Las Tartas de Julita is opening a new 140-square-meter shop in Alicante’s Calle de las Setas, offering visitors a chance to watch cheesecakes being made live. The launch event features free slices, music, and special prices, marking a return to the brand’s roots.
On Friday, July 17, Las Tartas de Julita will open the doors to its newest store in Alicante, inviting locals and visitors to experience the brand’s signature cheesecakes in a fresh way. The 140-square-meter shop, located at Calle San Francisco 62—known locally as Calle de las Setas—marks the company’s 19th location and a return to the city where founder Julia Sala first began baking.
The grand opening, set for 8:00 p.m., is designed as a public celebration. Attendees can expect live music, street performers, and a festive atmosphere, with the first 100 purchases rewarded with a complimentary slice of cheesecake. Throughout the event, three selected flavors will be available at a special price of €3.50 per portion, and guests will also be treated to free horchata and hand fans.
Live Baking and Store Design
What sets this new location apart is its open-concept bakery, fully visible from the street. Inspired by the brand’s Madrid Chueca shop, the bakery allows passersby to watch the entire process—from baking to finishing—of the cheesecakes that fill the display each day. The store’s design also features a large mirror facing the street, encouraging customers to capture and share their visit on social media.
Art and Atmosphere
Art plays a central role in the new shop’s ambiance. Works by Laura Sala are integrated into the décor, turning the space into a permanent showcase for her paintings. This approach reflects the brand’s commitment to blending gastronomy, visual design, and creativity, offering more than just a place to buy dessert.
For Julia Sala, the opening is especially meaningful. Less than five years ago, she began making her first cheesecakes in her parents’ restaurant kitchen. Now, she returns to Alicante with a concept that combines her culinary roots with a modern, interactive retail experience. According to Talent24h, this will be the last new store in Alicante before the company expands further into other Spanish cities.
Growth and Next Steps
With the Alicante opening, Las Tartas de Julita now operates seven company-owned stores and twelve franchises, supported by a digital community of over 160,000 followers and a rotating menu of more than 100 cheesecake flavors. Four varieties remain constant each week, while others change and are announced every Sunday on social media.
The brand’s expansion continues, with Salamanca set to become the next city to join the network. The upcoming Salamanca store will bring the total number of Las Tartas de Julita locations to 20 by the end of the summer.
