How The 'Croissant Cereal' Creators Bring In $128K A Month In NYC
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- Опубліковано 9 вер 2022
- Gautier Coiffard, 34, quit his $105,000/year engineering job in 2022 to open a French bakery in New York City with his wife, Ashley Coiffard, 33. What started as a side hustle in their small Brooklyn apartment, has become a successful bakery called L'Appartement 4F based in Brooklyn Heights. It brings in up to $128,000 a month selling croissants, bread and a popular mini croissant cereal.
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How The 'Croissant Cereal' Creators Bring In $128K A Month In NYC
I've followed a few engineers turned cooks, and I've found them to be extremely detail oriented and uncompromising with ingredients/process. So with will power and passion, I am not surprise by this man's success. Bravo to the both of them! May the bakery continue to do well 🙏
He’s genuine disappointment that he can’t eat butter was endearing af
His genuine *
He's French. It's normal.
What country are you from?
😂😂😂😂😂😂😂😂😂
I felt his pain! Lol
Doctors telling the Frenchman to not eat butter? That's some classic bs.
I actually ordered from them when they were starting out - they were able to deliver fresh pastries to my friends, family (and myself) during the early days of 2020 and It was always a lovely surprise! Got a chance to visit their store in person a few weeks back and they had the most amazing ice cream chocolate chip cookie sandwiches (they sold limited quantities for the summer). Highly recommend! 👏
Hi Annie, the delivery was through Uber Eats or Doordash, or something else?
Fireee ❤
Awesome to see a mom and pop shop seeing success
and is there any plan of yours to visit their shop and try some out?
I love that they're successful while also creating a great space for their community and also creating jobs! That's incredible! Their food looks so amazing!
based on the number of employees and their monthly labor expenses they are paying their employees terribly
Software Engineers are artists in their DNA. They took the job to fund their hobby in the near future
As I writing this comment I also making my croissants. This is truely inspire when you start the business from home. I went in France to learn in pastry and french cooking. I work in some restaurants in Paris and trained at pastry shop in Le Puy en Velay. When COVID came I go back in Taiwan eventhough my residence permit in France is on the way. I think of it there is no possibility when the COVID ended. I go back home. Starts publish a cooking book and run a pastry at our home and my customer loves. 2 years now I came homr and 1 years doing pastry at home. I am launching my pastry shop in coming days.
I'm wishing you luck! You can achieve your dreams!
Good luck and today the dream is yours to live!!!
$105k a year to $128K a month? Lord have mercy! Congratulations. I love croissants. You got to throw some meat in between and you will triple. sales. I will definitely come my next time in NY.
It's 45k per month.
Yeah 45K is much lower than 128K. IF they were making 128K a month all profit; Set for life. Even 45K is really good though so...
@@myreel $45K?
@@myreel that’s still 540k a year.
They’ll be debt free within 2 years.
The mom was right, a bakery is the last thing we need in France. haha good to import french delicatessen into the US
And another pizza place is the last thing we need in America, especially NY
Being able to turn a profit the first month opening is super impressive
I have endless respect for people who take the plunge and work their dreams like these two. You’ve earned every penny you make!
Most people outside Europe don’t realise how delicious a real loaf of bread can be. On the other hand, not everybody will appreciate it, either. If you grown up with factory-made white bread, that is the definition of bread for you.
Even the French only really know white bread, thus missing out on all the magnificent types of rye bread.
There's great bread all around the world, not just in Europe. Many areas also have factory-made bread that's not as good because of cost, culture, lack of government subsidies like France, and other reasons.
@@aaronzinman6483 Yes, as a French I must confess that the bread in France went only around 15 centuries ago and there are interesting breads all over the world.
White bread didn’t exist that much before the French revolution and the non-white bread was very likely better than the bread that we used to eat nowadays :)
I don’t get y what you tired to say in your last paragraph but we have a lot of different breads in France
"Most people outside Europe "
Africa & Middle East: "????????"
Most people complain about employee wages, food pricing, and never realize the overhead it takes to run these places.
The employees definitely deserve a raise.
And you say that based upon...?
This is so so impressive. I love everything about this video. I wish them the best and hope they open more locations around the U.S.
We never saw the end product of the croissant cereal. The video showed the baker rolling the croissant cereal, and also the box it came in, but not the cooked product. 😒
It’s overhyped garbage that you can make at home for $7
She hit the jackpot with that dude.
She did a fantastic job with the marketing too…
For sure. But its a team effort too. I support my husband in our successful business as marketing is my background (and being a stay at home mom). People say things like I hit the jackpot, but my hubby tells them stories of how I was his original investor (cause I paid for his licensing and education) and he puts my name on all his awards.
