Industry News | March 16, 2012 | QSR Exclusive Brief

New Hollywood Shop Takes Bite-Sized Approach to Dessert

Email this story Email this story
Printer-friendly versionPrinter-friendly version

Read More About

The West Hollywood, California, restaurant früute is the brainchild of Yolanda “Yo” Santosa, owner of the award-winning design firm Ferroconcrete; her pastry-chef mother, Christina; and her fashion-designer sister, Sylvia.

The dish the trio cooks up is as distinctive as their talents. Opened in July, früute offers tarts with a modern twist. The tarts come in 18 inventive flavors, such as Sea Salt Caramel, Pina Colada, Crème Brulee, Tiramisu, and Passion Fruit. Mimicking the tradition of fine chocolates, the tarts are served in boxes of four or eight.

Santosa discusses früute and its bite-sized offerings.

 

How did früute come about?

We came up with the idea in mid-2010. früute was a memorable word with a friendly sound. We each then went our own way. I found the location and developed the branding; my mother began developing the product; and my sister experimented with the styling of the tart so that it would look stylish and contemporary. We began with emotion and then built around our talents.

Why did you decide to open a tart-only shop?

We love the tart. It’s forgotten by many, but a classic dessert. It’s easy to eat, savory, and versatile. The tart is something you can share with others. We see room for an opportunity to change perception.

What is früute doing different than usual with its tarts?

These bite-sized pieces are like little works of art. Some elements are so intricate that we actually use tweezers to assemble and finish the final product.

When the tarts are in our chiller, they’re lined up and look like jewelry. We combine that artistic presentation with only the highest-quality ingredients, such as organic flour, sugar, and dairy. We even have some ingredients sourced from Japan.

By Daniel P. Smith