Founder: Anthony Rosemond 
Business: Pastreez 
Revenue/Month: $25K 
Founders: 2  
Employees: 2 
Website: Pastreez.com  
Location: Phelan, California United States. 
Founded: September 2017

Pastreez has swiftly become a purveyor of authentic French delights, delivering handcrafted macarons and crêpes directly to doorsteps across the United States. This online bakery, a passion project brought to fruition by its founder, has, against considerable odds, distributed over a million of its signature macarons. It’s a remarkable feat, particularly considering the lean operational structure that underpins this flourishing enterprise. 

The visionary behind Pastreez is Anthony Rosemond, a Parisian chef whose culinary heritage shapes every offering. He embarked on this entrepreneurial journey to bring the delicate artistry of French baking to American consumers, ensuring that freshness and traditional techniques remain at the forefront of the Pastreez experience.

Rosemond, with a team of just two, has engineered a business that not only produces significant volume but also maintains an exacting standard of quality in every shipment. Rosemond reflects on the inception of Pastreez, explaining, “I wanted to share a piece of France with America, a true taste of Parisian patisserie.” His approach to scaling production while keeping a small team is a testament to his meticulous planning and efficient processes. 

A Transatlantic Leap of Faith 

The story of Pastreez isn’t just about delicious French treats; it’s a narrative woven with ambition, personal evolution, and a daring jump across an ocean. Anthony and his wife weren’t simply looking for a new business; they were seeking a new life, one where their professional talents and personal enthusiasms could converge to build something truly their own. 

Rosemond explains that the move to America was driven by a powerful yearning for entrepreneurial independence. “We both had good careers in France,” he states, “I was an engineer, and my wife was an HR Director. But we wanted to build something ourselves, something that was truly ours.” This fundamental desire propelled them to leave behind established lives and venture into the unknown.

He points out that their prior professional experiences, while valuable, were not the primary spark for Pastreez. Instead, it was the blending of his passion for marketing with his wife’s remarkable talent for creating authentic French pastries. Rosemond insists that having all necessary expertise in-house is critical for swift decision-making and operational flexibility. 

Rosemond candidly shares an earlier entrepreneurial endeavor—an iOS photo-sharing application. He recounts the lesson learned: “It was a $10,000 mistake that taught me a lot. I realized then that if you don’t genuinely enjoy what you’re doing every day, it’s going to be tough to succeed.” This costly experience cemented his belief that true business success hinges on intrinsic motivation and a harmonious alignment of skills.

This principle became a cornerstone for Pastreez, where Rosemond’s enthusiasm for brand building perfectly complements his wife’s exceptional pastry-making abilities, refined through training at Le Cordon Bleu Paris. He argues that this shared passion offers a significant competitive advantage, distinguishing them in a crowded market. 

Even before departing Paris in January 2017, the couple recognized the vital need to validate their concept. Rosemond strongly advocates for preliminary market research, even a straightforward approach, to confirm viability. He utilized SEMRush, an SEO tool, to analyze search queries like “macarons near me” and “buying macarons” within the U.S. market, confirming a substantial demand.

This reconnaissance also provided insights into existing competitors, whose presence, he observed, actually affirmed the market’s viability. While some online macaron providers existed, Rosemond discerned a unique differentiator: “None offered the authentic French craftsmanship delivered by chefs trained in Paris.” This crucial distinction, combined with the confirmed market interest, solidified their conviction, prompting them to pack their bags and relocate to California just two weeks later, transforming the nascent idea of Pastreez from paper to reality. 

Refining the Product and Launching the Business 

Upon arriving in the United States, Rosemond and his wife immediately focused on validating their product and confirming market acceptance. Their initial promise, while clear in France, needed rigorous testing in a new environment. 

They ingeniously used the Meetup platform, hosting gatherings where individuals could sample a variety of French pastries without charge. This direct engagement was pivotal for pinpointing their most viable product. Rosemond recalls, “Of all the authentic French treats we offered—macarons, crêpes, madeleines, financiers—the macarons consistently stood out as the clear favorite. They quickly became our Minimum Viable Product.” 

This early triumph, however, brought its own set of hurdles. Producing delicate macarons demands specialized equipment and precise environmental control, a significant challenge when operating from a rented Airbnb. The couple also grappled with adjusting to an entirely new culture and language, not to mention the taxing and uncertain U.S. visa process.

To further validate their concept, they participated as macaron vendors at three farmers’ markets. These events proved invaluable, providing direct customer interaction that shaped their pricing strategies and flavor preferences. Crucially, they gathered vital feedback for their impending website, such as customers’ preference to select individual macaron flavors rather than pre-packaged assortments. 

