Village / Sunset & Swarthmore (Palisades) β€” particularly Caruso's Palisades Village (post-rebuild). 1,800–2,500 sqft target. ~$70–95/sqft.
  2. 26th Street & San Vicente (Brentwood) β€” anchored by Brentwood Country Mart proximity. 2,000–3,000 sqft target. ~$90–120/sqft.
  3. Montana Ave between 10th and 14th Street (Santa Monica) β€” adjacent to Aero Theatre. 1,800–2,500 sqft target. ~$80–110/sqft.

Square footage targets

Recommended footprint for the Phase 1 LA flagship: 2,200–2,800 sqft, with ~40 seats indoor + 12–20 patio. Smaller than Pantigo's 3,500 sqft but larger than Sag Harbor's grab-and-go. Hits the right unit economics in LA's higher-rent context.

πŸ—οΈ Real Estate Cost Model + Equipment List

Build-out + equipment line items priced for LA, 2026

Real estate β€” what to expect on the lease

  • Lease term: 10 years + two 5-year options is standard for premium retail in LA. Bakery build-outs are too expensive to recover on shorter terms.
  • Lease deposit: typically 3–6 months rent. On a 2,500 sqft space at $95/sqft/yr = $19,800/month rent. Deposit: ~$120K cash.
  • Tenant improvement (TI) allowance: negotiable $40–120/sqft from landlord. On 2,500 sqft: $100–300K. Premium-restaurant tenants in 2026 LA can negotiate meaningfully because retail vacancy is elevated.
  • Triple-net (NNN) charges: +$8–18/sqft/yr on top of base rent. Budget +$25K–45K/yr.
  • Construction period: 6–9 months. Negotiate a free-rent abatement during build (typical: 3–6 months free).

Build-out cost β€” for a 2,500 sqft LA bakery-cafΓ©

Restaurant build-outs in LA run $300–600/sqft depending on existing infrastructure. A bakery is on the high end because of hood/ventilation/water/electrical demands.

CategoryCost rangeMid-point estimateNotes
Demolition + structural$30–60K$45,000Depends on existing condition
Plumbing (grease trap, baker water lines)$60–120K$85,000Bakery needs serious water infrastructure
Electrical (200A+ service upgrade)$45–90K$65,000Hearth ovens pull massive power
HVAC + bakery exhaust hood$80–150K$110,000SCAQMD-compliant; the single biggest line
Walls / framing / flooring$80–160K$115,000Tile, polished concrete, plaster
Millwork (counters, shelving, custom)$90–180K$135,000Where the design budget lives
Lighting + fixtures$25–55K$40,000Crucial for Insta-aesthetic
Bathrooms (ADA-compliant)$30–60K$45,0002 ADA stalls required
Glazing / storefront / signage$45–95K$65,000Critical for curb appeal
Design + architecture fees$70–140K$100,000~6–8% of project. Hire a restaurant-specialist firm
Permits + inspections + soft costs$25–55K$35,000LA building dept is slow + expensive
Contingency (15%)β€”$130,000You will need this
Total build-out$580K – $1.17M$1,070,000~$428/sqft mid-point

Equipment list β€” itemized

Specific brands and 2026 pricing. This is the BOM you'd send to a kitchen equipment dealer like R.W. Smith or Edward Don.

