Bouchon Bakery ultimate social gathering spot
‘ME consumers have remarkable appetite for high-quality food’
By Ahmed Al-Naqeeb
KUWAIT CITY, Oct 1: Bouchon Bakery, part of Thomas Keller Restaurant Group, has made its debut in Kuwait with the opening of its second store in the Middle East at Grand Avenue, The Avenues, in partnership with international retail franchise operator M.H. Alshaya Co.
The new store was officially inaugurated by Bouchon Bakery chef and proprietor Thomas Keller, and Alshaya’s Executive Chairman, Mohammed Alshaya last month, with numerous distinguished guests and the media present at the event.
Chef Keller, the American chef, restaurateur, cookbook writer, and holder of seven Michelin stars, said: “Consumers in the Middle East have a remarkable appetite for high-quality food. I am extremely proud to have expanded our brand and experience to give guests a glimpse of my memories in France, with a range of unique and delicious foods.”
From his side, Alshaya said: “We are delighted to celebrate the launch of Bouchon Bakery in Kuwait with Chef Thomas Keller. Adding that Bouchon Bakery is a special addition to their portfolio of food brands, and an important part of their mission to bring leading international brands to our guests in the region.”
Established in 2003 by Chef Keller, Bouchon Bakery was first conceived to provide restaurants at Yountville, California, with one-of-a-kind breads. Since its inception, the bakery has served as a gathering place in the heart of the Napa Valley, providing a genuine style of classic French boulangeries.
Furthermore, Identified by its warm green façade and antique cast iron street lamp, Bouchon Bakery is the ultimate social gathering spot for those perfect long-lasting memories with friends and family. With interiors created by famed designer Adam D. Tihany, a long-time friend and collaborator of Chef Keller’s, the bakery is a traditional interpretation of a French boulangerie, mirroring Chef Keller’s twist on classical French / American cuisine.
Speaking to the Arab-Times, Thomas Keller asserted that cooking is an art where everything is taken one step at a time, enjoying the process and its rewards. A skill where repetition and rituals, with a dash of contemporary are the ingredients to new heights.
Question: Tell us about the inception of Bouchon Bakery.
Answer: The idea of the bakery was born while I was in my 20s and working in Paris. I lived in an apartment that was right above a tiny bakery and that really inspired me to set up my own. It was in Paris that I learned what an important role bakeries play in neighborhoods. In July 2003 we opened the first Bouchon Bakery in Yountville, California next-
door to Bouchon Bistro and just down the road from The French Laundry. Bouchon Bakery was first conceived as a way to provide both of these restaurants with one-of-a-kind breads, but it quickly blossomed into an integral part of our community. Whether freshly baked loaf of bread or a simple meal skillfully crafted from the highest-quality ingredients, these pull people together to dine and discuss their lives. I hope that is the same experience for our guests in Kuwait.
Q: What drew you to the culinary
arts?
A: I think it was my appreciation for rituals and repetition. Standing in front of the dish machine at my mother’s restaurant really taught me a lot about what I do without even realizing it at the time. It was those rituals of operating that dish machine, understanding how to be organized, how to be efficient—the fact that you were a part of a team and they all relied on you and you had to deliver the dishes to the chef and the glasses to the bar and the silverware to the waiters.
Repetition — doing something over and over and over again—makes you get good at it, and as a cook that is what our lives are about. It’s about that repetition—going to work every day and doing the same thing, it’s not always something new. There are those moments when you get to explore new avenues or learn new things, but even they — after a while — become a part of that repetition and ritual.
Q: If you had one advice to give to aspiring chefs and restaurateurs, what would it be?
A: Well I have two pieces of advice that I have always found valuable in the kitchen. The first is patience. Always be patient with your career and with yourself. Make sure you take the time to learn the skills that you will need in the future. Do not rush. Cooking is rewarding, it should be fun, and it gives us the opportunity to nurture others. That is the real reason we cook, and we must find the purpose in each task that allows us to do so. Enjoy the time you will be honing your skills, make friends, travel when possible, try things. It is hard to go back. Be patient, and enjoy where you are while you are there. The second word is persistence. Don’t let anyone tell you that you can’t do something. If you are willing to try, and if you work hard at it, you will find a way. If you believe that you cannot fail, then you will persist even in the most challenging times.
Q: What makes your bakery stand out from the rest?
A: It’s our selection of artisanal, oneof-a-kind breads and classic desserts that were inspired by my memories of life in France, as well as my own childhood in the United States. Our entire menu is carefully hand-crafted, precisely prepared to give our guests a warm and friendly experience they’re looking for. We also stress the importance of focusing on one guest at a time; it’s our unifying philosophy. We consider it our professional responsibility to ensure that every one of our guests feels special and cared for.
Q: How are you going to assure that the quality of the food in this branch will maintain its consistency, given that you won’t be tending to it personally year long?
A: We aim to deliver the same experience our guest enjoys today in the US Consistency is one our restaurant group’s core values and we strive to maintain our standards of quality moment to moment, day to day and year after year. In partnership with Alshaya, I oversee the business operations. Our teams have trained together for many months both in Kuwait and in the United States so that we are not only aligned in our vision, but that consistency is key. It’s the same approach I take with our other bakeries; I always keep a close eye on the standards we’re setting for our guests.
Q: How many branches are there in the region? Are there any Plans to open new branches?
A: We’ve successfully launched in Dubai at the JBR strip and we recently opened in Kuwait. We believe the Middle East has a lot of untapped opportunities; we will certainly look into other markets together with Alshaya to find the right places.
Q: Why did you choose to partner with Alshaya?
A: I carefully considered this partnership as it was our first bakery outside the United States and our first international expansion so I needed to be sure that the brand experience and its value remained unaffected. Alshaya is known to do just that. Deliver an authentic experience with uncompromised quality. After meeting with the Alshaya team, it was clear that they really understand what Bouchon Bakery stands for and are able to match that perfectly.
Q: Why is Bouchon Bakery right for Kuwait and the Middle-East in general?
A: The Middle East is known for its fine tasting palate and there is a demand for high-quality bakeries, so it felt right. I was shown the potential of the region after meeting Mohammed Alshaya. There was alignment in our vision and we are very pleased with this partnership.
Q: You also have Bouchon Bistro, do you plan to bring it to Kuwait with Alshaya as well?
A: No, we are focused on Bouchon Bakery.
Q: Tell us a little about your book “Bouchon Bakery”
A: This cookbook draws its inspiration — and recipes — from our bakeries in the United States. This cookbook offers something for everyone — from homey sweets and childhood classics to more ambitious recipes like the apricot flan tart. We’re proud of the beautiful photographs that provide a visual guide and the book retains a sense of whimsy.
Q: What is your Last message to the Kuwaiti public.
A: I want to thank the Kuwaiti public for their warm welcome they showed me during our opening. You were gracious with your introductions and generous with your time. I so enjoyed walking through the Souq taking in the sights, smells and sounds — accompanied by talented and curious local chefs who prepared a delicious meal for me. And I very much enjoyed speaking with member of the media and meeting others at the books signings. I would also like to share with the Kuwaiti public that a great meal is not one that just fills you up. A great meal is a journey that returns you to sources of pleasure you may have forgotten and takes you to places you haven’t been before. As chefs and restaurateurs, our job is to welcome our guests onto this journey and guide them through it.