San Diego’s dessert scene is getting a major addition this weekend. Schmackary’s — the New York City cookie brand known as the “Official Cookie of Broadway” — is opening its first West Coast location in Hillcrest on February 28 and March 1, with a two-day grand opening celebration packed with giveaways, discounts, and loyalty perks.
What Is Schmackary’s?
Schmackary’s was founded in 2011 by Zachary Schmahl in Manhattan’s Hell’s Kitchen. Located steps from the Theatre District, the bakery quickly became a staple for Broadway performers and tourists alike, earning the title of “Official Cookie of Broadway.” The brand is known for rotating specialty flavors alongside classics like chocolate chip, funfetti, and maple bacon, as well as seasonal collaborations tied to stage productions and television appearances.
Where Is Schmackary’s Opening in San Diego?
The San Diego location is at 1255 University Avenue in Hillcrest, taking over the former Freshii space. The University Avenue corridor — known for its high foot traffic, restaurants, and nightlife — offers the kind of walkable, high-energy setting that mirrors Schmackary’s original Broadway footprint.
Hours are 10 a.m. to 11 p.m., positioning Schmackary’s as both a daytime indulgence and a late-night cookie destination.
What’s Happening at the Grand Opening?
The two-day launch event runs February 28 and March 1 and includes:
- Free exclusive grand opening cookie for the first 100 guests each day — doors open at 10 a.m.
- Buy-one-get-one 50% off on every cookie all weekend long
- Bounceback coupons for a free cookie on a future visit with the purchase of a half dozen or dozen cookies
- Raffle to win free cookies for a year for guests who sign up for the Schmackary’s loyalty program
Who Is Behind the San Diego Location?
The San Diego expansion is led by franchisee Sharian Lott, who has deep ties to both the local community and the performing arts world. 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 — and the mother of Broadway star Loren Lott.
After signing a franchise agreement in 2024, Lott explored locations across central San Diego, North County, and coastal neighborhoods before landing on Hillcrest as the ideal first location. Her vision is to bring the warmth of a true neighborhood bakery to San Diego, combined with the star power of a Broadway-famous brand.
Is This Just the Beginning for Schmackary’s in San Diego?
Yes. Lott has announced plans to use San Diego as the base for Schmackary’s West Coast growth, including a regional production facility to supply future storefronts throughout Southern California. Future locations are planned for La Jolla, Little Italy, and the redeveloped Mission Valley Mall.
Frequently Asked Questions About Schmackary’s San Diego
What is Schmackary’s? Schmackary’s is a New York City cookie bakery founded in 2011, known as the “Official Cookie of Broadway.” It is famous for its gourmet rotating cookie flavors and its longtime presence in Manhattan’s Theatre District.
Where is Schmackary’s in San Diego? Schmackary’s San Diego is located at 1255 University Avenue in the Hillcrest neighborhood of San Diego.
When does Schmackary’s San Diego open? The grand opening is February 28 and March 1, 2026. Doors open at 10 a.m. each day.
What are the opening hours at Schmackary’s Hillcrest? Schmackary’s Hillcrest is open from 10 a.m. to 11 p.m.
What grand opening deals is Schmackary’s offering? The first 100 guests each day receive a free exclusive grand opening cookie. All weekend, every cookie is buy-one-get-one 50% off. Purchasing a half dozen or dozen cookies earns a bounceback coupon for a free future cookie. Signing up for the loyalty program enters you in a raffle to win free cookies for a year.
What flavors does Schmackary’s offer? Schmackary’s offers rotating specialty flavors alongside classics including chocolate chip, funfetti, and maple bacon, as well as seasonal collaborations tied to stage productions and television appearances.
Will there be more Schmackary’s locations in San Diego? Yes. Future locations are planned for La Jolla, Little Italy, and the redeveloped Mission Valley Mall, supported by a regional production facility in San Diego.
The Jason Barry Team has called San Diego home for over three decades. We love sharing what makes this city — from Downtown to Hillcrest to Rancho Santa Fe, La Jolla, Del Mar, Solana Beach and beyond— one of the best places to live in the country. If you’re thinking about making San Diego home, we’d love to talk.
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Jason Barry Team | Barry Estates | jasonbarryteam.com
Published: February 2026