@@sophien5416 same here! My husband is a successful realtor (top in the country) and he always tells people that it was and is, a team effort. I do all the marketing, staging and paper work 😁 on top of having a full time job. Team work makes the dream work
I wish them much success! Very inspiring ❤️
She is so right that Americans are missing out on the easily accessible great bread and pastries. Bravo for bringing this dream to life
"easily accessible great bread"
Will be 12$ for a loaf of bread
@@enriquee.m.6706 would gladly pay for fresh bread!
$4-$8 for a croissant.... accessible to who?
@@oliveyule that's extremely overpriced for "fresh bread".
In the most expensive city in Germany that would cost like 4-5$ tops...
I don't think you know what you're talking about. I grew up in NYC and had European foods /pastries and breads daily. I grew up in Little Italy, and the majority of the people there were first or second generation immigrants from Italy. Their foods were authentic (imported from Italy), fresh and delicious.
I enjoyed my one croissant that I bough there a month ago, but I can't justify the price so this will have to stay a once in a while kind of thing. However, they picked the best hood for that venture - most people there don't mind the cost.
Seriously $50 for a box of cereal?
I think $4 USD is quite expensive for a croissant. In Montréal, we have French bakeries and it’s less than $3 CAD. But their business seems great!
A croissant in France is between $1 and $1.3
The people there have money. Great and beautiful area.
Agreed, I personally think there are better authentic French pastries at a lower price point across nyc. But they 100% picked the right location for a storefront as that area attracts bright eyed youth looking for quirky little spots like this to flex on their socials - free advertising.
Cereal must be a Gautier x Gaultier collaboration for that price.
People pay high prices for any novelty... Once
I love these videos! Keep ‘‘em coming CNBC
Quality bread and pastries make people happy and feed the soul. Not surprised by their success :)
I'm an American running a NYC style cookie shop out of an apartment in Poland. This is inspirational. Look out for Ciastko Mania Cookies!
Kudos you are now a food engineer 😅
Opened a CAFE as a "side hustle" ok dude
Loved the detail of how they opened their bakery, with help of community and loans, thanks for the inspiration! ❤
Great story and nice couple; best wishes for continued success.
love this story! finally a success story from the restaurant industry!
Croissants are a staple in French cusine apart from baguettes and other types of French bread. It's cool that someone could make their own spin on how croissants are made. Managing a business isn't easy. I wish him the best of luck in his business-related endeavors nonetheless.
Croissants aren't a staple in French cuisine. A staple in French cuisine would be butter, cream, mustard, shallots, etc. You could say croissants are a staple in the French breakfast, or the French diet, but not cuisine. Staple in cuisine implies it is USED IN the cuisine, not that it is part of it.
It's the one thing I miss when I visit the US. Bakeries with fresh baked goods. Walmart has screwed over artisan shops like bakeries and butchers in American. Even from Australia where we have no historical culture, we can get good baked goods from a bakery, good meats from a butcher, good small goods from a deli. It's not all lost in the US, but most small town shops have been squashed by single serving crap that Walmart sells.
So glad to see the boutique places getting recognition again and thriving.
First of all, please don't say that Australia doesn't have historical culture. We need to get this Euro-centric idea of history and culture out of our heads. I hate it when people accuse the US of not having history. Just because there aren't written accounts or big monuments doesn't mean there wasn't culture there before white people arrived.
Second of all, it isn't just that Walmart and stores like that have destroyed small businesses, but US car culture has a big role to play into this as well. And let's not forget that the US doesn't have a huge tradition of breadmaking in the sense that I don't think there ever was a huge variety or importance on the quality, or not as much as other countries.
I can't speak for French bakeries, but there have always been Italian bakeries around NYC. But their customers are your adverage joe, not some 'influences' or very wealthy people, so that's why they don't make the news.
Love the story. Will be sure to stop by to support them.
NYC tax collector eating good tonight.
For $8 croissant he must add a lot of French butter and French chocolate and his tears of not being able to eat croissant again 😂
Agree 8 freaking $ omg
@@Gromobran In France, the average price of a croissant is 1 to 1,10 € (= $ now)
I love this channel...so inspirational!
