Bakehouse Bakes up Success Story

Chef Gregoire Michaud with Bakehouse's famous egg tarts

Bakehouse is an extremely popular bakery that sells loaves of sourdough bread, pastries, cookies, sandwiches and doughnuts. Its most famous product is the sourdough egg tart, similar to the pastel de nata with its caramelised egg custard.

It was started 2018 by Swiss Gregoire Michaud, who quit his job as executive pastry chef at the Four Seasons Hong Kong. He first set up a wholesale business in 2013 supplying bread to hotels and restaurants before opening the retail bakery Bakehouse.

There are queues daily at the various locations

For someone who covers the food business it's been fascinating to watch Bakehouse grow from its first shop in Wan Chai to now having seven locations around Hong Kong.

A few days ago I caught up with Michaud and he continues to have a very humble attitude towards building his business and brand, and knowing full well that consistency is key.

The last time I talked to him was during the Covid-19 pandemic and he was having a hard time despite long lines at Bakehouse; the wholesale side of his business had completely plunged because hotels and restaurants did not order any bread, as hardly any customers dined out.

While retail sales at Bakehouse were doing very well, it was just barely enough to get by those few years. After the pandemic was over and borders reopened, sales bounced back very quickly.

Michaud said that the second most popular location after Wan Chai is Tsim Sha Tsui, with mainland customers passing through the area via the high-speed rail and thanks to Xiaohongshu, these visitors will go to Bakehouse and pickup not one box of egg tarts (six per box), but eight -- yes eight boxes of egg tarts. 

The flaky egg tarts are made with sourdough

But then someone on Xiaohongshu posted that if they wanted to skip the lines in Tsim Sha Tsui they should go to the Causeway Bay location.

There are even people in Taiwan who fly to Hong Kong specifically to stand in line at Bakehouse to buy the egg tarts and then get back on the next flight to deliver them to people who have ordered them online.

Some local residents have given up lining up for the prized egg tarts, saying because Bakehouse is trying to keep up with demand, quality has dropped...

Last year it was reported Bakehouse sold a whopping 18,000 to 20,000 egg tarts per day. At HK$12.50 each, that's a cool HK$91.25 million annually.

Quite amazing considering Michaud and his team were experimenting with some leftover sourdough dough to make egg tarts.

And they really are delicious.