Cinnamon roll gains space in São Paulo; see where to eat – 02/16/2024 – Restaurants
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After becoming successful on the internet, brands that have cinnamon rolls as their flagship products began to open their doors in the capital of São Paulo. In these houses, the cinnamon roll recipe is not restricted to its traditional form — there are Ovaltine rolls, caramel with pecan rolls, banoffee rolls and even ham and cheese rolls.
Confectioner Diego Lozano, from the homonymous confectionery school and sweet shop in São Paulo, says that the classic cinnamon roll recipe is made with a slightly sweet dough, filled with brown sugar, butter and cinnamon.
The roll, also known as bun, is a kind of versatile relative of the croissant, which can accommodate sweet or savory fillings. Here, their toppings also began to go beyond traditional icing sugar and cream cheese, including ingredients such as white chocolate, guava paste and pistachios.
This is what we see at Mooca Buns, which two years ago opened its first physical store in the eastern neighborhood after operating online. Alexandre Gitti Júnior runs the brand alongside his mother, Rosane Marini. They opened the second unit in Brooklin, in the south zone, at the end of last year.”
We started with three flavors, the classic [R$ 18,90], coconut, which is no longer sold, and Nutella (R$ 23.90). Then, we included dulce de leche. Some seasonal flavors became fixed because people really liked them”, says Gitti.
Mooca Buns also started offering the cheese version (R$ 13) after realizing public demand. Cinnamon Land, by Leonardo Henrique Oliveira Abreu, has a similar trajectory. It began selling via delivery in 2021 in Tatuapé, in the eastern region of São Paulo, before opening a “grab and go” store the following year in Pinheiros, that is, with a system in which the customer pays and takes the order .
On a trip to New York, Abreu visited the Cinnabon chain, the largest cinnamon roll franchise in the United States, to gather references that improved the project he was designing.
The best-selling flavors of the Cinnamon Land brand, which also has rolls as its flagship, are the classic (R$ 12.90) and the caramel with pecan (R$ 14.90). “We receive a lot of positive comments about the work,” he says. Some customers, he says, know the recipe from traveling to other countries and go to the store to satisfy their craving — and then end up coming back more often.”
For Brazilians, the cinnamon roll is not yet common, but it will become popular, just like the donut, which is now found in stores everywhere”, says Abreu.
Other flavors in your store are chocolate (R$ 13.90), Ovaltine and lemon pie — the latter two for R$ 14.90.
Karine Boldrini, who opened Boldri’s Cinnamon Rolls two years ago with her mother, Zita Antunes, also claims to have experience with customers who wanted to try the rolls in Brazil after trying them on trips. “I saw that there was no offer of this product on the market,” she says.
Boldrini says that his store, which focuses on delivery, is growing. In the first month of activities, in March 2022, they sold 80 units of the sweet. At the end of the following semester, this number increased by 240%, he states.
The best-selling flavors there are no topping (R$ 14.90), vanilla (R$ 15.90), milk chocolate ganache (R$ 15.90) and dulce de leche (R$ 15.90).
Opened in 2020, Bakebun Bakery now has three physical stores after launching on delivery platforms.”
I started planning during the pandemic, after seeing that there was no store specializing in cinnamon rolls”, says João Mazzer, owner. Despite the business being niche, he states that around 80% of customers return to buy from the brand after trying it. the roll. But sales, he says, are seasonal and tend to grow during the colder months.
Bakebun started with sweet flavors, but as with other brands, customers showed interest in savory flavors. The store then developed the flavors Minas cheese half cure (R$ 9.90) and ham combined with the same cheese (R$ 9.90). The best-selling flavors, says Mazzer, are the classic, offered with a topping made with cream cheese (R$ 18.90), and homemade caramel with pecan nuts (R$ 20.90).
In addition to specialized stores, the cinnamon roll is a success at addresses such as Na Janela, an artisanal bakery that opened a few months ago in Higienópolis — only the classic version of the sweet can be found there.
Pastry chef Diego Lozano believes that the popularization of recipes on Instagram may have given a boost to this trend.”
This attracts the attention of Brazilians, who already like American sweets, such as cupcakes”, he says. “The trend of different fillings has a lot of appeal to attract attention.” See below where to buy or order cinnamon rolls in São Paulo.
Bakebun Bakery
R. Herculano de Freitas, 300, Bela Vista, central region, tel. (11) 94273-9459. @bakebunoficial. Tues. to Sun., from 9am to 9pm (or until the batches run out).
Boldri’s Cinnamon rolls
Sales via iFood and WhatsApp, Tel. (11) 96301-0056. @boldris.rolls
Cinnamon land
R. Cardeal Arcoverde, 2,190, Pinheiros, western region. to Sun., from 12pm to 7pm @thecinnamonland
Cinnarolls
Golden Square Mall. Av. Kennedy, 700, floor L3, 312, Jardim do Mar, São Bernardo do Campo. Delivery and collection via WhatsApp: (11) 948801957. @cinnarollbrasil
Mooca Buns
Mooca Store. A. Tabajaras, 551, Mooca, eastern region. Brooklin store. R. Florida, 1,406, Brooklin, south region. to Sun., from 1pm to 9pm. @moocabuns. moocabuns.com
At the Bakery Window Handcrafted
R. São Vicente de Paulo, 603, Higienópolis, central region. tel (11) 93393-4824. From Mon. on Saturday, from 8am to 7pm; Sun., from 8am to 2pm.@najanelapadaria
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