Hidden among the laid-back surf shops and beachside businesses of Hermosa Beach sits a bright orange building that’s become a pilgrimage site for burger enthusiasts throughout California – Proudly Serving, where the humble smash burger has been elevated to an art form worth crossing county lines for.
The modest exterior might not scream “destination dining” to the uninitiated, but those in the know recognize that distinctive orange facade as the gateway to burger nirvana.
What makes people drive hours for a burger that, on paper, sounds like dozens of others? The answer lies in the perfect execution of seemingly simple elements – a philosophy that permeates everything about this compact culinary gem.
In an era of ever-expanding restaurant menus and increasingly complex food trends, Proudly Serving has zigged where others have zagged, focusing on doing one thing exceptionally well rather than many things adequately…