Chocolateria San Gines

What Chocolateria San Gines does

Chocolateria San Gines is a Madrid-based chocolate café and churrería founded in 1894, operating as a for-profit subsidiary of Spanish conglomerate Grupo Trapote through legal entity PASADIZO S.A. The flagship establishment at Pasadizo de San Ginés 5, located between Puerta del Sol and Teatro Real, serves traditional thick hot chocolate with churros and porras 24 hours per day, 365 days per year, complemented by three additional Madrid-format locations (López de Hoyos, Mercado de Prosperidad, Plazuela de San Ginés). The company derives revenue from four streams: on-site foodservice, an e-commerce store shipping chocolate powder, gift boxes, branded mugs, and confectionery across Spain and Europe, food delivery partnerships with Glovo and Uber Eats plus proprietary Tryotter integration, and an asset-light international franchise model with units in Japan, China, Colombia, Mexico, Argentina, USA, and Portugal, with Austin, Texas upcoming.

Its product portfolio centers on a proprietary chocolate recipe and traditional churro preparation technique maintained since 1894, extended since 2016-2017 into a gourmet confectionery line (truffles, turrones, panettone, chocolate-coated orange discs) co-developed with Chef Ricardo Vélez, winner of the 2017 Prix au Chef Pâtissier from the International Academy of Gastronomy. Distribution relies on direct walk-in service, third-party delivery aggregators, and a Stripe/PayPal/Apple Pay/Google Pay-enabled online store, while international growth is executed via franchising rather than corporate-owned expansion.

The company targets three core customer segments: Madrid tourists seeking an authentic cultural experience, local Madrileños (including those in newly-served neighborhoods) for whom the chocolate-with-churros ritual is habitual, and post-nightlife patrons in the Sol/Teatro Real area. Pricing is unit-based and accessible (mugs at €8, chocolate powder bags at €11.50, gift tins at €10-€30), with no subscription or contract model.

Name

Chocolateria San Gines

Legal name

PASADIZO S.A.

Website

https://chocolateriasangines.com

Company type

Private

Founded year

1894

Operating status

Operating

Headcount range

11–50 employees

Short description

Chocolateria San Gines is a 131-year-old Madrid chocolate café and churrería serving signature thick hot chocolate with churros 24/7 from its flagship in the historic Pasadizo de San Ginés, complemented by neighborhood Madrid outlets, an e-commerce store, and an international franchise network spanning seven countries.

Ownership category

akta.pro rank

Product category

Specialty Chocolate Café and Confectionery

NAICS

Snack and Nonalcoholic Beverage Bars (722515), Chocolate and Confectionery Manufacturing (31135), Retail Bakeries (311811), Confectionery Manufacturing from Purchased Chocolate (311352)

SIC

Bakery Products (2050), Sugar & Confectionery Products (2060), Beverages (2080)

akta.pro primary industry

Dessert Cafes (Coffee + Desserts) (THAFADAH)

akta.pro secondary industries

Chocolate & Confectionery Shops (THAFAGAD), Chocolate & Confectionery Patisseries (Bonbons, Truffles, Macarons) (THAFAFAL), Specialty Coffee Adjacent Beverage Bars (Chai, Cacao, Alternative Lattes) (THAFAKAH), Coffee Chains & Franchise Cafes (THAFADAB)

Keywords

• Traditional chocolate cafe
• Chocolate and churros
• Artisan confectionery
• Spanish gastronomy
• Specialty food retail

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. On-site consumption: Traditional walk-in service at flagship Madrid location and other branches, serving hot chocolate with churros and other beverages. Open 24 hours, 365 days per year.
2. E-commerce / Online store: Direct-to-consumer online sales of chocolate powder, gift boxes, mugs, metal tins, and chocolate delicacies shipped to Spain and Europe.
3. Food delivery partnerships: Third-party delivery via Glovo and Uber Eats platforms for local Madrid customers, plus proprietary delivery channel through Tryotter.
4. Franchise licensing: International expansion through franchise model with locations in Japan, China, Colombia, Mexico, Argentina, USA, and Portugal. Franchisees pay for brand rights and operational setup.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Chocolateria San Gines is a historic Madrid-based chocolate café founded in 1894 that serves traditional thick hot chocolate with churros and porras 24 hours a day, 365 days a year at its flagship Pasadizo de San Ginés location. The company also sells its proprietary chocolate powder, gift tins, branded mugs, and a line of artisan confectionery (truffles, chocolate coins, musical-note bonbons, nougat, panettone) created with pastry chef Ricardo Vélez through an e-commerce store and a network of international franchises across seven countries.