While maintaining the farmers’ markets as a sales channel, they simultaneously developed their online presence, launching the Pastreez macaron delivery website in September 2017. Rosemond, a proponent of scalable development, designed the initial website himself using Shopify, ensuring core functionalities like product pages, shopping carts, and secure payment processing were in place.

As customer feedback accumulated, he strategically brought in developers for specialized tasks, leveraging Shopify’s extensive add-on ecosystem—including tools like Klaviyo and Attentive—to implement marketing initiatives such as welcome offers for new subscribers. 

The launch of Pastreez diverged from typical startup narratives of grand unveilings. Instead, Rosemond emphasizes a measured, step-by-step approach geared toward building a sustainable business with robust profit margins from the start. Shipping delicate food items like macarons presented a unique logistical puzzle.

Their solution involved a shrewd strategy: ordering from established competitors to analyze their packaging and shipping methods, then refining those solutions for Pastreez’s specific needs. With the website live but without initial customers, the farmers’ markets remained a critical revenue stream, providing not only income but also ongoing customer feedback for the online platform. 

Their marketing strategy was primarily organic, focusing on Search Engine Optimization (SEO) rather than paid advertisements. Rosemond’s earlier market research had identified significant search volume for keywords like “macarons near me” and other purchase-intent phrases, and he recognized that competitors weren’t heavily invested in SEO. This foresight paid off handsomely; the website began ranking just in time for the Christmas macaron rush of 2017, marking their first substantial sales surge.

Financially, the initial outlay for Pastreez was modest, approximately $3,000, covering a small oven, ingredients, farmers’ market fees, product photography, and Shopify subscriptions. However, coming from Paris, their personal expenses for relocation, such as rent and vehicle acquisition, represented a significant additional cost. Rosemond, disinclined to take on debt, had meticulously saved for years through his engineering career, working across the globe to build a financial cushion that would sustain them for two years without immediate income. This bootstrapping philosophy underscored their disciplined approach to building Pastreez. 

Sustaining Growth Through Strategic Engagement 

From the outset, Pastreez has prioritized Search Engine Optimization (SEO) as its foundational customer acquisition strategy. This organic approach, while demanding patience, has proven incredibly effective in ensuring potential customers discover Pastreez via Google. 

Rosemond’s methodology involves identifying high-intent keywords—phrases like “macarons near me,” “buy macarons,” or “macarons delivered”—that signal a readiness to purchase. By analyzing competitor rankings for these terms, Pastreez has been able to craft superior web pages tailored to capture this search traffic. This diligent SEO work propelled sales from zero in September 2017 to an impressive $6,500 by December 2017, validating the efficacy of their organic growth model. 

Beyond initial acquisition through SEO, retaining customers and fostering loyalty became paramount. Rosemond views an email marketing partner, such as Klaviyo, as indispensable for nurturing customer relationships. Even with a small initial customer base, consistent communication through newsletters and targeted campaigns allows Pastreez to solicit feedback, involve customers in product development—for instance, by asking for flavor suggestions for seasonal offerings like Mother’s Day or Valentine’s Day macarons—and even engage them in voting for upcoming promotions.

This interactive approach cultivates a sense of community and demonstrates genuine care for the customer. Furthermore, Pastreez has embraced SMS marketing as a highly effective new channel, noting its high conversion rates on both mobile and desktop. 

A defining element of Pastreez’s marketing philosophy is its avoidance of traditional discounts. Rosemond contends that frequent discounts erode brand value, conditioning customers to wait for sales rather than purchasing at full price. Instead, Pastreez employs a “freebie” strategy, offering incentives like seven free macarons with orders over $42. This approach is perceived by customers as a valuable gift rather than a price reduction, costing Pastreez less to produce the free macarons than the margin lost through a percentage discount. This clever tactic exemplifies their win-win approach to customer engagement and brand perception. 

Expansion and Evolving Horizons 

Pastreez is currently experiencing a period of significant growth and diversification, marked by strategic operational enhancements and product line extensions. A key development is the establishment of a new facility in Phelan, California, a move designed to substantially increase production capacity and facilitate easier recruitment of additional personnel. 

Rosemond explains that this expansion solidifies Pastreez’s position as a leading online provider of French macarons. The company has earned recognition among the top five online macaron purveyors and, notably, has been designated as offering “the most authentic macarons in the US” by the esteemed Le Cordon Bleu culinary institution.

While 99% of their sales originate from the website, this new brick-and-mortar location also allows for curbside pickup, fostering a local connection and providing an additional point of sale. The company’s growing recognition is further highlighted by its recent feature in the Daily Press, the High Desert of California’s primary newspaper, a notable achievement for a small business. 

