There are businesses that
transcend neighborhood borders and become classics of the area
.
As happened to Confitería La Norma, which opened its doors on December 12, 1948 and now, with
75 years of experience,
it is a benchmark bakery in Olivos, but also in the Vicente López district, and even in other neighborhoods in the area. North.
On weekends, long lines of buyers form
who wait as long as they have to wait to purchase invoices, doughs and cakes, among other delicacies.
And they also have special clients: since 2000 - with some interruptions -
they deliver 150 million and “negritos” daily to the president's residence
, in the Olivos estate.
It is managed and attended to by its owners
, since its inception.
It is a family business in which everyone cooperates every day so that La Norma never lowers its standards.
Currently it is Marcelo Longarela, third generation of owners, who is in charge but Tita and Manolo, second generation, continue to visit the premises from time to time and are in charge of all the details.
The history of La Norma Confectionery
Benedicta Alvarez, known as Tita, is the one who was looking for data and information to know everything about
the first version of La Norma
since in 1948, when Juan Manuel Longarela and his wife Francisca, -both Spaniards with previous knowledge in the business-, bought the confectionery, this had been functioning as such.
“
We never wanted to change the name
of the bakery, not even when we renovated it.
It's like ships, you don't change their name.
So it will always be La Norma
”, she says enthusiastically.
From conversations with the oldest customers, Tita learned that the
bakery had been opened by two Portuguese men
who had several children and only
one daughter, named Norma,
hence the choice of the name of the establishment.
Tita remembers that in the days when she spent long hours serving at the store, people would ask her if she was Norma or they would directly call her that way, accepting that she was the famous Norma.
La Norma, the Olivos confectionery.
Manuel, son of Juan Manuel and Francisca, grew up among baskets of bread and bags of flour.
He saw his parents run the business for many years.
Thus, when they were already tired of the
exhausting rhythm of the baking world
and on top of that things were not working as they wanted, he, along with his wife Tita,
left Villa Ballester to put all their energy into the premises
on Villate Street.
Although Tita did not hesitate to accept the challenge of getting the family business afloat, she asked her father-in-law a question: "Are you going to let me make changes?"
The response was positive so that
favorable changes began for La Norma.
The façade of La Norma in 1993. Photo: Carroll
They started with the furniture.
“There was a lot of aluminum and I wanted it to be warmer,” says Tita, the soul of the bakery.
So in
1993 the furniture changed from cold aluminum to warm wood.
Curved and wooden showcases throughout the public sector.
Tita even took care of decorating the stained glass window so that it was attractive and attracted the attention of passersby.
“
We revolutionized everything and achieved a style
.
It took us four months to agree on the changes, but until we reached the product I wanted, I didn't stop,” says Tita with a smile that is as stubborn as it is satisfying.
Former La Norma staff
Another point to solve was the schedule.
“When I started directing
it was no longer closed at noon
.
Otherwise, people would go to the store or pantry to buy what they really wanted to buy here.”
His idea was always
to work hard and let customers know that they can always count on La Norma products.
Variety of cakes from La Norma.
Photo: Carroll.
The changes proposed by the second generation took effect and sales exploded.
“
Once you're at the top, you have to stay there,
” says Tita, who maintains that La Norma attracts customers from many areas since they know that the confectionery will always help them get what they need.
The reasons for success are many, but the tireless tenor of the Longarela family to provide the best service can be highlighted.
Although
they respect the old recipes
that made them who they are today in the confectionery business,
they knew how to
update themselves
when they had to
.
Puddings, bagels and alfajores from La Norma.
Photo: Carroll.
There are traditional cakes but there is also
chocotorta or Oreo cake
.
There are
homemade vanillas and Polvorones but also Italian sfogliatella and donuts
.
There are seafood cookies and also a version with grated cheese or puff pastry, which go into many customers' bags.
“When I come in here and nothing hurts, I don't have a schedule, I don't want to leave.
"It's Marcelo who has to force me to go out," Tita says in a funny way while you can see in Marcelo's eyes the enjoyment of seeing her mother giving orders and moving the plates with invoices from one side to the other.
Manolo still has his vice kneading Genoese-style sweet breads
, an emblem of the house.
The puddings are very large and there are many different flavors.
Photo: Carroll.
During the government of President Fernando De la Rúa, an
invitation came to take samples of their products to the presidential mansion
.
“Inés Pertiné, the first lady, tried them,” Marcelo says and Tita interrupts him: “I told her that
if she has a good palate, they were going to choose us
,” and that's how it was.
Of the table full of other bakery samples that were also invited,
La Norma took the biggest prize
.
When faced with surprise or scheduled meetings, Marcelo would receive messages asking for catering for many or a few people, they were always the ones chosen.
There were some
ups and downs in the continuity of orders when there were changes in mandate
.
But after the stoppages, the orders return.
Currently, every day,
they bring bread and blacks for all the employees of the residence of President Javier Milei.
What to buy in La Norma
Upon entering La Norma, you can see an army of employees with a huge smile waiting for the customer's instructions to deliver breads, cakes, cookies and invoices.
There are 45 people working in total, one of them is
Chichilo, the oldest employee who has been part of the staff since 1976
.
The butter croissants, one of the most requested.
Photo: Instagram
The number of sweet and savory offerings is enormous.
The
bills
($4,800, a dozen) are large and tempting, classic and others not so much.
From Friday to Sunday you can order
Viennese bills
($6,720, a dozen), which are very delicate and acclaimed by the public.
A large display case displays
cakes and sweet tarts of all sizes
.
The so-called “La Norma” ($18,000) stands out, which has been there since they opened, a classic that has tiramisu and dulce de leche and is dipped in chocolate, decorated with chocolate sprinkles around it.
Lemon pie, Tita's recommended one.
Photo: M. Carroll.
The
lemon pie
($14,800) is another hit.
It is made with the cream recipe of Tita's mother, who shared the formula (although it was difficult for her) so that customers can eat the best lemon pie of their lives.
There are more than thirty styles
and many are named after a member of the family since, except for the classics like the Balcarce ($18,000), they are Tita's creations.
The dry doughs
($14,000, per kilo) are special, with Cordoban, cornstarch and classic alfajores;
dried meringues;
Dulce de leche cones, with many shapes and colors dipped in chocolates and icing.
In La Norma there are big and small cakes.
Also individual portions.
Photo: Carroll.
The
puddings
($7,600) are recommended, large and heavy like lemon chiffon or English pudding.
For the savory team, they sell
pre-pizzas
alone ($950) or already prepared with sauce, cheese and toppings (from $4,000), unmissable
cheese crackers
($2,600, 250 grams), puff pastry sticks ($2,720) and cheese or sandwiches of miga (depends on the variety chosen, average price $9,600 per dozen), among other preparations.
They make many products daily that are not common in other stores such as
Polvorones, Vanilla, Bay Biscuit, Castilla Donuts, Carioca and Honey Cookies,
etc.
They also offer
chocolates
that, although they are not made in the confectionery for reasons of space, Tita tests each of the chocolates that must pass the filter: “If I don't like it, the customers don't like it,” she concludes.
Traditional confectionery in the Olivos neighborhood.
Photo: Carroll.
To avoid the wait, you can place orders via WhatsApp, reserve the order, pick it up and pay for it at the checkout.
La Norma Confectionery.
Open every day (only closed on the first day of the year in the afternoon).
From Sunday to Thursday from 7 a.m. to 9 p.m. and Fridays and Saturdays from 7 a.m. to 9:30 p.m.
Carlos Villate 2371, Olivos.
WhatsApp: (549)11-3608-0127.
Instagram:@confiterialanorma.