We have completed a marketing and
research trip to Amsterdam Netherlands. There is a movement similar to the
craft brewery movement in the United States with many small bakeries popping up
all over the city. We wanted to get a feel for the movement, availability,
quantity and quality of the products. We wander the streets seeking out those
bakeshops by their reputation. We found a bakery, coffee shops or a small
grocery store could be found within a short walk, almost every block or two had
an option. We also found there are a few chains of shops and also a difference
between a bakkerij or a patisserie. One offers more breads, croissants and rolls
and the other more sweet treats.
Our first day out, October 20, we planned to visit three locations south of the
city centrum. Instead we found five additional spots! Fortunately Poppy's son
was willing to serve as the taste tester. We walked six kilometers on our first
day. Bloomestein is a block away from our hotel. They focus on pastries and
chocolates. They also offer breads- brown bread is a national favorite and
staple. Their tart infused with almond, piled with whipped cream and coated
with a fresh fruits glaze is a favorite!
Bakkerij Renzema is a commonly found shop around the city. It is good. We found
it curious some of the shops do not allow credit cards. Also, the servers
behind the counter do not touch the money. They gather your order, type in into
the register and wait for the patron to drop their coins into a small machine
on the counter.
De Bakkerswinkel is a small neighborhood shop with some seating for the locals
to meet, share a few crumbs and hot drinks. We found the goods appetizing and
the service friendly.
The next shop is Le Pain Quotidien. They are more a cafe with baked goods and
lunch options. It seems many of the shops bake or purchase their goods from
another location.
We found Brood, with a number of locations around the city to be more of a
factory look and taste. They have really cool trucks to deliver products to
their various shops. Unfortunately these small vehicles would have a tough time
on the streets and highways in the United States.
Across the street from Le Pain Quotidien is Van Muyden Bakkerij. It lacked the
warmth and intimacy of a neighborhood store.
Huizevanwely is a GREAT chocolate shop on Beethoventraat. It had a number of
locations around the city.
Lastly we went to Le Fournil de Sabastien, regarded by many as the best in
Amsterdam. It was the only shop with a line out of the store and down the
street. Watching croissants being made in a store front window certainly added
to the charm. Clearly their reputation is clearly earned with outstanding
products.
It seems the influence of the French is strong throughout the baking tradition
and growth of the local markets.
On my second day, October 21, of the baking tour of Amsterdam, we walked close
to 7 km. We found a number of gems and were able to visit a baker's supply
store.
The first shop is a chain store and we found three locations. The Bakkerrij
Simon Meijsseen has an incredible blend of breads and pastries. The environment
is friendly, the product tastes great and the presentation of the product and
store is one of my favorites.
Just a few blocks away we found Patisserie. It is a delightful shop with great
products. This was a surprise store because it was not on our radar and just
found it along the way.
Our next bakery is Bakken met Passie. The product was good but the clerk was
less than friendly. When we asked to take pictures she said we could not take
any of the products.
A few blocks away is Duikelman on Ferdinand Bolstraat. This is the bakery
supply store. They carry just about any products a professional or amateur
cook/baker would need. I was able to purchase two wood molds to make Speculass,
also known as Dutch Windmill Cookies. I could not resist buying a set of cookie
cutters. It is a set of world monuments. It is really cool. I will be adding
the different cutters on our webpage.
Next we wandered the streets and
saw two more Bakkerrij Simon Meijssen locations. The exterior at Albert
Cuypstraat was not as nice as the first on Van Baerlestraat but the product was
consistent.
We found Bakker Hasan. It did not stand out and the products seems pretty
typical and usual.
We next found our way to Patisserie Holtkamp on Vijzelgracht. We were looking
forward to this spot as it is listed as one of the queen's favorite. It lived
up to the reputation and was one of the most friendly stops.
We started our way back to Hotel Victorie and found Baker Bart which seems
pretty generic.
Then we saw Brood en Banketbakkerij Rud H Venekamp. This shop is AMAZING! It
has the amazing marzipan, chocolates and candies We did have our first taste of
Roomborstplaat, a tasty fudge like candy. The lady in the shop was kind and
very welcoming. Their products are beautiful and wonderfully crafted. They blew
me away!
Lastly we stopped at Patisserie Kwekkeboom. It is a nice shop and has three
locations around the city.
Overall, it was a good day despite the constant rain and chill. Please take a
look at the photos from our experiences.
On my
third day, October 23, of the bakery exploration was an exciting day. The first
shop on the list was Unlimited Delicious. They came highly recommended.
unfortunately they were not open. A few doors down was a location that was to
specialize in artisan carmel shop. Unfortunately they seemed to have gone out
of business.
On the same block I found Vlaamsch Broodhuys on Haarlemmestraat. They have 10
locations in Amsterdam. They carried the stock products most shops carry.
