Woops!, which has 43 locations across 18 states, is offering customers a more in-depth taste of the quintessential Parisian treat and experience with its new macaron workshops. To celebrate the launch of the workshops, Woops! is offering a buy one, get one 50 percent off any class for the month of June.
Currently only offered at the Upper East Side training site (1143 2nd Ave. New York, NY) workshops are hosted every Wednesday and Saturday from 4:00 p.m. to roughly 7:00 p.m. There are three classes; two for different aged children focused on decorating macarons (priced at $55 per person) and an adult version focused on baking macarons (priced at $150 per person).
“We received countless inquiries from customers who wanted to learn more about macarons. It’s a dessert that starts conversations and generates curiosity – we thought what better way to serve our customers than to bring the experience to life,” says Tal Avivi, co-founder and chief design and marketing officer. “Our chef was enthusiastic to get further involved and create an interactive experience for our loyal followers.”
The macaron is a delicate dessert that requires precise measurements and dedicated baking processes. Known for being a temperamental treat to master, the correct macaron depends on the precise proportions of egg whites, almond flour and sugar. Much more than a simple recipe, the process of making macarons starts with the meringue, before entering the macaronage stage, piping, resting, baking, maturing and filling stages.
“It’s easy to go to the store and pick up a box of macarons. What makes a macaron special is the art of making one. The art of the macaron takes time, patience and diligence – it truly is an art form, one that Parisians have perfected over the centuries,” adds Chef Arbel. “We hope to give our customers an inside look at this process and take them through the journey of a made-from-scratch macaron from start to finish.”
The Woops! journey began in 2012 when Avivi, along with three others, 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 and made $250,000. 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 kiosk franchises in major malls throughout the Northeast.
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 artisanal bakery in New York City. However, the product offering isn’t limited to cookies and sweets. Woops! also features fresh sandwiches that are simple in concept but huge in flavor. Woops! also has custom procured and roasted coffee, select teas and other unique beverages that pair exceptionally well with all the pastry and confectionery offerings.
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.
“Everything we do is beautiful – from the product to the packaging to the store design, everything is intended to create an experience that stimulates all one’s senses and evokes emotions. It’s welcoming, it’s calming and it’s creativity-inducing, and something that many connect with,” says Avivi. “We saw the need for a product that you could share with friends and family and a treat that sparked conversations. That’s what a macaron does and where the workshop compliments. The workshop furthers the macaron’s ability to create a shared experience between people.”