Au Beurre Salé

Au Beurre Salé, a new culinary door to European food culture and lifestyle in Asia.

Project visual Au Beurre Salé
Failed
15
Backers
12/26/2019
End date
€1,126
Out of €8,800
13 %
Indie

Au Beurre Salé

In November 2014, two university students met on a tennis court in Shanghai. On one side of the court, Thomas, from Brittany, had travelled all around China to see what people knew about his hometown’s renown crêpes and galettes. On the other side of the court, Arnaud, from Brussels, had learnt his grandmother’s waffle craft through years of generous tasting as a kid and dreamt of showing the world what a real Belgian waffle was. This unlikely encounter did not only mark the start of a great friendship, but also the beginning of an ambitious project: bring their hometown’s favorite delicacies to the Middle Kingdom.

Why China?

Because firstly, and most importantly, we could not find our beloved desserts, even in the culturally-diverse metropolis that Shanghai is. At least, not the ones that reminded us of the childhood memories we were chasing.

Besides, we were amazed by how fast new trends started in this city, and how quickly people embraced them. The consumer’s curiosity and adaptability push businesses to consistently innovate.

Finally, we realized that the emerging Chinese middle class was growlingly looking for authentic and accessible Western food options, and we saw an opportunity in addressing these new needs with our authentic and handmade waffles and crêpes.

So is this all just about waffles and crêpes?

Travelling teaches you a lot of things. Through the process of opening yourself up to another culture, you start questioning yourself and, as a result, understand where you come from better. It teaches you to feel the importance and subtlety of cultural differences, which we experienced through learning the language, spending time with local friends, learning their history, and exploring their cuisine. During this exchange, we realized food tells a lot.

We realized that food is a simple medium to connect people coming from different places and background, which pushed us to create our concept, Au Beurre Salé.

 

By promoting a way of life, and the cultural background behind our products, we identify ourselves as a lifestyle brand, holding three fundamental values at its core: Passion, Culture, and Craftsmanship. 

 

 

Combining these three cores values as the back bone of our concept, we are convinced we can create a truly unique and innovative brand. Au Beurre Salé aims to become a new culinary door to European food culture and lifestyle in Asia.

 

We want our concept to come to life through a typical French-style bistro, where we would welcome our guests in a simple and warm “à la bonne franquette” atmosphere with a full-day menu: a waffle and a good cup of coffee for breakfast, a crispy galette with a glass of wine for lunch or dinner, and a soft and sweet crêpe with a cup of tea as an afternoon snack.  

Since our humble beginnings in the kitchens of our university dorms, we’ve been offering our products through different channels to different crowds, including markets, festivals, corporate events, and online delivery. It’s been almost five years since the seeds of our project were planted, during which we’ve been accumulating precious experience, through many successes and failures, and we now feel ready to move on to the next step. Will you join us on this journey?

 

Allocation of funds

What will your donations fund ?

Our first next priority in line is to acquire new professional equipment and machines in order to answer to more of the opportunities we have been offered. These opportunities include larger size events and festivals, supply of cafés and restaurants, retail sales in supermarkets and even a food truck!

Here is the equipment we need to buy:

Known as the "Rolls-Royce" of the waffle and crêpe machines, this professional equipment will allow us to increase our production capacity, and guarantee a more stable and consistent result.

As the machines are imported from France and Belgium, we have accounted in an additional budget for shipping fees and taxes (approximately 1.000€, or 12% of the total budget needed).

Lastly, 8% of the total amount raised during the campaign will be retained by the platform KissKissBankBank, 5% of commission plus 3% of banking fee (estimated to 650€ in total).

 

 

What if thanks to your generosity we exceed our first goal?

Well first we’ll have to thank you of course! Financially, we are still a long way from being able to open a fully-equipped restaurant. However, there are still a few intermediaries steps we could take in the short-term that would contribute to the development of the project:

With this additional budget, we would invest in an espresso machine and coffee grinder from the Italian brand Rocket, along with a food bike equipped to fit our new equipment. This could give us an original and attractive brand image on the markets and events we join. 

A project we have been planning with our local partner for some time, a customized food truck able to be equipped with all our baking machines, coffee machines and fridges, which would open the door for bigger events in Shanghai and the surrounding cities.

 

Last few words...

We are already very grateful for the interest you’ve shown for our project. Every contribution raised through this campaign will be extremely helpful to us, no matter the size.

By joining us on this journey, you are contributing to a project that was started from scratch almost five years ago, and built up step by step with a lot of passion and hard work. You are helping us realize our dream.

If you hold dear the values we are putting forward, if you cherish your cultural identity, and if you share the love for travelling, we are convinced you will relate to our motivation!

We hope we will get the opportunity to thank you in person for supporting our project, and hopefully enjoy one of our desserts with you in Shanghai!

