Arôme doubles up in London with Mayfair bakery

The brand, which is backed by Singaporean restaurateur Ellen Chew’s Chew on This restaurant group, has opened on Duke Street, adding to its already existing site at The Yards in Covent Garden.

Arôme was developed by Chew in partnership with pâtissier Alix Andre and was originally established a pop in Soho back in 2019​.

It launched permanently in Covent Garden in late 2020​. 

Firmly embedded in French pâtisserie, Arôme’s menu celebrates traditional pastry methods while exploring multicultural flavours from Singapore, Japan and France.

The signature bake is honey butter toast – a thick slab of fluffy Japanese milk bread that’s enveloped in a crunchy honey crust. Other dishes, meanwhile, include a gula melaka coconut bun; laksa tomato bread; and mirabelle cream buns. 

Chew is best know as the owner of Chinatown’s Malaysian and Singaporean restaurant Rasa Sayang, but also runs Mrs Chew’s Chinese Kitchen in Birmingham and London, as well as Bicester Village’s Shan Shui restaurant and Simply Noodles kiosk.

Earlier this year she launched a second Shan Shui restaurant at Heathrow Airport​, marking the Chew on This group’s first move into the airport space.

Originally from Lyon, Alix honed his skills under names like Alain Ducasse at the Dorchester, Alan Yau at Yauatcha, and later with Rainer Becker at Roka.

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