Product overview

Chocolatería San Ginés is a traditional Spanish chocolate house founded in 1894, operating as a single-location flagship establishment with multiple adjacent spaces in Madrid. The company offers an integrated product portfolio comprising: (1) onsite food service featuring their signature thick hot chocolate with churros and porras; (2) a retail online store selling chocolate powder preparations, confectionery items (truffles, chocolate coins, musical-note bonbons), and merchandise (ceramic mugs, decorative tins); and (3) an expanding international franchise operation. The core offering centers on traditional chocolate preparations with a proprietary recipe developed since 1894, complemented since 2016-2017 by a gourmet product line created with Michelin-awarded pastry chef Ricardo Vélez including truffles, nougat, panettone, and chocolate-coated confections. The company operates 24/7 at its main Madrid location and serves customers through its own delivery platform, third-party aggregators (Uber Eats, Glovo), and international shipping to Europe.

Differentiator

Problem solved

Functional benefit

Brands

• La Escondida: Second location at Plazuela de San Ginés, named after the historic nickname, offering specialties including savory options for non-sweet-tooth visitors.

Products and services

• Chocolate con Churros (on-site) Traditional thick hot chocolate served with fresh churros and porras at the flagship Pasadizo de San Ginés café in Madrid, available 24 hours daily, 365 days per year, for walk-in customers.
• Bolsa chocolate San Ginés para preparar 500g bag of chocolate powder mix with milk powder incorporated, allowing customers to prepare authentic San Ginés hot chocolate at home by adding water. Priced at €11.50 per bag.
• Caja metálica San Ginés con 2 bolsas de chocolate Elegant decorated metal tin gift box containing two 500g bags of San Ginés chocolate powder, priced at €30 (was €33). Designed for gifting or premium home enjoyment.
• Músicos de chocolates (Negro, leche y dulcey) Assorted chocolate bonbons in musical note shapes featuring dark, milk, and dulcey chocolate varieties, topped with mixed nuts, dried fruits, and candied orange peel. Priced at €13.50.
• Monedas chocolate negro Dark chocolate coin-shaped confections suitable for direct consumption or use in dessert recipes, priced at €9.50.
• Monedas chocolate con leche Milk chocolate coin-shaped confections suitable for direct consumption or culinary use.
• Trufas San Ginés Chocolate truffles created by pastry chef Ricardo Vélez (Prix au Chef Pâtissier winner, 2017), part of the gourmet San Ginés confectionery line.
• Turrón San Ginés Christmas nougat made with authentic San Ginés chocolate, available in varieties including dark chocolate with almonds, nuts, and milk chocolate with red fruits.
• Panetonne San Ginés Italian-style Christmas cake (panettone) made with San Ginés chocolate, featured in El Mundo newspaper.
• Discos de Naranja con Chocolate Orange slices coated in San Ginés chocolate, part of the gourmet chocolate-coated delicacy range.
• Taza – 'Logo San Ginés con Chocolate' Ceramic mug featuring 360° wraparound San Ginés logo print with white interior, oven-vitrified and dishwasher/microwave safe, priced at €8 (was €10).
• Taza – 'San Ginés Love' Limited edition ceramic mug expressing love with San Ginés branding, featuring interior color options (red, blue, green, orange) and a spoon integrated into the handle.
• Taza – 'Gentleman 1894' Classic ceramic mug commemorating the 1894 founding year, featuring single-sided print design.
• Taza – 'San Ginés White' White ceramic mug with 180° print featuring San Ginés branding.
• Taza – 'Mural Literario' 360° wraparound ceramic mug featuring literary mural design depicting the Pasadizo de San Ginés, honoring Valle Inclán and Benito Pérez Galdós.
• Taza – 'Capilla Sixtina' Limited edition ceramic mug featuring a Sistine Chapel art homage with green interior and 360° wraparound print.
• Lata San Ginés Decorative tin container with embossed relief design, evoking traditional grandmother's cookie tins. Available empty at €10, or filled with chocolate products.
• Delicias de Chocolate (adjacent store) Adjacent retail location at Plazuela de San Ginés offering truffles, ice creams, and other chocolate products made in-house, serving take-away, delivery, and online orders.
• International Franchise Operations Licensed San Ginés café operations operated by franchise partners in Japan, China, Colombia, Mexico, Argentina, USA, and Portugal, with Austin, Texas upcoming. Franchisees pay for brand rights and operational setup.

