Toulouse. Plain, orange or chocolate: a 100% madeleine shop has opened in the city center
By Anthony Assemat
Published on
Taking a madeleine in hand and bringing it gently to your mouth is not just a gourmet act. It’s a bit of Proust wandering in the collective memory that penetrates you and those memories of smells of the bakery of your childhood neighborhood. It’s a whole piece of history in every bite.
Father and son for the love of the madeleine
Since Wednesday August 17, 2022, and this is a first in Toulouse, a shop has honored the famous cake. Rue des Filatiers, in the heart of the Carmes, Mister Madeleine has already gained followers since its opening. At the controls: Jean-Philippe and Dorian Roux. “This is the first time that we have launched our business. Previously, I ran a bakery delivery distribution business, and my son sold equipment for restaurateurs. We have commercial fiber in the family! laughs Jean-Philippe Roux.
“Give back the madeleine its letters of nobility”
Originally from Tarn-et-Garonne, Jean-Philippe Roux combined his happy memories of madeleines and his knowledge of the sector to embark on this adventure with his son. With a very specific objective:
“We want to get out of the mass distribution network and restore the nobility of the taste of the artisanal madeleine. We ended up losing that taste”.
Five different tastes
The store offers five different tastes : plain, orange (“with real orange zest and not orange blossom!”, specify the two managers), chocolate, almond and lemon. And does not refrain from having its proposals evaluated in the coming months if the demand is there. “Why not violet, caramel, with salty flavors? But this is not on the immediate agenda, ”says the Tarn-et-Garonne entrepreneur.
Manufactured on site
All the madeleines are made and baked on site, as the day progresses, according to customer requests. The brand gladly organizes tastings and also offers sales of canelés. Coffee and drinks adorn the menu, including the coffee + madeleine formula for 2 euros.
The beginnings are promising but the father and son partners are waiting for the start of the school year, especially the young and working people, to really gauge the potential of the madeleine as a mono-product in the city center.
Prices: 4 euros for six madeleines; 7.50 euros for 12; 12 euro minus 20.
Opening hours: Monday to Saturday from 8 a.m. to 7 p.m.
More info on Facebook and instagram.
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