Recently, Erewhon—an organic food supermarket chain in Los Angeles—has unexpectedly gained widespread attention on social media as a dating spot for singles, replacing apps like Tinder and Bumble.

This trend originated from TikTok videos showing young people meeting while shopping. The $25 Strawberry Glaze smoothie is considered a key identifier. Paying a high price for a drink acts as a filter, helping those with similar spending habits recognize each other and strike up conversations.

In Los Angeles, where appearance and personal image are highly valued, the spending habits at Erewhon inadvertently create a classification of consumer behavior. Customers not only shop but also observe each other, leading to natural conversations.

Young people enjoy smoothies at Erewhon supermarket, Los Angeles, US. Photo: *NYPost*

This burnout is driving young people back to real-life interactions. In areas like the Grove, Venice, and Beverly Hills, customers often gather outside the supermarket. The "California sober" trend (a lifestyle limiting alcohol consumption) also means that bars are no longer a primary preference.

A 2025 Forbes Health survey revealed that 78% of users are fatigued by dating apps, with Gen Z accounting for 79%. Data from the Pew Research Center also indicates that users increasingly view online connections negatively due to a lack of depth.

Holly Solem, a content creator, shared that she often approaches men shopping there randomly. Weeks after a filming session, a man messaged her to invite her to dinner. "Meeting people in the supermarket is more effective than using apps", Solem stated.

Kiara Upshur, who works in marketing, also met her former boyfriend there. Noticing a man repeatedly observing her, she initiated the conversation. Upshur commented that this environment always provides natural opportunities to start a chat.

Drea Renee, an entertainment host, mentioned that customers move between aisles as if on a runway to attract attention. Renee noted that she often pays attention to other people's outfits and vehicles.

Shoppers at Erewhon supermarket, Los Angeles, US. Photo: *NYPost*

However, dating based on consumer habits also presents certain obstacles.

Angelina Gault, a 24-year-old model, recounted meeting a man at the Beverly Grove supermarket and going out that same evening. They discussed books and music. Despite this, it was their only encounter because the next day he moved to London, and they lost contact.

Another female customer shared that she and her former boyfriend in Texas broke up because he objected to her spending $90 for lunch at the supermarket.

Ngoc Ngan (According to NY Post)