Florecita Panaderia, the Mission bakery known for its inventive seasonal conchas, is trading its tiny Bryant Street shoebox for a much bigger stage. The shop is set to move into the former Shuggie’s space at 3349 23rd St., with a target reopening date of Sept. 12. Owners Ximena and Jared Williams plan to close the Bryant Street location on Aug. 26 to make the jump. The new digs will mean a full coffee program and a larger pastry case, with conchas still running the show.
Plans for the Shuggie’s space
The couple plans to turn Shuggie’s bright orange front room into a production kitchen wrapped around a large pastry case, while the second dining room will host a coffee program they say will be paired with specific concha flavors. As reported by The San Francisco Standard, Florecita expects to partner with a Bay Area coffee shop, still to be decided, and invite local chefs for occasional pop ups.
From a cottage bakery to a fuller storefront
Florecita began as a cottage bakery and grew into a regular stop inside the Madelon work-live complex, where Ximena and Jared ran a compact pickup counter that often sold out on weekends. As outlined by Eater SF, the shop shared a tiny “bakery row” in the building and drew attention with concha flavors like blue corn and strawberry hibiscus.
What Shuggie’s closing opened up
Shuggie’s owners announced in June that the restaurant would close on July 11, citing rising costs and a slide in customer traffic. That decision left the corner of 23rd and Bartlett open for a new tenant, as reported by Mission Local.
What Florecita customers can expect
The Williamses say conchas will remain front and center, now joined by seasonal offerings and coffee pairings, like a guava concha with a guava latte. The shop will skip Wi Fi on purpose in an effort to keep attention on pastry trays and conversation instead of laptops. According to The San Francisco Standard, the bakery plans to source stone fruit and strawberries from the nearby 22nd Street Farmers Market and use the larger kitchen to widen its current concha lineup.
For the Mission, Florecita’s move signals a bigger footprint for a small, specialized bakery that has already built a following. Expect lines when doors open on Sept. 12 and plenty of concha orders from day one.