Bongard Cervap hearth deck oven
The Bongard Cervap RS hearth deck oven β€” steam-injected, refractory-stone sole. This is the bread workhorse line item, ~$80K installed. Source: Bongard.fr
ItemBrand / ModelQtyUnit priceLine total
Bakery β€” production
Hearth deck oven (3-deck steam-injected)Bongard Soleo Modulo or Polin Stratos1$80,000$80,000
Convection oven (rack)Revent 626 single-rack1$28,000$28,000
Convection oven (countertop)Blodgett Mark V-1001$8,500$8,500
Retarder / proofer combo (twin)Bongard BFA1$32,000$32,000
Spiral mixer 60 qtBongard Spiral SPI601$22,000$22,000
Planetary mixer 60 qtHobart HL6001$15,000$15,000
Planetary mixer 20 qtHobart HL2001$5,000$5,000
Sheeter for laminated doughsRondo SSO6151$38,000$38,000
Dough dividerBertrand-Puma1$12,000$12,000
Workbenches (stainless, custom)NSF stainless5$2,500$12,500
Sourdough starter station + climate-controlled cabinetCustom + Avantco1$6,500$6,500
Refrigeration
Walk-in cooler (10x12)Norlake or Kolpak1$28,000$28,000
Walk-in freezer (8x10)Norlake1$22,000$22,000
Reach-in refrigerator (2-door)True T-493$5,500$16,500
Under-counter prep refrigeratorsTrue TUC-484$4,200$16,800
Display cases (curved-glass pastry)Federal CGR series2$14,000$28,000
Bread display shelving (custom wood)Millwork1$18,000$18,000
Coffee bar
Espresso machine (3-group)La Marzocco Linea PB 3-group1$27,000$27,000
Grinders (espresso + decaf + filter)MahlkΓΆnig E80 Supreme Γ— 2 + EK433$5,500$16,500
Batch brewerCurtis G4 ThermoPro1$3,800$3,800
Water filtration + softenerEverpure or 3M HF951$4,500$4,500
Savory kitchen
6-burner range + ovenWolf C-series1$12,000$12,000
Flat-top griddleWolf 36" Achiever1$6,500$6,500
Salamander + Panini pressWells SMTB + Star CG141 each$4,500$4,500
Robot Coupe + immersion blendersR8 + Vitamix XL2$3,200$6,400
Dish machine (high-temp under-counter)Hobart LXeR1$11,000$11,000
FOH / service
POS system (full install)Toast or Square for Restaurants1$5,500$5,500
Kitchen display screens (KDS)Toast KDS Γ— 33$650$1,950
Tables, chairs, banquette upholsteryCustom + Heath ceramics~40 coversβ€”$48,000
Tableware (plates, mugs, flatware, glassware)Jono Pandolfi + Heathβ€”β€”$22,000
Linens + aprons + uniformsHedley & Bennettβ€”β€”$8,500
Smallwares (sheet pans, banneton baskets, lames, scrapers, etc.)WebstaurantStore + San Francisco Baking Instituteβ€”β€”$15,000
Exterior signageCustom β€” neon/metal1β€”$28,000
Total equipment + smallwares + signage$609,950

Round to ~$610K equipment. You can shave $50–80K by buying refurbished refrigeration, used Hobart mixers (proven workhorses), and Used Restaurant Equipment Group (URE) for reach-ins. Worth doing on items where reliability isn't compromised. Do not skimp on the deck oven, espresso machine, or sheeter β€” those are the workhorses you'd regret cheaping out on.

πŸ‘₯ Labor Model + Hiring Plan

The head baker hire decides whether this works. Everything else is downstream.

Opening team β€” 15–20 FTE

RoleHeadcountAnnual comp / eachAnnual totalNotes
Head Baker / Executive Pastry Chef1$140K + 5% equity$140,000The hire that decides everything. Equity makes it stick.
Assistant Pastry Chef1$75,000$75,000Lamination + viennoiserie specialist
Bread Bakers (overnight, 11pm–7am)3$58,000$174,000Hardest hire after head baker
Pastry / Prep Cooks2$50,000$100,000Morning bun + scone + cookie production
Savory Kitchen Lead1$72,000$72,000Sandwich / bowl / soup program
Line Cooks (savory)2$48,000$96,000
General Manager1$95,000$95,000FOH + ops; the day-to-day owner-proxy
Lead Barista / Coffee Program Manager1$60,000$60,000If we're doing a real coffee program, this matters
Baristas / FOH counter4$45,000$180,000Tipped β€” partial offset
Dishwasher / Porter1$42,000$42,000
Total annual labor17 FTE$1,034,000+22% benefits/burden = ~$1.26M loaded

The head baker β€” where to find them

This is the most important hire of the entire project. LA has a real bench. Recruit from:

  • Republique (Walter + Margarita Manzke) β€” Margarita won the 2023 James Beard Outstanding Pastry Chef award. Their alums are the gold standard.
  • Tartine LA β€” Chad Robertson's bread program. Anyone who's been there 3+ years can run a starter program.
  • Bub & Grandma's (Andy Kadin) β€” Helms Bakery District. Wholesale-heavy; their bakers know production scale.
  • Gjusta β€” Travis Lett's original bakery. Trained a generation of LA bread bakers.
  • Friends & Family (Roxana Jullapat) β€” heritage-grain specialist + author of "Mother Grains." She literally wrote the book on what you're trying to do. Hire someone she trained.
  • Maury's (Boulevard Saint-Germain) β€” newer, deeply respected, sourdough-forward.
  • Tartine Bakery (SF) alumni network β€” many have migrated south.
  • Sycamore Kitchen alums (Karen Hatfield-trained bakers).

Carissa Waechter consultancy?

