Jon García, the former aeronautical engineer behind Barcelona's popular Jon Cake cheesecakes, has opened his fifth establishment in Poblenou. The new shop launched two weeks ago. It expands the brand's offerings to include savoury dishes and plans for future gastronomic workshops.
García started his culinary venture in November 2020, during the height of the pandemic. He quickly gained traction, selling 100 cheesecakes weekly within just two months. He achieved this milestone through his energy and creativity, two qualities he believes define his success. "I always started with the idea of making the best cheesecake in the world, using an excellent product," García told Metrópoli.
His family initially discouraged him from a career in hospitality. They knew the demanding nature of the business from his grandparents, who ran a restaurant in Bilbao. However, García's deep passion for cooking led him to pursue this path, according to Metrópoli Abierta. He decided to take a break from engineering to study culinary arts, becoming hooked from the very first day.
From Aeronautical Engineer to Culinary Success
Jon García, born in Bilbao in 1991, moved to Vilassar de Mar at the age of seven. He has lived in Catalonia for most of his life. He pursued aeronautical engineering because it seemed like the expected academic path. His family encouraged him to avoid the challenging world of hospitality. Despite this, his love for the kitchen remained strong. The idea for Jon Cake came to him during an eight-hour car journey from Carranza during the pandemic. He was unemployed at the time. He set himself the goal of selling ten cheesecakes daily, which marked the start of his successful business.
The Pandemic's Sweet Opportunity
For García, the pandemic provided an ideal moment to start his enterprise. Many people were at home, spending significant time on social media platforms like Instagram. This made it easier to reach potential customers directly. "Everyone was at home using Instagram almost all day, so it was relatively easier to reach people," he explained. The project took off almost immediately. He started making cheesecakes in November, and by December, he was already operating from a professional workshop. In January, weekly sales reached 100 cheesecakes. By February, a friend joined the team, and production doubled to 200 cakes per week. Another person joined fifteen days later, pushing weekly sales to 300 cheesecakes. This rapid growth proved the concept's strength.
Barcelona's Cheesecake Boom
García believes the "cheesecake fever" in Barcelona began during the pandemic. Many people started baking the popular La Viña cheesecake at home. Jon Cake launched two or three projects in late 2020 and early 2021. Soon after, many other businesses entered the market. Cheesecakes proved to be an attractive, easy-to-sell, and visually appealing dessert. The market experienced a significant boom in 2021, with continued growth in 2022, 2023, and 2024. García anticipates the market will stabilise in 2025. He expects a slight decline in 2026 as the initial novelty wears off. However, Jon Cake continues to thrive by focusing on its core values.
Quality Over Quantity: Jon Cake's Approach
García differentiates his business from models that offer cheesecakes at very low prices, sometimes as little as one euro. He sees these as targeting different audiences and experiences. "It's a completely different business model that shouldn't be compared," he stated regarding low-price competitors. Jon Cake focuses on using excellent products and high-quality raw materials, without additives. A 150-gram slice typically costs around five or six euros. His primary customers are mostly women aged 30 to 45, often young locals. Tourists also form a significant part of his clientele, especially at locations like El Born. Tourists often show more willingness to pay higher prices for trendy food experiences. García acknowledges that not everyone values paying more for confectionery, but he stands by his commitment to quality ingredients, which naturally incurs a higher cost.
Poblenou Expansion and Future Plans
The biggest challenge for Jon Cake has been maintaining quality standards across multiple locations. The business started as a small project with four people overseeing everything. Now, the team has grown to over 50 employees. Despite this expansion, the focus remains on producing excellent cheesecakes and providing a great customer experience. The new Poblenou shop features a large workshop, enabling new business lines. This location allows them to incorporate a savoury offering, known as "planchados." These items are made from a butter bun with cheese as the main ingredient, catering to Barcelona residents who often prefer savoury breakfasts. While the space is suitable for workshops, García prefers to wait until the project is more established before starting them. The Poblenou location aims to serve Barcelona residents more than tourists, offering a local spot for enjoyment. The initial reception in the neighbourhood has been very positive. García intends to continue making the best cheesecakes possible and providing an excellent experience for all visitors.
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Originally published by Metrópoli Abierta - Urban Life. Read original article.
