Thousands of L.A. restaurants have come and gone since Norms first opened in 1949—including its first location, on Sunset near Vine. Fortunately, the diner institution has been going strong elsewhere in L.A. throughout the last 70 years, and for one day in October you can celebrate the enduring orange-and-white icon with prices that haven’t been, well, the norm in decades.
With 19 locations spread from Van Nuys to Huntington Beach and as far east as Riverside, the eye-catching pennant signs are almost synonymous with Los Angeles diner culture, while the oldest surviving location—the one on La Cienega—isn’t just a historic-cultural monument, but one of the best remaining examples of the mid-century Googie architecture movement.
You might not find La Cienega’s rock walls, bucket seats and angular, sloped roofs at all outposts, but you will find a classic diner menu—especially when it comes to breakfast. And to celebrate 70 years in business, Norms is offering a hearty breakfast across all locations on Wednesday, October 23: Stop by any Norms between 6 and 9am that day, and catch a plate hotcakes, two eggs any style and either bacon or sausage for only 70 cents.
The Bellflower-based restaurant family is also unveiling its first line of merch, which includes retro-inspired mugs and tees that can be found in all locations beginning October 7.
If you can’t wait until October 23 to get your near-freebies, the local chain is doing a giveaway today, September 30: Head over to the restaurant’s Instagram page, comment with your guess as to how many cups of coffee they’ve poured since 1949, tag a friend, and you could win a $100 Norms gift card. Just think about how many 70-cent breakfasts that could buy at the end of next month.
Update: Norms amended their merch launch date; this story has been updated to reflect this.
All Norms diners will offer the 70-cent breakfast special, which can be found on Wednesday, October 23, from 6 to 9am. You can find the full list of Norms locations here.