The Merendona
Pastelería La Merendona is a single-location artisan pastry shop in Madrid's Salamanca district that makes handmade celebration cakes and sells them direct-to-consumer via a Shopify storefront, with refrigerated nationwide shipping across mainland Spain and same-day delivery within Madrid's M30.
- Company typePrivate
- Founded-
- HeadquartersMadrid, Spain
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Merendona does
Pastelería La Merendona is a single-location artisan pastry shop ("pastelería") operating as Pastelería La Merendona in Madrid's upscale Salamanca district, with its workshop ("obrador") and retail showroom at Calle del Gral. Pardiñas, 3. The company specializes in handmade celebration cakes (tartas artesanales) — birthday cakes, gender-reveal cakes, customized premium designs, and illustrated gift-box cakes — alongside ancillary products such as brownies, cookies, celebration packs (balloons and candles), coffee and tea pairings, and ESCRIBANA-branded personalized stationery cards. It serves individual consumers in Madrid and across mainland Spain purchasing cakes for birthdays, gender reveals, gifting and special occasions.
The business is structured as a direct-to-consumer e-commerce operator built on Shopify, with no mobile app, no public API or SDK, and no disclosed enterprise integrations. Fulfillment runs through three channels: in-store pickup at the Madrid obrador (open Monday–Sunday), refrigerated nationwide shipping to mainland Spain (excluding the Canary and Balearic Islands), and same-day delivery within Madrid's M30 ring road for orders placed before the 3 PM cutoff; free shipping applies from €68. Marketing is concentrated on organic social (Instagram, Facebook, TikTok), on-site SEO, and the Merenclub email newsletter loyalty program.
La Merendona monetizes through one-time unit sales of artisan baked goods, with celebratory cakes starting from €38.50 (e.g., Tarta Valentina) and gift/skus such as the ESCRIBANA double cards at €14.90 for six units; the headline customer segment is persona-based, horizontal, and skewed to occasion-driven individual buyers. The company has 1–10 employees, is privately held with no disclosed funding rounds, no parent company, no management team listed, and no certifications, awards, patents, or regulatory actions in the source material.
The Merendona firmographics
Firmographics- Name
- The Merendona
- Legal name
- Pastelería La Merendona
- Website
- https://lamerendona.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pastelería La Merendona is a single-location artisan pastry shop in Madrid's Salamanca district that makes handmade celebration cakes and sells them direct-to-consumer via a Shopify storefront, with refrigerated nationwide shipping across mainland Spain and same-day delivery within Madrid's M30.
- Ownership category
- akta.pro rank
The Merendona industry classification
Industry- Product category
- Artisan Bakery (Celebration Cakes and Pastries)
- NAICS
- Baked Goods Retailers (445291), Retail Bakeries (311811)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Cake Shops & Custom Celebration Cakes (THAFAFAC)
Keywords
Where The Merendona is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
The Merendona business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Artisan cake and pastry retail: One-time purchase model for artisan handmade cakes, brownies, cookies, and celebration products sold directly to consumers through their e-commerce platform and physical store.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Tartas (Cakes) - Starting from €38.50 |
| Unit Pricing | Pay-as-you-go | Cards and stationery - €14.90 for 6 units |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
The Merendona product offering
Product offeringCore offering
Pastelería La Merendona is an artisan bakery that handcrafts celebration cakes (tartas), brownies, cookies, and complementary gift items (balloons, candles, personalized cards) in its in-house workshop (obrador) located in the Salamanca district of Madrid. Products are sold directly to consumers through a Shopify e-commerce site with refrigerated home delivery, same-day delivery within Madrid's M30 ring road, and in-store pickup at the workshop.
Product overview
Pastelería La Merendona is a traditional artisan pastry shop in Madrid operating as a single-location e-commerce bakery. The core product offering consists of handcrafted celebration cakes (tartas artesanales) made fresh in their in-house workshop (obrador), including birthday cakes, gender reveal cakes, customized designs, and gift boxes. The product portfolio spans celebration cakes organized by occasion (Tartas para Celebrar, Tartas Personalizadas, Tartas en Caja de Regalo Ilustrada), alongside complementary baked goods (Bizcochos y Galletas, Brownies), and add-on celebration items (Packs de Globos y Velas, Tarjetas Personalizadas, Café y Té). Customers can order online for home delivery within Madrid, national shipping (refrigerated), or in-store pickup.
Differentiator
Problem solved
Functional benefit
Products and services
- Celebration Cakes (Tartas para Celebrar) Handcrafted celebration cakes (birthday and themed cakes) made in-house for individual consumers hosting special occasions.
- Illustrated Gift-Box Cakes (Tartas en Caja de Regalo Ilustrada) Artisan cakes packaged in illustrated gift boxes, designed for gift-giving occasions.
- Custom Premium Cakes (Tartas Personalizadas) Premium customized cakes tailored to individual customer specifications for special occasions.
- Tarta Valentina (Peach and Passion Fruit Signature Cake) Signature handmade fruit cake featuring peach and passion fruit, positioned as a fruity and delicious celebration cake; priced from €38.50.
- Gender Reveal Cake (Tarta Gender Reveal) Chocolate cake with strawberries and cream, designed for gender reveal celebrations.
- Dot Cake (Viral Pre-Order Cake) Viral celebration cake sold by pre-order only, packaged in a Madrid gift box.