Worth a conversation: would Carissa herself consult on the LA launch? Pay her a 6-figure consulting fee for 6 months of recipe development, kitchen design input, and starter inoculation. The Chemlas don't compete in LA β€” there is zero brand conflict. This is the cheapest possible founder-magic insurance policy.

πŸ“‹ Licensing & Permits in LA

6–9 month build-out timeline depends entirely on getting these right

The permit gauntlet

Permit / LicenseIssuing bodyTypical costLead timeNotes
Business license (Business Tax Registration)City of LA / SM / BH Office of Finance$200–5002 weeksAnnual renewal
Building permits (structural + plumbing + electrical + mechanical)LADBS or local equivalent$5–15K2–4 monthsThe biggest schedule risk
LA County Public Health Permit (Class C – Restaurant)LA County Department of Public Health$1,500–3,0004–8 weeksPlan check before construction
SCAQMD permit (air quality β€” for bakery hood/ovens)South Coast Air Quality Management District$2,000–8,0002–3 monthsCritical β€” required before opening
Fire Department Plan Check + InspectionLAFD / local FD$1,000–3,5004–6 weeksHood suppression system inspection
Sign permitsCity planning / building dept$500–2,5004–8 weeksCoastal Zone areas (Palisades, SM, Malibu) add 1–3 mo
ABC license β€” Type 41 (Beer + Wine, on-sale eating place)CA Department of Alcoholic Beverage Control$1,000 + $300/yr5–8 months (slow)Start the day you sign the lease
Health card / Food Manager CertificationServSafe + LA County$15/employee1 weekRequired for all FOH/BOH
Workers' comp + EDD setupCA EDD$300–500/yr1 weekPre-hire requirement
Coastal Development Permit (if Palisades/Malibu/SM oceanfront)CA Coastal Commission or local$2,000–10,0003–6 monthsAdds material time β€” factor in

Typical permit timeline from lease signing to opening: 6–9 months. The two long poles are: (1) LADBS building permit plan check, and (2) ABC Type 41 license. Start both the moment you sign the lease.

Hire a permit expediter ($8–15K). On an LA bakery build, this pays for itself in saved weeks of opening.

🌾 Food Cost & Supply Chain

Where to source β€” and how to build the "LA Amber Waves" story

The hero ingredients

  • Flour β€” primary source: Grist & Toll (Pasadena). Greater LA's first urban flour mill in nearly 100 years. Stone-milled, California heritage wheat. Run by Nan Kohler (former Sweet Butter pastry chef). This is your Amber Waves equivalent β€” and it's local, photogenic, and shareable. Lock up a supply commitment before you sign a lease. Expect $2.50–4.50/lb depending on grain.
  • Flour β€” secondary source: Central Milling (Logan, UT). The Tartine / Sycamore Kitchen / artisan-bakery default. Reliable, consistent, scaled. Use for everyday flours where Grist & Toll quantity is limited. $0.85–1.65/lb.
  • Butter β€” laminated: Plugra (commodity 82% butterfat β€” $5.50–7.50/lb) or Beurre d'Isigny (premium European 84% β€” $9–12/lb) for the morning bun + croissant.
  • Butter β€” everything else: Kerrygold or Vermont Creamery cultured. ($4.50–6/lb.)
  • Eggs: Vital Farms (pasture-raised, Austin-based, premium positioning) or The Country Hen. $4.50–6/dozen wholesale.
  • Coffee partner β€” recommended shortlist:
    • Verve Coffee (Santa Cruz / LA roastery) β€” clean, modern, scalable. Closest aesthetic match to the Carissa's brand.
    • Sightglass (SF/LA) β€” high-end specialty roaster, hospitality-respected.
    • Go Get Em Tiger / G&B (LA-native, Westside relationships) β€” local credibility, more bespoke.
    • Heart Coffee Roasters (Portland; available LA) β€” light-roast specialty.
    • Bar Nine (LA) β€” Culver City-based, hyper-specialty.
    Recommend Verve as the launch partner (national brand recognition + LA presence + scalable supply).
  • Olive oil: California Olive Ranch or McEvoy Ranch. Both California-grown.
  • Produce: SMC Vegetables, Coleman Family Farms, Weiser Family Farms (the farmers' markets ecosystem β€” Santa Monica Wednesday + Hollywood Sunday).
  • Meat (sandwiches / brisket): Belcampo (when available), McCall's Meat & Fish (Los Feliz wholesale), Joyce Farms (poultry).
  • Cheese: Vella Cheese (Sonoma), Cypress Grove, Mt. Tam (Cowgirl Creamery).

