Proudly Serving, an American eatery based in Hermosa Beach specializing in pastrami burgers, chili, and natural wines, is opening a new location in Redondo Beach at 1617 S. Pacific Coast Highway.
The company’s second site will open in Riviera Village around the end of the month, according to a recent liquor license. Initially, the 60-seat restaurant was slated to open at the beginning of the year, according to the Daily Breeze, but owners Matthew McIvor and Roy McNally Jr. have been forced to push back the opening, especially while Los Angeles continues to recover from the devastating wildfires. Now, according to social media posts, the restaurant owners are aiming to open on the 31st.
Despite facing challenges during this uncertain time, the company is optimistic about the future. At their upcoming location in Redondo Beach, the owners plan to introduce a new burger called the Juicy James. This burger will feature a double patty topped with cheese, lettuce, tomato, and bacon on a sesame seed bun. Additionally, they will offer milkshakes and soft-serve options in the future. After Redondo Beach, Proudly Serving aims to expand further by opening more brick-and-mortar locations in Southern California, with plans to launch a site in Orange sometime next year. The company also expects to eventually introduce a food truck. This is a significant achievement for the ownership team, which started the business during the COVID-19 pandemic.
“Our journey, like many successful ventures, started humbly in a driveway,” according to the company’s website. “When I lost my business during the pandemic, I turned to perfecting my smash burger recipe, which led to the creation of our driveway pop-up. Despite initial doubts, we persevered, and months of pop-ups and unwavering community support culminated in the opening of our first brick-and-mortar in Hermosa Beach.”
Now, the business is about to expand to two locations and has more plans for the future. While the restaurant prepares to expand for the first time, its original location in Hermosa Beach, 110 2nd Street, is offering free meals to first responders and anyone displaced. This gesture is small but meaningful to the city of Los Angeles as it recovers from this natural disaster. Hopefully, these efforts will not push back the opening date any further, although if they do, the community will understand.
“We are extremely devastated by what is happening in LA right now,” according to the company’s recent Instagram. “Our hearts go out to everyone impacted by these catastrophic events.”
