Macaroons, tiramisus, eclairs or cream puffs: for the past few years, single-product pastries have been multiplying to the delight of gourmets who, in the plethora of sweet treats on offer, can thus refocus on one speciality and enjoy its many creative variations.
Election of the tastiest burger, prize awarded to the most appetizing chocolate éclair or annual recognition of the best French baguette: for several years now, we have been witnessing a "starification" of certain specialties from the land of gastronomy, products that are increasingly consumed in dedicated sales outlets. This gourmet monomania has notably led to the emergence of the boutiques of pastry chef Pierre Hermé, which, since 2001, have been dedicated to his famous macaroons, or, since 2012, to the success of the L'Éclair de Genie brand (some thirty boutiques around the world), dedicated to the ever-changing long cake.
What could have passed for a simple fashion has become a permanent fixture in the French gastronomic landscape, with more and more thematic addresses focusing on sweet dishes (We are Tiramisu stores, shops dedicated to Popellini cream puffs or the Lille specialty Le Merveilleux) but also on savory dishes (Big Fernand burgers, Mozza counters or soup bars).
An economic opportunity
Even if this trend seems to meet consumers' expectations, it is surely the decrease of the VAT (at the beginning of the 2010's it goes down to 5,5 %) that has provoked many vocations in the restaurant business: to stand out from the new addresses that are being created, the latest arrivals are indeed surfing on the aspiration to eat better (and less) by opening stores around a single culinary specialty. In addition to the practical and economical aspect, they attract more targeted audiences and surf on social networks and its #foodporn trend.
A reassuring offer
Eager to better control what they eat, « consumactors » are rediscovering the charm of artisanal shops (bakeries, butchers, fishmongers, greengrocers, etc.) and, to the detriment of supermarkets discredited by several food scandals, are increasingly appreciating local consumption.
By having full control over the production and quality of their products, these brands reassure them and, in a plethoric French gourmet offer and overexposure to information, they also allow them to go to the essential.
Creativity
To avoid tiring their customers, these single-product stores must be innovative: new recipes, ephemeral collections, events around the launch of a creation... They regularly renew their offer and thus make their specialty a trend to follow for the greatest happiness of gourmands... and Instagrammers.
To organize a gourmet tour in Paris around some of these thematic addresses, go here.
Valérie from Comme des Français
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