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or the exclusivity of the menu. Try to explain as much as you
can and encourage them to try your new menus. All in all, try to
focus on easily recognizable pastries, but add the café concept
to the menu to give it a more unique value. More importantly,
the menu must suit the target customer and it must taste good!

There are many different kinds of pastry menu, from
bread, puff-pastry, cakes, and variety of sweets. Each kind has
its own shelf life, but many sweets can be frozen without ruin-
ing its texture and taste. French pastry has been trending quite
rapidly in the past couple of years and more consumers are ex-
posed to beautifully presented and delicious sweets like moose
cakes and cheese cakes offered in cafés.

Plan your product thoroughly and develop a recipe
with all-rounded, neutral taste with the style according to your
target customer. Once you have the product, increasing cus-
tomer awareness is the next important step to take. Introduce
the new product to customers and guide them through the ex-
perience you want the product to express. However, your job
does not stop there. Keep on developing the recipe using qual-
ity ingredients and continuously improve your product until it
reaches its ideal taste!

If you are a young entrepreneur with coffee passion
and the café dream, it’s important to extend your knowledge
beyond coffee, such as pastry, food, customer, and shop loca-
tion. Figure out if your café is going to be business-focused or
passion-focused. If business is what you are after, focus on the
customer demand, but if you are after your passion, find a way
to make your customers understand and intrigue them to come
to the shop. Your concept is your strength, so maintain it well
and develop from there. Pay lots of attention to your pastry and
coffee products. Let the customers know your products, com-
municate with them, impress them, and they will want to come
back!

Before you open a café, make sure you do these three
crucial things; 1. Analyse your location and target customers,
and develop menus that suit the analysis; 2. Enroll in a cooking
academy or study from myriad of books to learn as much about
pastry as you can; 3. Find your passion and present it in your
own unique way. All of these will help you achieve the success
in the long run.

Special Thanks
Piriyarush Jirasinkitti: Amatissimo Caffé
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