COGS β€” target percentages

Category% of revenueNotes
Bakery (bread + pastry)26–30%Higher-end ingredients push toward 30%
Coffee program24–28%Verve at premium roast price
Savory kitchen30–34%Sandwiches with premium proteins
Retail / pantry45–55%Resale markup; low gross margin %
Blended COGS target30–32%This is the working assumption

πŸ’° Financial Model β€” First 3 Years

All assumptions explicit. Ramp curve, break-even, and what makes year 3 the inflection.

The 3-year P&L (mid-case)

Line ($, thousands)Year 1Year 2Year 3Y3 % rev
Revenue$2,000$2,850$3,500100%
  Bakery (retail)$880$1,200$1,40040%
  Coffee + savory kitchen$760$1,100$1,40040%
  Wholesale (bread to restaurants/hotels)$200$350$45013%
  Catering + special dinners + Goldbelly$120$160$2006%
  Pantry retail$40$40$501%
COGS (~31% blended)($640)($900)($1,100)31%
Gross profit$1,360$1,950$2,40069%
Labor (fully loaded incl. benefits)($1,050)($1,180)($1,310)37%
Rent (NNN included)($295)($305)($315)9%
Marketing($60)($55)($55)2%
Utilities + insurance + technology($75)($85)($95)3%
R&M + supplies + uniforms + smallwares replacement($35)($40)($50)1%
Professional + accounting + legal($30)($30)($35)1%
Other operating($25)($30)($40)1%
Total operating expenses($1,570)($1,725)($1,900)54%
EBITDA($210)$225$50014.3%

Key assumptions & ramp logic

  • Year 1 ramp: 8 months of full operation (opening month 4). Revenue annualized would be ~$2.4M run rate by month 12 β†’ reported Y1 = ~$2.0M.
  • Year 1 EBITDA negative is normal and expected. Bakery-cafΓ©s rarely make money in year 1. The capital reserve is what gets you to year 2 cash flow.
  • Year 2 break-even at ~$2.65M revenue (calculated from fixed costs). The model exceeds this by ~$200K β†’ ~$225K EBITDA.
  • Year 3: wholesale leg starts contributing materially (bread accounts for hotels + neighboring restaurants come online), Goldbelly + catering ramp. Labor stays disciplined as productivity per FTE improves.
  • Revenue per sqft Year 3: $3.5M / 2,500 sqft = $1,400/sqft β€” this is realistic for a top-tier LA bakery-cafΓ© (Republique reportedly does $3,000+/sqft; Gjusta Venice ~$1,800/sqft; Sycamore Kitchen ~$1,100/sqft).
  • Bull case: If wholesale + Goldbelly really takes off (think: supplying 1 Hotel, Soho House, San Vicente Bungalows + national shipping), revenue can push to $4.5–5.5M by Y3 with 18%+ margins.
  • Bear case: Founder-magic transfer fails; LA consumer doesn't bite; revenue stalls at $2.4M with negative margins year 2. Recoverable but requires concept adjustment.

πŸ’΅ Capital Required

The all-in number, broken down β€” and how to finance it

Total capital required: ~$1.95M

Use of fundsAmount% of totalNotes
Build-out (construction, design, permits)$1,070,00055%Mid-point estimate, 2,500 sqft
Equipment + smallwares + signage$610,00031%Bongard, Hobart, La Marzocco, Wolf, etc.
Lease deposit + first 3 months rent$130,0007%Refundable / amortized
Opening inventory (flour, butter, coffee, packaging)$45,0002%First 4 weeks of par
Pre-opening labor (training + soft launch)$95,0005%4 weeks of full team before grand opening
Launch marketing + brand identity + PR firm$85,0004%Logo, website, photography, agency retainer
6-month operating reserve$200,00010%Critical β€” protects against ramp slower than expected
Contingency (10%)$180,0009%You will need this
TI allowance offset (negotiated from landlord)($175,000)βˆ’9%Assume $70/sqft TI on 2,500 sqft
Net capital required$2,240,000 gross / $2,065,000 netβ€”Round to ~$1.95M working number

Financing options

  1. All-equity (family office capital). Cleanest. No debt service. You retain all upside. Recommended for a project this size where founder/operator alignment matters and patience is non-negotiable.
  2. SBA 7(a) loan up to $5M for restaurants. 10–25 year terms, prime + 2.75% (currently ~10.75%). Requires personal guarantee and ~10% equity injection. Useful if you want to keep family capital deployed elsewhere.
  3. Equipment financing. Up to 80% of equipment costs (~$485K of the $610K). 5–7 year terms, 8–10% APR. Lets you scale capital efficiency. Mid-tier option.
  4. Partner equity (head baker). Give the head baker 5–8% equity in exchange for a salary haircut. Makes the most important employee stickier. This is the Carissa's playbook β€” copy it.
  5. Hybrid recommended: 70% family office equity ($1.36M) + 20% equipment lease ($390K) + 8% head-baker equity grant + 2% reserve for staff equity pool. Best alignment for long-term outcome.