Innovation remains a driving force for Pastreez, reflected in their recent introduction of vegan macarons, a response to consistent customer inquiries and a recognition of an online market opportunity. Rosemond emphasizes the importance of diversification, even within niche markets, to broaden a brand’s appeal over time.

A major product rollout in September 2021 saw the addition of crêpes to their offerings, following a meticulous process similar to that employed for macarons to ensure fresh nationwide delivery. Looking ahead to 2022, the company is exploring the introduction of authentic chocolate bonbons, signaling a continued expansion of their gourmet French confectionery range. 

Rosemond reflects on the critical lessons learned throughout Pastreez’s journey, particularly concerning the complexities of shipping delicate macarons nationwide. Initially, their experience was limited to direct sales at farmers’ markets. The transition to shipping presented a formidable challenge, requiring extensive experimentation to maintain freshness and adapt macaron recipes for transit. He says, “We had to really work at it to get the packaging and the recipes just right for shipping.” Through diligent testing and iterative refinement, they perfected their shipping methodology, enabling delivery to every state in the U.S., including Alaska and Puerto Rico.

This ongoing adaptation extends to product development, with a continuous focus on introducing new macaron flavors and innovative items. This not only keeps the offering fresh for customers but also generates new content, a vital component for continued engagement, especially in the early stages of the business when understanding customer preferences regarding flavors was paramount. 

Beyond product innovation, Pastreez has leveraged Instagram as a powerful organic marketing tool, growing its following from zero to over 100,000 within a year without any paid promotion. Rosemond explains their strategy involved experimenting with various content types, ultimately discovering that posts offering tips and tricks for mastering macaron recipes at home garnered the most significant engagement. He notes, “Those ‘how-to’ videos really took off; some got over 100,000 views.”

By consistently focusing on this high-performing content, they cultivated a loyal community of aspiring bakers. This success on Instagram led to the creation of supplementary revenue streams: an e-book and online macaron classes. These educational offerings attracted 20,000 email subscribers—fellow bakers eager to refine their skills—and the online classes, available globally for a fee, achieved considerable popularity, maintaining an impressive 4.8/5-star rating. 

Guidance for Aspiring Entrepreneurs 

For individuals contemplating their own entrepreneurial ventures or those just embarking on such a path, Rosemond offers straightforward yet profound counsel. His philosophy is one of action and adaptability, urging aspiring business owners to overcome the inertia of overthinking and the debilitating apprehension of failure. 

Rosemond firmly believes that what many perceive as failure is, in reality, an invaluable learning experience, a stepping stone rather than a roadblock. He states, “What people call failure, I call learning. It’s not a dead end, it’s just feedback.” This perspective is particularly pertinent for those brimming with innovative business concepts but paralyzed by the prospect of taking the crucial first step. 

Rosemond’s central piece of advice centers on the imperative of adaptation. He cautions against rigid adherence to preconceived notions of what will work, emphasizing the necessity of confronting an idea with the market and, critically, heeding the feedback of early customers. He explains, “You can’t just stick to your original idea if the market tells you otherwise. You have to listen to your customers, truly listen, and adjust.” This iterative process of listening, adjusting, and refining, he contends, is paramount to refining one’s offerings and ultimately achieving success. He maintains that with sufficient dedication and earnest effort, success becomes an attainable outcome, underscoring the power of persistent action over passive strategizing. 

Success Factors: Why Did Pastreez Succeed? 

• Authenticity and Quality: Rosemond’s background as a Parisian chef and his wife’s training at Le Cordon Bleu Paris ensure the macarons and crêpes are truly authentic and of high quality. This commitment to traditional techniques is a significant differentiator. 

• Passion-Driven Entrepreneurship: Rosemond’s previous failed venture taught him the importance of genuine enjoyment in one’s work. Pastreez is rooted in his passion for marketing and his wife’s love for pastry-making, which he believes provides a competitive edge. 

• Market Research and Validation: Before launching, Rosemond conducted diligent market research using tools like SEMRush to confirm demand for macarons in the U.S. and identify competitors. This proactive validation reduced risk. 

• Iterative Product Development and Customer Feedback: Pastreez didn’t launch with a full suite of products. They started with an MVP (macarons) and used direct customer interaction through Meetup groups and farmers’ markets to refine their offerings, pricing, and even website features. 

• Strategic Online Presence and SEO Focus: Rosemond built their initial website on Shopify, focusing on core functionalities. Crucially, they prioritized organic SEO over paid advertising from the outset, recognizing a market gap and leveraging it to drive significant traffic and sales, especially during peak seasons. 

