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Craft to Crumb mini-mag | July A2 2026 | Chicago

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INSIGHTS AND INSPIRATION FOR THE RETAIL BAKING COMMUNITY

CHICAGO ROADSHOW

AVANT FOOD MEDIA

Paul Lattan President 816.585.5030

Steve Berne Executive Vice President 816.605.5037

Joanie Spencer Vice President 913.777.8874

CRAFT TO CRUMB

Paul Lattan Publisher paul@avantfoodmedia.com

Steve Berne Director of Sales steve@avantfoodmedia.com

Erin Zielsdorf Account Executive erin@avantfoodmedia.com

Joanie Spencer Editor-in-Chief joanie@avantfoodmedia.com

Mari Rydings Senior Editorial Director mari@avantfoodmedia.com

Jordan Winter Creative Director jordan@avantfoodmedia.com

Olivia Siddall Multimedia Director olivia@avantfoodmedia.com

Annie Hollon Digital Editor annie@avantfoodmedia.com

Maddie Lambert Associate Editor maddie@avantfoodmedia.com

Lily Cota Associate Editor lily@avantfoodmedia.com

Maru Garnica Audience Engagement Specialist maru@avantfoodmedia.com

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The Fine Print

Craft to Crumb is published by Avant Food Media, 1703 Wyandotte St., Suite 300, Kansas City, MO 64108. Craft to Crumb considers its sources reliable and verifies as much data as possible, although reporting inaccuracies can occur. Consequently, readers using this information do so at their own risk. Craft to Crumb is distributed with the understanding that the publisher is not liable for errors and omissions. Although persons and companies mentioned herein are believed to be reputable, neither Avant Food Media nor any of its employees accept any responsibility for their activities. The Craft to Crumb mini-mag is produced in the USA and all rights are reserved.

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Craft to Crumb

A Note From The Editor

WELCOME TO THE WINDY CITY

JOANIE SPENCER

Editor-in-Chief

joanie@avantfoodmedia.com

There’s a common thread between journalism and baking: an appetite for knowledge.

As a journalist, delving into a subject and becoming a shortterm expert has always been exciting to me. Editors are never finished learning, and this industry is a playground of education. I’ve never met a baker who wasn’t willing to share their expertise ... or hungry to learn more themselves.

Take Chicago, the site of our latest Craft to Crumb Roadshow edition. I’ve been coming to the Windy City every year for more than a decade, and each visit brings new learning opportunities. Whether it’s to see a bakery or attend the American Society of Baking’s BakingTECH conference, Chicago is a mecca for baking experience and education.

But, as you’ll see in this issue, it doesn’t matter how much you know about baking in Chicago, there’s always more to learn. From Hendrickx Bakery on Walton Street balancing consistency with innovation, to Sugar Bliss’ strategic CPG diversification beyond its quaint storefront, the Chicago Roadshow lineup offers insight and inspiration for today’s best practices in bakery. Whether you’re a tenured big-city baker or an artisan on the outskirts just getting started, you’ll learn something for your business, the bench or both from these six Chicago masterminds.

The Craft to Crumb editorial team did the legwork, so settle in for an illuminating ride on this one-of-a-kind tour of Chicago.

The award-winning ERGO mixer series offers solutions not found anywhere else. Automated recipe programming provides unparalleled efficiency and consistency and the stainless steel, rust-proof body is up to IP54 rated waterproof, safe to hose down. These unique, powerful features and many more are backed by a 4-year parts and labor warranty.

Craft to Crumb

Top Traits

TOP TRAITS

Chicago’s intricate neighborhoods and bustling streets are filled with indulgent innovation. From trademarked treats to fruity florals, check out the trending traits shaping bakers’ cases in the Windy City.

01 CEREAL CRUNCH

MACARONS (SUGAR BLISS) AND DONUTS (AU LEVAIN) INFUSED WITH FRUITY PEBBLES MODERNIZE THE NOSTALGIA OF A BOWL OF CEREAL

02 ICING ... OR PETALS?

MINI FLORAL CAKES (HENDRICKX) AND A TRADEMARKED CUPCAKE ICING STYLE (SUGAR BLISS) IDEALIZE THE FRESH APPEAL OF FLORALS

Photo courtesy of Au Levain Bakery & Cafe
Photo courtesy of Sugar Bliss
Photo courtesy of Hoosier Mama Pie Co.
Photo courtesy of Hewn Bread
Photo courtesy of Hendrickx Bakery

Craft to Crumb

Roadshow Introduction

ROADSHOW: CHICAGO EDITION

The Windy City’s baking culture is known for its rich flavors and creative pairings. From the suburbs to the Loop, Chicago bakeries are thriving, serving not only as hubs for sweet treats but also as pillars of their communities.

