San Antonio’s most talked-about cinnamon rolls are about to get a home base.
Dough Baby, the Pearl Farmers Market vendor famous for oversized, iced cinnamon rolls and inventive kolaches, is graduating from weekend habit to full-time neighborhood bakery. The shop is scheduled to open July 18 in a small Olmos Park storefront on McCullough Avenue, where it will roll out a wider grab-and-go menu while keeping its popular weekend market stand. Fans can look for the same creative kolache flavors that turned the booth into a Saturday-Sunday ritual, plus new pastries and savory brunch items led by owner Nancy Fitch, a longtime local hospitality pro.
According to CultureMap San Antonio, Dough Baby’s first San Antonio bakery will open at 4219 McCullough Ave on July 18, with a grand-opening party set for 9 a.m. to 2 p.m. CultureMap reports that founder Nancy Fitch launched Dough Baby in 2024 and that the first 50 guests through the door will score a free cinnamon roll. Guests can RSVP via Eventbrite to be entered into a raffle for a gift card. The outlet also lists regular hours as Mondays and Wednesdays through Fridays from 7 a.m. to 2 p.m., and Saturdays and Sundays from 8 a.m. to 2 p.m.
As detailed by MySA, Dough Baby started as a weekend side project and grew into a market favorite after Fitch spent years managing the Pearl Farmers Market. MySA highlights her deep restaurant résumé, including time at Biga on the Banks and Rosario’s along with earlier cafe ventures, and notes that her cinnamon rolls and kolaches now draw long lines on weekends.
What to Expect
At the Olmos Park storefront, the menu will stretch well beyond the usual market lineup. CultureMap San Antonio reports that Dough Baby will add baby cakes, seasonal pies, zucchini bread and cookies, while keeping the Texas-sized, iced-to-order cinnamon rolls front and center. The bakery will also lean into savory options, with salads, gluten-free frittatas and a daily quiche on the board. Kolaches will keep their reputation for creativity, with fillings inspired by classic sandwiches such as ham and brie, muffaletta and Cubano.
From Market To Main Street
Dough Baby is not walking away from its roots. Pearl’s weekend vendor list still includes the bakery, so regulars can expect to keep finding the stand on Saturdays and Sundays. The Pearl Farmers Market vendor map shows Dough Baby remaining part of the market lineup, while the brick-and-mortar shop handles weekday traffic and larger orders.
If you are planning to hit the July 18 opening, showing up early would be wise. A neighborhood bakery debut with free cinnamon rolls is almost guaranteed to draw a crowd, and the giveaways will disappear fast. Local coverage from CultureMap San Antonio and MySA provides the initial reporting and background for anyone who wants the full story before joining the line.
