WE WILL ALWAYS BE SMALL: CENTENARY CHILDREN'S DONUTS
2024/05/16
The five centuries-old pastry shops in Madrid make their first children's donuts
El Pozo, Casa Mira, El Riojano, La Mallorquina and La Duquesita, launch the initiative “We Will Always Be Small” to bring their brands closer to children and families
With more than 780 years of history, the five pastry shops propose celebrating Madrid Day with cloud donuts; white chocolate, raspberry and petazetas; with lollipop flavored donuts; milk chocolate donuts; and with hazelnut, gianduja and wafer donuts, dipped in milk chocolate and topped with raspberry and apricot
MADRIDULCE II EDITION. WE WILL ALWAYS BE SMALL.
Coinciding with the Madrid Festival, on May 15, five centenary pastry shops in Madrid, El Pozo, Casa Mira, El Riojano, La Mallorquina, and La Duquesita, launch the initiative “We will always be Small” together with Madridulce, to bring their brands to the little ones and share the culture of Madrid with children and families.
The five bakeries that have more than 780 years of history will work together and, in addition to the classic donuts, they will make for the first time a Children's donut that starts from the traditional one, but evolves into flavors recognizable by children.
For a few days, the five pastry shops will generate a unique circuit in the Madrid Festival and will propose visiting the five pastry shops and tasting their children's donuts, suitable for all audiences.
- El Pozo: cloud donut
The El Pozo pastry shop, founded in 1830, will invite you to discover its sugar cloud doughnuts.
“We are seven years away from turning 200 and the important thing is to achieve them, providing value,” says Estrella Leal, manager and third generation owner of El Pozo.
“Among the five centenarians we turn 780 years old. It's been many years but we don't feel old. Quite the opposite. And with this children's donut we hope to share our desire to do new things, to do things together, to show our brands and to teach the culture of Madrid,” says Estrella Leal.
- Casa Mira: white chocolate, raspberry and petazetas donut
Casa Mira will present its white chocolate, raspberry and petazeta donuts on a traditional May 15 donut dough.
“Casa Mira has always been a family business. There is a pride in what we do. We enjoy and take care of everything to the maximum because this is our Home. And from that point of view, we will always be small,” emphasizes Carlos Ibáñez, sixth generation of the family that founded Casa Mira in 1842.
Linked to this initiative, Carlos Ibáñez states that he would like “Casa Mira to be full of children” on San Isidro Day and invites the elderly “to be little again.”
- El Riojano: lollipop flavored donut
El Riojano starts from the classic version and will make a lollipop donut.
El Riojano is one of the pastry shops located in the center of Madrid that is always full of people and despite this, Roberto Martín affirms that he knows many of his customers because some have been with the brand for years. “El Riojano goes beyond a fashion and has generated personal relationships with the city of Madrid.”
“Now, on May 15, we would like to see our stores full of children because we want those who come after us to get to know our pastry shops,” adds Roberto Martín, about the challenge of pastry shops and centenarians to reach new audiences.
- La Mallorquina: chocolate donut
La Mallorquina bets on a donut with one of the favorite flavors of the little ones in the house: chocolate.
“We have never been a company but a pastry shop and when they ask us if we are the pastry shop of Puerta del Sol, it makes us very happy,” says Ricardo Quiroga, manager of La Mallorquina, which this year will celebrate 130 years in Puerta del Sol.
“Families, parents, then children have worked here because Mallorquina is a very close bakery and will always be very close,” and he emphasizes, with respect to this action, the importance “of bringing century-old brands also closer to the little ones” because -Ricardo Quiroga insists- “what we do is full of authenticity.”
- La Duquesita: hazelnut, gianduja and wafer doughnut, topped with raspberry and apricot
La Duquesita's children's donut starts with hazelnut, gianduja and wafer, and is finished with aromas of raspberry and apricot.
For Oriol Balaguer, La Duquesita will always be small due to the way it works and even if it grows, the cakes, pastas and puff pastries will be made one by one, in a very artisanal way, in search of the highest quality.
In the opinion of Oriol Balaguer, who recovered the brand in 2015, in addition to quality, the challenge is to innovate "and propose new flavors that invite people to open the door every day."
“For this reason, this year, five pastry shops with more than 780 years of history are going to make a children's donut because we would like to reach and excite our future users. Or rather to today's users: children."
On display from May 10
The five children's donuts are available from May 10 to 15 at El Pozo, Casa Mira, El Riojano, La Mallorquina and La Duquesita. The five pastry shops are the city's heritage and join Madridulce to tell their stories of generations and their contribution to maintaining quality traditional pastry in Madrid.
Past, present and future of Madrid pastries
- The hole. C/ del Pozo, 8
Founded in 1830, it is the oldest pastry shop in Madrid and continues to offer traditional sweets that are made every day in its bakery, among which its valued and renowned puff pastry or its roscón de Reyes, available all year round, stand out.
For three generations, the Leal family has run the old El Pozo pastry shop, an essential brand for Madrid that, on the verge of turning 200 years old, has respected the essence of its beginnings, with its original furniture, the marble and wood counter, the unique cash register machine or the classic two-pan scale.
C. del Pozo, 8
- Mira House. Career. of San Jerónimo, 30
Casa Mira opened its doors in 1842. The founder of the brand, Luis Mira, began traveling with his nougats from Jijona to Madrid and a few years later he opened the first store in the Plaza Mayor, which in 1855 he would move to Carrera de San Jerónimo, where he offers since then its renowned nougats.
Casa Mira spans six family generations and is considered the first nougat store in Madrid with artisanal manufacture and traditional ingredients, among which almond nougat and Jijona nougat stand out. It also offers marzipan, nuts, candied fruit, polka dots and brown glacé, always in its display cases.
- The Riojano. C/ Mayor, 10
Dámaso Maza was a pastry chef to Queen María Cristina de Borbón when, in 1855, she founded El Riojano. Without descendants, it was their pastry masters who gave continuity to the workshop.
For more than 150 years, personalities from Madrid society, families and sweet lovers have passed through the pastry shop on Calle Mayor who seek the most traditional flavors dedicated to each of the festivities, in addition to its emblematic Council pastry, created for Alfonso XIII.
In the centenary space, the most characteristic pieces from its origins and its 19th century showcases, counters and elements in marble, bronze and mahogany are preserved.
- La Mallorquina Founded in 1894. Puerta del Sol, 8
La Mallorquina is a family bakery that is directly associated with Puerta del Sol, in Madrid, where it welcomes Madrid residents with its most traditional pastries and with an extensive menu of desserts, cakes and chocolates, which has evolved to add new sweet references.
La Mallorquina de Sol offers, from its pastry shop on the main floor and its tea room on the first floor, its renowned cream or chocolate Neapolitans, truffles, strawberry cake, bamba de nata, tea pastries or the bartolillos.
With a very close connection to the city, the century-old brand has opened three new spaces in recent years in which it shares its pastry vocation.
- The Duchess C. of Ferdinand VI, 2
La Duquesita began in 1914 and during its history, linked to the Santamaría family, it established itself as one of the emblematic pastry shops in Madrid.
In 2015, after turning one hundred years old, it closed its doors for the first time and months later it reopened with the help of Oriol Balaguer, one of the most renowned pastry chefs in Spain.
In the new stage, the pastry shop preserved the original elements - mirrors, display cases and counters - and at the same time evolved its proposal to offer new references of puff pastry, cakes, chocolates, truffles and bonbons, along with desserts that propose new flavors and that change according to season.
More information, request for interviews and product tasting
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