Churro Innovation


Truly, San Diablo Artisan Churros has greatly differentiated its product from others. The idea of the gourmet-filled churro originally hailed from Mexico City, and Scott, the company’s founder, wondered why he’d never had anything like them in The United States.


He felt like Utah would be a perfect market to introduce the filled churro, with Utahns’ seemingly unquenchable appetites for desserts.  The closest direct competitors to San Diablo would be establishments offering pastries and baked goods, but those companies rarely sell churros, to begin with, and don’t offer filled churros at all. 

Since it’s been in business, San Diablo Artisan Churros has had fun experimenting and creating unique, custom churros. For instance, the fillings are a spectrum of flavors—from “traditional” flavors including Dulce de Leche, Nutella, and sweet cream—to “seasonal” flavors ranging from flavors such as gingersnap spice and peppermint crème during the holidays to chocolate raspberry, bananas foster, and strawberry coulis in the late winter/spring.


San Diablo even offers a “secret menu” (much like In&Out), and for those insiders “in the know.” You can order churros in Diablo Style (spicy cinnamon sugar with cayenne), Inferno Style (habanero cinnamon sugar), and even a Cricket Churro (inspired by the roasted cricket cuisine in Oaxaca Mexico)! 

At San Diablo, we want everyone to be able to enjoy delicious churros and have worked to create flavors and recipes to meet the needs of those with various dietary restrictions. San Diablo now offers a gluten-friendly churro (the batter is gluten-free, but it is not 100% gluten-free due to cross-contamination concerns) and a vegan-friendly churro made with almond and coconut flour sweetened with monk fruit.

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