Choose your reward

Reward featured

For €80

"The Shanghairen" Illustration Book

Thank you for your contribution! We are very happy to collaborate with "The Shanghairen" to offer you this reward we personnaly love. Inspired by the iconic covers of The Parisianer and The Tokyoiter, The Shanghairen project aims at showcasing a creative vision of Shanghai through original illustrations. Dozens of emerging Chinese artists took part in the project to express one unique aspect about Shanghai based on their experience living in the city. In this book, you will find every illustration selected for the project, along with an introduction of the artist and a description of the artwork.
  • Backer: 1
  • Delivery February 2020

For €5

Hello!

Thank you for your contribution! As a supporter of our project, your name will be mentionned on our website and social platforms with all the other generous contributors :-)

For €10

You are one of us!

Thank you for your contribution! A handwritten Au Beurre Salé thank you card that will be sent to your house, wherever you are! Your name will be mentioned on our website and social media accounts with all the other generous contributors.
  • Delivery January 2020

For €20

Waffle time!

Thank you for your contribution! On top of the card and mention on our social platforms, you will receive a gift box containing: 3 Liège waffles one 250ml jar of our handmade salted butter caramel. Please note: this reward is only available for delivery in Belgium and China.
  • Backers: 5
  • Delivery January 2020

For €25

The Tote Bag

Thank you for your contribution! Our reusable tote bag will be your new best shopping buddy. Plus, it comes with 3 Liège waffles hidden inside! On top of that, your name will also be mentionned on our website and social media accounts with all the other generous contributors, and you'll receive a thank you card too, of course ;-)
  • Delivery February 2020

For €30

The Mug

Thank you for your contribution! We hope you'll think about us everytime you enjoy a good cup of coffee or tea in our customized Au Beurre Salé mug ;-) On top of that, your name will also be mentionned on our website and social media accounts with all the other generous contributors, and you'll receive a thank you card too, of course ;-)
  • Delivery February 2020

For €40

The T-shirt

Thank you for your contribution! We can't wait to see you rockin' your Au Beurre Salé t-shirt! On top of that, your name will also be mentionned on our website and social media accounts with all the other generous contributors, and you'll receive a thank you card too, of course ;-)
  • Backer: 1
  • Delivery February 2020

For €50

Champion Breakfast Set

Thank you for your contribution! Start your day right with a fresh cup of coffee in your Au Beurre Salé mug, magically paired with 6 Liège Waffles, along with our subtly sweet & salty handmade salted butter caramel (250ml jar). Please note: this reward is only available for delivery in Belgium and China.
  • Backers: 3
  • Delivery February 2020

For €75

Au Beurre Salé #1 Fan Kit

Thank you for your contribution! Do your shopping in style with your Au Beurre Salé reusable bag and t-shirt. On top of that, we will send you a pack of 6 Liège waffles.* * In order to guarantee the quality of the waffles, this reward will only be availble in Belgium and China. If you live in another country, the set will include the mug instead of the waffles.
  • Delivery February 2020

For €95

Au Beurre Salé Ultimate Fan Kit

Thank you for your contribution! You're really showing your love here! On top of everything that's included in the Fan Kit #1 (tote bag, t-shirt and waffles), you'll receive the mug, plus a jar of our handmade salted butter caramel (250ml). Please note: this reward is only available for delivery in Belgium and China.
  • Backers: 2

For €150

Invitation to our Waffle Party for two

Thank you for your contribution! What a better way to celebrate than gathering together around freshly baked waffles and crêpes? This will be a chance for us to thank you in person, and let you try all of our products first hand. The event will take place once in Brussels and once in Shanghai (dates TBC), you'll be informed about the details after the crowdfunding campaign is completed.
  • Backer: 1

For €200

Waffle & Crêpe Workshop for two

Thank you for your contribution! It's time for you to show your skills at making waffles and crêpes. You plus one person of your choosing are invited for an afternoon of baking: we'll teach you how to prepare the dough or batter, bake it, plate it, and then finally eat it! The event will be taking place in Shanghai and Brussels (dates TBC). Besides, you're also invited to the Waffle Party (for two)!
  • Backer: 1

For €250

Enter the "Menu of Fame"

Thank you for your contribution! Choose your favorite waffle or crêpe, customize it and name it after you! It will be featured on our menu for 6 months, next to Lilliche, Géraldine and a few other lucky ones ;-) Besides, you are also invited to the Waffle Party (for two) and the Baking Workshop (for two)!

For €500

Enter the Menu of Fame, and never leave it

Thank you for your contribution! This is a special one, find your absolute favorite waffle or crêpe, customize it and name it after you! It will become one of our permanent items on our menu for the world to see ;-) Besides, you are also invited to the Waffle Party (for two) and the Baking Workshop (for two)!

Make a donation

Give what I want