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Schmackary’s lands in San Diego
Schmackary’s has opened in San Diego, marking the brand’s first West Coast location. Known for its Broadway ties and rotating cookie lineup, the bakery launched its Hillcrest shop at 1255 University Avenue with a grand-opening weekend in late February 2026.
The new location offers a rotating selection of cookies, as well as local pickup and delivery, bringing a longtime New York favorite to San Diego’s dessert scene.
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Big opening weekend crowd
Schmackary’s San Diego debut turned into a major neighborhood event. Doors opened at 10 a.m. on February 28, with crowds forming well before opening. The two-day celebration included giveaways, free treats, and special promotions for early visitors.
The shop replaced a former Freshii space and quickly transformed it into a colorful cookie destination. Locals and visitors alike stopped by Hillcrest to see what the viral New York bakery hype is all about.
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Broadway’s favorite cookie
Schmackary’s rose to fame in New York City’s Hell’s Kitchen neighborhood, where it quickly became a favorite among theater performers and Broadway staff. The bakery earned the nickname “Official Cookie of Broadway” thanks to its popularity with casts and crews…