Michelle Mungcal and Ken Concepcion, with their daughter Frankie, own and operate Now Serving, Los Angeles’ only dedicated cookbook shop, located in Chinatown.
Established in 2017, Now Serving is a gathering space for industry professionals, homecooks, eaters and the culinarily curious. With extensive experience in food and hospitality (Concepcion cooked professionally for nearly two decades), they have tightly edited a mix of lifestyle items, kitchen tools, knives and collection of titles focusing on regional cuisines, international voices, renowned chefs, celebrated writers, independent presses and magazines.
Prior to the pandemic, Now Serving's event programming included in-store author talks and signings, as well as community-driven collaborations. These events have since gone virtual as the shop has pivoted to a completely digital platform online allowing Mungcal and Concepcion to continue to connect to their guests and feel some type of normalcy in these unprecedented times.