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Entertainment, Food & Beverage

Becasse Bakery to open in S'pore

Becasse Bakery from Australia will sell French-style pastries such as Gateau St. Honore, opera gateaux and bread.
Asia One - February 21, 2013
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Becasse Bakery to open in S'pore

Becasse Bakery, a new artisanal brand from Australia, will be opening two stores here in April. One will be a 140-seat bakery at Block 10 Dempsey Road, Dempsey Hill, and the other, a 75-seater in the atrium on the fourth floor of Ion Orchard. Both are slated to open by the end of April.

The bakery is being brought in by gourmet retailer and cafe jones the grocer, which acquired the bakery, as well as burger joint Charlie & Co. last July. It opened its first Charlie & Co. here, in basement four at Ion Orchard, last month.

The bakery and burger joint were once part of Australian celebrity chef Justin North's food empire that also included the now-defunct fine- dining restaurant Becasse in Sydney. The businesses were previously part of the North Group owned by chef North and his wife Georgia. The group was placed into voluntary administration in June last year, according to The Australian Financial Review.

The famed Becasse restaurant, which had two hats out of the maximum three hats, Australia's equivalent of Michelin stars, was one of the best restaurants in Sydney during the mid-noughties. It closed before jones the grocer Group's acquisition, a spokesman for the group says.

Becasse Bakery's entry here adds to the growing number of overseas offshoots of well-known bakeries, boulangeries and patisseries in Singapore, which include Paul at Takashimaya Shopping Centre and Maison Kayser with outlets in malls such as Scotts Square and Wheelock Place.

Becasse Bakery has one outlet in Westfield Sydney at Pitt Street.

The group plans to open at least five more bakeries in Singapore over the next five years and is also exploring opportunities in countries such as Thailand, Malaysia and China. It will also be opening its third jones the grocer outlet, another cafe and food emporium, at the space previously occupied by Meatworks on the fourth floor of Ion Orchard at the end of this month.

Of the group's choice to open Becasse Bakery here, a spokesman says: "Singaporeans are discerning customers who appreciate genuine quality and style. They are sociable and expect entertainment from their food and beverage dining experience."

The new contemporary bakeries will be chic, classy and elegant while the ambience will be "vibrant and edgy". They will serve French-style pastries and breads that will be baked in-house by artisan bakers. Although Becasse Bakery has a similar target market to jones the grocer - educated, well-travelled and discerning 25- to 50- year-olds, mainly women - the focus of the concepts differ, its spokesman says.

Becasse Bakery is "a modern interpretation of a French and European patisserie and bakery", while jones the grocer has a modern Australian feel.

Breads and confections to look forward to at Becasse Bakery include a brioche loaf with truffle, rosemary and sea salt, Gateau St. Honore, opera gateaux, strawberry mille feuille and French marshmallows. The bakeries will also offer savoury items such as croque madame and monsieur, quiche and sandwiches, as well as rotisserie meats and soups.

Breads are likely to be priced between $5 and $10, while dine-in dishes will range from $15 to $25 each.


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