Start with Hoosier Mama Pie Co., where its menu of sweet and savory pies is handcrafted with care. Then, head to Verzênay, a French- Indianinspired bakery that upholds the standard for culinary fusions.

Sugar Bliss serves its customers through an array of channels, staying true to its quality in each, and just north of Chicago, Hewn Bread’s from-scratch menu sets the stage for a rustic revival.

Au Levain Bakery & Cafe encourages repeat visits with a neverempty case of French pastries with a Mexican-inspired twist, and Hendrickx Bakery appeases pastry and chocolate lovers with its Croizāng, a weekend treat as decadent as it is unique.

Dive in for a taste of the action in the Chicago edition of Craft to Crumb ’s Roadshow.

From Evanston to the Loop, Chicago is rife with innovation. Go behind the bench at six bakeries where authentic flair is crafted — and rewarded — every day.

HEWN BREAD

AU LEVAIN BAKERY & CAFE
VERZÊNAY
HOOSIER MAMA PIE CO.
SUGAR BLISS
HENDRICKX BAKERY

HOOSIER MAMA PIE CO.

Photos by Avant Food Media

Today’s consumers are busy, buzzing from one responsibility to the next, so it takes a special skill set to create something people will pause to enjoy. By championing craftsmanship, prioritizing quality and cultivating an inviting environment, Hoosier Mama Pie Co. answers this call.

“Pie is one of the ultimate slow foods,” said Paula Haney, owner of Hoosier Mama Pie. “You can’t really eat it in the car, although I’ve tried. You have to sit down and enjoy it.”

When the former fine dining pastry chef first moved to Chicago, there were plenty of classic French or oldschool bakeries, but there weren’t many shops regularly making pies.

“For a long time, I said I would never open a bakery,” Paula recalled. “But with pie, I felt like I had an edge there, and it was something I could do.”

Since opening on “Pi Day” in 2009, Hoosier Mama — named after the nickname for students and alumni of Indiana University, Paula’s alma mater — has taken off, now boasting two brick-and-mortar locations and a stand in Lincoln Park’s farmers market.

Pie is not easy to dedicate a whole bakery to, but Hoosier Mama has it down to a science. The bakery team hand-rolls, preps and bakes hundreds of pies a week, crafting even more during the holiday season. Though the detailed process is labor-intensive, it makes all the difference in terms of the final product, and customers notice.

Above all else, Hoosier Mama focuses on the quality of its pie. Ahead of Thanksgiving, for instance, the bakery opens a pared-down menu on October 1, with preorder slots filling up within weeks. Paula and her team are also clear with customers about when and how the pie should be enjoyed, ensuring people get the best experience out of their purchase.

More than 140 savory and sweet pie flavors are sold on rotation throughout the year. While the tried-and-true varieties like apple, cherry and chocolate cream sustain a

THE BLUE-RIBBON BAKE

Hoosier Mama Pie produces about 140 different pie flavors annually, but out of all of them, apple pie remains its top-selling variety.

The Chicago bakery’s take on the signature sweet involves macerating Granny Smith apples with sugar, starches and spices; heating the apple juices on the stove to thicken the sauce; and freezing the pie ahead of baking to ensure the dough cooks properly with no leakage.

Photo courtesy of Hoosier Mama Pie Co.

Craft to Crumb Hoosier Mama Pie Co.

regular customer base, unexpected pie types, such as Hoosier sugar cream, colcannon and tomatillo, generate intrigue.

“[The whole team] contributes recipes, and we brainstorm what we want to work on,” Paula said. “I was all about very traditional pies and coming up with the best version of them, but it’s fun to see all these new flavors coming in.”

