Located at 1255 University Avenue in the former Freshii space, the Hillcrest shop will host a two-day launch event featuring giveaways, discounts, and loyalty perks designed to draw crowds to the Broadway-famous bakery.
Doors open at 10 a.m. each day, and the first 100 guests will receive a free exclusive grand opening cookie. All weekend long, customers can also take advantage of buy-one-get-one 50% off on every cookie. Attendees who purchase a half dozen or dozen cookies will receive bounceback coupons for a free cookie on a future visit, and guests who sign up for the brand’s loyalty program will be entered into a raffle to win free cookies for a year.
Founded in 2011 by Zachary Schmahl in Manhattan’s Hell’s Kitchen, Schmackary’s built its reputation steps away from the Theater District, quickly becoming a staple for Broadway performers and tourists alike. The bakery 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.
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 previously announced plans to use San Diego as a base for West Coast growth, including a regional production facility to support future storefronts throughout Southern California.
Hillcrest was selected as the brand’s first California landing point after months of site exploration across central San Diego, North County, and coastal neighborhoods. The University Avenue corridor, already dense with nightlife, restaurants, and foot traffic, offers the kind of high-energy, walkable setting that mirrors Schmackary’s original Broadway footprint.
The opening arrives at a time when national dessert brands continue to expand into San Diego’s urban neighborhoods, betting on strong foot traffic and experiential retail to drive growth. With extended hours from 10 a.m. to 11 p.m., Schmackary’s is positioning itself as both a daytime indulgence and a late-night cookie stop.
Schmackary’s opens February 28 through March 1 at 1255 University Avenue in San Diego’s Hillcrest neighborhood. For more information, visit schmackarys.com.
Originally published on February 16, 2026.
