Pastelitos and cafecitos could break into new markets through Medley-based Cuban bakery
chain Vicky Bakery.
Founded nearly 50 years ago, Vicky Bakery kept its 15-store footprint contained to just Miami-
Dade and Broward counties. Now, co-owners Pedro Cao, Fernando Oramas and Alex
Santiago aim to open 50 locations of the family-owned brand across the U.S. over the next five years, the Business Journal has learned.
Cao, who helped found the company along with his father in 1972, said some of the new
locations will be company-owned, but the biggest batch will open through licensing partnerships.
He said the chain already has between 150 and 200 interested potential licensees.
The brand has grown mostly through licensing agreements over the last 10 years, with a majority
of its locations in the last decade opening through outside partners. Santiago said the company
purposefully slowed its expansion as they built up manufacturing capabilities at the warehouse in
Medley, just west of Hialeah.
They are currently in the process of developing a training program for new locations, which
stalled the company’s growth plans until now, he said.
“We quickly reached the point where the three of us can’t handle it all,” Santiago said. “To be
able to achieve the standards that we uphold to, we needed help.”
Once the training program is in place, the next step would be national shipping and distribution.
He said shipping could be ready to launch early next year. Frozen versions of iconic Vicky Bakery
products will be available for purchase online for consumers to reheat at home.
Vicky Bakery’s online expansion will allow the company to see where physical store locations in
other markets in the U.S. could do well. One such market that the company already plans to
break into is North Carolina, where Oramas will move to and help facilitate new openings there.
Oramas said he expects to open the first Vicky Bakery outside of Florida in 2020 or 2021.
Part of the company’s plan for success in new markets is an updated store design. The company
partnered with a new design team to create a more modern, updated Vicky Bakery look, Santiago
“We’ve locked in that 80-year-old Cuban demographic,” he joked. “Now we’re trying to bring in
and be accessible to my daughters.”
The company doesn’t plan to remodel already-established locations, as those perform well with
the “old school” aesthetic, Cao said. However, all new stores will carry the updated design.
South Florida won’t miss out on the beloved brand’s expansion. There are plans to open new
Vicky bakeries in Palmetto Bay, Hollywood and Fort Lauderdale, Cao said.
Santiago likened Vicky Bakery’s expansion path to a game of the board game Risk.
“We started on this peninsula, and we’re going to work our way up until we take over all of North
America,” he joked.