It may look like Alfred Asatryan and his family-owned and operated burger joint are on easy street right now, but it’s not a life of leisure. Plenty of daily hard work goes into this kind of success. Luck is also a factor, but after talking to Asatryan, it’s easy to see that he and his co-founder brother Fred Asatryan make their own luck by keeping a savvy eye out and opening the door when opportunity knocks.
Easy Street Burgers started in a parking lot in East Hollywood and prospered through the Covid-19 pandemic. Being one of the few options available kept the business going during shelter-in-place. However, a tasty product made with a distinctive recipe, dolloped with a “wild” secret sauce, and composed of the freshest ingredients keeps Easy Street Burgers growing. Continuing to go viral, thanks to celebrity influencers and luminaries like Cardi B, doesn’t hurt either.
Question: First, what is a smashed burger, and why is it so damn good?
Alfred Asatryan: In our case, It’s a fresh ground beef patty smashed almost paper thin on a flat top griddle, enough to hold its beefy structure and at the same time provide a different experience as far as texture goes. We specialize in razor-thin patties that are laced with a crispy outer edge. It’s paired with a soft bun, which adds an element of softness. Additionally, we have a custom seasoning blend that pairs extremely well with our custom house-made sauce along with all the classic toppings that go on our burger. The interesting part is it’s razor-thin but still holds a juiciness to it. To make the answer simple, it’s how thin the burger is and how well done it is without it being burned.
Q: How do you ensure the consistent quality of your burgers, and why do you think this has been crucial to your success?
A: With Easy Street Burgers, we ensure consistent quality by carefully selecting our ingredients, adhering to strict preparation standards, and continuously training our team. Consistency is crucial because it builds trust with our customers, ensuring they have the same great experience with every visit. In addition, we incorporate sustainability and ethical practices by sourcing ingredients locally, reducing waste, and continually looking for ways to operate more efficiently and responsibly. It’s important for us to contribute positively to our community and the environment.
Q: How do you keep going viral? What strategies do you use to engage with influencers?
A: We keep going viral mainly because we produce a fantastic product in today’s market. Our in-house team does a fantastic job of maintaining food quality and service standards. Additionally, our company has captured the attention of locals along with reputable food reviewers and celebrities who dined in our restaurant and enjoyed their meal and experience. The social media viewership is an amplifier to our company. Getting an approval from the likes of Kevin Noparvar (@how.kev.eats), Keith Lee (@Keith_lee215), and Cardi B (@iamCardiB) along with many other food reviewers, local news stations and publications is definitely a game-changer. Overall though, it’s all about the work that gets put in, day in and day out. We work extremely hard.
Q: How do you balance maintaining the authenticity of your family-run burger business while dealing with the hype and expectations of being a viral sensation?
A: Balancing authenticity with the hype involves staying true to our roots, focusing on the quality and experience that got us here in the first place, and ensuring our growth doesn’t compromise the values our family-run business stands for. We started as a small food stand on a street corner in East Hollywood. It’s something we remind ourselves about all the time as we grow. We treat our customers like family, offering them warmth, hospitality, and a personal touch. We rarely miss a day at work. It’s all tied into two things: passion and a love for hospitality.
Q: How did your transition from a local favorite to a widely recognized brand impact your operations and team?
A: The transition challenged us to scale our operations and grow our team while maintaining our high standards. It pushed us to improve our processes and infrastructure to handle the increased demand without losing the personal touch that made Easy Street Burgers a local favorite. We put a lot of heart into everything we do.