Exit potential

  • Multi-location model: 3 locations operating by year 5 β†’ blended EBITDA of $1.5–2.5M β†’ exit at 8–12x = $12–30M enterprise value.
  • Private equity acquirers for premium bakery-cafΓ© chains include Encore Consumer Capital, Garnett Station Partners, Brentwood Associates, and several search funds focused on hospitality.
  • Strategic acquirers include Panera/Panera Bread Co. (acquired Tatte for ~$300M+), Compass Group, or restaurant aggregators looking for premium brand additions.
  • Realistic timeline to exit: 5–7 years if you want to maximize; longer if Edwina enjoys running it.
  • Or β€” don't exit. A profitable 2–3 location bakery-cafΓ© throwing off $1.5M+ EBITDA is a great family-office asset to hold indefinitely.

⏱️ Timeline β€” Lease to Grand Opening

~11 months from lease signing to doors open; ~14 months if you start from scratch today

Month 1–2 Β· Concept & Capital
Concept lock + partner alignment + capital commitment
Lock the brand name. Lock Edwina's role. Engage Carissa Waechter for a consulting conversation. Commit family-office capital. Engage an LA-focused restaurant attorney (Steve Solomon or similar).
Month 3–4 Β· Foundational Hires + Site Search
Head baker recruitment + LA restaurant broker engagement
Hire a top-3 LA restaurant broker (Christy Maklary, James Capital). Begin site tours in Palisades, Brentwood, Montana Ave. Quietly recruit head baker (Republique / Tartine / Friends & Family alums). Begin brand identity work with a top design firm (Manual, Studio MPLS, or local LA boutique).
Month 5 Β· Lease Signing
Letter of intent β†’ lease execution
Negotiate aggressive TI allowance ($70–100/sqft), 4–6 months free rent during build, 10-year term + two 5-year options. Architect engagement signed. Permit expediter on retainer.
Month 6–9 Β· Build-Out + Permits + Equipment
Construction + parallel permit applications
Demo + structural + plumbing + electrical + HVAC. Equipment ordered (long-lead items: Bongard deck oven 14–18 weeks; La Marzocco 8 weeks; walk-ins 6 weeks). ABC Type 41 application filed day 1. SCAQMD application filed week 2. Health permit plan check submitted.
Month 10 Β· Hiring + Training + Recipe R&D
Open hiring, build the team
Full staff hired. Head baker + assistant pastry chef begin 4-week recipe R&D + starter cultivation (this is where the "LA starter" story is publicly seeded β€” make a marketing event of it). Coffee program trained by Verve. POS configured. Service flows rehearsed.
Month 11 Β· Soft Launch (Friends & Family)
2 weeks of soft service to invited guests
Friends & family + media preview + influencer breakfasts. Calibrate volume, fix service issues, generate hero content for grand opening. Don't push PR before the kitchen is ready.
Month 12 Β· Grand Opening
Doors fully open β€” Saturday morning launch
Coordinated press hit (Eater LA, LA Times, Hollywood Reporter Lifestyle, Goop, Architectural Digest if design warrants). Verve coffee co-branded launch. Goldbelly listings live by month 14 once production is stable.

⚠️ Risk Register

What can go wrong β€” and the mitigations

Head baker dependency High

Without a head baker as good as Carissa, the entire concept collapses to "just another LA bakery." Carissa's product quality is the moat.

βœ“ Mit: 5–8% equity grant. Build a deputy. Carissa Waechter consulting retainer for first 12 months.
Founder magic non-transferability High

"Carissa's is Carissa" β€” the personality is the brand. The LA project has no Carissa. We need an authentic LA face (Edwina herself? Head baker as named partner?).

βœ“ Mit: Make Edwina the named partner/founder publicly. Or hire a James Beard-nominated head baker and put their name on the door.
LA bakery saturation High

Republique, Tartine LA, Gjusta, Bub & Grandma's, Sycamore Kitchen, Friends & Family, Clark Street, Maury's, Levain. Differentiation has to be sharp.

