From Andújar, Roberto Domínguez, who owns Pan de Olivo, makes a quarterly trip to the Spanish capital. His routine involves leaving at dawn and, after a three-hour journey, finding parking for his van in bustling Madrid.
This ritual began in 2015, a pivotal year for the baker. An envelope containing two tickets and an anonymous message saying “Go to Madrid” prompted him to attend the Salón de Gourmets, an event celebrating its 39th edition this year, which marked the beginning of his professional comeback. It was later revealed that the benefactor was Francisco Huertas, then mayor of Andújar.
Upon his arrival in Madrid, Roberto stops at Plaza de Colón to admire Jaume Plensa's sculpture, which he affectionately calls “My girlfriend.” His main goal is to sell his 'regañás,' which he offers in a wide variety of shapes and flavors: sesame for pairing with ham, rosemary for cheese, and paprika for blood sausage, in addition to savory options ideal for wine and beer.
“"You have to buy bread where you see flour being loaded. That's what gives the neighborhood its smell and life. Bread is bought every day. People take the opportunity to chat, to socialize. All of that generates energy."
The baker, who initially considered an ecclesiastical career before studying Economics and Business, maintains a deep passion for his craft. His 'regañás' are made with Zamora flour, 100% national, and twelve percent pure olive oil. Despite current trends, Domínguez prefers direct and personalized interaction, even including his personal phone number on his product bags.
An example of his dedication occurred when, after a delivery error, he traveled from Andújar to the Plaza de Castilla Towers to personally correct it. Now, with a new van acquired from a funeral home, the journey to Madrid is more comfortable. Furthermore, Roberto is already planning his expansion into Seville, where he aims to introduce his 'regañás' with an ingenious marketing trick: packaging featuring images of the Cathedral and María Luisa Park. He does not rule out replicating this strategy in Madrid with reproductions of the Cibeles.
