alessandrabustamante

[alessandrabustamante]

Competition to Note

Roselle Evelyn’s Crackers Hadrien Verrier Patisserie

Aside from search engine research (following links to Blogs such as Toronto Life and BlogTO) and falling down some Instagram rabbit holes, I used my living in Toronto to zero in on some of what are my local competitors.

The first on the list is Roselle, a Filipino owned and run patisserie in Toronto’s Corktown (King St. East). They produce and sell both traditional and modern desserts. They had a second location in the west end but lost it this year. Their website (https://www.roselleto.com) captured their aesthetic and markets their vibe as well as their products. It is a simple and clean design, easy to navigate format that gives some background information of their business as well as the current options for delivery/pickup/FAQ/popup locations, as well as Covid-19 updates to their business. They can be found on Instagram, and reached via Instagram DM, emails or a telephone number provided. They’ve been around since 2015, I even recall hearing about them when they had first opened. They feature 2 menu’s, an online pre-order menu and a ‘secret’ one that requires a password to access. They also sell their previously used baking tools that they no longer need on their website. Price ranges are quite affordable, though given the pandemic it’s quite limited. They have adjusted their menu to also sell easily transportable desserts, or dessert bundles. They have a solid background, a cute story to tell about their roots and a following of supportive local business owners and pastry chefs in Toronto. Their Instagram allows people to comment on posts and they are quite good at responding to inquiries and reviews (good and bad). They have some tasty signature flavors, mostly classic, and well-made desserts but nothing particularly unique. They showcase some classic forms (entremets, eclairs and cakes) but nothing to cater to those with any dietary restrictions, which is fine but they do lose a growing demographic.

Next on my list is Evelyn’s Crackers (https://evelynscrackers.com). They are more a bakery than patisserie, selling more bread products than sweets. The website is simple and east to navigate, well designed, featuring a picture of a baker handling dough on the home page. They have a rustic aesthetic and emphasize their use of heritage grains. Their website includes background info, dates and times of the farmers markets they are a part of, wholesale inquiries and locations that carry their products, online store for ordering delivery/pickup, grain information, recipes and even classes they offer. They were first established around 2011 by chef and owner Dawn Woodward. They boast usage of locally sourced grains, a large variety of grains, and highlights their use of Red Fife, a very flavorful Canadian wheat.  Reviews in their website are mostly inquiries and supportive notes. They can be found on Instagram and contacted through Instagram Dm, email and phone number. While they are mostly bread, they do produce cookies, pound cakes and of course: crackers. They have a beautifully rustic aesthetic with products to match. A weakness is that they are on the expensive side for their products. Their products are very artisanal and mostly on the breads side, but allows them to be creative with the many grains they use. They cater to some dietary restrictions (i.e. peanut free environment, low sugar products)

The last on my list is Hadrien Verrier Patisserie (https://hadrienpatisserie.ca) This spot produces traditional French pastries and viennoiseries, made authentically French and freshly handmade by Paris-born and trained chef/owner Hadrien Verrier. The website is extremely simple, but emphasizes its French background by using the colors of the French flag as part of its design. They display a picture of an orange colored dessert marked with the logo of the patisserie in the homepage. Website includes a brief background about the chef, though little else about their mission statement is mentioned, and explains its partnership with Death in Venice Gelato in Toronto’s Little Portugal where you can find some of their baked goods, and a gallery of their baked goods. They can also be found at the Evergreen Brickworks Farmers Market on Saturdays, they also sell some of their products wholesale to some local Toronto café’s. The online menu is straightforward in explaining their delivery/pickup system. Due to Covid-19, they have adjusted their sales system only allowing for delivery within 5-10km’s and curbside pickup. They can be reached through email or telephone number provided on their website, and found on Instagram. Price range are about average for their quality and offerings, cheaper than the previous two establishments I researched—they have a good range of offerings of sweet and savory options. Their weakness may also well be their strength: they are quite classic and standard. They also have no mention of any use or support of local Canadian ingredients.

[alessandrabustamante]

Entrepreneurship 1 Strengths and Weaknesses

All my career I’ve been an eager learner, getting my hands on as much literature about skills, technique and science of my trade. I enjoy discussing what I know or ideas I have with my coworkers and teaching the new employees. I’m ambitious and like to motivate myself and others, setting goals and enjoying when I achieve something—like moving up to management roles or getting desserts on menus or even just testing a dessert and finally perfecting it. I know I’m a creative person, I enjoy and thrive on opportunities to test desserts and get new desserts or pastry items on menus, being a pastry chef allows me some freedom to apply these skills. The food industry can be chaotic, I keep myself organized and as much of my surroundings that I can organized which helps a great deal in helping with the pressure of a kitchen service or at a bakery—making sure we have everything we need when we need it and keeping everything squeaky clean while we do it.

As for weaknesses I know I need to work on, the first I’d start with is my lack of experience and knowledge in entrepreneurial ventures --unless you count having a freezie and lemonade stand in the summers of my youth. It’s a big reason on why I’m here. I’ve spent my career so far really working on learning how to make stuff. Most of the questions I’ve concerned myself with are along the lines of: Why doesn’t my souffle rise the same today?  How often do I feed my sourdough starter and what flour do I wanna make use this time? My bouchons are kinda lopsided, did the cremeaux filling split inside? Is that why? I figure taking this course is a great way to start to rectify my lack of knowledge and experience in the field—especially since my goal is to start my own business (eventually?). Another weakness is perfectionism. Might not sound like a weakness to some people, but I can testify. I like to feel prepared; I don’t like to serve food I’m not proud of and doesn’t look or taste perfect and it really bothers me when I’m in a situation when I have to, whether by my own fault or someone else’s. I hold it in and it holds me back. 

A great deal of my experience working in the food industry has had me practicing my employability skills and developing my baking and pastry arts technique. I’ve had management positions to work on food costing for menu items, sourcing and ordering ingredients, and of course people management. Learning to be a manager and a chef helps me to hone some of the entrepreneurial skills I’d need, and I’m eager to learn more and apply them on my own entrepreneurial journey—though I’ve got a long way to go.

Alessandra Bustamante