Achieving these intricate creations is possible thanks to Hoosier Mama’s broad network of local farmers and ingredient suppliers, strengthened by years of connection. While that information may normally only be prudent for staff, it’s proudly listed on the bakery’s website and something customers have picked up on, some being able to distinguish a different blueberry variety from one half of the season to the next, for instance.

“A good pie starts with good ingredients,” Paula said. “If you’re making an apple pie and you get apples that are ripened on a tree instead of shipped across the country, that’s the quality right there.”

The love for pie-making is evident in every hand-crimped, all-butter crust and meringue topping, and it’s just part of what keeps people coming back. By staying true to its hand-rolled recipes, getting creative with ingredient combinations and cultivating a welcoming environment, the shop serves as an ideal hub for people to take a beat and eat a carefully created slice of something delicious.

WATCH NOW

Photo by Avant Food Media
Assistant GM Eliot Madrigal demonstrates how Hoosier Mama Pie makes its bestselling apple pie.

Kristen Boschetto, own Boston Baking, shares of baking experience c bakery straight to the f

Tune in on Apple or Sp the QR code to listen n

SPONSORED BY

Craft to Crumb

Roadshow Featured Bakery | Verzênay

VERZÊNAY

LOCATION: ESTABLISHED: 2507 N. Lincoln Ave. 2021

FOUNDERS: SPECIALTY: Arshiya Farheen and Laminated pastries, Aqeel Wahiduddin artisan breads

Left and center-right photos courtesy of Verzênay, other photos by Avant Food Media

According to a 2026 ranking from Tasting Table, Verzênay is one of the best French-inspired bakeries in the US. The bakery is the brainchild of Arshiya Farheen, a Paris-trained executive pastry chef who built a menu around fusing classic French techniques with her Indian background.

Take the Thandai shortbread and Desi Velour. The former is based on an Indian dessert milk drink made with star anise, cinnamon, cardamom and black pepper; the latter combines the aromatic pull of cardamom mousse with the warmth of carrot halwa and the crunch of a saffron rice crispy.

“Customers are gravitating toward balanced sweetness, brighter acidity and layered textures,” Arshiya said. “There’s growing curiosity around global flavors like chai spice, cardamom and pistachio, especially when they feel approachable. But, at the same time, classics still matter; they just need more refinement.”

Current product volume at Verzênay proves this is true. On average, the bakery sells between 2,000-5,000 pastries, 280-350 cakes and petite desserts, and 450-600 loaves of bread weekly.

About those bread loaves.

At the 2025 International Baking Industry Exposition, Verzênay took home several World Bread Awards, including a first-place win for its signature six-braid challah, a secondplace finish for its baguette and a gold certificate for its cheese sourdough loaf.

“It was a great accomplishment,” said Aqeel Wahiduddin, co-founder of Verzênay. “We didn’t expect to get recognized in all the categories we competed in. That was validating as a standalone bakery to be recognized on a national scale. We’re committed to our level of craftsmanship, and [getting recognized] is really paying off for us in the long haul.”

Verzênay’s farmers market origins shaped its commitment to sourcing local ingredients and gradual menu expansion. The business has grown from its humble start into a nationally recognized bakery, with an eclectic menu that features

THE “BREAD WINNER”

Verzênay’s hand-braided challah took home first place at the World Bread Awards at the 2025 International Baking Industry Exposition. It’s known for its soft, tender crumb, subtly sweet flavor, and crisp, glossy crust.

The team behind the bench bakes it fresh weekly. The plaited loaf is generally available on weekends, and it frequently flies off the shelf as customers clamor to get their hands on this award-winning bread.

“When we innovate, we focus more on seasonal flavors, updated formats and continuous refinement of technique.”

Arshiya Farheen | co-founder and co-owner | Verzênay

Photo courtesy of Verzênay

Craft to Crumb Verzênay

Pistachio Escargot, passion fruit ricotta cakes, Earl Grey macarons and raspberry rose croissants.

As Arshiya noted, people didn’t just discover Verzênay; they also returned to it.

“What started with a pastry table grew organically through word of mouth, repeat regulars and wholesale customers,” she said. “When we innovate, we focus more on seasonal flavors, updated formats and continuous refinement of technique.”

Arshiya and Aqeel’s product development strategy is driven by an understanding of whether a current flavor trend will deliver lasting ROI for Verzênay or generate short-term buzz. They take a thoughtful approach to product testing and continuously monitor customer behavior, including repeat purchases, catering requests and steady weekly sales.

