Industry News | October 25, 2012

LeChurro Dips Its Way into New York City

LeChurro, NYC’s new destination for authentic Spanish churros, opened October 24 at 1236 Lexington Avenue (between 84th and 83rdStreets).

LeChurro aims to combine tradition with modern innovation by offering old-fashioned, made-to-order churros, served in beautiful packaging in a fun and friendly environment.

The store will offer cones of churros (cucurucho means cone), mini churros, chocolate-dipped churros (bombon), and filled churros (with both sweet and savory fillings).

For a twist, the churros can be accompanied by several different flavors of dipping sauces, such as hazelnut chocolate, raspberry, passion fruit, and milk caramel, among others. 

LeChurro uses only simple ingredients to make its churros. Dairy and egg free, the churros at LeChurro are vegan.

The store’s specialty churreria equipment was shipped from Spain, and LeChurro arranged to have a real churrero come to New York and train the employees on how to make churros the way they make them in Spain.

Specialty drinks will also be available, including Spanish-style hot chocolate (a thick, creamy style drink in which Spaniards dunk churros), coffee, espresso, and teas.

Seasonal drinks will also be available. LeChurro has partnered with premier coffee roaster LaColombe to implement its coffee program.

Churros can be enjoyed at LeChurro (there is seating for 10) or to go. LeChurro uses a cardboard cone with a flap that folds out to hold dipping sauces for those who wish to eat their churros on the go.

One wall of the shop features whimsical pictograms. They were hand-illustrated by a group of young and talented artists from Spain, whose work has primarily developed on the streets but who have conquered the hearts of many, including LeChurro’s owner, with their projects in South Africa, Norway, Berlin, and Sao Paolo.  

The artists’ wall captures LeChurro’s approach to making churros: “handmade with love.”

The store’s proprietor, Elena Madariaga, is a native of Spain but longtime resident of New York. She was inspired to open the store after realizing during her summers in Spain that she was actually spending all afternoon at a local churreria with her children, who fell in love with the flavor and the experience of authentic Spanish “chocolate con churros.”