Schmackary’s bakery, known for its gourmet cookies and celebrity following, has secured a spot on University Avenue, taking over the former Freshii space between F45 Training East Hillcrest and the Marrow. This marks the beginning of Schmackary’s expansion into California, with plans to make San Diego the hub for its West Coast operations.
Schmackary's was founded in 2011 by Zachary Schmahl, a Nebraska native who turned his homemade cookie recipes into a New York sensation. Starting in Hell’s Kitchen, the bakery quickly gained fame in the Theatre District, serving thousands of cookies daily to tourists, locals, and Broadway stars.
Schmackary's was founded in 2011 by Zachary Schmahl, a Nebraska native who turned his homemade cookie recipes into a New York sensation. Starting in Hell’s Kitchen, the bakery quickly gained fame in the Theatre District, serving thousands of cookies daily to tourists, locals, and Broadway stars.
The brand’s success led to national recognition, including a notable appearance on Hulu’s Only Murders in the Building, where Schmackary’s cookies played a key role in the plot. With flavors like chocolate chip, maple bacon, and birthday cake, all made with high-quality ingredients, the bakery has built a loyal following. Recently, Schmackary’s expanded its menu to include croissants, adding to its lineup of cookie-inspired desserts.
The San Diego expansion is led by franchisee Sharian Lott, whose deep ties to the city and the Broadway community make her a fitting partner for the brand. Lott is the daughter of Dorothy Smith, the first Black woman elected to office in San Diego and founder of the city’s longest-running Black theater. She is also the mother of Broadway star Loren Lott.
The San Diego expansion is led by franchisee Sharian Lott, whose deep ties to the city and the Broadway community make her a fitting partner for the brand. Lott is the daughter of Dorothy Smith, the first Black woman elected to office in San Diego and founder of the city’s longest-running Black theater. She is also the mother of Broadway star Loren Lott.
After signing a franchise agreement in 2024, Lott initially explored locations in central San Diego, North County, and South Bay, with a particular interest in La Jolla due to its proximity to the La Jolla Playhouse. Ultimately, Hillcrest emerged as the ideal spot for the first location, with Lott eyeing future openings in La Jolla, Little Italy, and the redeveloped Mission Valley Mall in the coming years.
The Hillcrest location is in the permitting process with the city, with Lott aiming for an early summer 2025 opening. Hiring for the new storefront is expected to begin in May. Beyond serving San Diego, this location will anchor Schmackary’s West Coast presence, supported by a production facility in the city that will supply cookies to future locations across the region. Lott’s vision is to bring the warmth of a neighborhood bakery to San Diego, reminiscent of the small-town charm her mother experienced growing up, combined with the star power of a Broadway favorite.
Schmackary’s will open later this year at 1255 University Avenue, Suite B, in San Diego's Hillcrest. For more information, visit schmackarys.com.
Schmackary’s will open later this year at 1255 University Avenue, Suite B, in San Diego's Hillcrest. For more information, visit schmackarys.com.
Originally published on March 28, 2025.