Cool story. If you know how to make bread you will never be poor 👏👏
Nonsense bakeries are the worst business ever
@@DavidRamseyIII maybe if the bread is bad then it is the worst, your comment is kind of out of place when it was stated they turned a profit in the 1st month of opening
@@kevincadiz7471 comment is based on being an accountant, seeing the accounts of countless bakeries. Terrible business as a rule. Assuming anything in this video is reliable, it would be the exception. If you back out the wages for 2 unpaid owners working excessive hours, it’s likely still not that profitable
@@kevincadiz7471 Most bakeries fail in the first year. Maybe this couple will succeed since they are good with social media and they are in Brooklyn NYC. They also have a signature product so that makes them unique also.
French baguette 🥖
Very Smart. A true artisan will find their way ❤️.
Imagine living in NYC in 2022.
Moral of the story, if you wanna make money, you need to have a craft and be an expert in a certain field, assuming you don't have some generational wealth to inheret.
Great video.
Fancy a croissant now lol.
The American Dream....
With an imported twist! Lol.
Standing O for these two.
Huh???🤨🤨🤨🤨🤔🤔🤔
@@kangtheconquerortheninth3826 That's way too many emojis
Great inspirational video! I love croisants!! I have visited France and i love the pastries croissants and all their food. I will have to go to NY and try your croissants now
128k is not enough for NYC
They are so cute together❤️
amazing and inspiring. such a beautiful couple. i happy they didnt start right before the lockdowns, which wiped businesses out, they have a legitimate shot at being super successful long term. ill be sure to stop buy next time in in nyc
Awesome story.. I'm excited to one day try your croissants🤩🤩
Life is short; eat butter, maybe in moderation but enjoy your life because that is why it was given to you.
This place is in the next neighborhood over from where I am in Brooklyn. I've been meaning to check it.
Interesting how they signed a 10 year lease given that 60% of restaurants/food industry shops fail in their first year. 80% fail within 5 years of opening.
Every business signs a 10 year.
@@teenytinytoons There’s more flexibility nowadays because of covid. Also depends on the landlord.
If the close well there is anything that they can do about it.
They have investors and retain 100%equity so they’re not risking much
You can sell a business with a current lease
That's a cool start up story. I would love to try those chocolate croissants.
jesus, selling a croissant for 4 to 8$, no wonder it prints money (here in France luxury croissant might set you back 2euros)
France must have a baker's every 200metres and considering the quality they are selling newyorkers where they don't have a decent bakery will be down to pay 6-8
$5-6 is pretty standard for a good croissant in the US and NYC is very very expensive
@@SenpaiKai9000 yeah its quite crazy, more french bakers should jump on the opportunity, they learnt how to make money selling 1.25 euros croissants (they run efficient operations), they'd litteraly print money over there
Welcome to the usa its expensive asf
@@rick03168 no , complaining or watever u said doesnt change the fact about the cost of living
Love the breakdown of the actual profit and costs
If it was that easy everyone would do it
Which is not real!
Guatier sounds more suited for the bakey name and price
Great story, happy for them
Good for them
I'm so happy for them.
Baking, Pastry Making, Cooking Food...They're examples of good employment skills to have.
Definitely. Although nowadays many dont consider those skills as necessary.
Those jobs don't pay well. Just consider 20 employees plus rent for the shop etc is only a bit over 40k a year. Even assuming every dime of that is labor these people are only making 24k a year while the owner makes 2x that a month.
My dream 🙏🏼 good for them, work hard and enjoy the harvest!
What a lovely success story may u grow from strength to strength
America land of opportunity
Coucou à tous les Français qui suivent la chaîne 🇫🇷
Croissant is one of the best viennoiseries here, we love it. It’s amazing to see a baker doing well in the US knowing that it is not always the case in France.
Dope video!
Jésus vous aimes, Il est mort pour nos péchés
@@deedee8772If he could come back to make a beautiful world. 😉
For any aspiring French baker who is scanning the comments, please hear me: the Dublin, Pleasanton and Danville in the San Francisco Bay area needs a new authentic French bakery. People living here literally have to drive 100 miles to get a legit baguette! Please help us! (And you’re going to make a TON of money while your at it)
When i was in the tri valley there were a few decent ones in the area: Casse-Croute in Livermore, and there was a macaron place by the sprouts in Pleasanton but I cant remember what it was called...
What are the housing rents in that area? where are the Silicon Valley billionaires buy their bread - flying it in from SFO? Personal bakers? On keto diets?
Agreed! Haven’t found a good croissant in the Bay Area!
This is so wholesome
This only works in a major metropolis that is NYC. Had he started his bakery in middle America, covid and lack of people with money and culture would lead to his bakery shutting down.
Obviously. Which is why they didn't.
Why do you assume people in middle America are without culture? Just so you know, your statement is coming off as pretentious. Is that what you want to be?
