Why ‘Grocery Store Tourism’ Is Big in Los Angeles

When 26-year-old Gaby Lask flew from her home in Orlando to spend Thanksgiving with extended family in Los Angeles, she had just one request: to visit Erewhon.

Erewhon is a Los Angeles-based luxury grocery store chain known for its celebrity collaborations and infamously high prices. Hailey Bieber's Strawberry Glaze Skin Smoothie, for example, is named for the model who also runs a skincare brand, and it costs $20. That smoothie drew in Lask, who runs Instagram and TikTok accounts documenting her meals under the handle @kiko_eatz.

“When I started seeing the Hailey Bieber smoothie and beautifully curated aisles all over my social media feeds, I knew I had to go check it out for myself,” she says.

Lask is in good company. The concept of "grocery store tourism" — where travelers make a point of visiting grocery stores to enjoy the local fare — went viral on TikTok in 2024.

And in Los Angeles, where iconic grocery stores and international food markets have long been a staple, grocery store tourism has been popular for years — well before it became a TikTok trend. Amid recent wildfires that have impacted Los Angeles, these markets remain a vital part of the city’s cultural fabric, offering connection through food.

Locals and tourists alike use them to hunt for regional food products or Instagram-worthy snacks. But often, the appeal is far more practical — including offering an affordable way to spend time, experience local culture and fill your belly.

Here are some key reasons grocery stores are worth traveling to in LA and elsewhere.

Some tourists like Lask approach grocery store tourism like finding treasure on a map — specifically seeking out foods they’ve seen on Instagram or TikTok.

“I would never do my full grocery shopping at Erewhon,” she says. “But I want to go back to try things I’ve seen on social media, like the MadChip Sundae.”

The MadChip Sundae is Erewhon’s coconut soft sundae served with a “superfood chocolate glaze” and cookie. At $12.50, the $20 Hailey Bieber smoothie makes this one look like a deal.

For other tourists, it’s about the thrill of getting lost in aisles of goods exclusive to each store. That’s the case even at national grocery stores like Trader Joe’s, which first opened in 1967 in Pasadena, California, just northeast of downtown Los Angeles. The chain famously adds (and removes) products based on customer interest, creating a sort of treasure hunt-like hype. You can easily get a pre-packaged meal here, like a salad or a wrap, for under $10.

The historic Los Angeles Farmers Market near The Grove, the neighboring high-end, outdoor shopping center, has been a fixture for tourists and locals since it opened in 1934. One big reason: it showcases the city’s diverse culture.

The market’s 500 workers speak a combined total of 23 languages, according to Visit California, a nonprofit that promotes tourism to the state. Of course, that diversity is reflected in the fare. Hot food stalls include Singapore’s Banana Leaf, which serves noodles, curries and skewers, and Pampas Grill, which sells Brazilian side dishes and meats.

Eataly, which has an outpost in Los Angeles inside the famous Westfield Century City mall, is another place to find specialized dishes and products. The marketplace covers 67,000 square feet and includes nine take-away counters and more than 10,000 Italian products on its shelves. Even if you’re not in Los Angeles, you can visit Eataly in other major cities including Chicago and New York.

Boutique markets, like the Farmshop in Los Angeles, are good places to find curated goods and gifts. Some are local, while others are curated for unique selling points, such as products made through more sustainable farming practices or created by minority-owned companies.

If you want to see how locals shop and eat, check out a grocery store that specializes in a certain cuisine. For example, Mercado González in Costa Mesa, California — about an hour outside of Los Angeles — is a market that sells a vast array of produce and specialty ingredients that are important in Mexican cuisine like cactus, chayote and a variety of peppers. The candy section includes Mexican sweets like mazapan, which is a traditional, peanut-based candy.

The highlight is the food hall with vendors offering tortas (Mexican sandwiches), birria (a type of stew) and seafood. Fusion spots like Sushi El Sinaloense blend Japanese sushi with Mexican flavors.

Fresh tamales at La Tamaleria in Mercado González cost $3 each. A full combo meal including two tamales, rice, beans and toppings costs $10.

As the cost of dining out continues to rise, grocery stores are no longer just a pitstop for broke backpackers to load up on ramen.

Erewhon aside, most grocery stores sell affordable, quality meals. For instance, a pastrami sandwich at Farmshop’s adjacent fine dining restaurant costs $26 before tax and tip. But at the deli counter under the same roof, sandwiches start at $15. Budget-minded tourists might order one to eat on the charming Brentwood Country Mart patio for about half the price.

Plus, grocery stores afford conveniences that restaurants often don’t. There’s no reservation required. You’re generally not obligated to tip. And you might earn rewards by charging it to a grocery credit card. Even at pricey stores like Erewhon, browsing the aisles is free.