Growing up in Madrid, Spain, San Gines Manila CEO Shaan Chainani had fond memories enjoying churros con chocolate at the 132-year-old San Ginés—whether on a cold morning, after a night out with friends.

Founded in 1894, San Ginés is considered a must-try in Madrid. Its most famous offering, churros con chocolate, has remained unchanged for over a century. The churros are crisp on the outside and soft inside, served with a thick, rich hot chocolate that has become its signature. It is simple, but it is also the reason that lines are always long.

“I remember going with my mother (to San Ginés), waiting in line like everyone else, especially when it was cold. You eat it hot, and it (that memory) just stays with you,” he reminisces in an interview with Manila Bulletin Lifestyle. Little did he know that he would end up being friends with Pedro and Alvaro Trapote, whose family owns the well-known café.

Now married to Neelam Gopwani, who is based in Manila, Chainani had a lightbulb moment to bring his favorite treat to the Philippines. The couple spent about a year and a half making it happen. What began as a conversation with the owners in Spain turned into a joint venture, one that required more than just business planning.

He underwent training in Madrid, working in the café himself. “I was making churros, cleaning tables, doing everything,” he recalls. “That is the only way they give you the brand. You have to understand it from the ground up.”

That attention to detail carries into the Manila branch. The chocolate used for the signature drink is imported, carefully managed to maintain consistency. Even the interiors reflect the original café, with design elements inspired by Madrid and a wall of photos that pays tribute to notable guests such as Spanish singer Julio Iglesias, football legend Diego Maradona, supermodel Naomi Campbell, and global pop star Dua Lipa who have visited over the years.

He also revealed that he got to see Mark Zuckerberg during the three months he trained there. “That was actually a really fond memory of mine,” he smiles. “Richard Gere lives in Madrid now, and he goes every Sunday for churros and chocolate.” With so many of these celebrities visiting the cafe, it is no wonder that they serve around 2.5 million people annually.

Their menu goes beyond its most famous dish. A selection of Spanish tapas offers a more rounded experience. There are gambas, chistorra, and tortilla, cooked the way they are meant to be. “If it is done a certain way in Spain, we keep it that way,” Shaan explains. “Authenticity is very important to us.”

He also shares another must-try, Mussels with Chips. “You’re supposed to get one piece of muscle, put it on a chip, and add Tabasco on. And it melts in your mouth.” A wide range of coffee drinks, hot chocolate, and sangria are also part of the menu, along with homemade ice cream and milkshakes.

At the same time, there is room for adaptation. The Manila branch will introduce items designed for local diners, including rice bowls that incorporate Spanish flavors without losing their roots. The menu will also evolve gradually, with new dishes added every few weeks to give guests something to look forward to.

“Bringing San Ginés to the Philippines is about more than food—it’s about sharing a piece of Madrid’s cultural soul with Manila,” says Pedro Trapote, founder of San Ginés. In Madrid, it is common to see lines stretching outside the café, especially on January 1 when locals continue the tradition of starting the year with churros and chocolate. It is a ritual that Chainani hopes to introduce here as well, “I would love for that to happen in Manila.”