San Francisco – Cinderella Bakery, a longtime fixture of the Inner Richmond known for Russian pastries, borscht and kvass, is set to open a second storefront at 2937 24th Street, on the corner of Alabama Street, on Friday, Aug. 28. The new location marks the bakery’s 24th‑street debut and its 70th anniversary in the city.
History and ownership
Founded in 1953, Cinderella Bakery earned a legacy‑business designation in 2017 for its continuous service to San Franciscans. Co‑owner Mike Fishman, an immigrant from the former Soviet Union whose Jewish family endured exile to Siberia, purchased the former La Victoria bakery building a month after La Victoria closed in October 2018. The property, which also houses three apartments and two other businesses—Texis Jewelry and Gemini Barber—has remained under the same ownership since Fishman’s acquisition.
Community concerns and resolution
The opening faced early opposition from neighborhood activists who called for a boycott and urged that the space be returned to La Victoria. A dispute involving former master tenant Jaime Maldonado and his stepmother Susan Maldonado added legal complexity. By 2025, Calle 24’s president Erick Arguello expressed a forward‑looking stance, welcoming Cinderella’s integration into the corridor.
Fishman noted that the pandemic and limited bank financing delayed the project for years. The city’s planning code for the Calle 24 Latino Cultural District required the bakery to meet conditions such as sourcing ingredients locally and featuring neighborhood artwork to preserve the area’s character. A mural commissioned from the community art group Precita Eyes was completed in November of the previous year.
Opening day expectations
Fishman said he is excited to revive the space that holds “so many special memories” for longtime residents. He also affirmed that he does not plan to raise rents for the existing on‑site businesses, a promise made when he first bought the property in 2018. The bakery will offer its signature Russian goods—piroshkies, Siberian pies, kvass, borscht and more—to Mission District patrons, adding to the neighborhood’s diverse culinary scene.
Local residents and business owners anticipate that the new location will contribute to the Mission’s vibrant, immigrant‑rich heritage while providing jobs and fresh dining options. The opening will be marked by a ribbon‑cutting ceremony on Friday, with the bakery’s staff and community members in attendance.
Original reporting: Mission Local — read the source article.
