Barriere, a South Florida-Based Entrepreneur and Longtime Advisor to the Bakery Franchise, Drives Growth and Innovation
Vicky Bakery, a family-owned Cuban bakery franchise, has named George Barriere chief executive officer. The South Florida-based business strategist and entrepreneur played a pivotal role in developing Vicky’s original licensing model more than a decade ago, helping lay the groundwork for the franchising structure in place today. In addition to his role as CEO, Barriere serves as chairman of the executive board of directors across all Vicky Bakery companies.
“My experience as chairman has given me a unique, high-level perspective on the brand’s opportunities and challenges,” Barriere said. “I’ve been involved in major decisions, long-term planning and guiding the company through different stages of growth. Now, stepping in as CEO, I’m able to marry that strategic lens with operational execution. Being from South Florida, I also deeply understand our core customer — and I’ll always use that insight to guide our next steps. As for balance, I see both roles as deeply interconnected.”
Vicky Bakery is set to open eight new locations in 2025, aiming to reach 100 stores by 2030. However, Barriere emphasized that it’s not just about the numbers. “It’s about growth with purpose. I’m most energized by the opportunity to expand our footprint while preserving the heart of the brand and bringing the Vicky experience to new communities across the country.”
He said the brand will continue to grow by embracing new technology, improving operational efficiencies, introducing fresh product lines, rethinking real estate strategies and continuing to adapt its customer experience for a modern world. “Whether that’s through online ordering, loyalty programs or operational upgrades behind the scenes, we’re ready for what’s next.”
Alex Santiago, president of Vicky Bakery, said Barriere’s vision, operational discipline and deep understanding of the brand’s heritage make him the ideal person for the role. “George has been an integral part of the Vicky Bakery family for years, and there’s truly no one better suited to lead us into this next chapter,” Santiago said.
Leading By Example
Leading by example is at the heart of Barriere’s leadership philosophy. “To me, leading by example means staying grounded and curious and never asking someone to do something you wouldn’t do yourself. I believe in building strong teams and giving people the tools and support they need to succeed.”
In addition to his professional accomplishments, Barriere has been married for 37 years and has two daughters. He is passionate about education and has taught debate to students of all ages. His favorite Vicky menu item? The guava and cheese pastelito.
About Vicky Bakery
Vicky Bakery serves an array of Cuban delights from pastelitos to cakes, cafecitos and sandwiches. The specialty pastries are made with a Cuban family recipe that has been passed down through generations. Since its founding in 1972, the brand has expanded to over two dozen locations across South Florida.
