Spring 2009 - Issue 5

The Silversword: Home > Features > ‘An island trademark’

‘An island trademark’

By Jena Stomber

Chaminade Silversword

 

In the morning, the lines are already starting to form outside the door at Leonard’s Bakery at 933 Kapahulu Ave for a hot malasada. Some people gladly sacrifice their daily punctuality for the warm, soft, sugar melting when it hits your mouth, taste of a Leonard’s malasada.

Frank Leonard Rego Jr., the owner of Leonard’s Bakery, talks about how his father, Frank Leonard Rego Sr., first came to Oahu from Maui in 1946, and worked at Snowflake Bakery until he founded Leonard’s Bakery in 1952.

On July 1, 1952, the first Leonard’s Bakery opened. Afterward, since it was so successful, he wanted to open a bigger bakery and on Feb. 12,1957, Leonard’s Bakery on Kapahulu Avenue first opened its doors. However, the first time that the bakery sold malasadas was not until Fat Tuesday in1953 as a celebration treat. In the early ‘60s, Leonard’s had a Malasadamobile at the Waikele Shopping Center and at Windward Mall. In December 2008, his partner opened the first international expansion of Leonard’s Bakery in Yokohama, Japan and it is striving.

Customer Wendy Erickson, a teacher at Mokapu Elementary, has been going to Leonard’s Bakery since she was a kid and remembers how she was excited to go to the beach in Waikiki so she could stop at Leonard’s on the way home. It has become a tradition within her family.

“When we have guest over at our house, I always go to the Leonard’s wagon, since it is closer to my house and buy some malasadas to eat with breakfast,” Erickson said. “I want to introduce Leonard’s malasadas to my out of town friends so they can see how delicious they are.”

Leonard’s Bakery is mostly now known for its malasadas, which are deep-fried dough covered in sugar or cinnamon, and its malasadas puffs, which are the malasadas that come with filling inside them. Some of the fillings that they put inside are custard, haupia and dobash (chocolate). Also they are currently doing a flavor of the month, which is ilikoi for this December. Beside malasadas they also sell ice cream and assorted pastries, including donuts, cakes, cookies, brownies, pies, breads and more.

Customer Debbie Kam, a Department of Education employee, loves to have Leonard’s baked goods. It has become more of a treat to her now because she lives too far away from the main bakery and is only able to stop at the Leonard’s wagon at Windward Mall. Even though she likes the original malasada, her favorite is the chocolate haupia malasada.

“I have been going to Leonard’s Bakery ever since I was a kid, and I remember how hot and fresh they were,” Kam said. “To me, Leonard’s is an island trademark.”

Leonard’s Bakery is located at 933 Kapahulu Ave. and is open from 5:30 a.m. to 9 p.m. on Sunday to Thursday and 5:30 a.m. to 10 p.m. on Friday and Saturday. Also the Malasadamobile is open from 6 a.m. to 9 p.m. on Sunday to Thursday and 6 a.m. to 10 p.m. on Friday and Saturday.

Samantha Shimodoi, a student at the University of Hawaii, had one thing so say.

“ I love Leonard’s,” Shimodoi said. “Their malasadas are heavenly and it’s the only place from which I will eat malasadas.”