The aroma of cinnamon now fills the commercial spaces of downtown Guayaquil, offering an unexpected pause in the sector’s swift pace.
Behind the scent is La Rollería (Luque between Chimborazo and Escobedo), a business that began at home during the pandemic and, on family recommendation, expanded to its own storefront. The company’s rapid growth underscores the potential of compact businesses in Ecuador’s economic hub.
“I didn’t start it as a business, I made them for myself and my family until I decided to launch it. It was like a hobby. I’ve always loved pastry. For me, having a café or pastry shop is a dream come true,” says Luisa María Lanata, owner of La Rollería.
Three months after opening, the brand has not only established itself in one of the city’s most traditional areas but is already outlining an expansion plan with two new locations in mind – including Samborondón and along the coastal road.
Entrepreneurial Spirit
Lanata, 32, is a chef trained at two culinary schools and has always had a passion for cooking.
Cinnamon rolls began as a home-based endeavor until a partner, with an available space downtown, facilitated the transition to a physical location.
This isn’t her first venture. Before La Rollería, Lanata launched Inbox, a business that has been operating for five years and specializes in the manufacture of generic and customized boxes. Experience in production, suppliers and delivery times provided valuable lessons that were later applied to her food brand.
Growing Rolls
The day begins at 06:00, when the ovens are turned on and dough is prepared before the city center comes to life.
Doors open at 09:30, and while the advertised closing time is 18:30, service often extends at customers’ request.
Initially, Lanata worked alone, producing from home; then, she hired two employees. Today, the team includes seven collaborators.
The menu started with eight flavors and currently offers 16 varieties, both sweet and savory. Options include classic cinnamon rolls without frosting with toppings (Nutella, dulce de leche, Oreo, strawberry cheesecake, pineapple), premium (Nutella and strawberry, tres leches, chocolate-soaked, pistachio, passion fruit cheesecake, mixed berries), and cinnamon-free (bacon and cheese, and pizza).
They similarly offer bread pudding and hot beverages (chocolate, espresso, caramel cappuccino, mocha), cold drinks (caramel latte, affogato, milkshake, tea).
“This growth is due to the team I have. Even though these are my recipes, this merit isn’t just mine, but belongs to each member; everyone plays an important role,” Lanata says, adding that she prepares around 500 rolls per day. (I)