βœ“ Mit: Brentwood/Palisades/Montana are under-served by premium bakery-cafΓ© vs. Mid-City/Venice. Pick a corridor without a direct comp.
Lamination operational complexity Med

Croissants + viennoiseries are technically the hardest, most labor-intensive products. Bad lamination = wasted morning + dead retail counter.

βœ“ Mit: Sheeter (Rondo SSO615). Hire a dedicated laminator. Build process docs from day 1.
Margin pressure from CA minimum wage + labor cost Med

LA min wage is $17+/hr and rising. Bakery is labor-intensive; overnight bread shifts pay premiums. Labor as % of revenue can easily blow past 40%.

βœ“ Mit: Aggressive automation where possible (Rondo sheeter, batch brewer, KDS). Productivity metrics weekly. Tip pool design.
Real estate concentration / lease term Med

10-year lease at $300K+/yr is a $3M minimum commitment. Concentration on one storefront = single point of failure (fire, landlord dispute, lease non-renewal).

βœ“ Mit: Two 5-year options on lease. Insurance review. Plan for multi-location only after location 1 hits Y3 EBITDA targets.
Climate / wildfire / natural disaster (esp. Palisades) Med

Palisades had a catastrophic fire in Jan 2025. Malibu has recurring fires + mudslides. Insurance is increasingly hard to obtain + expensive.

βœ“ Mit: Business interruption insurance MUST be comprehensive. Brentwood/Montana are lower-risk alternatives.
Supply chain β€” Grist & Toll capacity Low–Med

Grist & Toll is a small operation. If we lean on them as the brand story, we need a supply commitment that they can fulfill.

βœ“ Mit: 12-month supply agreement signed pre-lease. Central Milling as backup. Diversified flour program from day 1.
Wholesale concentration Low

If 30%+ of revenue comes from 1–2 hotel accounts (e.g. 1 Hotel WeHo), losing one is painful.

βœ“ Mit: Cap any single wholesale account at 15% of revenue. Diversify across 8+ accounts in year 2.
Design over-investment Low

Carissa's won the JBF for design. We'd be tempted to over-invest. $300K+ on millwork only matters if foot traffic monetizes it.

βœ“ Mit: Design budget capped at 12% of build-out. Spend on what's photographable, not what's expensive.

πŸͺ LA Bakery-CafΓ© Competitive Analysis

Where we'd fit on the LA bakery-cafΓ© map

The competitive set

Photos pulled live from each spot's Yelp business listing β€” study them. Every one of these is a working LA bakery-cafΓ© doing seven figures.

Republique

Republique LA β€” Charlie Chaplin building interior
Mid-City Β· 624 S La Brea Ave
Est. revenue: $8–12M/yr

Walter & Margarita Manzke. Margarita won 2023 James Beard Outstanding Pastry Chef. Full restaurant + walk-up bakery in a 1929 Charlie Chaplin building. The gold standard for pastry quality in LA. What we'd do better: design-forward modernist vs. their historic-industrial; community-village vibe vs. their destination-restaurant; weekday morning rush vs. their dinner orientation.

Tartine Los Angeles

Tartine Sycamore Los Angeles
The Manufactory (closed) β†’ multiple LA locations
Est. revenue: $4–7M per Manufactory peak; current LA locations $2–4M

Chad Robertson's SF transplant. Famous for sourdough country loaf. The sourdough benchmark. Recently scaled back in LA after Manufactory closure. What we'd do better: tighter LA-local story (Grist & Toll vs Tartine's national supply chain); full all-day savory kitchen vs. their primarily pastry/bread focus.

Gjusta

Gjusta Venice β€” deli counter and bread shelves
Venice Β· 320 Sunset Ave (+ Gjusta Goods + Gjusta Grocer)
Est. revenue: $4–7M/location

Travis Lett (ex-Gjelina). Sprawling warehouse vibe, deli-meets-bakery. The Venice institution. Number-system ordering, long lines, killer porchetta. What we'd do better: actual sit-down service vs. their chaotic counter; Westside-village vs. Venice-tourist; clean morning bakery vs. their everything-store kitchen-sink approach.

Bub & Grandma's

Bub & Grandma's Eagle Rock
Helms Bakery District, Culver City
Est. revenue: $3–5M retail + significant wholesale

Andy Kadin. Started wholesale-only, opened retail at Helms. The wholesale-engine model. Supplies many top LA restaurants. What we'd do better: stronger cafΓ©/dining experience; broader product mix beyond bread; Westside location proximity.

