The almighty FreakShake™ is taking the world by storm and has cemented its status as a bona fide food phenomenon. Take the trademark symbol we just put next to the term as proof!
We spoke with owner of Pâtissez and creator of the FreakShake™, Anna Petridis, about how she got Pâtissez off the ground and why everyone is freaking out over her shakes.
How did you get Pâtissez started and what was the idea behind opening?
After My Kitchen Rules we sold our last business (which, funnily, was a school uniform business) and decided we really wanted to be in food. We sat down and started throwing ideas around – the Pâtissez concept changed about fifty times before we settled on the final idea. We just wanted to open something fun and different, not your typical patisserie.
Everything had to be really loud in its appearance and 100% ‘Instagram-able’.
Canberra is actually awesome and it just keeps getting more awesome. In my opinion, we have the best cafes/restaurants per capita in the country.
We thought there was a real hole in the market that needed to be filled by something like Pâtissez and we went for it. Canberrans want to eat good food. They’re fussy and they know what they like. If you can make it in Canberra you can make it anywhere.
What’s your favourite thing about running Pâtissez?
Endless scope for creativity. No matter how tired I am or how long the days are, I never stop getting excited about creating something new. I think people are over the traditional idea of a patisserie [because] they all look the same and we most certainly don’t!
How did you come up with the FreakShakes™?
The FreakShakes™ were my idea and was one that none of my business partners liked! They all thought it was lame and nobody would go for it. But I’d been following a couple of other businesses who were doing some cool shakes and I just kept on with the project.
I thought if it didn’t work, it didn’t matter, I’d just take them off the menu. Different to other people’s shakes, I wanted to take ours to the next level – we’re a patisserie so they had to be treated like any of our other desserts which are 100% house-made and hand-crafted.
Why do you think they’ve become a worldwide phenomenon? Apart from being delicious!
Our products are extremely photogenic and being in an age where everyone documents their every move online, these two came together beautifully. The big rule we had when coming up with Pâtissez [was that] everything had to be photo-worthy. I wanted people to have to take a photo before they consumed. This ethos worked! Coupled with our regular presence on social media and our casual, very personal posts, people connect with us.
While there are others out there who are doing similar things, no one takes it to the level that we do; we make fresh ingredients every day to keep up with supply for these things. No one else can be bothered doing that!
What’s next for you and Pâtissez in the near future?
We are in the final stages of opening our next location on Marcus Clarke Street across the road from ANU (Australian National University). It’s going to be absolutely amazing and our flagship store. While Manuka is great, it is tiny and not purposebuilt for Pâtissez; it’s a sushi shop that we took over and shoved Pâtissez in! Marcus Clarke [Street] will be a true reflection of what we’re all about and we can’t wait to show people what we can do. Next step [is] overseas! Since the social media madness, it’s really put us out there and we are in talks with a few big overseas investors who are in love with our concept and want to bring it to their country. We should have locations in Sydney next year as well.
To find out more about Pâtissez, visit their Facebook page here.
Read more stories in our latest issue of the A+ Magazine today here.