• Lean Operations and Bootstrapping: Pastreez began with a very small team and a modest initial investment, relying on carefully saved funds rather than debt. This disciplined approach allowed them to maintain strong profit margins from the start. 

• Effective Marketing Strategies: Beyond SEO, Pastreez employs clever marketing tactics like a “freebie” strategy instead of discounts to maintain brand value while still incentivizing purchases. They also excel at leveraging organic social media, particularly Instagram, by providing valuable content (baking tips) that builds community and generates leads. 

• Adaptability and Continuous Innovation: Rosemond emphasizes the importance of adapting to market feedback and continuously innovating. This includes perfecting shipping methods for delicate items, introducing new products like vegan macarons and crêpes, and exploring future offerings like chocolate bonbons. 

• Diversification of Revenue Streams: Beyond selling macarons and crêpes, Pastreez successfully diversified its revenue through an e-book and online macaron classes, capitalizing on their Instagram community of aspiring bakers. 

• Valuable Lessons from Prior Experience: Rosemond’s earlier entrepreneurial misstep provided crucial insights into the importance of passion, skill alignment, and not being afraid of “failure” as a learning opportunity. 

Key Lessons to Learn 

1. Passion and Skill Alignment are Crucial: Rosemond’s previous failed venture taught him that genuine enjoyment of your daily work, combined with complementary skills (his marketing acumen and his wife’s culinary talent), creates a far more sustainable and enjoyable business. Don’t just chase an idea; ensure it aligns with your intrinsic motivations and abilities. 

2. Validate Your Idea Early and Continuously: Before making significant investments, Pastreez thoroughly researched market demand and competitor activity. They didn’t stop there; they continued to validate their product through direct customer interaction (Meetup, farmers’ markets) and adapted their offerings based on feedback. This iterative validation process significantly de-risks the venture. 

3. Start Lean and Bootstrap When Possible: Pastreez launched with a minimal investment ($3,000) and relied on the founders’ savings rather than debt. This “bootstrapping” approach fosters financial discipline, encourages resourcefulness, and helps maintain healthy profit margins from the outset. 

4. Embrace Organic Marketing, Especially SEO, for Long-Term Growth: Instead of immediately pouring money into paid ads, Pastreez focused on organic SEO, identifying high-intent keywords that competitors weren’t effectively targeting. This strategic focus built a strong, sustainable customer acquisition channel that continues to pay dividends. 

5. Customer Feedback is Gold: Pastreez actively sought and acted upon customer feedback, from preferred macaron flavors to website functionalities. This direct engagement not only refines the product but also builds a loyal customer base and a sense of community. 

6. Adaptability is Non-Negotiable: The transition from selling at farmers’ markets to nationwide shipping presented significant challenges. Pastreez demonstrated remarkable adaptability by meticulously experimenting and refining their methods to ensure product quality during transit. The business world is constantly changing, and the ability to pivot and evolve is paramount. 

7. Innovation Doesn’t Have to Mean Reinventing the Wheel: Pastreez innovates within its niche by introducing new flavors, expanding product lines (vegan macarons, crêpes, chocolate bonbons), and finding new ways to engage customers. Even in a seemingly traditional business, continuous improvement keeps the offering fresh and relevant. 

8. Discounts Can Be Detrimental; Consider “Freebies” Instead: Rosemond’s philosophy on discounts highlights the potential for brand devaluation. Their “freebie” strategy offers customer value without conditioning them to wait for sales, providing a valuable lesson in pricing and perceived value. 

9. Leverage Content and Community Building: Pastreez’s success on Instagram, particularly through sharing valuable “how-to” content, demonstrates the power of building a community around shared interests. This not only drives engagement but can also open up new revenue streams (e-books, classes). 

10. “Failure” is a Learning Opportunity: Rosemond’s experience with his previous failed app venture underscores the importance of viewing setbacks as valuable lessons rather than definitive failures. This mindset fosters resilience and continuous improvement. 

Opportunity Matrix 

Founder Background: 

• Parisian chef (Anthony Rosemond) with engineering background, providing both culinary expertise and analytical/operational skills. 

• Wife with HR Director experience and Le Cordon Bleu Paris pastry training, complementing the culinary and business acumen. 

• Shared desire for entrepreneurial independence and “American dream.” 

• Previous entrepreneurial “failure” (iOS app) provided valuable lessons on passion and skill alignment. 

Problem Identification: 

• Desire to bring authentic French patisserie to the U.S. 

• Lack of readily available, high-quality, authentic French macarons and crêpes across the entire U.S. (especially delivered fresh). 

