Woops!, a New York-based bakery specializing in macarons and other international pastries, is coming to town. Firmly anchored as the largest retailer of French macarons in the United States, Woops! has brought its Parisian flair to the Greater Boston area.
Located at 79 Union St. at the Newton Center, the small bakeshop opened last December and is owned and operated by Bruno Alves. Alves also owns two kiosks, which are located in the Natick and Burlington Malls.
“I am excited to continue introducing Woops! to the Greater Boston community, which has been welcoming and receptive to us. Woops! is unlike anything in the area– it’s not just another chain, but a third-place where locals can come and gather,” says Alves. “Aside from the unique aesthetic, Woops! serves delicious and typically unattainable items: from macarons to cremebellos and other desserts in between, Woops! is the perfect treat for a mid-day snack or a gift for a loved one.”
Alves is no stranger to the food service industry. Before opening his Woops! locations, he worked for Unilever, and he also served as the CEO of Gallo Brazil, the largest olive oil brand in Brazil, for ten years. Now, he’s taking on taking those skills to Woops!.
The Woops! journey began in 2012 on a whim when four friends opened a macaron pop-up shop at the Holiday Shops in New York City’s Bryant Park. In nine short weeks they sold 100,000 macarons, made $250,000 and developed a cult-like following due to the macarons and aesthetic. The group then realized that “Woops!”, they had a thriving business. Building on the momentum and popularity of Bryant Park, the four friends soon opened boutique mall kiosks in major malls throughout the Northeast.
The close-knit group of friends who founded Woops! are from all over the world: Israel, France, India, and the U.S. Their cultural diversity is integrated not only in the ambience but in the menu. Today, Woops! serves handmade classic French macarons in over 20 flavors, as well as 30 other international desserts, all of which are produced in, and shipped frozen and ready to bake from the company’s bakery in New York City.
“We hope customers come in and are immediately reminded of a European café,” notes Alves. “We want to serve as a reminder to slow down – it’s about the ritual of taking time to enjoy a fresh pastry or a fresh cappuccino. It’s a lifestyle choice; it’s about enjoy where you are in the moment.”
To help celebrate every moment, whether it’s a wedding, baby shower, business meeting, or client gift, Woops! works creatively to produce a dessert that personalizes and enhances each event’s theme and styling. For any event or celebration, Woops! offers eye-catching macaron pyramids, beautifully designed gift boxes, elegant party favors and customized macarons with company logos, taglines and more.
“With Woops! we are able to be a part of every celebration, big or small,” adds Alves. “We look forward to the opportunity to celebrate with our customers everything from weddings, birthdays, Mother’s Day, Valentine’s Day, and every holiday in between. We even offer desserts for business meetings to bring celebrating to every aspect of life.”
Boosting 20 macaron flavors or more and 30 other international desserts, the Woops! bakeshop brings the brand’s signature welcoming atmosphere to every space it is a part of. Adaptable for in-line city shops or standalone buildings, the bakeshop occupies 500 square feet and employs three part-and full-time employees. The kiosks, adaptable to bring the welcoming atmosphere to small town malls or big city centers, also employs three part – and full-time employees.
According to Tal Avivi, co-founder and Chief Design and Marketing Officer of the brand, Woops! has 43 locations, from bakeshops to kiosks, open and operating in 18 states. Company plans call for an additional 18 locations by the end of 2018. Avivi also estimates the brand will surpass the 200 location mark within the next five years.
The five times weekly e-newsletter that keeps you up-to-date on the latest industry news and additions to this website.