In Paris, a pop-up profiterole store has appeared near the Eiffel Tower
Patissier Christophe Michalak has created Choux d’Enfer (Literally Profiteroles from Hell), a pop-up profiterole store only a stone’s throw away from the Eiffel Tower in Paris. It opened in February 2014 in partnership with Alain Ducasse.
The idea is a simple one – to make Christophe Michalak’s pastry creations accessible to everyone by selling them from a pop-up store. Passers-by can buy profiteroles singly or boxed, and have a choice of gougères (cheese-filled savoury choux pastry), profiteroles filled with cream and chouquettes (another type of choux bun). 9 savoury profiteroles cost 7€ (£5.70), 10 chouquettes cost 5€ (£4.10) and 3 sweet cream-filled choux buns cost 6€ (£4.90).
The choux buns are prepared in Christophe Michalak’s kitchens, then are finished on order. Filling is added at the last possible moment to make sure they stay fresh and are sold seven days a week from 9am to 8.30pm. As this stand only sells a single product, it can serve consumers quickly, and the queues are never too long. The Parisian pastry partnership has generated an interesting turnover.
The pop-up store has taken the opportunity to build on the success of food trucks, all the while offering higher-quality products than most other Parisian food vans. Tourists who visit the Eiffel Tower in Paris can try world-famous French pastry cuisine, and what’s more, service is quicker than in a restaurant. The food truck maintains Christophe Michalak’s reputation in the world of gastronomy tourism in Paris, and it doesn’t come at that higher a price!
Practical information : Choux d’Enfer – Crossing quai Branly and la rue Jean Rey, 75015 Paris