Preparing the Christmas campaign at Casa Mira

It may seem early, but in Casa Mira Christmas begins in September. In this month is when its workshop and the hands of its artisan confectioners, and a recipe that has been unchangeable for more than a century, get down to work to prepare one of the best nougats in Madrid. The Christmas campaign begins!

With more than 160 years of tradition, Casa Mira is not only synonymous with artisan nougat, but also with meticulous planning to ensure that every detail is ready to face what is undoubtedly its most important season of the year.

A nougat legacy that lives on

Founded in 1855, Casa Mira is still a family business that has been able to adapt to the passing of time without losing its roots. The confectionery, located at number 30 Carrera de San Jerónimo, is still run by the same family, passing from generation to generation. Currently, Carlos Ibáñez, a direct descendant of founder Luis Mira, is in charge of the store, ensuring that the artisan tradition that characterizes its products remains intact.

“At Casa Mira, Christmas is much more than just a date, it is the essence of our business,” says Carlos. “For as long as I can remember, the preparation for this season begins in the middle of summer. We take advantage of those months to make improvements to the facilities and ensure that everything is in perfect condition for the high demand that comes with Christmas.”

Preparations starting in summer

Far from improvising, Casa Mira plans months in advance. In the middle of summer, while many people are enjoying their vacations, the store begins its fine-tuning process. During July and August, renovations are carried out in the workshop, where all the nougat is handmade, and the machinery is overhauled. “A couple of years ago, for example, we changed the main oven, which is essential to be able to continue producing our products,” says Carlos.

But it’s not just about updating the machinery; the building’s historic façade is also receiving attention. “It is important to maintain the original appearance of the premises, which is partof Madrid’s cultural heritage,” he explains. Every detail is taken care of to the maximum so that everything is ready when the production peak arrives, which usually starts at the end of October.

Artisanal production: the heart of Casa Mira

One of the aspects that make Casa Mira a special place is its commitment to artisanal production. From the famous Jijona nougat to the marzipans and polvorones, all products are made in the traditional way, without relying on advanced technologies. “Here we are guided by color, texture and smell to know when the nougat is at its peak. We don’t use timers or sophisticated sensors, just experience,” says Joaquín Gómez Expósito, who has been working in the bakery for almost five decades.

Each piece of nougat is made with the same dedication with which it was made more than a century ago. Despite technological advances, Casa Mira continues to rely on artisanal labor, something that allows them to preserve the authenticity of their products. “Our way of working has not changed much over the years. We still use the original recipes of our ancestors, although now we have better raw materials,” adds Joaquín.

Casa Mira’s Christmas campaign begins

Casa Mira ‘s success is not only due to the quality of its products, but also to the careful planning of the Christmas campaign. According to Carlos, 80% of annual sales are concentrated in the months of November and December, so it is crucial to have a team ready to deal with the high demand. “We start contacting temporary staff just after the summer, so that they can be ready to work at full capacity in mid-November,” he explains.

During the Christmas season, the store not only increases its production, but also triples its workforce. Despite the high demand, the production process is still handmade, which means long working days. “We start at six in the morning and finish at eight in the evening, but it’s worth it when we see the faces of the customers who come year after year,” comments Joaquín.

Customers who are part of the tradition

Casa Mira is not only a tradition in the Spanish capital, but also for many families who have turned the purchase of turrones in this store into a Christmas ritual. “We have customers who have been coming since they were children, and now they bring their children and grandchildren. It’s something that is passed down from generation to generation,” says Carlos. In addition, the store has managed to gain the loyalty of many international customers who, either by phone or through its website, place their orders months in advance to make sure they will have their favorite turrón for Christmas.

Although the rise of online sales has slightly changed the way they operate, Carlos affirms that the essence of Casa Mira remains the same: “We are a lifelong store, and although we have modernized certain aspects, such as online sales, we are still committed to tradition. This is what has allowed us to endure for more than 160 years”.