Ronnie Fieg is not just selling sneakers and sweats anymore. The Kith founder quietly folded a new food concept into his West Hollywood universe last Friday, when Ronnie’s Pronto started serving on Sunset Boulevard. The street-facing, grab-and-go counter now dishes out breakfast and lunch sandwiches, bowls, espresso drinks and a signature frozen coffee drink called the Pronto Freeze from the ground floor of Kith’s revamped flagship.
Flagship Relaunch And A Street-Side Counter
The counter is part of a full ground-floor redesign that reimagines Kith’s West Hollywood flagship as a blend of retail and hospitality. According to Kith, Fieg hosted a ribbon-cutting before opening Ronnie’s Pronto at 8 a.m., slotting the sandwich shop alongside early-access product drops and other in-store activations meant to keep the space buzzing throughout the day.
Menu Highlights
Mornings run late here, with breakfast sandwiches stretching well into the a.m. lineup. Ronnie’s Favorite stacks scrambled egg, tomato, mayonnaise and avocado on focaccia, while the Say Less keeps it classic with a bacon-egg-and-cheese on a kaiser roll. Lunch turns things up with a caprese on focaccia, the Mila Meltdown grilled cheese pressed on waffle-shaped Japanese milk bread, the Wagyu Pronto loaded with RC Provisions pastrami and Swiss, and the Crispy Catch branzino sandwich. Those items, along with the extended breakfast window, were outlined by Eater LA, which also notes that Kith Treats shares the counter’s footprint.
Opening Day Energy
For the relaunch, Fieg worked the line himself, handing out Ronnie’s Pronto egg-and-cheese sandwiches to the first 100 guests after the ribbon cutting, underscoring the brand’s in-person moment, according to UncoverLA. The reopening also timed out with an exclusive Kith & New Balance 99X drop, a reminder that limited-edition releases and fresh sandwiches are now part of the same playbook at the flagship, as reported by Hypebeast.
Why This Matters
Kith’s latest move slots neatly into a wider retail shift toward turning stores into all-day lifestyle hubs, not just places to grab a hoodie and bounce. By mixing hospitality with exclusive drops and event-style programming, the brand is betting that customers will stay longer, spend more and treat the store like a cultural hangout, according to industry coverage from Sneaker News.
Practical Details
Ronnie’s Pronto lists weekday and weekend hours on Kith’s site, with service running at roughly 8 a.m. to 8 p.m. most days and shorter Sunday hours, and the page also highlights a collaboration with TRUFF for co-branded sauces. For the latest hours and the full menu, see Kith.
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