Pan dulce
Concha
A soft sweet roll finished with the shell pattern that gives it its name.
La Victoria SF · 24th Street
The Mission wakes up with pan dulce.
Traditional Mexican baking, made in San Francisco and kept alive by the people who bake it, share it, and come back for it.
Open every day · 7am–7pm
Pan dulcemade today
Hours Daily, 7am–7pm
Place 3249 24th Street
24th Street at Capp Street
Historic, and very much alive
A neighborhood bakery where San Francisco history still comes out of the oven.
Founded in 1951, La Victoria has been tied to 24th Street for generations. Today, Laura Hernandez, Danny Gabriner, their families, and the bakery team continue making traditional pan dulce for the Mission and customers across the city.
From the pastry case
Breads with names, shapes, and memory.
The assortment changes through the day and with the seasons. These are a few of the breads that have defined La Victoria.
Pan dulce
Elote
A scored, corn-shaped pan dulce and a longtime La Victoria favorite.
Pan dulce
Cuerno
A crescent-shaped bread made in La Victoria’s traditional assortment.
Pan dulce
Puerquito
The familiar pig-shaped sweet bread found in Mexican panaderías.
Pan dulce
Quequito
A small, simple cake from the bakery’s everyday selection.
Inside the bakery
Every concha starts with many hands.
From the first batch of dough to a welcome at the counter, these photographs show the work, family, and generosity that fill the bakery each day.
Seasonal
Ask about the seasonal breads.
Those breads belong to the calendar: pan de muerto in the fall, rosca around Día de Reyes. Dates and availability change, so call or ask at the counter about today’s selection.
A story of continuity
More than one storefront. More than one generation.
From its longtime home at 24th and Alabama to its return at 24th and Capp, La Victoria has lived through changes in family, building, and neighborhood without leaving behind the craft that sustains it. Its kitchen also made room for other bread projects, including Sour Flour beginning in 2010.
Walk through the historyRecognized by the City
Part of San Francisco’s Legacy Business Registry.
In 2025, the City formally recognized La Victoria’s contribution to the Mission’s identity and its commitment to carrying forward the tradition of Mexican pan dulce.
The Mission · San Francisco
3249 24th Street
24th Street at Capp Street
Daily, 7am–7pm