As the mid-afternoon snack attack craving hits, I find myself jonesing for those Xooro (pronounced “sure-OH”) fritters I had yesterday at the store’s new Melrose location during its media sneak preview. The Spanish fritter is basically a churro dusted sugar but this time stuffed with a yummy cream filling. (Stomach grumbling)
And at Xooro you’ll find more here than just the basic fritter. They’ve got a whole selection of yummy options like a maple bacon one (!), triple chocolate and an upcoming banana Nutella combo. Each with different flavor cream fillings and toppings and ranging in price from $3.69 to $4.20.
But if you have a hard-core sweet tooth, you’ll order one of the different kinds of hot or cold chocolate drinks — Spanish, Mexican or dulce de leche white chocolate — to wash down your sweet dough stick. If not, they also have specialty coffees. BTW, word on the street, well, in the store, is that they’re working on some savory xooros. Think a queso-filled snack. Mmmm.
The first Xooro store debuted in Santa Monica last year and since things were going so well, owners Begonia Amaya and Vicente Cisneros (a wife-and-husband team that look like they’re straight out of a Banana Republic ad complete with cute kid Massimo), decided to open up the second location in West Hollywood, right next door to Sweet Lady Jane’s.
Oddly enough, these fritters aren’t as bad for you as you may think a deep-fried dessert 
could be. Nope, these actually use “healthy frying techniques” by frying with rice bran oil. Because of this the fritters don’t have that oily/greasy residue that you may experience from most churros and you don’t have to feel as guilty.
They’re also made fresh so you may have to wait up to 10 minutes to get them in your greedy hands. And those with wheat allergies will rejoice in the gluten-free xooros!
If you want to sample this unique dessert before you buy, the Melrose location will be passing out FREE samples of their basic xooros tomorrow from 5:30 to 7:30pm. While you’re doing that, I’ll be at the Santa Monica location stocking up on the maple bacon, the Mississippi and maybe the Tiramisu. Eff that, I’m heading over there now.
Xooro
125 Broadway
Santa Monica, California 90401 (map)
(310) 260-2919
8360 Melrose Avenue
West Hollywood, California 90069 (map)
(323) 951-9592
i hope they learned a few lessons from the SM location. my memories of my first xooro experience last summer are not pleasant ones….
Really? What happened? Actually the one time I did stop in there, the guys behind the counter were pretty joyless. It’s xooros!
I go here about once every other week. They are SO good. A little expensive but still very good. I could probably eat 4-5 each time I visit but I limit myself to 1. I’ve always had good service in SM.
well, let’s see…
they do have awesome sounding xooros, yes. but when i went, they didn’t have my first, or second choice. so i was like “well, what do you have?” and i ended up with this chocolate chocolate thing that was way too heavy for my tastes. it didn’t taste particularly fresh or special. the service was very nice and everyone who worked there was friendly, but i just didn’t think the product itself was very good. i think the yelp reviews speak for themselves…
i felt bad throwing away that cardboard tube thing. it looks really cool, but i wish they were reusable or we could forgo it and knock 0.25 off the price or something.
i did like their mexican hot coco drinks. those were yummy :)
These look amazing!
I’ve never been to Xooros, but it really reminds me of a churros store back in Venezuela, where they used to have the most increadible sweet and savoury churro combos. They were so addictive and delicious! The Nutella-stuffed one was by far my favourite! I wonder if the oweners of this franchise are Venezuelan… their name rings a bell!
so yummy looking!
Is that you and your kid? How cute!
Missed the free xooros today, but I’ll stop by soon, I’m curious. I love churros.
I love this concept. I’ve been at the SM store so many times.. and I love everything they serve.
the originals with different fillings are amazing… one for each day. You can create your own.
And the triple chocolate it’s my fav. OMG
Can’t wait to be there again.
Also try the mexican hot chocolate with a shot of espresso….. THE BEST.
The owners are really nice people and I don’t think they are from Venezuela.
I am so glad to see that an idea made up from scratch and wit has given birth to a second store!
The xooros are splendid, the place is a novelty, the service is nice, and they have learned a lot from their experience. I wish them luck and I trust their third opening soon!
I´ve just one word to describe my experience………..
Yummy, yummy and yummy.
Can´t wait to be there again and have some xooros.