“This tells us far more than social media ever will,” Arshiya said. “Over time, patterns emerge, and those patterns guide our products’ permanence.”

A slate of core offerings is driving the strongest margins. But, while laminated pastries, celebration cakes and bread loaves perform the best, there’s always room for the more labor-intensive items inspired by the bakers’ various origins and backgrounds. At Verzênay, thoughtful execution is the foundation for success.

Photos courtesy of Verzênay

FLOUR WORTH TALKING ABOUT.

And family farms worth knowing.

Every bag of Farmer Direct our traces back to a family farm. Not a region. Not a blend. A farm. Because when your customers ask what makes your bread different, you should have a real answer. Open a bag. YOU'LL SMELL THE DIFFERENCE.

FREE SAMPLE FOR BAKERIES

Craft to Crumb

Roadshow Featured Bakery | Hewn Bread

HEWN BREAD

LOCATION: ESTABLISHED: 1733 Central St. 2013

FOUNDERS: SPECIALTY: Ellen King and Hand-crafted Julie Matthei breads

Photos by Avant Food Media

True to its name, this bakery is known throughout Chicago for its hand-hewn menu. Every item in the bakery case — from the hearty Blonde Country loaf to flaky squiggle croissants — is crafted in-house, from scratch.

At this North Shore bakery, the bread’s journey begins long before it reaches the ovens, and perhaps that’s what resonates most with its loyal customer base. When they walk into Hewn’s flagship bakehouse in Evanston, IL, the remnants of organic, stone-milled flours permeate the atmosphere, enticing repeat purchases.

“Someone once described our bakery as ‘being inside a loaf of bread,’” said Ellen King, who co-founded the bakery in 2013 with partner Julie Matthei. “I always joke that our aesthetic is ‘colonial meets the Dust Bowl.’ When you walk into our shop, it’s almost like you go back in time … flour dust is always in the air here.”

That locally sourced flour, combined with the starter Ellen created before Hewn officially opened, is used to build the bakery’s diverse range of loaves, which can include anything from polenta, pumpkin seed and rosemary varieties to spent grain beer bread.

The hand-crafted touch doesn’t stop at the bread. Hewn’s pastries are also made from scratch every day using grains, fruits, vegetables and dairy sourced from its pool of trusted farmers. A full selection of croissants, brioche, scones, muffins and other sweet treats offers customers an authentic taste of what’s in season.

While business is certainly booming — with a flagship location and two additional outposts — the bakery’s approach to production is simple.

“Our goal isn’t to become the best bakery in the country,” Ellen said. “Our goal is to be honest with the craft and show up every day to do the work that makes our products the best. It often counters what people think of as the ‘modern industry,’ where we never run out of products just so we can make more money. [Hewn] was never meant to function as a machine shop. We

MEET THE BAKER

Ellen King’s love of history and previous experience as a savory chef contributed to opening her own bakery. As she studied historic preservation by examining 18th-century building techniques, Ellen translated her fascination with hand-hewn beams to her passion for authentic bread baking. She built Hewn’s business model around the word’s definition: “To give form or shape by hand with heavy cuts.”

Photo courtesy of Hewn Bread

Craft to Crumb Hewn Bread

don’t make anything that I wouldn’t be proud of eating.”

Every loaf is naturally fermented without preservatives, conditioners or additives. From first mix to finished bake, each loaf of bread ferments for roughly 20 hours. That heritage taste is the defining trait for Hewn’s success. The bakery prides itself on a consistent menu, where each bread has character and each pastry tells a story.

“In a way, we’re trendy by just sticking true to history,” Ellen said. “If the trends drive your business, you’re never really in control of it. If you’re always trying to chase the latest trend, then you’re attracting customers who won’t be there for the long term … but if you know who you are, what you are and why you are, it’s easy to stay true to that.”

For some, a winning strategy is to be nimble with product development, switching at a moment’s notice to bake whatever new thing is taking over social media. But for Hewn, staying nimble means pivoting with the seasons and finding new ways to incorporate familiar ingredients … and that’s how this Chicago bakery keeps customers coming back for more.

