Belen De La Cruz

What Belen De La Cruz does

Belen De La Cruz is a privately held, founder-owned Argentine-style bakery founded in 2019 by Belen de la Cruz, who relocated from Buenos Aires to Atlanta. The company operates six retail bakery locations across Georgia (Johns Creek, Marietta, Atlanta Beltline, Atlanta Chattahoochee The Works, Savannah) and Texas (Dallas), plus a mobile food trailer for events. Its core product portfolio spans four categories: empanadas (11+ flavors including gluten-free options), custom cakes baked to order, Argentine pastries baked fresh daily, and charcuterie boards and cones. Three service offerings complement the retail business: full-service catering for corporate and private events, in-person cooking classes priced at $85 per person, and USDA-certified wholesale distribution to 20+ partner retailers, cafes, and markets across Georgia, South Carolina, and Texas. Online ordering runs through third-party platforms Clover and Toasttab rather than proprietary commerce infrastructure.

The business is bootstrapped with no disclosed institutional funding and is operated by the founder with support from family. Its go-to-market combines direct-to-consumer retail, wholesale channel distribution, event catering, and experience-based revenue from cooking classes. Pricing is unit-based across all product lines, ranging from $2.20 pastry bites to $90 large charcuterie boards and $45+ custom cakes. Marketing has been driven primarily by earned media coverage across local Atlanta and Savannah outlets, national and international press, and direct email for catering and wholesale inquiries rather than paid acquisition.

The underlying production capability rests on traditional Argentine baking and empanada-making techniques, USDA-certified production enabling wholesale distribution, and family recipes including signature dulce de leche usage. There is no proprietary technology platform, no AI/ML capability, and no mobile application; customer-facing technology is limited to Clover and Toasttab integrations for ordering.

Name

Belen De La Cruz

Legal name

BELEN DE LA CRUZ

Website

https://belendelacruz.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Belen De La Cruz is an Argentine-style bakery founded in 2019 operating six retail locations across Georgia and Texas, selling empanadas, custom cakes, pastries, and charcuterie, supplemented by catering, cooking classes, food trailer service, and wholesale distribution to 20+ partner retailers in the Southeast.

Ownership category

akta.pro rank

Product category

Artisanal Bakery

NAICS

Retail Bakeries (311811), Baked Goods Retailers (445291), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Retail-Eating & Drinking Places (5810), Sugar & Confectionery Products (2060)

akta.pro primary industry

Ethnic & Regional Bakeries (e.g., Middle Eastern, Asian, Latin) (THAFAFAJ)

akta.pro secondary industries

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Bread & Pastry Specialty Stores (CRAHAGAC), Patisseries & Dessert Boutiques (CRAHAGAB), Ethnic Bakery, Confectionery & Snacks Wholesale (AFAIAIAE)

Keywords

• Argentine baked goods
• Artisanal empanadas
• Custom celebration cakes
• Event catering services
• Wholesale bakery distribution

Headquarters

HQ city

Alpharetta

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: One-time purchase of empanadas, pastries, and cakes for immediate consumption at retail locations or via online ordering.
2. Catering Services: Catering services for events including corporate functions, team meetings, and private gatherings, featuring empanadas, charcuterie boards, pastries, and salads.
3. Wholesale Distribution: Wholesale distribution of empanadas to partner retailers and restaurants across Georgia, South Carolina, and Texas.
4. Cooking Classes: Group cooking classes in Atlanta teaching Argentine cooking techniques. $85 per person for groups of 4+, with Basic Cooking Skills, Brunch, and Risotto options.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels3 records

Core offering

Belen De La Cruz bakes and sells handcrafted Argentine empanadas, custom cakes, pastries, and charcuterie boards through six retail locations in Georgia and Texas. The company also offers catering for events, in-person cooking classes, a mobile food trailer, and USDA-certified wholesale distribution to partner retailers across the southeastern United States.

Product overview

Belen De La Cruz is an Argentine bakery specializing in empanadas, pastries, cakes, and charcuterie. The company operates as a multi-category food service business with a core portfolio of four main product lines (Empanadas, Cakes, Pastries, and Charcuterie) complemented by three service offerings (Catering, Cooking Classes, and Wholesale distribution). Products are available through six retail locations in Georgia, Savannah, and Dallas, an online ordering system integrated with Clover and ToastTab platforms, a mobile food trailer for events, and wholesale distribution to third-party retail partners. The wholesale operation is USDA-certified, enabling broader market distribution.

