Con Azucar Cafe expands into South County

In less than a handful of years, a concept to spread Mexican culture and its traditions by way of a San Jose cafe has blossomed into an ever-growing franchise of stores, with Gilroy among the latest cities to embrace the model in its historic downtown.

Con Azucar Cafe co-owners Alejandra Gonzalez, her husband Uriel Soto and Alexander and Victor Garcia saw the Gilroy location as a natural expansion. Since its opening in March, it has introduced its coffee, food, atmosphere and commitment to the community — and the response has been welcoming.

“Our vision is to build a brand that positively impacts every community we enter by creating local jobs, supporting schools and organizations and becoming a gathering place where people can connect,” Maria Fernanda Gonzalez, manager of the Gilroy location, told San José Spotlight. “We believe success is measured not only by growth, but by the relationships we build along the way.”

Gonzalez said Con Azucar wanted to keep the memories of the Mexican panaderia that previously occupied the space, while adding its own touches. Although the renovations took two years, Gonzalez said the business owners remained committed because they knew Gilroy was the right community. Gilroy has a population of roughly 60,000 people, of which nearly 60% are Latino.

Gilroy’s downtown along Monterey Road has struggled with numerous vacant storefronts, but in recent years the city has welcomed several new eateries, taprooms, breweries and cafes — with Con Azucar among them.

“We encourage businesses that enhance the character and vitality of downtown,” Rachelle Bedell, communications and engagement manager for Gilroy, told San José Spotlight.

Gonzalez said Con Azucar has begun ingratiating itself within the community, including sponsoring school events, supporting local athletic teams and participating in community activities.

“Those experiences have allowed us to begin building relationships beyond simply serving coffee,” she said.

Gilroy resident Gabriel Aguaristi has been coming to Con Azucar regularly with his family since it opened. He said they want to help new businesses thrive.

“We try to support the small businesses in our town,” Aguaristi told San José Spotlight. “The customer service here is great, and the drinks, especially the lattes, are amazing.”

Since its inaugural downtown San Jose store opened in 2022, Con Azucar has grown in popularity and quickly branched out. Customers such as San Jose residents Tatiana Navarro and Lisette Magana, who were antique shopping in Gilroy, make it a point to stop by the cafe for its unique offerings.

“Coming here, aside from the food, you don’t have to explain the environment,” Magana told San José Spotlight. “The culture explains it. They created a modern space to go with the traditions and culture.”

The Con Azucar Cafe brand has three corporate locations — the original East Santa Clara Street spot, Silver Creek in San Jose and Gilroy. It has franchises throughout California, as well as in Nebraska and Texas. Several more are planned in the Bay Area, Southern California, Chicago, Texas, Nebraska and Idaho.

“Our focus is to continue growing responsibly while maintaining the quality, culture and customer experience that people expect from Con Azucar Cafe,” Gonzalez said. “At the same time, we’ll continue investing in the communities we serve. Growth is important to us, but building lasting relationships within each community will always remain our top priority.”

Contact Giovanni Albanese Jr. at [email protected].