Max & Helen’s: Building a Brand That Feels 100 Years Old

Building Max & Helen’s has been a lesson in patience and problem-solving for Creative Director Lily Rosenthal. Despite a few setbacks, the Los Angeles diner, a tribute to her grandparents, is now expected to open later this fall.

“The challenge was the waiting game,” Rosenthal said. “We’ve been eager to open for the past year, but with hold ups from the city and the permits, it took longer than expected. However, it might’ve been a blessing in disguise, we’ve been given more time to test and train.”

The extra time also allowed the team to refine every element of the brand from visual identity and menu development to staff training and social media presence. 

The goal was clear: to create a space and brand that feels timeless.

We want our guests to feel like this has been here for 100 years.

“We want our guests to feel like this has been here for 100 years,” she stressed. “No frills—just your local spot where you feel at home.”

Rosenthal’s approach centers on balancing nostalgia with modern sensibility. Every touchpoint from merchandise to menu language is designed to evoke the feeling of a cozy, small-town diner while maintaining relevance for contemporary guests.

“While creating the Max & Helen’s brand, the only question I ask myself is, ‘Would my grandparents say ‘oy’ or ‘that’s very nice?’ That’s the test,” she said. “We have Max’s fluffy eggs and Helen’s matzoh ball soup, but truly every aspect of this diner is with them in mind.”

That authenticity extends to the menu, which features classics including grilled cheese, burgers, fries, and milkshakes, appealing to both longtime diner fans and first-time visitors. The Gen Z entrepreneur recognizes how her peers interact with brands. Instead of relying on trends, she focuses on emotional connection, storytelling, and shared experience. 

“Our restaurant will appeal to Gen Z for the same reason it will appeal to every generation—we all have an appreciation for nostalgia. If this is your first old-school diner experience, you can stick to the childhood favorites."

Rosenthal leads the project alongside her husband and Head Chef Mason Royal, and her father, Phil Rosenthal, creator and star of the Netflix show, Somebody Feed Phil. 

Balancing family and business requires communication and shared priorities, she emphasized. 

“Set boundaries, communicate your needs, and make sure your values align.”

In addition to her restaurant role, Rosenthal co-wrote  New York Times bestseller Just Try It: A Phil and Lil Book with her father. A follow-up, Just Try It: Someplace New!, will be released next year. She will also appear in Tastemade’s upcoming original series “Forking Delicious,” where comedians and food personalities debate the top 100 must-try dishes as voted by viewers.