Umami Burger opens new location in Hermosa Beach to much fanfare – Video Exclusive

Categorized | Life, Multimedia

Umami Burger opens new location in Hermosa Beach to much fanfare – Video Exclusive

Posted on 22 January 2012.

Umami Burger Hermosa Beach Opens from La Vista on Vimeo.

By Katie Barger
Managing Web Editor

Umami Burger opened its Hermosa Beach location December 8, with much anticipation from the South Bay community.

Umami Burger is the godfather of the new-wave gourmet burger movement in Los Angeles. This hip restaurant serves a burger that has many Angelenos crowning it the best burger in all of Los Angeles.

The word “umami” itself comes from Japanese culture meaning “pleasant savory taste.” The main tastes we experience are salty, sweet, sour, and bitter–these four are the flavors most known by people. Umami is not so basic to most people’s understanding of flavor.

Each item on the menu is handcrafted by the Umami chefs themselves in order to incorporate the umami flavor into every dish. Even the ketchup and other various condiments are handmade by the Umami chefs.

“Food is chemistry; different foods bring out different flavors and they have all been carefully crafted to bring out that umami taste,” said general manager Samara Friedman.

The Umami Burger Restaurants themselves each have their own atmosphere. The Hermosa location features a more laid back and beach-y vibe suiting the location and community surrounding the restaurant.
“A lot of people already know about Umami because it is cultural already. But then there a lot of people in the south bay bubble that have never heard of it. So a lot of times what we have been finding is that one person in the group knows of Umami and they are brining their friends in,” Friedman said.

Umami Hermosa is one of a kind for Umami. This is the first beach location. Although the menu is the same, the feel is very different from location to location.

This location is even more so because of the beach. There is a more laid back feel and casual atmosphere, branching out of the hectic Hollywood scene that Umami is familiar with.

“I think that people are almost scared of the hype and we prove them right,” Friedman said.

This location will be the first two floor Umami outpost with ocean views expected to open by the end of this year. Future patrons can expect Umami’s core burger menu plus beer and wine.

Umami lands just a block from the Hermosa Beach Pier in the former Sushi Sei space at 1040 Hermosa Avenue.

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Categorized | Life, Multimedia

Umami Burger opens new location in Hermosa Beach to much fanfare – Video Exclusive

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