For many college students and young adults, brunch is more than just a meal, it’s a social ritual. My friends and I, like so many others in Southern California, spend weekends doing what friends naturally do: trying new cafés, chasing good coffee and hoping to find a go-to spot worth returning to. But more often than not, those outings end in frustration. And in a state where a casual brunch can easily cost $30 per person, the disappointment hits harder.
What should be an easy, enjoyable experience has increasingly become defined by long wait times, inconsistent service and food that rarely justifies the price. After one too many underwhelming outings, it’s clear this isn’t just a one-off experience, but part of a broader pattern across several popular spots.
My friends and I went to Between Us in North Park on a Sunday afternoon, expecting a relaxed brunch, but were met with disappointment. The issue wasn’t just one flaw, it was the entire experience. From start to finish, a single visit stretched to nearly three hours, factoring in the wait to be seated, the delay in service and the time it took to actually finish the meal. What made the experience more frustrating was that the restaurant appeared fully staffed, yet operations felt disorganized. Employees seemed unsure or inconsistent, creating a
sense of confusion rather than efficiency. When the food finally arrived, the portion sizes were underwhelming and the quality mediocre at best. For a meal that costs around $30 per person, the expectation is that it would feel worth it, but in this case, it didn’t.
On a Saturday evening, we stopped by Marta’s in North Park after hearing so much about it online. The space was busy and the energy was there, but the expectation didn’t follow through. My friend, Kimberly Capio, a fourth-year student majoring in biology, described her drink experience bluntly: the strawberry matcha “just tasted sour.”
In a café environment where matcha is often marketed as a specialty item, a poorly executed version can leave a lasting impression. Combined with long waits and inattentive service, the experience becomes difficult to justify.
Stopping by Izola Bakery in downtown San Diego on a random Wednesday evening presented a different kind of frustration: pricing. Known for its artisanal pastries and high demand, the bakery draws steady crowds, but the cost can be hard to ignore. Capio recalled paying around $15 for a single ham and cheese croissant, with other pastries exceeding $10 each. While customers may expect to pay more for specialty baked goods, the price-to-value ratio remains a point of concern.
On a Tuesday afternoon, my friends and I decided to try Barista Botanist in Pacific Beach after seeing it all over social media. The drinks weren’t bad, but just “underwhelmingly okay,” according to Capio, for a place that markets itself as anything but average. In a highly competitive café scene, that disconnect makes the experience feel overhyped rather than worthwhile.
Starlite in downtown San Diego underscores ongoing issues with service efficiency. We made a reservation days in advance for a Thursday night, expecting a smooth experience at such a popular spot. Capio described waiting nearly an hour just to place a food order, with the entire dining experience lasting close to two hours. While the interior design — with its dark, atmospheric setting and star-like visuals — stood out, the service ultimately detracted from the experience.
Across these experiences, a consistent theme emerged: a disconnect between expectation and reality. Social media has amplified brunch culture, turning cafés into destinations driven by aesthetics and hype. But when the fundamentals, i.e., timely service, quality food and fair pricing often fall short, customers are left questioning the value of their experience.
In a region like Southern California, where dining out is both a lifestyle and a financial commitment, that question carries weight. Brunch is meant to be a break from routine, a chance to connect and unwind. But when it becomes defined by long waits, inconsistent service and underwhelming meals, it may be time for diners to reconsider which spots are truly worth their time and money.
