Austin, Texas · Coming Soon
Broissant
It started as a joke. It's becoming a French bakery in Austin.
Austin, Texas · Coming Soon
It started as a joke. It's becoming a French bakery in Austin.
The Concept
Six months ago, I posted a video about American sandwich bread. The slice in my hand hadn't molded in three weeks. It had more sugar than a jar of Nutella and the structural integrity of a memory-foam mattress. I told my community I could open a French bakery in Texas, insult the customers, throw baguettes at them, and they'd queue for three blocks paying ten dollars a croissant. They dared me. So here we go.
Broissant will be a French bakery in Austin. Not French-inspired. Not French-influenced. French. Every detail. We'll serve viennoiseries, croissants, pains au chocolat, brioches, made with real ingredients sourced from every corner of France, including the Pyrénées-Orientales where I grew up. Jambon-beurre (ham and butter on a baguette, that's the entire sandwich, please stop asking what else is on it). Croque-monsieurs (broiled ham and cheese, not deconstructed). Proper espresso. And a glass of white wine before noon if you ask nicely. We'll also serve attitude. That part will be free.
The Vision
Starbucks has 87,000 ways to order a coffee. We'll have a few that matter. The classics, croissants, pain au chocolat, baguettes, jambon-beurre, croque-monsieur. Catalan specialties from where I grew up in the Pyrénées-Orientales, which you'll discover when we open. Proper espresso. A latte if you want one (yes, vanilla included, I'm bitter, not cruel). Wine. A curated list, not a touchscreen with 47 syrups and three milks pretending to be milk. We won't have everything. We'll have what matters.
Real ingredients, sourced from every corner of France. Butter, flour, salt, charcuterie, cheese, the basics that turn into miracles in the right hands. A real boulanger (French, probably mute, probably depressed, it's the tradition) working at 3am while Austin sleeps. If we can't get the real ingredient, we won't serve the product. There will be no "American version."
You won't see an iPad spin toward you with a 25% default selected. You won't watch a barista perform mild trauma for $4 in change. Our team will be paid properly, that's our job, not yours. If you want to leave a tip, leave a tip. If you don't, leave anyway. Like in Paris.
The Roadmap
Concept defined and battle-tested through six months of content about American food culture. Texas LLC filed. Market study completed for Austin. The boring paperwork that 90% of food projects skip, which is also why 90% of food projects die. We didn't skip it.
Get involved at this stageWe're raising the capital to open the doors. Accredited investors, family offices, food-industry strategics, if you want a French bakery to exist in Austin and you have money looking for somewhere to go, this is the moment. Ticket structure and pitch deck available on request.
Get involved at this stageWe've identified a corridor near the Austin Convention Center. Foot traffic, walking distance to the tech bro habitat, no rent on a freeway. We'll sign the lease once funding closes.
Get involved at this stageTexas food establishment license. Health permits. Hiring the boulanger (in conversation with three serious candidates, all French, all suspiciously quiet). Sourcing French butter and flour at scale. The unglamorous infrastructure that will turn one viral video into a 6am opening time.
Get involved at this stageSoft opening for friends, family, and the people who showed up first. Then the grand opening, Austin press, surprise guests, the kind of launch the city remembers. And somewhere in the first month, the first viral video of a tech bro getting visibly upset that we don't carry oat milk. That last part isn't planned. It's just inevitable.
Get involved at this stage
For Investors
We're dropping the joke for thirty seconds, read this carefully. We're raising from accredited investors only. Every conversation goes through legal counsel, every term is documented, every dollar is accounted for. We're looking for professionals who understand restaurants, hospitality, food and beverage, or French consumer brands, and who want to deploy capital on a long horizon, with operators who take the boring work seriously.
If you're in for the brand, the joke, or the dinner invitations, we love you, please come buy a croissant when we open. If you're in to build a real business with people who treat it like one, the form is below.
Get Involved
Investors, food industry professionals, suppliers, real estate operators, lawyers, marketing operators, fill the form below if you can help build this. If you just want to leave a message or threaten me with a defamation suit, also use the form. Éros reads everything. Eventually.
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Thank you for reaching out. We'll be in touch soon.