El Moro Churrería, Mexico City’s nearly 100-year-old iconic churrería, is set to open a new location in La Habra at 1327 W Whittier Boulevard.
The company’s third Southern California location will replace Smoke and Fire Social Eatery in the La Habra Towne Center, next to Northgate Market, according to a recent plan check that James Gomez first reported. While an exact opening date has not been confirmed, customers can expect El Moro’s signature blue-and-white logo and its menu of freshly fried, cinnamon-dusted churros, served individually or in boxes of four or one dozen. The cafe will also offer mini churros, specialty drinks, and a dipping trio with chocolate, hazelnut, cajeta, condensed milk, or a seasonal flavor.
El Moro first opened in Mexico City in 1935, founded by Francisco Iriarte, who brought his churro recipe from Spain. The business quickly became a cultural staple, with its original store at Avenida San Juan de Letrán welcoming locals and international visitors alike. After Francisco’s passing, his brothers José, Santiago, and Ignacio continued the family operation, maintaining the tradition of artisan churros and chocolate.
In the United States, El Moro launched its first store in Costa Mesa’s Mercado Gonzalez Market, followed by a location in Echo Park, Los Angeles, which opened earlier this year. The La Habra location will expand the brand’s presence in Southern California, offering customers a taste of authentic Mexican churros and beverages outside of its established California markets.
El Moro’s menu centers on its 100-percent vegan churros, crafted from traditional recipes dating back to 1935. Customers can also enjoy hot or iced chocolate made with pure cacao from Tabasco, Mexican iced lattes, cafe de olla spiced coffee, and seasonal milkshakes. The cafe emphasizes artisanal preparation and classic flavors, preserving its nearly century-old legacy.
