Today we’d like to introduce you to Samantha Karina Regalado.
Hi Samantha Karina , can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
It’s a funny story, actually. I launched It’s in the Filling! as a way to support myself while finishing my degree at CSUEB. I was managing 14 to 16 units in an online quarter system, so I needed a path that gave me flexibility and ownership of my time. On October 10, 2012, with no formal business plan, one car trip to the Costco Business Center, a $1,000 budget, and a vague idea, It’s in the Filling! came to life.
That ‘vague idea’ just turned 13 in October, and it’s been the most incredible and chaotic adventure I’ve ever been on. Entrepreneurship isn’t for the faint of heart — it’s long days, long nights, empty bank accounts, plenty of stress, and more anxiety than anyone likes to admit. But when you genuinely love what you do, it becomes a defining chapter in your story.
I’ve reinvented the business layout more than once, but over the past two years I’ve established a consistent market menu that’s given me stability, momentum, and real confidence — not just in myself, but in the strength of the brand. It’s been a journey of growth, resilience, and leaning into what works while staying true to the heart of why I started.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Oh, not at all. I’ve seen more empty bank accounts than stability some years. It’s in the Filling! started as a simple idea in my living room, and I’ve grown alongside it for the past 13 years.
In the beginning, I had no idea what I was doing about 90% of the time—I was learning as I went. Social media became my main tool for promotion, and one of the biggest lessons I learned was how to separate my emotions from the business.
Running a traveling pop-up bakery comes with its challenges: lower back pain, financial loss, time lost, and wasted inventory. I’m not saying this to be negative or to discourage anyone from following their dreams, but to be honest about the reality of this journey. It’s not easy. It will push you to your breaking point. But if you wholeheartedly love what you do, nothing “bad” that happens will derail you—and that’s when you know you’re exactly where you’re meant to be.
Being your own boss, not having a set paycheck, constantly investing, and trying to balance business and personal life is far from a smooth road. But if you still wake up every morning excited, and you return to the work even after long weekends of markets and traveling, then know this: it’s all worth it.
People often see the final setup—the beautiful table, the pastries lined up, the smiles—but there’s a whole world of planning that happens behind every pop-up bakery event, especially when I’m traveling between multiple cities.
Each event starts long before the doors open. I begin by reviewing my schedule, researching the market or city I’m heading into, and coordinating with organizers to understand foot traffic, setup requirements, and local guidelines. From there, I plan my menu based on what travels well, what sells best in that particular area, and what ingredients I need to source ahead of time.
Production days are intense and usually span several hours (sometimes overnight). Every pastry is baked, packed, labeled, and loaded with care because it all has to survive transport—whether it’s a short drive or a full road trip. I also map out efficient routes, plan for weather, double-check permits, confirm lodging, and make sure I have backup supplies because something always tries to go wrong on the road.
Once I arrive, setup begins. It’s everything from unloading tables and displays, organizing inventory so it’s easy to access during rushes, prepping the payment system, staging the booth, and making sure the presentation reflects my brand every single time. When the event starts, it becomes a balance of customer service, sales, storytelling, and managing inventory on the fly.
And when the day ends, it’s not over. I break down, clean up, pack everything again, review sales, track leftovers, restock, and prepare to do it all again in the next city.
It’s a cycle of planning, baking, traveling, connecting, and adapting—nonstop—but it’s also where the heart of my business lives. Bringing my bakery to different communities, meeting people face-to-face, and watching new customers turn into returning ones makes every mile worth it.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I am the owner and creator of It’s in the Filling!, a traveling pop-up bakery that I’ve built and grown over the last 13 years. What started as a small idea in my living room has evolved into a mobile dessert experience that brings handcrafted pastries directly to communities across multiple cities.
I specialize in small-batch, high-quality baked goods with a focus on bold, nostalgic flavors and indulgent fillings—hence the name. Customers know me for my creativity, my consistency, and the way each item feels personal, intentional, and made with genuine care. My menu isn’t just about selling desserts; it’s about creating memorable experiences for people who often plan their weekends around my pop-ups.
One of the things I’m most proud of is the fact that I built this business from the ground up while learning everything as I went—marketing, branding, production, logistics, customer relationships, all of it. There were many seasons where I had more passion than resources, but I stayed committed, and that commitment turned a simple idea into a recognizable brand with a loyal following.
What sets me apart is the combination of authenticity, mobility, and connection.
I don’t just show up with pastries—I show up with energy, personality, and a story people can feel in every interaction. Traveling to different cities allows me to build real connections with customers and makers from all walks of life, and being a one-woman show means every part of the experience is touched by my hands, from baking to setup to the person you meet at the booth.
At the end of the day, I’m most proud of the community that has formed around my bakery. The support, excitement, and loyalty people show remind me that I’m exactly where I’m meant to be, and that the long nights, early mornings, and miles traveled are all worth it.
Who else deserves credit in your story?
I am who I am because of the incredible group of people who have surrounded me and supported me through every chapter of my life. But the reason It’s in the Filling! is still here today—the reason I’m still standing—is because of my momma.
She is the backbone of this entire journey. I can’t begin to count the number of times I’ve lost myself, felt overwhelmed, or was ready to walk away, and she refused to let me give up. From day one, she has never doubted me. She has given up her weekends to help me run booths, become my personal shopper, and shown up with my coffee and Monsters—even though she absolutely hates them.
I am nothing without my momma.
And while my dad, my brother, my late grandfather, and now my husband have all played meaningful roles in supporting, guiding, motivating, and helping me whenever they could, my momma has always been my right hand. She is my support system, my number one fan, and my lifelong coach.
Everything I’ve built carries a piece of her love, sacrifice, and belief in me—and for that, I am endlessly grateful.
Pricing:
- Stuffed Cookies • $5
- Stuffed Brownies • $6
- Cake Jars • $9
- 4″ Cheesecakes • $13
- Tres Leches Cheesecake Bowls • $15
Contact Info:
- Instagram: https://www.instagram.com/itsinthefilling
- Facebook: https://www.facebook.com/itsinthefilling1
- Yelp: https://yelp.to/Icas9qQy-K
- Other: https://share.google/JEdqYhnjRsZJYngAa
