Beloved Jersey City Banana Pudding Shop Baonanas Closes After 11 Years

Owners cite rising costs, inflation, and thin margins as reasons for shutting down the pioneering dessert destination.

Published on Feb. 18, 2026

Got story updates? Submit your updates here. ›

Baonanas, a popular banana pudding shop that originated as a Jersey City pop-up and grew to have locations in New Jersey and New York, has closed its doors after 11.5 years of operation. Owners Lloyd Ortuoste and Trisha Villanueva announced the closure, citing the challenging economic realities facing small food businesses, including rising ingredient costs, inflation, and tariffs, despite the shop's growing customer base.

Why it matters

The closure of Baonanas, a business recognized as a contemporary example of Jersey City's Filipino culture, underscores the significant financial pressures facing small businesses in the current economic climate. Even successful ventures can be vulnerable to factors like rising costs and limited profitability, leading to a recent trend of restaurant closures in Jersey City.

The details

Baonanas started as a pop-up and later became the world's first banana pudding restaurant, offering over 33 rotating flavors. The shop previously operated locations in Jersey City's Harborside Financial Center and New York's East Village, both of which have since closed. Despite a growing clientele, the owners said 'rising ingredient costs, inflation, tariffs, and razor-thin margins made it increasingly difficult to operate sustainably, even after countless pivots and difficult decisions'.

  • Baonanas opened in 2014 as a pop-up in Jersey City's McGinley Square.
  • The shop previously had locations in Jersey City's Harborside Financial Center and New York's East Village, both of which have since closed.
  • Baonanas announced its closure on its website on February 17, 2026.

The players

Lloyd Ortuoste

Co-owner of Baonanas, who is now working as a sales manager and hospitality consultant, and mentoring other entrepreneurs in Jersey City.

Trisha Villanueva

Co-owner of Baonanas, who will continue her career as a labor and employment attorney.

Baonanas

A popular banana pudding shop that originated as a Jersey City pop-up and grew to have locations in New Jersey and New York.

Got photos? Submit your photos here. ›

What they’re saying

“Rising ingredient costs, inflation, tariffs, and razor-thin margins made it increasingly difficult to operate sustainably, even after countless pivots and difficult decisions.”

— Lloyd Ortuoste and Trisha Villanueva, Owners of Baonanas (Baonanas website)

The takeaway

The closure of Baonanas, despite its popularity, highlights the significant financial challenges facing small businesses in the current economic environment. As rising costs and thin profit margins continue to threaten the viability of local enterprises, communities must explore ways to better support and sustain their homegrown entrepreneurs.