Victoria Todorov and Cristian Thomas of Si Si Bagels: Shaping Bagel Culture in Spain
If you've ever wondered what it takes to bring an iconic New York food staple to another corner of the globe, look no further than Si Si Bagels, Madrid’s homegrown bagel shop founded by Victoria Todorov and Cristian Thomas. They joined Bagel Ambassador Sam Silverman on BagelFest’s Bagel Buzz Instagram live series to share their journey—a testament to passion, perseverance, and the power of community.
Building Something New
The two entrepreneurs moved from France to Madrid eager to do more than simply enjoy its restaurants and nightlife—they wanted to contribute something special to the city. Inspired by their years visiting New York, where bagel shops line the blocks and the culture is ingrained in daily life, they saw an opportunity: Madrid, a place with a hunger for American trends, had yet to embrace authentic, hand-rolled, kettle-boiled bagels.
Victoria and Cristian wanted to give Madrid something new. As Victoria highlighted, it was important to find the right location and navigate local suppliers, which was especially challenging as newcomers in a different country. The vision was clear: they would bring the beloved New York institution to Spain, but it took more than inspiration. It demanded research, partnerships, and a leap of faith.
Mentorship & Community
One of the most touching aspects of their origin story is the role of mentorship. Cristian credited Alex Baka, aka “Alex the Bagel Roller,” with teaching them the art of making a truly authentic bagel. Baka's guidance helped them establish their own signature style. The attention to detail, daily practice, and open communication became the heart of their bagel-making ethos.
Community sits at the center of Si Si Bagels’ success. Victoria described how their open-kitchen setup allows guests to witness the process, making the bakery feel welcoming and transparent. Frequent customers bring their families, and themed events like back-to-school parties further anchor Si Si Bagels as a local hub for connection.
Educating the Palate
In a city less familiar with bagels, education and awareness play a big role. Cristian and Victoria regularly field questions about bagels, with some Spanish customers expecting fries on the side—a humorous reminder of how novel bagels remain in Madrid. Their menu balances classic New York flavors like pastrami and lox (sourced from artisan suppliers in Paris) with creative seasonal specials, such as the Italian-inspired “Si Si Roma.”
Social media has been a key tool in this educational journey. With Cristian’s background in restaurant marketing and content creation, Si Si Bagels leverages fast, authentic storytelling to engage new guests and demystify bagel culture. “You have to be fast and spontaneous,” Cristian advised, explaining how quick, honest feedback and openness fuels both creativity and growth.
A Rising Bagel Culture in Madrid
Si Si Bagels’ journey stands as an uplifting reminder of what’s possible when cultures and communities come together. Their commitment to authentic craft, spontaneous creativity, and fostering local connection is helping bagel culture rise in Madrid, one hand-rolled creation at a time. And as Victoria summed up, the experience is “going to be very human, very exciting... we have all the same passion.”
Check out Si Si’s Instagram and website.
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Catch more Bagel Buzz conversations on Instagram @bagelfest