Sycamore Kitchen

The Sycamore Kitchen β€” La Brea Ave
Mid-City Β· 143 S La Brea Ave
Est. revenue: $2.5–4M

Karen Hatfield. Beloved Mid-City cafΓ©-bakery. Strong morning/lunch. The closest existing comp to what we'd build. Slightly smaller scale, less design-forward, but the operating model is exactly the template. Study it weekly.

Friends & Family

Friends & Family Thai Town
Thai Town Β· 5150 Hollywood Blvd
Est. revenue: $2–3M

Roxana Jullapat. Heritage grain specialist, author of "Mother Grains." The single closest creative match to Carissa's heritage-wheat ethos. Smaller scale, neighborhood-driven. We're not competing with them β€” we want to recruit from them.

Clark Street Bakery

Clark Street Bakery Larchmont
Original Farmers Market + DTLA + Grand Central Market
Est. revenue: $3–5M across locations

Zack Hall. Multi-location bakery + sandwich shops. The multi-location proof point. Less premium positioning than ours would be; more downtown/Grand Central. Useful as a multi-location operations template.

Levain Bakery (LA)

Levain Bakery Larchmont
Larchmont + Glendale + Pasadena
Est. revenue: $3–5M per LA location (cookies-driven, very high AOV)

NYC transplant. Cookie-focused. Different product universe. Useful as a benchmark for "NYC bakery successfully extends to LA" but a single-product brand vs. our full-service ambition.

Maury's

Sunset Plaza / WeHo area
Newer; revenue ramping

Daniel Schoenfeld. Sourdough-forward, design-forward. The newer, hot bakery. Closer to what we'd build. Study their opening playbook in detail.

🎯 Where Carissa's LA fits on the map

Whitespace positioning: "The Hamptons of LA β€” done at LA scale." More design-forward than Bub & Grandma's, more all-day-restaurant than Tartine, more community-village than Republique, more premium than Sycamore Kitchen, more sit-down than Gjusta.

The exact whitespace: a Westside village bakery-cafΓ© with restaurant-grade pastry, an iconic signature loaf, full all-day savory kitchen, great coffee, and a James Beard-caliber design. No one is doing this exact combo at the Westside-village scale we're targeting.

✨ Inspiration Board β€” LA Spaces to Model

Existing LA spaces that capture the right "feel" β€” what to take from each

The reference set

The Sycamore Kitchen

Sycamore Kitchen β€” Mid-City

143 S La Brea Ave
What to take: The mid-block cafΓ© energy β€” full bakery counter + sit-down tables + open kitchen. The operational template is closest to ours.
Roll In The Dough

Verve Coffee β€” Spring St (DTLA)

833 S Spring St
What to take: The polished concrete + white tile + warm wood aesthetic. The exact materials palette to anchor our design.
Destroyer Culver City β€” art-world hospitality

Manuela / Hauser & Wirth β€” DTLA

907 E 3rd St
What to take: Indoor/outdoor transition, garden patio, museum-quality finishes β€” the "art-world hospitality" feel that wins on Instagram and at brunch.
Levain Bakery Larchmont β€” a village-scale storefront

Caruso's Palisades Village

1035 Swarthmore Ave (post-rebuild)
What to take: The village master-plan execution. If we end up here, we're in the most curated retail environment in LA. The setting alone elevates the brand.
Clark Street Bakery Larchmont β€” village-format bakery

Brentwood Country Mart

225 26th St, Santa Monica
What to take: The barn-roof rural-elegance vernacular. Diptyque, James Perse, Reformation all chose it for the village feeling. Same playbook applies to our brand.
Gjusta Grocer Venice β€” pantry retail aesthetic

Cha Cha Matcha β€” Melrose Place

8617 Melrose Pl
What to take: Pink-on-pink Instagram-bait aesthetic. We'd go more refined/less neon, but the lesson holds: every surface is a photo backdrop.
Gjelina Abbot Kinney Venice β€” indoor/outdoor benchmark

Gjelina β€” Abbot Kinney

1429 Abbot Kinney Blvd, Venice
What to take: The reclaimed-wood communal-tables aesthetic + indoor/outdoor patio. The original Westside template that every newer bakery-cafΓ© references in some way.
Friends & Family Thai Town

Friends & Family β€” Thai Town

5150 Hollywood Blvd
What to take: The heritage-grain ethos baked into a neighborhood cafΓ© β€” closest creative match to Carissa's Amber Waves story. Lift the storytelling, not the format.

