The story behind La Churreria is a tale of deep-rooted love for churros and a man's desire to share the most genuine essence of Spain.
In 2011, Jesus Manso, better known as Lolo, was walking around the Lower East Side and noticed lots of young people coming out of the clubs after a night of fun. This sight instantly transported him back to his youth in Madrid, particularly to the vibrant neighborhood of Malasaña, where indulging in chocolate with churros after a night of clubbing was a cherished tradition among Spaniards. It was at that moment that Lolo had a revelation – as he likes to call it, an 'Eureka!' moment.
Already the owner of Socarrat Chelsea and on the brink of opening another location in Nolita, Lolo saw an opportunity to bring the authentic flavors of Spain to the heart of the city. For him, it wasn't just about a business opportunity; it was more about capturing the essence of Spain and sharing his love for the country with the people in NYC.
From locals to visitors from around the world, La Churreria is a beloved gem. Each churro is lovingly crafted and made-to-order at our original downtown spot, with some employees who have been with us since the start, more than a decade ago. Lolo often insists that what makes our churros stand out is the high quality ingredients and our passion and care with which they are handcrafted.
The secret (not so secret) behind La Churreria’s authenticity
Close your eyes and let the taste of our churros transport you straight to Madrid...
We've brought a slice of Spain to the heart of the Big Apple, preserving the very essence of the Spanish churro. Since we can't take all New Yorkers off to Spain, we've brought the significant elements from our homeland to ensure we serve up the most authentic churros.
At the core of our creations lies our imported flour from Spain, maintaining the consistency and fluffiness that define our churros. This not only preserves their genuine flavor but also ensures a unique taste, thanks to the local wheat varieties used in Spanish flour production.