@@anatoliagolden-hall4553 because they are all simple and inbred.
@@anatoliagolden-hall4553 the concentration of cultured people is much higher in a global/international city like NYC, in comparison to Milwaukee for example. No hate or disparagement, just facts.
@@RareAirTwo4 What’s your definition of cultured? If it means living in America, but wishing you lived elsewhere, you just might be right.
Like we really believe the Frenchman is going to stop eating butter 🙄 lol
such a nice and inspiring story
Much success to all.
that kind of success story would not happen in France, period.
not with croissants anyways, its a saturated market, but with something else sure, just identify the next trending foreign food
@@louisazraels7072 surely not..... the financial dynamic of the country can not compare with the US.
Hard working couple. 👏 We could see more bakeries in NY in any other city like this if the properties wouldn't be in the hand of the elite and totally overpriced. The price of the bread $12 reflects it and makes me cry. 😱 I hope people join the movement cities should belong to communities to live in it and not the super rich to park their cash.
they are also pulling in $40,000+ in profit per month so its safe to say that the price of their bread can be brought down. Considering that is nearly 5x what he made a year as an engineer. Just some numbers to think about
@@gurleenb also based on their numbers they underpay staff. Industry standard is 30% labor, 30% food cost, 30% overheard/Maintenance, 10% profit. They have both labor and rent at 30% together so they both have a fortunate rent situation. And underpay employees.
@@uns33n they don’t underpay employees because the employees agreed to the wage and can leave any time they want to.
@@youngKOkid1 legality is not the same as morality.
@@uns33n You’re absolutely correct; my argument is that the relationship between the bakers and employees is morally just because it is voluntary.
Wow you guys are so inspiring! 😊
Inspiring story!
Le genre de business impossible à faire en France, la start up nation! lol! Good choise Gautier!
Lol I view this video rather as a advertisement than a finance story 😅
$4 to $8 USD for a croissant? Jesus
Unfortunately yes that's typical
It's nyc mate
I’d pay for it 🥴🙈
Starbucks pretty much charges the same ($3-$4)
do you have any idea the time and quality he put in those things.. plus he has overhead and 20 employees...... compare it to a 2 one and see if it taste as good as his. if the market is paying you know its worth it... he has spent so much time perfecting one thing so he deserves it. i bet that thing is so good- whats a few dollars for good food. its not like its 20 bucks
@@bloodwargaming3662 Came here to say that 4-8 in NYC is really not abnormal
loved their story!
That’s great they have 100% equity.
Great couple and business!
What a beautiful neighborhood to be in. They will be fine for decades
I live close enough to place I’m start going here all the time this place is spectacular
You don’t have to stop eating butter! Look into the most recent research, showing how sugar and carbs is more detrimental to cholesterol than animal (including dairy) fat!
High cholesterol is better dealt with by avoiding carbs and sugar rather than fats. Eat the butter, just go easy on the carbs.
I love croissants. I love New Yorkers. I gotta try this $50 cereal. Let’s goooooooooooo
So expensive what they sell...
I'm french and a croissant is around $1.25
Chez Leclerc oui...
@@NN-cj4vd non en boulangerie, sauf si t'es à Paris
Même à Paris t'en as à 1,30€
Inspiring success story!
As an adamant lover of croissants, I will stick to the grocery store (2 for 3.50) or the local coffee + croissant combo for $4.
Clearly not the same taste 😂🤣
50 dollars for croissant cereal? MY GOD
Everything Looks Yummy
I came back to this video just to watch him 😅💓
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Congratulations!
bravo lovely people
I love croissants!!!🥐😁✌💯
Inspiring! Maybe one day I’ll leave engineering and pursue my baking dreams too.
As with Lune, seems that it's a pattern.. or people are willing to pay crazy money for pastry. But one day baking will be done 100% by a machine.
I would of never thought of that
Cereal for $50? Must be a collectors item.
The work involved justifies the cost
It’s a box of handmade mini croissants
You get a surprise in each box..............High Cholesterol 🥴
Its hard enough to make regular croissants so full box of mini is time consuming.
@@SanskarWagley it doesn't though. Their labor costs are extremely low. This is all allowed by Instagram hype and the need for a post with this cereal. Without the viral nature of the business it fails.
That’s awesome 😊
128k a month is barely enough to afford a single room apartment outside the city, these poor folks 😩
Importing dairy products is about as unsustainable as it gets.
This is a true success story! I hope they will pay off that credit card debt asap though...
Should be no problem with 40k profit every month.
Is someone going to tell him butter isn't bad for you? He seems genuinely sad about it.