Differentiator

Problem solved

Functional benefit

Products and services

• Empanadas Handcrafted Argentine empanadas made with top-quality ingredients, available in 11–12 varieties including Beef, Cheesy Beef, Chicken, Chicken Cheese, Ham & Cheese, Spinach, Butternut Squash, Caprese, Two Cheese, Onion, Corn, Bacon, and Mushroom, with gluten-free options. Sold to individual consumers at retail locations and to wholesale partners.
• Cakes Custom cakes baked to order with no preservatives, including Wedding Cakes, Argentine Classics (Rogel Cake, Marquise Cake, Chocotorta), Traditional Flavors (Carrot Cake, Apple Cake, Tres Leches), Shape Cakes, and Seasonal Specials. Starting from $45 for standard cakes and $65 for letter and number cakes.
• Pastries Argentine confections and bite-size treats baked fresh daily, including Alfajores, Cake Pops, Flan, Havanettes, Marquise Squares, and Mousse Shots, with prices ranging from $2.20 to $5.50 per item.
• Charcuterie Boards & Cones Artfully arranged charcuterie featuring premium cheeses, meats, nuts, dried fruit, olives, and crackers, available as boards (2 servings $35, 6 servings $60, 14 servings $90) or individual cones (Meat & Cheese Cone $15, Empanada Pop Cone $13, minimum 4).
• Catering Full-service catering for team meetings, corporate functions, and family gatherings, featuring empanadas, charcuterie boards, salads, Caprese Sticks, Chipa, Medialunas, Chori Bites, desserts, and cakes. Includes a food trailer for outdoor events.
• Cooking Classes In-person cooking classes taught by founder Belen de la Cruz covering Basic Cooking Skills, Brunch, and Risotto, offered as private or group sessions at the store or customer homes at $85 per person for groups of 4+ over approximately 3 hours.
• Food Trailer Mobile food trailer available for outdoor events and gatherings, bookable through the catering contact, extending the catering service to outdoor venues.
• Wholesale Distribution USDA-certified wholesale distribution of empanadas and baked goods to 20+ partner restaurants, cafes, wine bars, and markets across Georgia, South Carolina, and Texas.

Quantifiable outcome

• 11 different empanada flavors available at Savannah location

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

21 partnerships are on record, tiered minor.

