what that meant for us is talking to the family has we were working with groceriships to basically findnted to eat. that grew into a menu that celebrates the cultures and cuisines of los angeles. >> reporter: the menu includes everything from jamaican jerk chick on the a california cobb salad, all cooked not on site but in a central kitchen a few miles away, further reducing costs. >> the whole thing has been designed to be as economical as possible, so that's why we're not producing meals here in the story at each store having these small footprint stores. that enables us to save on rent and labor, and the combination of those two things enables us to price at a level that gets some people to laugh. >> this is a tamale, which is seasonal, right? >> it is. >> reporter: jessica spear is the head chef for the company. >> that's delicious. it's healthy? >> it's healthy. >> reporter: it seems an ominous question but how easy is be flavlful. >> they're used to a certain flavor that resonates home so if you toejts have the right flavors in there and they don't understand, they're not going to