As I wandered down the street I was surprised to find four shops I did not
expect: Lamour, Stadsbakker Forgejans, Gebr Niemuer and Petit Gateau. They are
quaint shops with a variety of bake goods including lots of bread.
I turned down Nieuwezijds Voorburgwal looking for Melly's Cookie Bar. It is not
quite what I expected as the cookies are more like the press cookies and a few
pastries. I enjoyed a dried cherry and chocolate chip cookie. The taste was
pretty good but the cookie was too dry and not fresh enough for my taste.
My next stop was Van Ness Cupcake on Spuistraat. They too were closed. I peered
into the window and could see them busy baking and getting ready for the day.
I continues down the narrow streets and found Lanskroon Banket Bakkerij. It
also seemed pretty standard in their offerings. It is a little disappointing as
they do not do anything to distinguish themselves from other shops.
Differentiation is important when there are so many customer options in such
close proximity. It is curious, I did not find one shop that carried iced cut
out cookies anywhere in the city.
The next stop was another Patisserie Kwekkeboom on Reguliersbreestraat. It is
consistent with the sister shop already visited.
I miss a shop earlier in the week and found it on the way back to the hotel. It
is De Taart Van M'n Tante. It is curious the sample in the window seemed
uncharacteristic of Amsterdam offerings. They remind me a an American cake
baking reality show. That isn't necessarily a good thing.
Lastly, I found Bettina Bakt. Since it was later in the afternoon, they had
sold quite a bit of their goods.
It was a good day. For the most part, the people I met were fairly cordial. A
key learning is shops need to do something to make themselves standout from the
competition. They need to do something different to entice people to come in
and embrace the ambiance and uniqueness of their shop.
My fourth day of the magnificent bakery tour was Friday, October 24. My first
stop was the historic Hartog's Volkoren Bakkerij on Ruyschstraat. This
bakery was started over 200 years ago and use recipes that are over 100 years
old. It was busy! Literally dozens of people streamed in and out
while I was there. For breakfast I ate a delicious apple tart. I can see
why they have been in business for so long.
I continued my journey to Cafe Langereis on Amstel. While I didn't taste their
baked goods, I enjoyed a warm cup of tea. It was a cold and wet
walk! I don't believe they made their products on site as these shops are
in very tight quarters.
Next on my list was another Patisserie Kwekkeboom on Linnaeusstraat. This was
the third location for this particular shop. I am sad to say it almost
became redundant to visit the shop.
It is curious to note that because of space limitations many shops must have a
separate location for baking or purchase their products on the whole sale
market.
The final
day of my bakery tour was October 25 and perhaps the longest day of
walking. We saw a variety of shops on our list and found a few more
treasures along the way. As it was Saturday, the Metro Nieuwmarkt, an
open air market, was bustling for business. We found several neat booths open
and the folks are the friendliest we have met. We found another Brood on
Zeedijk, having the same fare as the other locations.
Rene's Croissants is a charming place with an old world atmosphere. Their
products are presented well and have a flurry of customers.
Outmayer is an unexpected spot but didn't jump out at us as being particularly
unique.
Banketbakkerij v.d. Linde also is a surprise! We did not go inside as it
was quite busy.
The last three locations we found on our way to Gebroeders Niemeijer on
Nieuwendijk. At first we were swayed to keep walking because the store
was chaotic and frenzied on this beautiful Saturday morning. However, we
hadn't really had breakfast yet, so we ventured in an found the only open
table. I am glad we did. I ate perhaps the best chocolate croissant
I ever had. It was fresh, sweet, flaky, crisp yet soft. It was
amazing!
Eventually we were able to break away from the grip this place had and hit the
narrow streets once again. We went to De Bakkerswinkle on Warmoesstraat.
A really cute place and quite popular!
Another shop on our bucket list was De Lassisie Kruimel on
Langebrugsteeg. This place was too filled with patrons frantically trying
to eat their last meal, or so it seemed.
A flurry of other bakeries/sweet shops caught our attention as well: Residence
Sweets, another Kwekkeboom, Bakkerij Lakket Brood, Brood Banket, another Van
Muyden Bakkerij and the elusive Puccini Bomboni. Each shop has its own
character and charm. Perhaps today became more of an overload as we saw
and visited more than any other day. I felt satiated like an addict with one
too many fixes injected into my arm.
It is overwhelming to me how different this place is compared to many of the
cities I have visited in the U.S. So many shops in such close proximity
is amazing to me. The quality and volume of product is pretty spectacular
as well. In many regards, we have settled for mass produced and big box
store food. I find it difficult to walk into the local grocery stores and
settle for their baked goods.
Amsterdam, you have spoiled me! You have opened my eyes to new
possibilities! You have inspired me!
I will continue to try new recipes and products based on my Amsterdam
experience and continue to focus on our mission- making and enjoying the
best cookies possible.
Thank you for your indulgence and reading about our experience.
Best wishes,
Poppy