• Atlanta Golf & SocialminorChannel Partner/ Reseller/ DistributorWholesale partner located at 5346 Peachtree Rd, Atlanta, GA 30341. Carries Belen de la Cruz empanadas for resale.
• Brewhouse CafeminorChannel Partner/ Reseller/ DistributorWholesale partner located at 401 Moreland Ave, Atlanta GA 30307. Carries Belen de la Cruz empanadas for resale.
• Belen BistrominorChannel Partner/ Reseller/ DistributorWholesale partner located at 115 Sycamore St, Decatur, GA 30030. Carries Belen de la Cruz empanadas for resale.
• Doghobble Wine FarmminorChannel Partner/ Reseller/ DistributorWholesale partner located at 10 Roy Grindle Rd, Dahlonega, GA 30533. Carries Belen de la Cruz empanadas for resale.
• Doghobble BlueRidgeminorChannel Partner/ Reseller/ DistributorWholesale partner located at 598 East Main St, Blue Ridge, GA 30513. Carries Belen de la Cruz empanadas for resale.
• El PonceminorChannel Partner/ Reseller/ DistributorWholesale partner located at 939 Ponce de Leon Ave NE, Atlanta, GA 30306. Carries Belen de la Cruz empanadas for resale.
• FreddominorChannel Partner/ Reseller/ DistributorWholesale partner located at 5070 Peachtree Blvd, Chamblee, GA 30341. Carries Belen de la Cruz empanadas for resale.
• Grubs MarketminorChannel Partner/ Reseller/ DistributorWholesale partner located at 511 Main St SW, Gainesville, GA 30501. Carries Belen de la Cruz empanadas for resale.
• Green Picks MarketminorChannel Partner/ Reseller/ DistributorWholesale partner located at 5255 Peachtree Blvd, Chamblee, Suite 104, Atlanta. Carries Belen de la Cruz empanadas for resale.
• Lucy's MarketminorChannel Partner/ Reseller/ DistributorWholesale partner located at 56 E Andrews Dr NW, Atlanta, GA 30305. Carries Belen de la Cruz empanadas for resale.
• Pop's Coffee CominorChannel Partner/ Reseller/ DistributorWholesale partner located at 11444 Alpharetta Hwy, Roswell, GA 30076. Carries Belen de la Cruz empanadas for resale.
• Sanyos CoffeeminorChannel Partner/ Reseller/ DistributorWholesale partner located at 6409 Jimmy Carter Blvd, Norcross, GA 30071. Carries Belen de la Cruz empanadas for resale.
• Simple Fresh MarketminorChannel Partner/ Reseller/ DistributorWholesale partner located at 255 Village Pkwy NE STE 760, Marietta, GA 30067. Carries Belen de la Cruz empanadas for resale.
• WhiteTail CoffeeminorChannel Partner/ Reseller/ DistributorWholesale partner located at Reformation Pkwy, Canton, GA 30114. Carries Belen de la Cruz empanadas for resale.
• Wholesome BowlsminorChannel Partner/ Reseller/ DistributorWholesale partner located at 105 S Center St, Thomaston, GA 30286. Carries Belen de la Cruz empanadas for resale.
• Good To Go GreenvilleminorChannel Partner/ Reseller/ DistributorWholesale partner with locations at 209 W Antrim Drive, Greenville, SC 29607 and 330 Scuffletown Rd, Simpsonville, SC 29681. Carries Belen de la Cruz empanadas for resale.
• Pinkies CoffeeminorChannel Partner/ Reseller/ DistributorWholesale partner located at 3900 Cedar Springs Rd, Dallas, TX 75219. Carries Belen de la Cruz empanadas for resale.
• Eat Catering ConceptsminorChannel Partner/ Reseller/ DistributorOnline wholesale partner. Carries Belen de la Cruz empanadas for resale through online orders.
• Color Caffe ExpressminorChannel Partner/ Reseller/ DistributorWholesale partner. Carries Belen de la Cruz empanadas for resale.
• Food TruckminorChannel Partner/ Reseller/ DistributorFood truck wholesale partner. Carries Belen de la Cruz empanadas for resale.
• Kroger (Beltline)minorChannel Partner/ Reseller/ DistributorRetail location partnership at 725 Ponce de Leon Ave, GA. Belen de la Cruz products available at Beltline Kroger location.

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Nothing Bundt Cakes: Large multi-location retail bakery franchise specializing in celebration cakes and dessert catering across the U.S. Comparable retail bakery footprint, cake-led product mix, and event catering channel.
• Milk Bar: Multi-location retail bakery known for signature cakes, cookies, and soft-serve with nationwide shipping. Comparable retail bakery storefront strategy, custom cake product line, and brand-led expansion.

Direct peers

• Buenos Aires Café: Long-running Argentine restaurant and bakery on the U.S. East Coast serving empanadas, pastries, and Argentine comfort food. Comparable ethnic Argentine food positioning and bakery/dessert product mix.
• Carlo's Bake Shop: Celebrity-founded retail bakery known for custom celebration cakes and pastries, operating multiple storefronts and a national shipping program. Comparable custom-cake-led, founder-brand-driven retail bakery model.
• Magnolia Bakery: Iconic multi-location U.S. retail bakery famous for cupcakes, banana pudding, and custom cakes with catering and nationwide shipping. Comparable retail bakery model, custom cake business, and brand-driven expansion trajectory.
• Empanada Dada: Argentine empanada shop in Denver offering handcrafted empanadas, pastries, and catering through retail storefronts and wholesale. Directly comparable product category, customer base, and multi-channel GTM to Belen De La Cruz.
• Toli Moli Argentine Empanadas: Argentine-style empanada-focused multi-location U.S. concept with retail and franchise operations. Directly comparable Argentine empanada category, retail storefront model, and growth trajectory.
• Baked by Melissa: Multi-location retail cupcake and bite-size baked goods concept with nationwide shipping. Comparable retail bakery storefront strategy, bite-size pastry product category, and gift/celebration positioning.

Regional players

• Patagonia Argentine Steakhouse: Argentine restaurant group offering empanadas, pastries, and traditional fare in the U.S. Comparable Argentine cuisine category, restaurant/retail hybrid model, and customer overlap.
• Susy's Bakery: Hispanic/Latin bakery operating retail storefronts in the Atlanta metro, offering traditional cakes, pastries, and Latin American baked goods. Comparable regional Hispanic bakery positioning in the same Atlanta geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Belen De La Cruz