Posted Oct 26th, 2017
The Popular Burger Pop-Up from Restaurateur Jeremy Fall Transforms into a Modern Diner Amidst Beverly Center’s Reimagination
LOS ANGELES (October 26, 2017) – In Spring 2018, restaurateur Jeremy Fall and business partner Henry Costa of J. Fall Group will open Easy’s, a modern diner counter at Beverly Center in Los Angeles. A revival of the burger pop-up of the same name, which ran during Summer 2016 in Alvin Cailan’s Unit 120 incubator space in Chinatown, Easy’s will offer an expanded food, drink, and cocktail menu for breakfast, lunch, and dinner. Located at the 6th floor entrance, the 35-seat counter space will also feature a 100-seat adjacent patio.
Alongside Easy’s signature burger, the menu will offer elevated versions of old school diner fare, from classic salads to melted sandwiches to all-day breakfast dishes. Marquee menu items will include Duck Parmesan and Fried Chicken N’ Funnel Cake. Easy’s will offer a full cocktail menu featuring playful ingredients like Fruit Roll-Ups syrup, as well as boozy snow cones. Easy’s will also provide vintage View-Masters® on each table, showcasing indulgent food images from the menu.
“The constant goal through each of my concepts is to redefine seemingly simple food, from breakfast to deli sandwiches. We strive for our diners to leave our restaurants with a new perspective on a dish they’ve had a thousand times,” says Owner Jeremy Fall. “I’ve always wanted to take on the burger and open a diner, but I wanted to do it right, because the burger market in LA is so saturated. The Easy’s pop-up last year was so successful that we started looking for a permanent location, and were lucky to find it within Beverly Center.”
This is the fourth restaurant for J. Fall Group; additional concepts in Los Angeles include Tinfoil in Highland Park and Nighthawk: Breakfast Bar in Venice, as well as the forthcoming Nighthawk: AM in Chicago, an all-day breakfast eatery opening in November 2017.
ABOUT JEREMY FALL
Jeremy Fall made his professional debut at the age of 16 in 2006 as the marketing and promotions manager of the Avalon in Hollywood, producing both large- and small-scale events. In July 2014, Fall branched out on his own and launched Genesis, a pop-up concept that bridged the gap between bar and nightclub, hidden inside a vintage attic in Hollywood. Fall successfully transitioned from nightlife to food and beverage with his first restaurant, Nighthawk: Breakfast Bar, serving cocktails and elevated breakfast fare for dinner. Fall’s knack for coming up with innovative ways to build original concepts led to the creation of his second culinary endeavor, Tinfoil, a modern take on the bodega consisting of a liquor store in the front with a secret “speakeasy” deli in the back. Together with business partner Henry Costa, Fall created J. Fall Group, which will launch Nighthawk: AM, an all-day breakfast concept in Chicago in November 2017, as well as Easy’s, a reinterpretation of the classic diner opening in the Beverly Center in Spring 2018. As a Zagat 30 Under 30 honoree, 27-year-old Fall is only in the beginning phases of what promises to be a legendary career.
ABOUT HENRY COSTA
Henry Costa grew up in the suburbs of Philadelphia, where he first found a passion for food while helping his mother and other relatives cook for family gatherings. Henry’s role as an apprentice chef at Pano’s & Paul’s in Atlanta, GA opened his eyes to the culinary world. From unknowingly eating an entire tablespoon full of fresh wasabi for the first time to the initial bite of a perfectly sautéed skate wing in a beurre noisette, these culinary experiences turned him into the unrepentant foodie and restaurateur that he is today. Most recently, Henry partnered with restaurateur Jeremy Fall to create J. Fall Group, where Henry is an owner and managing member of concepts including Nighthawk: Breakfast Bar, Tinfoil, and the forthcoming Easy's in Los Angeles, and the group’s first Chicago concept, Nighthawk: AM, opening November 2017. Prior to his current ventures, he co-founded LINK Restaurant Group and co-owned and operated the highly rated LINK restaurant in Los Angeles.
ABOUT BEVERLY CENTER
Beverly Center is Southern California’s premier fashion destination with more than 100 distinctive stores reflecting the diverse styles and tastes of Los Angeles, including a paramount portfolio of luxury retailers such as Burberry, Dolce & Gabbana, Fendi, Gucci, Louis Vuitton, Prada, Saint Laurent and Salvatore Ferragamo. The center is anchored by Bloomingdale’s and Macy’s. The unique assortment of point-of-difference stores like Henri Bendel and Traffic, paired with the expanded fast fashion collection comprised of Uniqlo, H&M and XXI Forever and contemporary brands COS, Halston Heritage, Sandro and Maje make Beverly Center the ultimate shopping experience.
Taubman Centers is an S&P MidCap 400 Real Estate Investment Trust engaged in the ownership, management and/or leasing of 27 regional, super-regional and outlet shopping centers in the U.S. and Asia. Taubman’s U.S.-owned properties are the most productive in the publicly held U.S. regional mall industry. Founded in 1950, Taubman is headquartered in Bloomfield Hills, Mich. Taubman Asia, founded in 2005, is headquartered in Hong Kong. www.taubman.com.
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