Today, July 17, 2026, Dundee is buzzing with excitement! A brand-new dessert shop has just opened its doors on Main Street, and it’s all about those delectable churros. The new Xurro Dessert Shop, located at 209 E Main St., officially celebrated its grand opening with a ribbon-cutting ceremony on July 15. But don’t worry if you missed that—there’s still plenty of time to check it out!
Now, what makes Xurro so special? For starters, they offer handmade churros that are simply irresistible. These golden, fried pastries are rolled in cinnamon sugar and served warm. You can even jazz them up with options like Nutella, cajeta (that’s Mexican caramel for you), or Bavarian cream. Prices start at just $2, making them a sweet treat that won’t break the bank! And if you’re in the mood for something different, they also serve specialty ice cream sundaes, smoothies, and, of course, authentic Mexican coffee.
Celebrate with Free Churritos!
To ring in their opening, Xurro treated the community to free churros from 3 PM to 5 PM—what a way to get everyone in the door! This family-run business is operated by four siblings who have deep roots in the churro world. Their parents kicked off the churro journey back in 1996, selling them at a well-known flea market. Fast forward to today, and Xurro has expanded from a small project to 13 locations across four states, including Florida, Illinois, Wisconsin, and Indiana. Also, keep an eye out for their mobile truck, bringing the churro goodness right to you!
But it’s not just about tasty treats. Xurro prides itself on quality. They promise their churros are free from lard and artificial flavors, using only the finest ingredients. No pre-packaged mixes here, folks! It’s all about crafting those perfect churros without compromising on quality.
Churros: A Growing Trend
Speaking of quality, did you know that the U.S. churros market is booming? Valued at an impressive USD 474.62 million in 2024, it’s projected to nearly double to USD 970.15 million by 2032, growing at a rate of 9.33% annually. It’s clear that churros are becoming a favorite among consumers, thanks in part to the rising demand for convenient snacks and the increasing popularity of multicultural foods. With churros’ Spanish and Portuguese origins, they’ve found a special place in the hearts (and stomachs) of many Americans.
Interestingly, about 63% of consumers are now prioritizing ingredient transparency, and Xurro is jumping right on that trend. With 82% of adults eager to explore new ethnic cuisines, churros are stepping into the spotlight as a quick indulgence. It seems that everyone—from quick-service restaurants to food trucks—is recognizing the churro’s potential as a unique and tasty treat.
So, whether you’re a churro aficionado or just looking for a sweet escape, make sure to swing by Xurro Dessert Shop in Dundee. With their commitment to quality and a menu full of mouthwatering options, there’s something for everyone. And who knows? You might just find your new favorite dessert!
For more details on Xurro and its offerings, check out the full story here. If you’re curious about the churros market and its exciting growth, you can read more here.