Magpies Softserve began with one simple idea: spread joy through dessert. Co-creators Rose and Warren Schwartz were not just looking to build a business, they wanted every person who tried their product to feel a moment of pure happiness.
What started as a passion project has grown into a neighborhood favorite with three Los Angeles locations, each run by a dedicated manager and a team of talented creators who bring new flavors and experiences to life.
At Magpies, we believe dessert is more than just a way to satisfy a craving. It is a way to bring people together. Our shops are places where neighbors connect, stories are shared, and smiles are served with every swirl.
Whether it is your birthday, a rough Tuesday, or a much needed break, Magpies is here for more than dessert. We serve joy, community, and connection, because sometimes Softserve is all it takes to create a wonderful lasting memory.
Magpies
Origin Story
Magpies Softserve began with a simple idea: to reimagine Softserve through the lens of chefs. Founded by partners Warren and Rose Schwartz, both classically trained chefs with deep roots in the Los Angeles food scene, Magpies was born from a love of nostalgic desserts and a desire to give them a modern twist.
We started with a question: What if Softserve could be more than just a base for sprinkles? What if it were made from scratch, with real ingredients and creative flavors inspired by classic desserts, flavors that evoke joyful memories from the past?
With that vision, we opened our first shop in Silver Lake in 2016. Our approach was simple: no shortcuts, no premade mixes, and always a chef’s attention to flavor, texture, and hospitality, rooted in the feeling of welcoming guests into our home.
We didn’t expect to spark a movement. But our Softserve and Softserve Pies quickly built a loyal following, foodies, kids, grandparents, vegans, dairy lovers, skeptics turned believers. People came not just for dessert, but for a moment: a birthday celebration, a breakup cure, a random Tuesday pick-me-up.
What began as a passion project has grown into a small family of shops across Los Angeles, each one deeply connected to the community it serves. We’re still experimenting, still curious, still chasing that perfect moment. And every dessert we make is guided by the belief that started it all.
"Dessert should be joyful. Softserve should be memorable. And good food, when made with love, brings people together."
– Warren Schwartz
"What began as a creative solution has become one of our proudest and most delicious innovations."
– Warren Schwartz
How the Softserve Pie Was Born
After opening Magpies in the summer of 2016 and approaching our first winter season, we faced a big question: Would people still walk through our doors for soft serve on a cold, rainy day? We knew that frozen desserts were enjoyed year-round, but we also knew we needed something guests could take home, stash in their freezer, and enjoy on their own time.
A few years before Magpies opened, I was running a hotel restaurant and had lost my pastry chef. While I searched for a replacement, Rose stepped in with an idea: she suggested using our small Italian machine at home to make ice cream, fill pie shells, and bring it to the restaurant. With my very limited pastry skills, I could still top it and serve it, and to my surprise, the pies were a hit. That experience planted the seed for what would later become the Magpies Softserve Pie.
During the final weeks of our first summer at Magpies, Rose suggested we try building pies using our most popular Softserve flavors and toppings. At first, sales were slow, people weren’t quite sure what to make of them. But word spread, and demand grew. Today, Softserve Pies are a major part of our business. They’re available not only in our shops, but online and at iconic venues like the Hollywood Bowl.
Chef Warren Schwartz
A classically trained chef, Warren Schwartz has spent decades in fine dining, blending refined technique with a passion for comfort-driven flavor. After graduating from the California Culinary Academy in San Francisco, Warren built his reputation in some of Los Angeles' most respected kitchens, where his thoughtful, ingredient-forward cooking earned him loyal followers and critical praise.
But it was outside the white tablecloth world—during late nights with fellow chefs, nostalgic food memories, and moments shared with family—that the idea for something radically simple began to take shape. Something joyful. Something cold.
In 2016, Warren and his partner, Rose, launched Magpies Softserve, a celebration of scratch-made Softserve and inventive Softserve Pies that play on classic nostalgic desserts from the many different ethnic backgrounds that comprise the fabric of Los Angeles. Drawing from their culinary background, Warren and Rose developed recipes that are both playful and thoughtful, offering both dairy and non-dairy creations that reflect the diversity of Los Angeles and the spirit of indulgence without pretense.
What started as a whimsical idea became a beloved institution, rooted in community, creativity, and a commitment to create a moment of happiness.
"What started as a whimsical idea became a beloved institution, rooted in community, creativity, and a commitment to create a moment of happiness."
