HOLLYWOOD HILLS—Actor Danny Trejo’s donut shop, “Trejo’s Coffee & Donuts” debuted Tuesday, May 16. The opening received a high turnout, with all the donuts selling out. Flavors include vegan banana cake, nacho-flavored donut with jalapenos, and salsa and cheddar cheese. The margarita flavor is infused with tequila and lime. The Azul cake is a blueberry-flavored buttermilk donut with blueberries and lemon.
The donut shop is part of the actor’s food franchise, which includes Trejo’s Tacos and Trejo’s Cantina. The hot-pink shop is located at 6785 Santa Monica Boulevard.
Trejo leads the food empire with his business partners, Ash Shah and Jeff Georgino. Georgino talked to Forbes about what sets their franchise apart from other businesses in the food industry. He explained that unlike other restaurants, Trejo’s team attempts to make every level of the process their own, from hot-sauce manufacturing to coffee roasting.
“We manufacture our own hot sauce, we pick our own coffee beans and have them roasted for us so we see a retail play, a restaurant play,” Georgino told Forbes.
Trejo and his partners are aiming for $100 million investment to their food empire. The next step in the franchise is a brewery.
“We’re now at a point where we have a have someone brew our own beer and we’re looking at having a brewery of our own, a Mexican microbrewery but here in LA,” said Georgino.
As to how the donuts are actually received, Marissa M. commented on Yelp, “The donuts are pricier than your standard donut shop.”
Tony T. said, “Your taste buds will thank you. Great food. Great service. Great area.”