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Meet Melissa Rosen of Locali Healthy Convenience: Localita & The Badasserie in Hollywood, Venice and Downtown LA

Today we’d like to introduce you to Melissa Rosen.

Melissa, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
In 2008, I was working as a nutrition counselor for a hospital where there wasn’t much in terms of healthy food options in the area. Several of the patients were communicating that they predominantly purchased food from the convenience stores in the area and almost all of that was processed junk food. My business partner had the idea to open healthy convenience stores that would include a deli using organic ingredients. Ideation to opening took only a whirlwind six months to open what we envisioned as a love child between 7-Eleven and Whole Foods. We had the vision that we would ultimately franchise the model and this winter we started the sales and marketing for national and international opportunities. We are passionate about offering a sustainable and community focused business opportunity to entrepreneurs. We have three locations here in LA with one being our vegan spot, Localita & the Badasserie and then Locali Healthy Convenience in Hollywood and Venice. We plan for more corporate owned growth here in LA as well as the expansion of our packaged food line that is in distribution and our vending machine program.

Has it been a smooth road?
We have faced many challenges along the way that have luckily made the business continually stronger. Opening in 2008 – 2009 at the height of the recession is one such example.

So let’s switch gears a bit and go into the Locali Healthy Convenience; Localita & The Badasserie story. Tell us more about the business.
I’m the co-founder and CEO of Locali. I’ve had to become a jack of all trades for the business – from creating the menu items to doing graphic and web design projects to designing the stores to creating strategic partnerships.

LOCALI was created to provide consumers access to healthy, fresh and ready-made food in a friendly, quick-service environment. The company’s success demonstrates that nutritious food, creatively prepared, can be easily available, delicious and affordable, while supporting sustainable agriculture and fair employment practices.

Founded in 2009, LOCALI pioneered the idea of a healthy quick service deli and market service with convenience store accessibility. The LOCALI menu includes organic soups, salads, sandwiches, smoothies, and snacks along with specialty coffee, artisan beer and wine, health and beauty products and a mini grocery; all within an extremely efficient floor plan of just 600 – 700 square feet of retail space.

LOCALI stores don’t require full kitchens, hoods or grease traps. Their small footprint is ideal for locations that need service, but cannot support traditional restaurants – space-delimited operations such as airport malls, dormitories, office complexes, sporting venues, and subway entrances. LOCALI healthy vending machines and distribution partners allow the opportunity to reach even more communities with natural foods and the Locali branded food line. With an additional vegan sister brand, Localita & The Badasserie, the business is poised for dual avenues of expansion via franchise.

How do you think the industry will change over the next decade?
Mobile and automation will continue to be a force. Technology will continue to drive the direction of restaurants in an unprecedented way. I think luckily consumers, millennials in particular, take the power of their purchase dollars with continued and increasing seriousness. That commitment to spending on brands and products that put human and environmental health at the forefront will continue to influence.

Contact Info:

  • Address: Locali Holllywood 5825 Franklin Avenue, Los Angeles, CA 90028
    Locali Venice 701 Lincoln Blvd, Venice, CA 90291
    Localita & The Badasserie 817 South Los Angeles St, 1st Floor, LA, CA, 90014
  • Website:
  • Phone: 3107793439
  • Email:
  • Instagram: localiyours ; localitala
  • Facebook: localiyours; localitala
  • Twitter: localiyours ; localitala

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