08/22/2026
We finally got the keys.
And somehow, I still don’t know how to say that.
Because I keep looking at our last post.
That little kid had no idea.
No idea what this place was.
No idea what his life would become.
No idea that 30+ years later, he’d be standing in the same place again…
only this time, holding the keys.
We’re not disclosing exact location just yet but, some of you probably already figured it out.
Pilsen has a way of knowing things before you announce them. 😂
You’ve probably seen us moving things around.
You’ve probably noticed a suspicious amount of activity.
And soon enough, there will be a very, very large oven making its way down 18th street.
So…
we figured we might as well tell you.
Rosca has a home.
And this is where things get really interesting.
Because getting the keys is only the beginning.
There’s still a mountain of work ahead of us.
Walls to build.
Things to break.
Things to fix.
Equipment to move.
Dough to make.
Mistakes to make.
A million little decisions.
Long nights.
Early mornings.
A whole lot of figuring it out.
And eventually…
one morning,
we’re going to unlock these doors.
And you’re going to walk in.
We want to show you all of it.
Not just the pretty parts.
Not just the finished room.
All of it.
So from here on out, we’re bringing you along.
The build.
The chaos.
The behind-the-scenes.
The little wins.
The big problems.
The people who make it happen.
The oven.
The first bake.
The first bagel.
And finally…
the first morning we open the doors.
Because Rosca didn’t just appear one day.
You watched it become what it is.
And now you get to watch us build where it’s going next.
30+ years ago, I was standing here with no idea what was coming.
This time, I know.
Something is coming.
And we can’t wait for you to see it.
Welcome to the next chapter of Rosca.
🥯🫶🏼🇲🇽