Today we’d like to introduce you to Yann Couvreur.
Yann , we appreciate you taking the time to share your story with us today. Where does your story begin?
I opened my very first Yann Couvreur Pâtisserie boutique in France 11 years ago. From the very beginning, my vision was to create a modern pastry house rooted in French craftsmanship, seasonality, and pure, honest flavors.
As the brand grew, international development naturally followed. This expansion has been led and structured by my partner, Benjamin Guedj, who has played a key role in guiding Yann Couvreur Pâtisserie beyond France while preserving its identity and standards of excellence.
In April 2024, we opened our first restaurant in the United States, a major milestone for the brand and a project that was particularly close to our hearts. The U.S. represents a new and exciting chapter for us, and this first opening is only the beginning.
We have many projects ahead, both in the U.S. and internationally. Our ambition remains unchanged: to share a contemporary vision of French pastry—refined, creative, and deeply respectful of the product—while continuing to grow thoughtfully and authentically.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It hasn’t always been a smooth road. Opening in the United States is a long and complex process, and one of the biggest challenges has been navigating permits, regulations, and administrative timelines, which often take much longer than expected. These steps require a great deal of patience, precision, and local expertise.
Another important challenge was adapting to a new market. While our DNA remains deeply French, the American clientele has different habits, expectations, and tastes. We had to listen carefully, observe, and adjust certain elements—whether it was flavors, formats, service rhythm, or even the way we present our products—while staying true to who we are.
It has been even more challenging because this is our first restaurant-café concept. Unlike in France, where we operate strictly as a pâtisserie, our U.S. locations combine pastry, coffee, and a full café experience. This required us to rethink service flow, operations, and the overall guest experience, while maintaining the same level of quality and precision.
The clientele is also very diverse, which makes the experience both challenging and enriching. It pushed us to rethink certain approaches and to be extremely attentive to feedback. Ultimately, these challenges made the project stronger. They forced us to grow, adapt, and evolve, without ever compromising the quality and identity of the brand.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
At Yann Couvreur Pâtisserie, what we do is quite simple in essence, even if it requires a great deal of precision and discipline. We create high-quality French pastries that remain approachable, honest, and focused above all on taste. Flavor always comes first.
We specialize in refined pastries made with carefully selected ingredients, without artificial additives or colorings. We believe that when the product is respected, there is no need to overcomplicate it. Our work is about balance, purity of flavors, and letting each ingredient express itself naturally.
Over the years, we have become particularly known for our mille-feuille, which has received numerous awards and recognitions. It perfectly reflects our philosophy: a pastry that looks simple, yet is extremely precise, where texture, freshness, and flavor are in perfect harmony.
What I am most proud of is having built a brand that values simplicity without compromising excellence. We’ve stayed true to our philosophy while growing internationally, and we’ve managed to maintain a strong and consistent identity across all our locations.
What truly sets us apart is our commitment to authenticity: a contemporary vision of pastry that is clean, seasonal, and ingredient-driven, where taste is always the priority
How can people work with you, collaborate with you or support you?
Yann Couvreur Pâtisserie is very much a collective adventure. I work closely with my partners, Benjamin Guedj and Jordan Zeitoun, who handle the business and strategic development of the brand and allow me to focus fully on creation and craftsmanship. This balance is essential to how we operate.
From the very beginning, our respective wives have also been deeply involved, supporting us at every stage of the journey. Their presence, trust, and commitment have been invaluable in building the brand.
Beyond the founding team, everything we do relies on the dedication of our employees—our chefs, pastry teams, service staff, and managers—who bring the vision to life every single day. Their passion, precision, and loyalty are at the heart of our success.
Pricing:
- croissant 4.95
- Chocolate croissant 5.95
Contact Info:
- Website: https://www.yanncouvreur.us
- Instagram: @yanncouvreur (main account) @yanncouvreur_usa (usa account)
- Facebook: https://www.facebook.com/p/Yann-Couvreur-100044605051742/?locale=fr_FR