Photos on left by Avant Food Media,
photo on right courtesy of Hewn Bread

n G

n Unmatched scaling accuracy

n Precisely scales a wide range of dough portions

n Produces a variety of crumb structures

n Handles absorption rates from 45% to 95%

n No divider oil needed

n Fast, easy changeovers

n Come run

Vemag 500 dough divider

SUGAR BLISS

LOCATION: ESTABLISHED: 122 S. Wabash Ave. 2007

FOUNDER: SPECIALTY: Teresa Ging Cupcakes, macarons

Top-left and center-right photos courtesy of Sugar Bliss, other photos by Avant

Sustaining a small business often requires entrepreneurs to diversify their revenue streams. While it may seem daunting, it can help to weather all sorts of changes. Sugar Bliss, a tiny-but-mighty Chicago bakery, has found myriad ways to reach customers while creating a variety of high- quality baked goods.

For a bakery with a 1,700-square-foot back-of-house space, crafting different products for several distribution channels can be challenging, but the diversity of its reach has helped expand its customer base. The main catalyst for this revenue division? The pandemic.

“[The pandemic] made us start focusing more on shipping [and diversification] because customers weren’t working in the downtown Loop, and we thought, ‘How are we going to get our products in more retailers?’” said Teresa Ging, CEO and founder of Sugar Bliss.

When Teresa founded the business in 2007, the finance professional-turned-baker focused the menu on cupcakes topped off with its now-trademarked floral frosting design. In the years since, Sugar Bliss has grown significantly, notably through its assortment of offerings.

“We started with cupcakes and then slowly added cookies, brownies, cake pops and macarons,” she shared. “Now we have more than 200 different products.”

The woman- and minority-owned bakery is recognized past its chic downtown storefront. In fact, its baked goods can be found across the Windy City and beyond thanks to nationwide shipping, corporate catering, foodservice for hotels, airports and higher education, a mobile cart at Soldier Field and a CPG line.

Sugar Bliss’ CPG products launched in 2022 with three of the bakery’s best-selling cookie flavors — Sea Salt Chocolate Chunk, Rainbow Sugar and OMG! — in a shelf-stable format. Adjustments to the recipe ensured the eating experience stayed the same across distribution channels.

Creating a CPG line benefited the bakery in several ways.

THE TOP-SELLING TREATS

Even as Sugar Bliss’ menu has evolved to include many different styles of baked goods, customers keep coming back to the bakery’s flagship cupcakes. Available in mini and regular sizes, and in classic flavors such as red velvet and seasonal types like raspberry lemonade, they’re all finished off with the bakery’s trademarked floral frosting design.

Photo courtesy of Sugar Bliss

“It’s a lower-margin type of business,” Teresa said, noting that investing in this revenue stream also supports marketing efforts. “When you have your products in [local retailers], not everyone can do that, so it elevates your brand.”

Distribution is another part of Sugar Bliss’ growth, along with careful decision-making regarding menu additions. While Teresa keeps an eye out for what’s trending on social media, she noted that cost, labor and production capabilities are key factors before the bakery adds anything new into the mix.

That said, the shop’s range of product types creates ample space for Sugar Bliss to experiment with flavors, especially with French macarons. While classics such as vanilla and coffee keep sales high, more avant-

WATCH NOW

garde palates gravitate toward flavors such as matcha white chocolate and black sesame. The bakery’s multitextured treats, such as the seven-layer bar and cake jars, also do the trick.

To support future opportunities and keep up with customer demand, Teresa is looking to invest in a commissary space.

“We’re reliable, and our customers know that the product we deliver is consistent,” Teresa said. “I think that has allowed us to not only survive but also grow.”

As Sugar Bliss approaches 19 years in business, attention to detail and smart business strategy will help the bakery keep doing what it does best: making quality, consistent baked goods for the Chicago market community and beyond.

Photo by Avant Food Media
Founder and CEO Teresa Ging demonstrates Sugar Bliss’ trademarked frosting style and shares how she created it.

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AU LEVAIN BAKERY & CAFE

Top-right
photo courtesy of Au Levain Bakery & Cafe, other photos by Avant Food Media

Nothing beats the comfort of a classic pastry … except perhaps one that offers a multi-cultural experience via unique flavor combinations. And when Chicagoans swing into Au Levain Bakery & Cafe, located in the North Center neighborhood just shy of Lincoln Park, they know a case full of croissants, cookies and more is waiting for them, no matter the time of day.

