The Spanish Chamber of Commerce in the UK was delighted to recently welcome La Maritxu as our new Patron.
We recently had the opportunity to speak with Ms. Lucía Larragoiti, Founder of La Maritxu, to gain insights into the company’s activity in the UK, its growth, and its vision for the future.
1. Could you provide a brief overview of La Maritxu and its presence in the UK market?
In the UK market, La Maritxu has successfully scaled from its humble beginnings as a home-kitchen operation into a highly recognized cult-favourite brand with a strong London and nationwide footprint:
- Boutique Retail: Operating 4 flagship stores in prime London locations, including Soho, Greenwich, Marble Arch and Kings Cross, serving local and international dessert lovers.
- Premium Wholesale: Supplying more than 15 top-tier restaurants and retail partners, establishing the brand as a trusted B2B partner for authentic Basque desserts.
- On-Demand Delivery: Catering to a broad consumer base via on-demand partners like Deliveroo and an e-commerce platform offering local shipping.
- Market Positioning: Positioned at the top of the premium dessert sector, bridging traditional Basque heritage with modern UK food culture through a focus on high-quality ingredients and simple, flawless execution.
2. As a new Patron of the Spanish Chamber of Commerce (UK), what benefits do you hope to gain from our collaboration?
As a new Patron, we are most looking forward to making valuable contacts and meeting people within the network. Our primary goal is to foster meaningful connections that will pave the way for future projects and collaborative opportunities
3. What key values define your company, and how are these values integrated into your daily operations and customer interactions?
La Maritxu is defined by four core values that shape our culture and directly drive our daily operations and customer interactions:
1. Human First (Uniquely Human Hospitality)
The Mindset: We prioritize authentic human connection over screens and automation.
Integration: In customer interactions, we bring our full presence through warm greetings, direct eye contact, and intuitive listening to read the room and adapt to our guests’ moods.
2. Own Your Link (Every Link Matters)
The Mindset: We view our business as an unbroken chain where no single role is superior to another.
Integration: From the cleaner and driver to the baker and accountant, every team member takes total ownership of their specific duties, understanding that a flaw in one link compromises the final guest experience.
3. Forward Momentum (Always Advancing)
The Mindset: Standing still means falling behind; to move forward.
Integration: We favour action over perfection. We keep operational processes simple, actively crave feedback.
4. Proudly Rooted (Grounded in Our Story)
The Mindset: We celebrate our traditional Basque heritage and our beginnings baking from a home kitchen.
Integration: No matter how large we grow, we guard the absolute authenticity of our recipes and channel the pure joy of bringing a truly world-class product to our guests.
4. What is La Maritxu’s vision for the future, and what specific strategies or actions are you implementing to achieve it?
Our vision for the future is focused entirely on growth and expansion across the UK, with the goal of establishing La Maritxu as the nation’s definitive and most loved brand for authentic Basque burnt cheesecakes.
To achieve this vision, we are actively implementing the following strategies:
- Expanding Our Retail Footprint: Building on the success of our prime London locations, we are looking to open new boutique stores in key high-footfall areas and cities across the UK to bring our Basque cheesecake experience to a broader audience.
- Scaling Our Wholesale Network: We are actively expanding our B2B partnerships, aiming to grow well beyond our current network of 15+ premium restaurants and retail partners, making our artisanal cheesecakes a staple on top-tier menus nationwide.
Learn more at www.lamaritxucheesecake.co.uk