• Challenge of maintaining freshness and quality of delicate pastries during nationwide shipping. 

Market Opportunity: 

• Significant U.S. demand for French pastries, particularly macarons, as evidenced by search queries (“macarons near me,” “buying macarons”). 

• Opportunity to offer a genuinely authentic product crafted by Paris-trained chefs, differentiating from existing providers. 

• Untapped market for vegan macarons. 

• Demand for online learning for baking skills. 

Competitive Landscape: 

• Existing online macaron providers, but none offering the same level of authentic French craftsmanship from Paris-trained chefs. 

• Competitors not heavily invested in SEO, leaving an opening for organic traffic capture. 

Market Research: 

• Used SEMRush to analyze search volume for macaron-related keywords in the U.S. 

• Analyzed competitor rankings and strategies. 

• Direct validation through Meetup groups (free samples) to identify MVP (macarons). 

• Direct customer interaction at farmers’ markets to inform pricing, flavor preferences, and website features (e.g., individual flavor selection). 

Business Model: 

• Direct-to-consumer online bakery for nationwide delivery. 

• Hybrid approach: initial physical sales channels (farmers’ markets) supporting online launch and customer feedback. 

• Diversification into educational content (e-book, online classes). 

• Lean operational structure with a small core team. 

Initial Capital: 

• Modest initial outlay for business operations (approx. $3,000 for oven, ingredients, market fees, photography, Shopify). 

• Self-funded through personal savings accumulated over years, avoiding debt. 

• Financial cushion sufficient to sustain founders for two years without immediate income. 

Product/Service Development: 

• Minimum Viable Product (MVP): Macarons, identified through market testing. 

• Continuous refinement of macaron recipes and packaging for nationwide shipping (including Alaska, Puerto Rico). 

• Product line expansion: Introduction of vegan macarons, crêpes, exploring chocolate bonbons. 

• Development of supplementary educational products: e-book and online macaron classes. 

• Focus on generating new content through product innovation (new flavors, items). 

Marketing Strategy: 

• Primary focus on organic Search Engine Optimization (SEO) for customer acquisition (targeting high-intent keywords). 

• Email marketing (Klaviyo) for nurturing customer relationships, soliciting feedback, and involving customers in product development. 

• SMS marketing for high conversion rates. 

• “Freebie” incentive strategy (e.g., free macarons with orders) instead of traditional discounts to preserve brand value. 

• Organic Instagram marketing (from zero to 100k+ followers) by providing valuable content (baking tips and tricks) that builds community. 

Milestones: 

• January 2017: Relocation to California. 

• September 2017: Launch of Pastreez macaron delivery website. 

• December 2017: First substantial sales surge ($6,500) due to holiday rush and SEO ranking. 

• September 2021: Addition of crêpes to product line. 

• Within one year: Instagram following grown to over 100,000 organically. 

• Attracted 20,000 email subscribers for baking content. 

• Recognized among top five online macaron purveyors. 

• Designated “most authentic macarons in the US” by Le Cordon Bleu. 

• Establishment of new production facility in Phelan, California. 

• Feature in Daily Press newspaper. 

• Online classes achieved 4.8/5-star rating globally. 

• Distributed over a million macarons. 

Scalability: 

• Online direct-to-consumer model allows for nationwide reach (U.S. including Alaska and Puerto Rico). 

• New facility in Phelan, CA, designed to substantially increase production capacity. 

• Efficient processes and lean team structure support volume. 

• Leveraging Shopify’s ecosystem and add-ons for marketing automation (Klaviyo, Attentive). 

• Diversification into digital products (e-book, online classes) provides global scalability without physical product constraints. 

Potential Risks and Challenges (as addressed by Pastreez): 

• Maintaining freshness and quality of delicate food items during shipping. 

• Operating with specific equipment and environmental control from non-dedicated spaces (e.g., Airbnb). 

• Adapting to a new culture and language (U.S. for Parisian founders). 

• Navigating the U.S. visa process. 

• Overcoming initial lack of brand recognition in a new market. 

• Avoidance of debt in initial stages. 

• Potential for competitor expansion or new entrants. 

Key Performance Indicators/Metrics: 

• Website traffic (especially organic search). 

• Sales volume (e.g., $6,500 by Dec 2017, over 1 million macarons distributed). 

• Customer feedback/satisfaction. 

• Social media follower growth (e.g., 100k+ Instagram). 

• Email subscriber count (e.g., 20k for baking content). 

• Conversion rates (e.g., SMS marketing). 

• Profit margins (focus on strong margins from inception). 

• Online course ratings (e.g., 4.8/5 stars).