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[title]From one day to the next, in the land of pastries and pasta frola, cheesecake tarts took over the scene, dominated conversations between family and friends, and became a trending topic on social media. Those fortunate enough to have tried them during their travels in Spain knew what was coming, but many – if not most – only discovered this amazing product recently and have already fallen in love.
And don't get us wrong, we're not talking about just any cheesecake. We're talking about Joaquín Vasco's, a brand that introduced the product to Buenos Aires in August 2024 with the opening of its flagship store in Nordelta. Months later, due to its success, they opened a store in Recoleta, Buenos Aires, which is packed with people and sells out almost daily. They even had the luxury of reinterpreting the traditional recipe and adding variations such as Basque tarts with Belgian chocolate, pistachio, and dulce de leche.
We chatted with Belén Durañona and Federico Reznick, who, in addition to being a couple, are the creators of Joaquín Vasco.
To start, I want to know: Does Joaquín Vasco exist? Did you name it after someone?
No, there’s no one named that! When we came up with the brand, the name “Joaquín” immediately came up, in honor of our son, and “Vasco,” which is Belén’s (Durañona) family name.
How did you come up with the idea of choosing Basque tart as the star product to introduce in Argentina?
Cheesecake has always been one of our favorite desserts. It's a recipe that has always been present in our families, and we wanted to bring it to the tables of all Argentinians.
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Are Joaquín Vasco's cheesecakes the same as the Spanish version?
The cheesecake recipe we make is exclusive to us. It came about after multiple trials using the finest ingredients. The final version uses a combination of premium cheeses, different from those used by the Spanish, but with the same result: a super creamy tart, perfect for gifting or sharing with family and friends.
Our cheesecake recipe is exclusive to us
Were you surprised by the product’s reception among Argentinians?
No, we weren’t surprised by the reception, but we were amazed by how quickly we reached our first goals. A few months after opening, we ran out of stock, and for Mother's Day and the holidays, it became a popular choice for dessert or as a gift.
A few months after opening, we ran out of stock
The packaging is very carefully designed. Why did you make this decision?
When we imagined the brand and product, we always thought of it as something carefully crafted and unique. Our goal was never just to sell tarts. On the contrary: we wanted every tart to feel like a gift and something special. Also, Argentinians love to invite people over and gather at home, and we thought that when someone brings a Joaquín Vasco tart, they are bringing something new and different. Choosing Joaquín Vasco isn’t just about picking a dessert to share but a gift to show appreciation.
Our goal was never just to sell tarts
What’s next for Joaquín Vasco in 2025?
An important partnership is coming up. We can’t say anything yet, but it makes us really happy. We also plan to open new locations in Argentina and abroad.
Would you like to add other products?
Not at the moment, because our focus is on what we do best: a unique, balanced, and harmonious cheesecake that awakens the senses and revives memories.
Where: Nordelta- Chateau Portal. Open Tuesday to Saturday from 10 AM to 7:30 PM. Sunday from 10 AM to 6 PM. Recoleta- Peña 2326. Open Monday to Saturday from 10 AM to 7 PM.