- Chocolate Brownie (Brownie de Chocolate) Dense and juicy handmade chocolate brownie sold as a standalone bakery item.
- Bizcochos y Galletas (Cakes and Cookies assortment) Handmade assortment of small cakes, brownies, and cookies (bizcochos and galletas) sold as a collection.
- Celebration Gift Packs (Packs de Regalo, Globos y Velas) Ready-made celebration bundles that combine a cake with balloons, candles, and decorative accessories, sold as a single packaged offering.
- ESCRIBANA Personalized Greeting Cards (Tarjetas Personalizadas) Personalized greeting cards from the ESCRIBANA stationery line, sold as a complement to cake orders (Bees collection: 6 double cards with envelopes for €14.90).
- Café y Té (Coffee and Tea) Selection of coffee and tea products sold to accompany pastry purchases and in-store merienda.
- CAJA HOY CELEBRAMOS (Celebrate Today Gift Box) Pre-assembled celebration gift box that bundles a chocolate cake with candles and a balloon for a ready-to-give celebration.
Companies that use The Merendona
Customer profileSegments1 record
Ideal customer profiles1 record
The Merendona technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Merendona partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ESCRIBANAminorESCRIBANA is a Spanish papelería (stationery) brand whose line of personalized greeting cards is sold alongside La Merendona's cakes. The partnership allows customers to purchase matching personalized cards to accompany their celebration cakes as a complementary gift option.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
The Merendona competitors and assessment
Company assessmentDirect peers
- La Duquesita: Iconic Madrid pastry and chocolate boutique in the Salesas neighborhood selling high-end handmade cakes, chocolates, and confections. Comparable as a premium Madrid celebration/destination patisserie targeting the same gift-giving consumer.
- Mamá Framboise: Spanish artisan bakery (Madrid origin) producing handmade cakes, cookies, and celebration pastries with a strong in-store and DTC presence. Closely comparable on product mix, brand tone, and Spanish urban-celebration use case.
- Celicioso: Madrid-based specialty patisserie (notably gluten-free) offering artisan cakes and pastries through a café/retail format. Comparable on product category, premium positioning, and Madrid-centric urban celebration-cake customer base.
- Madreamiga: Madrid-based artisan bakery and pastry shop with a similar DTC + in-store experience model and a comparable premium positioning in the city's specialty cake market. Directly comparable on product mix (handmade cakes, cookies, brownies), customer (urban celebration buyers), and price tier.
- Pomme Sucre: Spanish (Madrid-rooted) patisserie focused on artisan celebration cakes, macarons, and sweet creations. Comparable product range, premium price point, and urban celebration-driven demand pattern.
Emerging players
- Milk Bar: US-origin DTC and retail bakery brand built around signature cakes and viral dessert products with strong social-media-driven demand. Comparable on the DTC + viral-product + celebration-cake playbook that La Merendona is beginning to execute in Spain.
- Sprinkles: DTC and retail cupcake/cake brand that pioneered the celebrity-bakery-meets-DTC model with nationwide shipping. Comparable as a brand-led, premium-priced, shipping-capable cake retailer that La Merendona is mirroring at smaller scale in Spain.
Broad incumbents
- La Mallorquina: Historic Madrid pastry institution (operating since 1894) offering a wide assortment of cakes, pastries, and breads across multiple Madrid locations. Overlaps with La Merendona on product category and geography, but with a much broader portfolio and a tourist/historic brand position rather than DTC-led.
- Granier: Spanish bakery-café chain with hundreds of locations selling breads, pastries, cakes, and coffee across Spain. Competes with La Merendona in the bakery/cake category at a much broader, more convenience-oriented price tier, including in Madrid.
- Panaria: Spanish chain of artisan-style bakery-cafés offering breads, pastries, cakes, and catering. Competes in the same cake/celebration category in Madrid and across Spain but at a higher-volume, multi-location model.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Merendona social profiles
Digital presenceThe Merendona financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Merendona leadership team
Management profileNumber of profiles
The Merendona funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Merendona M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Merendona
What does The Merendona do?
Pastelería La Merendona is an artisan bakery that handcrafts celebration cakes (tartas), brownies, cookies, and complementary gift items (balloons, candles, personalized cards) in its in-house workshop (obrador) located in the Salamanca district of Madrid. Products are sold directly to consumers through a Shopify e-commerce site with refrigerated home delivery, same-day delivery within Madrid's M30 ring road, and in-store pickup at the workshop.
Is The Merendona a public or private company?
The Merendona is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Merendona founded?
The Merendona was founded in -1. It employs 1 to 10 people.
Where is The Merendona based?
The Merendona is headquartered in Madrid, Spain, in the Europe region.
How does The Merendona make money?
One revenue line is on record: artisan cake and pastry retail.
Who are The Merendona's main competitors?
Direct peers on record are La Duquesita, Mamá Framboise, Celicioso, Madreamiga and Pomme Sucre. Emerging players are Milk Bar and Sprinkles. Broad incumbents are La Mallorquina, Granier and Panaria.
Does The Merendona have an API?
No public API is recorded for The Merendona.
What industry is The Merendona in?
The Merendona's product category is Artisan Bakery (Celebration Cakes and Pastries). Its primary akta.pro industry code is THAFAFAC, Cake Shops & Custom Celebration Cakes. Its NAICS code is 445291 and its SIC code is 2050.