Jo Y.
Yelp
A malasada is a fried pastry, slightly crispier and chewier than a donut and without a hole. Portuguese immigrants brought malasadas to HI at the turn of the 20th century. There is a Portuguese bakery in HNL that is known for its malasadas, Leonard's Bakery.
Arsenio and Amelia DeRego arrived in HI in 1882 to work in the sugar cane fields. Their son and wife, Margaret and Frank Rego Sr., opened Leonard's Bakery in 1932. The bakery was passed on to their son, Leonard Rego Sr. in 1952, with his mother encouraging him to sell malasadas, which started this iconic dessert to be placed on the map. Leonard Rego passed the business to his son and current owner, Leonard Rego, Jr. His son, Leonard III, helps out in the bakery and hopes to extend the family name to the bakery one day. Notice how the name "Leonard" is used repeatedly in the family? Leonard is Frank Rego's middle name, which he also named his son at birth, Leonard, who named his son Leonard. Hence, it was easy to name the bakery, "Leonard's Bakery."
Note that the proper spelling of malasadas should have two s' in the middle, which should be "malassada." However, when the bakery first opened, it was misspelled intentionally with only one "s" and never corrected.
In addition to selling its iconic malasadas, they also sold pao doce (sweet bread), decorated cakes, danishes, rolls, pies, and the whole gamut of pastries. Who remembers selling Leonard Bakery's fundraiser tickets for their school club? Or tv personality Lucky Luck doing their commercials? But with the passing years, its focus has changed, with fundraisers and baked pastries taking second importance to the more prominent malasadas. Leonard's still offers limited pastries that include: apple/blueberry squares, pinwheels, danishes, cupcakes, etc. There are also souvenir merchandise: caps, lanyards, tote bags, clothing, stickers, luggage tags, plushies, mugs, etc.
With the popularity of malasadas, Leonard's expanded to a 2nd location (franchised) in Yokohama Japan in 2008 and eventually introducing food trucks called "malasadamobiles" in the 1980's to cover the entire island of Oahu: Koko Marina or HI Kai, Waikele, Pearlridge, and Kaneohe. While it's less congested at a malasamobile, some say you get the same malasadas here as in the bakery, but I prefer those in the bakery that are made in larger batches (just a personal preference).
The malasada are fried until golden brown, with the inside fluffy and light, and the outside a little crunchy and chewy; it's doused with lots of granulated white sugar. It comes in various flavors: original; covered with cinnamon sugar, or li hing powder); filled with custard, dobash (chocolate), haupia (coconut), macadamia nut, guava or pineapple. They're best eaten warm, and I personally like the simpler original flavor, as it was what I had grown up with.
Located in the residential area of Kapahulu lined with restaurants and businesses visited by both locals and visitors, Leonard's Bakery is a Honolulu landmark with its flashing neon sign at curbside. Whenever I have a craving, we would drive by Leonard's Bakery. It can be crowded with tourists waiting for their orders and the parking lot congested with drivers waiting for spaces to open. I would happily wait until the next time we're in the area to see if it's less congested.
Customers are in a single line that goes through the store, where you put in your orders. You pay the cashier and is given a receipt with a number on it, as you are told to wait outside until your number is called. Within minutes, you'll hear a batch of numbers called via microphone. There's a very efficient system, as the malasadas are made in batches and in the orders that they were submitted. Note that to get their signature pink box with the Leonard's name in blue, you'll need to order a minimum of 6 malasaladas; otherwise, they would be put in in pink plastic bag.
Staff is friendly, patient, and welcoming your order. They are efficient, ensuring that you're not holding up the line. Hence, while the line seems long, it moves quickly. And don't forget to request the 10% kamaaina discount on Mondays only, which staff will happily oblige.
Hours are daily 5:30a to 7p, where many tourists congregate for an early breakfast before their around-the-island tour.
We're grateful that Leonard Rego Jr. honored his heritage by taking over the bakery in 1952 to what it is now today. We look forward to his son extending this legacy to future years. And we'll enjoy these delicious malasadas whenever we can! Support local!