La Victoria is a Mission legend. The bakery / restaurant / coffee shop / small business incubator has been at the same location on 24th st since 1951. The owner, Jaime Maldonado, carries on the family tradition. His father started La Victoria back when the Mission was predominately Irish / Italian, making La Victoria one of the oldest Mexican businesses on 24th street. If you haven’t dipped your conchas in some fair trade, organic cafe con leche at La Victoria, you’re not really experiencing the gastronomic soul of the Mission.
La Victoria not only bakes pan dulce the old school, legit way (nothing frozen, dehydrated, etc), he serves as an incubator and launching pad for some of the more interesting food businesses in the Mission. Sour Flour (bagels, sourdough), Wholesome Bakery (vegan baked deliciousness), De la Paz (fair trade organic coffee), El Porteño (Argentinian empanadas), Luis Villavelazquez’s inventive Slow Sunday dinners (crazy interesting Mexican food) and a variety of pop-up dinner purveyors use La Victoria as their home base and ply their morsels from its storied kitchen.
The tiles and pan dulce recipes come from Mexico. The innovative approach to collaboration with other entrepreneurs comes from San Francisco. The result comes from, and defines, the Mission.
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