French-Korean bakery chain TOUS les JOURS opened a New Haven outpost Saturday on Chapel Street, offering the state its first taste of flavors straight from the streets of Seoul.
The cafe, located at 831 Chapel just east of the New Haven Green, was already busy on Wednesday thanks to word-of-mouth in the Korean community, Manager Andrew Kil said.
“It is actually a global franchise, but whatever the reason may be, there was not a TOUS les JOURS in Connecticut,” Kil said.
Customers from across Asia know the brand and have been visiting in the store’s first week, he said.
A North Haven native, Kil manages the store for the owners, Bo Choi and Michelle Son, who operate dental clinics in the state.
New Haven owner Choi said he had long been a customer of TOUS les JOURS and saw an opportunity to bring the chain to Connecticut.
“We are thrilled to introduce the unique TOUS les JOURS experience to New Haven locals, and are confident they will appreciate the exceptional quality, authenticity and product variety that we’re known for,” Choi said in a statement.
TOUS les JOURS’ signature soft Korean milk bread was what drew Kil to the franchise personally, Kil said. “It’s more moist, more soft, the texture is different and it tastes different,” he said. “Before we had to drive all the way to Jersey or Boston to get the bread.” That bread in dozens of variations was piled high at the front of the store.
The New Haven TOUS les JOURS is one of more than 70 U.S. outposts of the chain, known for its array of hundreds of baked goods and modern, stylish design. It is the first in Connecticut and occupies a narrow storefront a few doors down from another new Asia-inspired business, Zakka Yale.
Other Korean favorites on display in the new bakery include bread with red bean, sweet rice donuts and pastries filled with custard. Lightly sweet soboro bread brings together a soft custard filling with a crisp streusel topping of sugar and nuts.
Croissants layered with whipped cream and fruit and an array of flavored macarons are among the dozens of European-style pastries on offer, along with some savory sandwiches and filled breads. Hot and iced coffees dominate the beverage menu, some with Asian flavorings like matcha and ube, the purple yam featured in on-trend desserts.
Many of the items are made in the back of the cafe, with others shipped from the chain’s New Jersey headquarters or from as far away as South Korea, Kil said.
The TOUS les JOURS chain started in Guri, South Korea, in 1997 and has since opened more than 1,650 stores, many in Korea, China and across Southeast Asia. The first U.S. store opened in 2004 and the chain’s U.S. headquarters is in Commerce, Calif.
Contact Liese Klein at lklein@newhavenbiz.com.