While an empty bakery case can be the sign of a successful day, Angel Chavez, owner and executive pastry chef of Au Levain, values keeping his shelves fully stocked.

“There’s something deeply emotional about walking into a bakery and seeing abundant, beautiful cases filled with fresh pastries and bread,” he said. “To us, that abundance creates energy and hospitality. We never want guests to feel like they’re arriving ‘too late’ for the experience.”

A tight 850-square-foot back-of-house space makes keeping the cases well-stocked challenging, but coordination among all Au Levain team members makes it possible to sell thousands of products each week.

Au Levain isn’t afraid to infuse different flavors into classic French patisserie. New products are largely influenced by Angel’s Mexican heritage, resulting in creations like conchas filled with French pastry cream and al pastor-filled croissants sitting next to sourdough English muffins and Danish. Tweaking classic items offers Au Levain a less laborintensive way to create something new.

“A lot of our approach comes from personal memory and heritage,” Angel said. “From flavors we grew up with to family traditions, neighborhood food culture, and dishes tied to travel and hospitality backgrounds, you’ll see European influence throughout the bakery in the Viennoiserie and bread program. But we also love weaving in distinctly American comfort and seasonal Midwestern ingredients.”

Each business decision — from expanding the menu to extending store hours — is inspired by customer feedback and approached with intentionality. To sustain the bakery’s quality and develop the business in a manageable fashion,

MEET THE BAKER

Angel Chavez, owner and executive pastry chef of Au Levain Bakery & Cafe, is carrying his family legacy as a third-generation baker. Originally from Puebla, Mexico, he grew up at the bench of his grandfather’s panaderia

That experience stuck with him after he moved to the US and was inspired to attend culinary school and pursue a career in baking. Before starting Au Levain as a pop-up business during the pandemic, Angel worked as a pastry chef at several Chicago restaurants.

Photo courtesy of Au Levain
Bakery & Cafe

these changes are led by ensuring the right infrastructure is in place.

The shop has only been open since November 2024, but Au Levain has quickly become a “third space,” where customers come to work or connect with one another over a sweet treat or lunch item.

“From a hospitality standpoint, we hear so much about third spaces and how they’re disappearing, and I love knowing that people come in here to hang out,” said Matthew Sheridan, Au Levain’s GM. “I love that it feels like a living room for the neighborhood.”

In keeping Au Levain customerfocused and rooted in meaningful connection — be that to different cultures or one another — the bakery has solidified its place within the Chicago food scene, one fusion pastry at a time.

Photo courtesy of Au Levain
Bakery & Cafe
GM Matthew Sheridan shares what trends are influencing Chicago’s bakery scene.

The best products start with the best choices.

Farinart launches three new product lines:

Regeneratively grown whole-grain flours

Specialty malt flours made from regeneratively grown cereals

Clean-label sweet baking mixes

Chosen with care. Cultivated with intention.

Craft to Crumb

Roadshow Featured Bakery | Hendrickx Bakery

HENDRICKX BAKERY

THE GIST

LOCATION: ESTABLISHED: 100 E. Walton St. 2010

FOUNDERS:

SPECIALTY:

Renaud Hendrickx and Belgian pastries

Dominique Schewebach and breads

Bottom-right
photo courtesy of Hendrickx Bakery, other photos by Avant Food Media

A bright orange door separates this European-themed bakery from the hustle and bustle of Walton Street, where tourists and Chicago residents flock to upscale retail and dining options. The door, along with Hendrickx Bakery’s location, is intentional.

After successfully opening a bakery and restaurant in the Bahamas, co-founders Dominique Schewebach and Renaud Hendrickx chose to open another bakery in Chicago because the pair appreciated the “big city” stamp with a neighborhood feel. After conducting a market survey, they discovered there were no artisanal Belgian bakeries in Chicago. Thus, Hendrickx found its home base.

“[Walton Street] is a great area,” Dominique said. “There are always people who live here, work here, visit here and shop here. It’s the perfect place to put an international bakery. There’s a mix of people who are open to an artisanal croissant that’s a little bit more expensive but more authentic.”