Quantifiable outcome

• 10,000 customers purchased chocolate powder takeaway in 2014 alone
• +2 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature1 record

Partnerships

Six partnerships are on record, tiered minor and core.

• NespressominorStrategic or Co-development Partner · 25 May 2017Collaboration for #AtelierNespresso #Distrito22 event where chef Sergi Vela created a chocolate and olive oil cream with panko crisp and dehydrated churro using San Ginés chocolate. Part of Nespresso's promotional activities showcasing Madrid district culture.
• GlovocoreChannel Partner/ Reseller/ DistributorFood delivery partnership allowing Madrid customers to order chocolate with churros for home delivery through Glovo's platform. Delivery radius approximately 3-4km from locations.
• Uber EatscoreChannel Partner/ Reseller/ DistributorFood delivery partnership for Madrid area allowing customers to order through Uber Eats application. Part of multi-platform delivery strategy.
• TryottercoreTechnology or IntegrationProprietary delivery platform integration (order.tryotter.com) providing direct delivery service to Madrid customers independent of third-party aggregators.
• Ricardo VélezcoreStrategic or Co-development PartnerAward-winning Chef Pâtissier who creates San Ginés' exclusive product line including truffles, turrones, panettone, orange discs with chocolate, and other chocolate delicacies. Won Prix au Chef Pâtissier from Academia Internacional de la Gastronomía in 2017.
• Grupo TrapotecoreOthersParent company owning Chocolatería San Ginés since 1990. Operates through subsidiary Pasadizo S.A. (CIF A-28219715). Also owns Barceló Hotel Group partnership for promotional activities.

Scale indicators9 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• Starbucks Reserve Roastery: Premium experiential coffee concept with tourist-destination stores and proprietary beverages. Comparable on the 24/7-ish, experience-led, tourist-corridor positioning though at much larger scale and broader assortment.
• Häagen-Dazs Café: Brand-operated dessert cafes in tourist locations offering premium ice cream and chocolate-based desserts. Comparable as a brand-extension dessert cafe model with global tourist-corridor presence.
• Valor (Chocolate Valor factories and museums): Beyond its cafes, Valor operates chocolate factories and a museum in Villajoyosa. Comparable vertically-integrated heritage chocolate brand combining production, foodservice, and tourism.
• Godiva Chocolatier: Global premium chocolate brand with cafe-style boutiques and extensive e-commerce. Comparable on the packaged/confectionery side and tourism-corridor retail positioning, though at vastly larger scale.
• Lindt Café (Lindt Chocolate Shops): Brand-operated chocolate cafes in major tourist cities serving signature hot chocolate and chocolate retail. Closest large-scale incumbent analog to San Ginés' chocolate-cafe-plus-retail model.

Regional players

• Chocolatería San Martín (Madrid): Historic Madrid chocolate and churros venue near Puerta del Sol, operating in the same corridor. Direct local competitor for chocolate con churros traffic in central Madrid.

Direct peers

• Ladurée: Parisian patisserie (1862) famous for macarons with both cafe service and global retail/online distribution. Comparable heritage positioning and combined cafe + packaged product business model targeting tourists and gift-buyers.
• Chocolatería Valor: Spanish chocolate specialist and cafe chain founded 1881, with multiple Madrid locations serving chocolate con churros and a broad chocolate retail range. Most directly comparable to San Ginés as a heritage Spanish chocolate bar operator.
• Café du Monde: New Orleans institution (1862) serving café au lait with beignets, 24/7, with strong tourist-driven traffic and iconic brand status. Comparable as a heritage single-product destination with continuous operation and tourist core.
• Angelina Paris: Iconic Parisian chocolate salon (1903) famous for its thick hot chocolate (Chocolat L'Africain) and Belle Époque décor. Closest international analog as a heritage single-category chocolate destination with both in-cafe service and retail products.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/chocosangines
• Facebookfacebook.com/ChocoSanGines
• LinkedIninstagram.com/explore/tags/chocolateriasangines
• Instagraminstagram.com/explore/tags/chocolateriasangines

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Chocolateria San Gines