Since opening a small takeaway window in suburban Elwood in late 2013, Lune Croissanterie’s Kate Reid and her business partner/brother Cam have been overwhelmed by Melbourne’s appetite for their small-batch French pastries.
From Friday to Sunday (their three trading days), customers will regularly wait up to two hours for a croissant before the little shop sells out, usually around 9am.
Amongst the majority of appreciative and understanding customers, a recurring grumble the pair have to deal with is: “Why don’t you just make more?”
The answer has always been the same: the worst thing for Kate would be to risk compromising the most important thing – quality.
Now, it looks like a window of opportunity has opened. Nathan Toleman, who owns The Kettle Black and Top Paddock and co-founded a string of cafes including Liar Liar, Three Bags Full and Two Birds One Stone, has come on as a partner in the Lune business.
“He’s a really invaluable member to bring into the team. He brings certain skills and experience that Cam and I don’t have to take our business to the next level,” Kate says.
The Lune team is now looking at sites on the north side of the city that will allow them to expand their production without sacrificing quality.
“We want it in essence to be very similar to the current Lune model, but just a little bigger,” Kate says. “We want to make people feel that we respect the fact they’ve come down to queue. I want people to feel like they’re buying croissants from the people who stood and made them.”
The plan is for the interaction between Kate and Cam and the customers to remain direct and personal.
“I don’t know any other place in the world that makes croissants like in the space I’m planning. It will be very open, with customers being able to see the inner working of a bakery and how a croissant is hand produced. “