What attracts people to this beckoning orange door is that croissant. More specifically, the 13 variations the bakery makes: chocolate, almond, pistachio, hazelnut, blueberry pastry cream … just to name a few.

“A lot of people come first for the croissant, and then they discover that we have everything from cakes and tarts to macarons and petites douceurs,” Dominique said. “It’s not uncommon to see the same customers here more than once a day. For instance, people working in the area in the morning will come for a coffee and a croissant, and then at lunch, they’ll come back for a salad and a sandwich.”

Having been in business for 16 years in the Chicago area, Hendrickx has solidified its menu, and customers appreciate the consistency. Very seldom will the team behind the bench add new items for the sake of a trend.

“For us to be interested in adding a new product, it needs to align with our values and be a product of quality,” Dominique said. “It must make sense with our philosophy of baking.”

THE TRADEMARKED TREAT

The Croizāng is a Hendrickx Bakery original influenced by the Asian pastry Zang Zang Bao. The baked good is a chocolate croissant filled with chocolate cream, coated in chocolate ganache and heavily dusted with cocoa powder.

It’s a weekend-only menu item because, as co-founder Dominique Schewebach said, it’s not a croissant to be eaten on the way to work. In her words, “It’s a bit messy, but that’s the beauty of it.”

Photo courtesy of Hendrickx Bakery

One example that checked all these boxes — and became a permanent weekend menu item — is the bakery’s Croizāng. Known in Asian cultures as “Zang Zang Bao,” it’s essentially a chocolate croissant filled with chocolate cream, coated in chocolate ganache and heavily dusted with cocoa powder. After several customer inquiries about the Zang Zang Bao, Renaud and Dominique recognized an opportunity not only to put their city-renowned croissant in a new light but also to put a Belgian spin on the decadent Beijingoriginated dessert.

“We’re Belgians … chocolate is in our blood,” Dominique said. “After talking it over extensively, we decided to go for it and create something just

a little bit different. We even registered the trademark for the name ‘Croizāng’ after it was such a success.”

Intention is everything in the eyes of the consumer. This bakery, from its physical exterior to its handcrafted menu, is proof that intentionality resonates the most with Hendrickx’s patrons.

“You have to pass through the kitchen to get to our seating area, and that’s by design,” Dominique said. “We want to be friendly; we want to have relationships with our customers. We’ve created a place where it doesn’t feel like just another business … it feels like home.”

Photo courtesy of Hendrickx Bakery

MULTIMEDIA FIRST IN

When it comes to multimedia in the baking space, we’re the OG. Avant Food Media is the first to deliver innovative multimedia content. These Craft to Crumb originals take media to the next level and have become a baking industry favorite.

This is the premier media source for the retail baking industry.

CERTIFIED MASTER BAKER STUDY HALL

TECHTALKS

AD INDEX

info@farinart.com

www.crafttocrumb.com/advertise Paul Lattan paul@avantfoodmedia.com

816.585.5030 Steve Berne steve@avantfoodmedia.com

816.605.5037

Erin Zielsdorf erin@avantfoodmedia.com 937.418.5557

BAKERS KNOW BAKERS

Who better to offer bakery recommendations than those who know the industry inside and out? Bakers from the Roadshow shared their favorite go-to spots (besides their own).

FLORIOLE

“[FOUNDER] SANDRA HOLL HAS A CREATIVE MENU THAT CHANGES SEASONALLY, AND HER RHUBARB RASPBERRY GALETTE AND PASSIONFRUIT STRAWBERRY PAVLOVA ARE DELICIOUS.”

PUBLICAN

QUALITY BREAD

“ITS COMMITMENT TO FERMENTATION, GRAIN QUALITY AND OLD-WORLD TECHNIQUE

REALLY HELPED ELEVATE THE CITY’S UNDERSTANDING OF WHAT GREAT BREAD CAN BE.”

Matthew Sheridan | GM | Au Levain Bakery & Cafe

DEL SUR BAKERY

“I

ENJOY THE FILIPINO-INSPIRED FLAVORS; MY FAVORITES ARE THE UBE OATMEAL CREAM PIE AND THE LONGANISA CROISSANT.”

Ging | founder and CEO | Sugar Bliss

Ellen King | co-owner | Hewn Bread

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