Local & Spanish

Spanish Cheesecake Brand Julita’s Cakes Expands with New Benidorm Store Following Madrid Success

Benidorm / 23 April 2026

Fast-growing Spanish dessert brand Julita’s Cakes has opened its 16th store in Spain, choosing the popular Costa Blanca resort of Benidorm for its latest expansion.

The new outlet, located in the heart of the city on Calle Martínez Alejos, officially opens this week and marks another milestone for the company following its highly successful launch in Madrid.

Founded by entrepreneur Julia Sala Bertomeu, the brand has built a strong following through a combination of in-store experience, freshly made products and a highly engaged social media audience.

Launch Event and Promotions

The Benidorm opening is expected to draw significant crowds, with the company replicating the promotional formula that has driven viral attention at previous launches.

Customers attending on opening day will benefit from a range of offers, including a “buy one, get one free” deal for the first 100 visitors purchasing a slice, alongside discounted prices on several of the brand’s best-selling cheesecake flavours.

Earlier store openings—particularly in Madrid—have seen queues forming hours in advance, underlining the growing popularity of the brand among younger consumers and tourists alike.

Rapid Growth Across Spain

With the addition of Benidorm, Julita’s Cakes continues to strengthen its footprint across Spain, with existing locations in cities including Alicante, Elche, Murcia, Cartagena, Granada and Albacete.

Further expansion is already planned, with new openings scheduled in Zaragoza, Salamanca and the province of Almería, as well as an additional site in the Madrid region.

Artisanal Focus

The brand’s success has been driven by its focus on freshly made, artisanal cheesecakes produced daily on-site. Its menu features a rotating selection of more than 100 flavours, helping maintain customer interest and repeat visits.

Industry observers note that Julita’s Cakes has tapped into a growing demand for experiential food retail, combining product quality with social media-driven marketing to create high-impact store launches.

🌴 What’s On This Week – Costa Blanca

(Benidorm & surrounding areas)

Overview

This week across Benidorm, Altea, Albir, Finestrat, and La Nucía is mainly:

Weekly markets and street trading

Live music in bars and small venues

Early spring coastal tourism activity (boat trips, promenades)

Small cultural events and exhibitions

Gradual build-up toward May festivals in Benidorm

BENIDORM – Events and Activity

Markets and street life

Wednesday and Sunday main street markets (large general markets for clothing, food, and goods)
Old Town craft stalls operating in the evenings
Night markets becoming more active as tourist season builds

Cultural activity

Early preparations and signage for the Medieval Market coming soon in central Benidorm
Small pop-up performances in Old Town squares (musicians, street entertainment)

Nightlife and entertainment

Live music every night across the main strips (cover bands, tribute acts, karaoke)
DJ sets and bar entertainment increasing toward peak season
Rooftop bars and terrace venues reopening more consistently

Overall feel

Benidorm is in an active pre-summer phase with strong nightlife and steady tourist flow.

ALTEA – Cultural and coastal atmosphere

Old Town and culture
Art galleries and artisan shops open daily
Small exhibitions and cultural displays in local venues

Live music

Acoustic and low-key live music in bars around Old Town and seafront areas
Occasional weekend performances in Irish and cocktail bars

Sea activities

Boat trips operating from Altea harbour including:
Coastal cruises
Sunset sailing trips
Swimming stops depending on weather conditions

Overall feel

Quiet, scenic, and cultural with a strong focus on relaxation rather than nightlife.

ALBIR / ALFÀS DEL PI – Mixed expat and local activity

Markets

Friday weekly street market with food, clothing, and household goods
Nearby Sunday markets in Altea also attract visitors from the area

Live music

Regular pub and bar entertainment, especially in Irish and rock-themed venues
Weekly live bands and acoustic performances across multiple venues

Cultural venues

Casa de Cultura hosting small theatre events, exhibitions, and community activities
Regular local group meetings and social clubs

Overall feel

Balanced area with both relaxed daytime atmosphere and active evenings.

LA NUCÍA – Local and sporting focus

Markets

Sunday rastro (large flea market with antiques, tools, clothes, and food stalls)
Entertainment
Occasional live music in local bars, mostly weekends

Sports activity

Large sports complex hosting training camps, tournaments, and weekend events

Overall feel

Quiet residential town with activity concentrated around weekends and sports events.

FINESTRAT – Beach and market lifestyle

Markets

Tuesday and Saturday markets in La Cala area with a mix of local produce and goods

Beachfront activity

Beach bars and restaurants increasingly open in the evenings
Sunset dining season beginning again

Entertainment

Low-key live music in beachfront bars rather than organised events

Overall feel

Relaxed coastal town focused on beach life and casual evenings.

OVERALL SUMMARY

Benidorm: busiest area with nightlife, markets, and entertainment

Altea: cultural, scenic, and relaxed

Albir / Alfàs del Pi: balanced mix of live music and expat social life

La Nucía: local, quiet, and sports-focused

Finestrat: beach-oriented and low-key

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Spanish Cheesecake Brand Julita’s Cakes Expands with New Benidorm Store Following Madrid Success

🌴 What’s On This Week – Costa Blanca

(Benidorm & surrounding areas)

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