Who we are
Meet the Rojas familia: Luis, Aire, Suzett, and Luis Jr., the founders of No Sabo Concheria - in partnership with Full Tilt Hospitality. What began as a spontaneous bakery job many years
ago has now grown into a shared love for baking that unites the four of them.
Why No Sabo?
“No Sabo" is a playfully reclaimed phrase that means “I don't know" in Spanglish. While it started as a way to mock those of Latino descent who aren't fluent in Spanish, we've embraced it with pride and humor. This name celebrates the Mexican-American experience and represents a sweet spot where tradition and innovation meet.
At No Sabo Concheria, we believe you don’t have to be “truly" Latino or Hispanic to enjoy our creations. We're not strictly authentic, nor are we exactly fusion. We embrace third-culture cooking. Our pastries are simply delicious, and we're committed to creating flavors that feel like your own personal version of comfort.
Each concha, pastry, and cake are handmade with care, honoring our heritage and telling our story – one sweet bite at a time.