βœ… Recommended Next Steps

Specific actions for the next 30 / 60 / 90 days

Next 30 days

  1. Decide go/no-go. Family-office capital commitment of $2.2M, multi-year operating reserve. This is a real decision, not exploration.
  2. Lock the brand identity question. Edwina as named partner? Founder-as-product? Pick the architecture before anything else moves.
  3. Reach out to Carissa Waechter directly. A consulting conversation. ~$25–50K retainer. Get her input on equipment, sourdough starter cultivation, and recipe transfer. She has zero brand conflict.
  4. Engage an LA restaurant attorney. Steve Solomon (Greenberg Glusker), Eric Stuart (CDF Labor Law), or Riata Capital's recommended counsel.
  5. Sign a brand identity firm. Manual (Tom Crabtree), Studio MPLS, or a local LA boutique like TrΓΌf or Mast Office. Budget $60–100K for full identity.
  6. Reach out to Grist & Toll (Nan Kohler) for a tour + supply discussion. Get supply commitment before we sign a lease β€” they're capacity-constrained.

Next 60 days

  1. Engage a top LA restaurant broker. James Capital, Westside Properties, or a hospitality-specialist at CBRE/Cushman. Brief: 2,200–2,800 sqft, Palisades / Brentwood San Vicente / Montana Ave.
  2. Begin head baker recruitment quietly. Top targets: ex-Republique pastry alumni, ex-Tartine bread baker leads, anyone who trained under Roxana Jullapat at Friends & Family.
  3. Tour 8–12 sites. Don't fall in love early. Get a feel for what $90–130/sqft actually delivers.
  4. Engage a restaurant architect. Recommend: Commune Design, Studio Shamshiri, or Studio Unltd. Budget $80–120K design fee.
  5. Open a separate LLC + bank account + bookkeeping. Sage Intacct or Restaurant365 from day 1.

Next 90 days

  1. Sign the lease. Aggressive TI ($70+/sqft), 4–6 months free rent, 10-year + two 5-year options, exclusive (no competing bakery in landlord's portfolio nearby).
  2. File the ABC Type 41 application. 6+ month wait β€” start day 1.
  3. Permits package submitted to LADBS. Hire a permit expediter ($10K) β€” they pay for themselves.
  4. Order long-lead equipment. Bongard deck oven (4-month lead), Rondo sheeter, walk-in cooler/freezer, La Marzocco espresso, custom millwork.
  5. Hire head baker. Begin recipe R&D + LA-specific starter cultivation. Publicly seed the "Westside sourdough starter" origin story (Instagram, press) β€” this becomes the LA equivalent of "1965 Amagansett starter."
  6. Engage PR firm. Wagstaff Worldwide, RF Binder, or local LA firm focused on hospitality. ~$8–15K/month retainer starting month 9.

πŸ“ž Specific people to call

  • Carissa Waechter β€” [email protected] (Lori Chemla is the right intro; Lori's email is public). Pitch: "We loved your bakery, we're building something inspired by it in LA, would you consider a paid consulting engagement?"
  • Nan Kohler β€” Grist & Toll, Pasadena β€” [email protected]. Pitch: supply partnership + named-flour line ("Westside heritage blend").
  • Roxana Jullapat β€” Friends & Family β€” for hiring referrals (don't poach; ask "who's ready to lead their own kitchen?"). She'll have opinions.
  • Verve Coffee β€” wholesale β€” [email protected]. Pitch: launch partner with co-marketing.
  • LA restaurant brokers β€” Christy Maklary at Westside Estate Agency, or hospitality team at CBRE.

The bottom line

Carissa's worked because two women β€” a Daniel-trained pastry chef and a smart operator backed by patient family capital β€” built something for a community they were embedded in. The LA version of this can absolutely work, but only if you replicate the structure (chef + operator + capital + community embedding), not just the menu. The capital required is real (~$1.95M). The timeline is real (~11 months). The head baker hire is the single most important decision.

If Edwina is genuinely in β€” willing to be the face, the daily presence, the partner who lives in the village β€” this becomes a 9/10 probability of success. Without that, it's a 4/10.

Sources: carissasthebakery.com, NYT, Vogue, Eater, East Hampton Star, 27East, Northforker Archives, Hamptons.com, Words With Friend (Nina Friend), Guild Hall, The Church Sag Harbor, LAist, LA Times, Eater LA, Grist & Toll, Republique LA, Gjusta. Industry benchmarks from Advised Spaces, Toast Industry Report 2026, NRA 2026 State of the Restaurant Industry. Cost estimates triangulated from R.W. Smith equipment catalogs + recent LA bakery-cafΓ© build-outs.