Proost: the Temple de la Madeleine coffee shop in the 11th arrondissement

"And as soon as I recognized the taste of the piece of madeleine dipped in lime blossom that my aunt gave me [...], immediately the old gray house on the street [...] came like a theatrical set to apply to the little pavilion, [...] and with the house, the town, [...], the Place where I was sent before lunch, the streets where I went shopping, the paths we took if the weather was fine"... The memories evoked by the madeleine, so dear to Marcel Proust in Du côté de chez Swann, may be recalled when you sample the fine recipes of Proost, a coffee shop and madeleine bar in Paris's 11th arrondissement.

Opened on September 7, 2024 in the Rue Popincourt, the warm, modern decor is inspired by the Moroccan origins of its founder. The idea is to modernize the madeleine by offering slightly larger-caliber versions, between 40 and 50g (a standard madeleine is 20g). Whether you choose to eat in or take away, you're sure to find what you're looking for... The madeleines are all homemade in the morning, as are the fillings, using local, if not French, products, with the exception of the amlou (almond spread) and orange blossom, which come straight from Morocco. In all, a dozen flavors are on offer, renewed according to the arrival of products and the seasons.

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When it comes to madeleines, let yourself be seduced by classic butter creations, but also by a whole host of gourmet fillings: lemon poppy, salted butter caramel, amlou, pistachio, chocolate, speculoos... There's something for every sweet tooth! A madeleines bar, of course, but also a coffee shop: a whole menu of hot and cold drinks is on offer, including coffees(double espresso, americano, cappuccino, caffè freddo, etc.), lattes (pistachio, rose, chai tea latte, etc.), lemonades, ginger-beer and oat milk.

The company's other speciality is to offer boxes of madeleines, ideal if you're invited to or organizing a tea time, in the same way as boxes of macaroons or pastries that you could take to a dinner party or other event. Boxes that can hold three, six or twelve madeleines, at much lower prices than boxes of macaroons, for example (we're talking experiment).

Our discovery of Proost madeleines:

Madeleines that we discovered during a visit to Proost... And we love them! The size is big, but not as big as the delicacy, since these are particularly filling and particularly tasty. These madeleines are a little denser than those found elsewhere or that you could make at home, but that's the minimum if you're stopping by at the end of the day to enjoy one, since the softer they are, the more likely they are to dry out more quickly, and nobody wants madeleines that are all dry and stale at the end of the day.

So, as for the madeleines, we let ourselves be tempted by the amlou, pistachio and chocolate ones, accompanied by a chai tea latte. The madeleines are very good (you guessed it...) and soothe the stomach, while the chai tea latte is really very good and spicy, just the way we like it. We also opted for a box of six madeleines: the three named above, plus lemon, salted butter caramel and speculoos. Three very tasty new madeleines, which have obviously made a big impression on new testers...

Desugared madeleines, too, for an unrivalled balance of flavours! In short, we can't recommend a visit to Proost enough, and who knows, maybe one bite will evoke a happy memory, as it did for the writer...?

Breakfast lovers are not left out, since Proost also offers breakfast with a dedicated formula. The company also has a few ideas for future developments: savoury madeleines, madeleine cones for children's snacks... Proost gets the neurons firing and invites you to come back and discover its potential new products. Shall we go and enjoy some madeleines, friends?