BakeMark's Bakin N Rockin - July 2011 - (Page 6)

Alon’s Bakery Puts the “A” in Artisan Pastry chef and bakery owner Alon Balshan is passionate about everything he does, and it shows in each bread and pastry he creates. His strict attention to detail serves him well as owner of one of Atlanta’s most popular bakeries, Alon’s Bakery Market, which he founded in 1992 with his father. Alon’s Bakery has come a long way in a short time since opening as a 1,300-square-foot shop that started with a dozen or so pastries on the menu. There were no cakes in the bakery case the first day. Yet, as soon as a customer early on asked if his bakery sold cakes, Balshan answered as any savvy bakery owner would. Of course, they sold cakes, and he quickly went to the back production room to make one. “I have a strong passion for what I do as a pastry chef,” he says, sitting inside his beautiful second location that he opened 3½ years ago in Dunwoody, a swank northern suburb of Atlanta. “I came to the United States to experience the American dream, and I definitely have experienced that.” In May 1992, Balshan started Alon’s Bakery in Atlanta with his father, Maurice. With credit cards, a loan on his car and some used equipment, the two started their American dream. “It cost me $48,000 to open,” he says. The small 1,300 square-foot bakery offered three types of freshly baked breads and some pastries – with only Alon, Maurice and three other employees. In 1994, Alon’s wife, Janine, joined the family and perfected the customer service aspect of the small bakery. Over the years, the store expanded in size and scope. Inspired by specialty markets in Europe and New York, Balshan was passionate about bringing a full-service gourmet market to the Virginia Highlands. Eight years later, Alon’s expanded and added a line of artisan cheeses, wines and specialty food items. In August 2004, the bakery underwent a second expansion to offer a full range of gourmet prepared foods fare. The Bakery & Market now includes European-style pastries, cookies, artisan breads and wedding cakes, as well as an artisan cheese selection with more than 120 varieties from local and global producers. Alon’s also offers gourmet prepared foods, wines, flowers, gifts and seasoned ready-to-cook meats. Since its opening, Alon’s has become a neighborhood and city favorite receiving high accolades from Gourmet magazine, Atlanta magazine, the Atlanta Journal Constitution and Creative Loafing. “When I started I was afraid to hire anybody, so we had three girls on the counter, myself and my dad. After three days, I realized I wasn’t going to be able to work 22 hours a day.” Then came a pivotal moment. Balshan recalls the aftereffects of a positive newspaper review of his bakery soon after opening. “We became instantly a very popular bakery. People knew me from the restaurant where I had worked, and we opened in a very nice neighborhood. Two weeks after we opened, we had an incredible write-up in the newspaper. I remember that first Saturday morning after the write-up, I was exhausted – literally – and I remember poking my head out and saw a line outside the bakery, waiting for us to open. That was an incredible feeling.” As success continued to grow, Balshan decided 3½ years ago to open a second location – an 11,000-square-foot bakery market and café. Here, they offer everything from artisan chocolates to desserts, artisan breads, and a full lunch program. The menu continues to expand. Today, the two locations employ a total of about 150 people. The two locations have a slightly different type of clientele. “At the original location, there a lot of foodies – people who are well traveled. They appreciate the quality. The customers who appreciate it, you can do the more expensive items. People will pay the price because they appreciate it. That’s what I found at the original location. When I first started buying more expensive chocolates, I was really worried, Is it going to sell? But it did.”

Table of Contents for the Digital Edition of BakeMark's Bakin N Rockin - July 2011

BakeMark's Bakin N Rockin - July 2011
Production Ideas - Fun Ideas for Summer Celebration Cakes
Merchandising Tips - Consumers Seeking Fiber and Whole Grains
Product Trends - Food Trucks Gain Traction for Foodies
Product Trends - Products
Bakery Profile - Alon’s Bakery Puts the “A” in Artisan

BakeMark's Bakin N Rockin - July 2011