Yann Couvreur: in search of an emotion
The young forty-something now runs an international company. From Miami to Seoul, via Dubai, the talented pastry chef has come a long way since opening his first shop in Paris’s 10th arrondissement, but never at the expense of indulgence or his sense of ethics.
The young forty-something now runs an international company. From Miami to Seoul, via Dubai, the talented pastry chef has come a long way since opening his first shop in Paris’s 10th arrondissement, but never at the expense of indulgence or his sense of ethics.
"A pastry? I'll have one. Oh, make it two bostocks, that's my favorite cake." Yann Couvreur is naturally relaxed, both direct and approachable. "I like it slightly underbaked—it’s a delight. Plus, it’s an anti-waste recipe: we reuse leftover croissants, soak them in syrup, and fill them with almond cream," he adds between bites.
But enough about indulgence—today, we’re here to talk about L’Ardéchois, his latest creation. "This year, we finally managed to make a chestnut dessert without using alcohol to enhance the flavor. It was a challenge, but I’m happy we pulled it off," he explains with a satisfied smile. Given sales in the Middle East, recipes need to be adapted. "This dessert is all about chestnut and nothing else, layered with different textures and densities. The problem with chestnut is that it’s often overshadowed by the ingredient it’s paired with." The chestnut cream and paste come from Maison Imbert, "my favorite—if it’s not from them, it’s just not the same," the pastry chef asserts. "The key is to have the highest quality product at a price that remains accessible. I seek emotion in my pastries—unpretentious, less intellectualized, less showy. I don’t talk my customers into things."
With the rising cost of raw ingredients, prices have inevitably increased since the brand’s launch in 2016, but every effort is made to keep them as low as possible. "That’s a battle we can fight thanks to the volumes we produce. My guiding principle is to solve the equation between ethics, accessibility, and emotion—I find the challenge fascinating."
The Troisgros Influence
No artificial coloring, not even natural ones, less sugar, respect for seasonality and natural ingredients—these are values Yann Couvreur has integrated into his culinary approach over time. "I’ve always been surrounded by chefs, I grew up among them—it’s their standard. Over the years, my requirements have become more refined, and working this way has become second nature. It’s not a marketing argument, it’s a personal conviction."
The pastry chef embraces his journey, openly sharing the experiences that shaped him. "I made mistakes, I got things wrong. I had to understand my customers and their expectations—it’s not something you just know instinctively." This learning process was sometimes painful but ultimately foundational, like his time with Michel Troisgros in 2011: "He made me realize—very elegantly—that I was completely off track. He fired me. I was upset. But he was right—his words stayed with me for a long time, and they shaped me."
Yann Couvreur bounced back in 2013 when he was spotted by chef Akrame Benallal, who introduced him to Stéphanie Le Quellec. She then offered him the position of head pastry chef for the reopening of the Prince de Galles.
From Accidental Pastry Chef to International Success
Named "Best Millefeuille" by the Lebey Guide in 2013, "Best Pastry Chef" by Omnivore in 2015, and awarded the "Innovation Prize" by La Liste in 2023, Yann Couvreur actually stumbled into pastry by chance during an internship. "I kept at it because people complimented me—whereas school had always been a bit tough for me," admits this booksellers’ son who preferred playing football.
The success of his brand confirms that he made the right choice. Now leading a company with 500 employees, he will soon have 25 boutiques, as well as cafés and restaurants around the world.
By Maryam Lévy
