Be Bright Coffee is one of the great American coffee success stories of the decade. Emerging on the SoCal coffee scene in 2020, the brand’s founder, Frank La, parlayed a finals appearance at the 2023 US Barista Championship into an outright win at USBC 2024. Today Be Bright has become a must-visit for coffee lovers in Los Angeles, and we’re thrilled to offer this first look at their new cafe project in Koreatown, set to open late summer 2025.
The 2025 Build-Outs of Coffee is sponsored by Pacific Barista Series, La Marzocco, Ceado, and Dona.
As told to Sprudge by Frank La.
For those who aren’t familiar, will you tell us about your company?
We are a coffee roaster and retailer that started in 2020. When we first started, we primarily focused on e-commerce, selling roasted coffee to customers with the goal of making coffee simple and easy. We did that by offering our coffees in four categories: Dark & Bold, Rich & Smooth, Bright & Lively, and Unique & Surprising. We also offered a quiz you can take online that would help match you with a coffee on our menu, all with a goal of minimizing the gap between getting the right coffee for our customers. Eventually, we started vending in 2021 at Smorgasburg LA, where we started selling our own signature beverages and espresso based drinks. Due to the popularity of our Sunday pop-up, we opened our first cafe in Melrose Arts District in October of 2022. Coming from the world of Barista competitions back in 2014, I decided to compete again for the first time in nine years in 2023, under my own company for the first time. Miraculously, I placed 6th at USBC in 2023 and although reluctant at first, decided to give it one more go in 2024, where I was able to bring home the title of US Barista Champion. We have a growing wholesale business with over 30 wholesale accounts throughout Los Angeles.
Can you tell us a bit about the new space?
The new space will be on the ground floor of a luxury apartment building. This will be the first complete build out from scratch for us since our first location was a second-gen space that we did some minor remodeling to. We’re excited to be able to add our touches to this blank space. We want to look and feel to be inviting and welcoming with lots of warm tones and natural toned wood throughout. We’re also looking to incorporate our brand colors as well so that customers can recognize the look and feel of our brand inside our space.
What’s your approach to coffee?
Our approach to coffee is simple, we have a cup for you. No matter where you are on your journey of coffee, we have a coffee on our menu that will fit your needs. If you want a dark roast, we have a dark roast that is actually dark, but thoughtfully roasted and executed. If you want competition level coffees with expressive flavor notes, we have a coffee on our menu that’ll fit your expectations. If you want a flavored iced latte, well we make a mean brown sugar latte with cold foam that’ll tickle your fancy. Our approach from the beginning of our company has never changed: coffee should be easy. We’re going to serve you the best cup of coffee without pretension and snobbery. You get the best without the attitude. Because coffee is beautiful and it should be experienced in an approachable manner.
Any machines, coffees, special equipment lined up?
For espresso, we’re going to feature a La Marzocco Linea PB but with customer colors and customization on the knobs and side panels. As for grinders, we’re most likely going with Mahlkönig E80W with syncability features with the LM Linea PB. We’ll be doing batch brew with the Curtis G4 Brewers. Coffee grinder going with the tried and true EK43, upgraded with SSP burr sets for high clarity. Our pour over bar will feature the Marco Three Button Mix Font Hot Water Dispenser and Timemore Mirror scales. We’re going to be featuring a myriad of pour over vessels such as the Hario Switch, Origami Dripper, and April Brewers.
How is your project considering sustainability?
Where possible, we’ll be using compostable packaging and implementing a standard recycling program behind the bar. We’ll be using title 24 lightings throughout.
What’s your hopeful target opening date/month?
Our hopeful target will be late August to early September.
Thank you!
The 2025 Build-Outs of Coffee is sponsored by Pacific Barista Series, La Marzocco, Ceado, and Dona.
