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@gnoh_mas

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our summer ! 🌞💛💙🌐💚🩷🌊💜⛱️♥️

pool beach pool beach 🔁

all day 🌺🌺🍍🥥

perfect weather + late sunsets 🤏🏻🤏🏻

shades of brown

my twinnie!!!!

odies pizza

mom can u be my chair

j dragon

dad never stops

🩷🧡💛♥️💚💜💙

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@softiesburger really defines what it takes to make it in LA: hardwork, perseverence, & grit. After a couple of years of pop ups, Softies has become one of the most sought after burger in LA. 🍔✨

They will be collaborating with @lavender.xyz for the festival so keep your eyes peeled for more news 👀💜

Come try smashed greatness and more at Family Style Food Festival on June 27 at LA State Historic Park! 🎟️ Tickets available now!!

🎥: @shimazzz_

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REPOSTING BECAUSE IT GOT TAKEN DOWN BY F1FA. I covered up the game on the screen so hopefully it won’t get taken down again 😔 but all that to say LFGGGGGGG KOREAAAAA!!!!! ⚽️⚽️🇰🇷🇰🇷🇰🇷🏆🏆🏆🌏🌏🌏

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LFGGGGGGG KOREAAAAAA 대한민국!!!!! 👏🏼👏🏼👏🏼👏🏼👏🏼🇰🇷🇰🇷🇰🇷🇰🇷⚽️⚽️⚽️ #bethereds #Worldcup2026

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WC is 9 days away! New Pitch to Plate episode is LIVE! 🇰🇷⚽️🍽️

Stopping by @softiesburger at USC Village and @hojokban in the Arts District! Chopping it up with Softies creators, Josh and Sam, and football creator @caitfreestyle about Korea’s unforgettable 2002 World Cup run, football culture, and why Korea never misses when it comes to kits. 🇰🇷🔥

We also stop at @wurstkuche DTLA for a Belgian treat 🇧🇪🍟

Episode 3 presented by @lasec is out now. Link in bio or comment “WORLD CUP” and we’ll send it your way 🌎🍽️ #pitchtoplate

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My source said I had to check this place out. One bite in and I understood immediately.

Softies at USC Village in Los Angeles. Oklahoma-style smashburger — thin patties pressed with onions on a Martin’s potato roll. Started as a Smorgasburg pop-up and earned enough of a following to become a permanent fixture. That trajectory tells you everything.

The Cali — roasted garlic, caramelized onions, the smashburger that makes you understand the In-N-Out comparison. The Aji — pickled jalapeños, cilantro, garlic lime mayo, a punch that earns its place on every bite. The fries thin, seasoned, and almost as good as the burger. Almost.

What this place gets right:

• Oklahoma-style smash on a Martin’s potato roll wins every time it’s executed properly — Softies executes it properly.
• Pop-up to permanent is the only origin story that matters in LA food right now.
• Worth going out of your way regardless of where you’re starting.

Must go when you’re in that part of town.

Drop your Softies order in the comments. 🍔

#losangeles #lafoodie #smashburger #LAfood #laeats

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You know, if we’re honest, we weren’t supposed to have a restaurant, let alone be a week out from @coachella (we’re calling it Softchella from here on out…)

But here we are, still getting through service somehow everyday, making our lives harder than need be, taking the long route every damn time, trying to lift obstacles rather than maneuver around them. It’s probably not the right way, but it’s our way, and it has always been.

We’re struck by how similar Softchella prep feels to our first pop-up ever in 2022 - so much to organize and not enough memory in our brains. The scale is much larger, sure, but it’s the same grit and grind we had back then that is gonna get us through these next two weeks. There is some solace there in the midst of the stress; time and again we realize that being humble and hungry is all we know and need to grow.

This merch tee by @workive means a lot to us because it’s a bridge from where we started to where we’re headed… what we were, to what we are becoming. We’re so much better now, more refined… but still… just… softies

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Softiesburger will b out at Coachella @softiesburger n @gnoh_mas

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Last year, a reel popped up on my feed about a burger pop-up dreaming of opening their own shop. Watching them share their journey inspired me to start making videos and bring people into our story as CoR,LA.
Today, I got to meet Sam and Josh and say thank you for their inspiration!
If you’re ever at USC Village, please go check out @softiesburger ! Their food is just as good as their story ❤️

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Happy birthday @gnoh_mas … I feel privileged that I know you in ways most people don’t so here’s my attempt at pulling the curtain back:

This life we live is as wonderful and fulfilling as it is thankless and lonely. I cannot imagine doing it alone, and now I can’t imagine having any other partner aside from Sam.

He is the one person in the world who understands exactly what I am feeling day to day, and he always approaches me and the team with quiet grace. We don’t talk much during service, but that’s because we don’t have to. He knows what I’m thinking, when to give me space, when to tell me I’m not pulling my weight (this is quite often). To the team, he is our anchor, the calm counterpart to my unhinged chaotic self. Maybe they see me as the fun uncle, but they don’t realize that our business only lives because of Sam’s presence behind it all. And then, after the tornado that every day in our restaurant is, he shows up for Joyce and Myles and Evan. I will never understand how he does it all but I will always use his example for the rest of my life.

You saved my life, Sam. Softies forever

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Running a Restaurant. Episode 6.2, “Grow Wisely, Not Quickly” with @chefroychoi - produced by @goodobject.co

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Roy reminds Softies that growth does not always mean more restaurants, more money, more staff… that growth for us might mean to stay put, become excellent where we are, and make sure our team is built up before expanding.

@kogibbq *only* has four trucks… but their team is happy, they keep their prices down, and they serve their community fiercely. In a world where external success is king, can we be content internally, even if that doesn’t look like growth to others?

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Running a Restaurant. Episode 6.1, “People Over Profits” with @chefroychoi - produced by @goodobject.co

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A timely message from Roy about what a P&L (profit & loss statement) should include outside of money - culture, emotional / mental health, and of course your guests. What we’ve come to understand is that @kogibbq was countercultural in more ways than just changing the pop up game.

This is a clip we’ve listened back to far too much, yet not nearly enough. Hope you feel encouraged to do the same in any aspect of your life

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