A smell, a word, a sound… For some, the Proust's madeleine is a childhood song, for others, a familiar fragrance. For Imane, it's this little cake that is typically French, which she has chosen to reinvent through Proost, her brand new coffee shop located in the 11th. Inspired by her Moroccan roots, she offers 100% artisanal madeleines with unique flavors, inviting everyone to revive their sweetest memories, one bite at a time.
The madeleine reinvented with flair
What could be simpler in appearance than a madeleine? Yet, at Proost, this shell-shaped cake hides a true treasure. Here, Imane expresses all her creativity by reinventing the madeleine in an ultra-generous version with unexpected flavors, inspired by her personal journey between France and Morocco: hazelnut praline, pistachio, amlou (a typically Moroccan spread made with almonds and honey), chocolate...
olat, matcha, rose, black sesame, speculoos… A dozen flavors to discover with new ones unveiled approximately every two weeks.See this post on Instagram
In the kitchen, madeleines are prepared fresh every morningwith almost exclusively French products, except for the rose, orange blossom, and amlou which come directly from Morocco. There are vegan options (and soon gluten-free) on the menu to satisfy everyone's cravings!
On the drinks side, Proost pairs its treats with specialty coffees, flavored teas from the brand Kodama, and most importantly,
A cozy place
Former strategy consultant, Imane left everything behind to dedicate herself to her passion for pastry. Here, she has created a cozy, colorful living space, perfect for working, reading a book, or sharing a moment with loved ones. With a dozen seating spots, warm decorations, and a wall filled with colorful madeleines, the atmosphere invites relaxation.
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Opened in September 2024, Proost is already diversifying its offerings with exciting collaborations with other coffee shops (like its peanut butter madeleine created with BUDDY BUDDY) and custom BtoB services (personalized packaging, corporate gift boxes…). The manager even plans to create a savory offering in the coming weeks or months. As for prices, you can expect starting from €2 for an individual madeleine. In short, this is a place to discover without hesitation, sure to become a go-to spot for those seeking new flavors and a bit of comfort. Keep an eye on Proost; it has many more surprises in store…
Address: 38 Popincourt Street, 75011 Paris, France