bake - October 2018 - 40

St.
Louis

the secret of

Nathaniel Reid reinvents the neighborhood
bakery with approachable, world-class desserts.
BY JOHN UNREIN
Retail bakeries often struggle with the dilemma of

a place that is equal parts "welcoming neighborhood

how many products to offer. In big cities like New

bakery and world-class pastry shop." Reid strives to

York City or San Francisco, it's highly proﬁtable to

elevate the ingredients with which he works, creating

specialize with several signatures, and, for this reason,

products that taste like the essences of the ﬂavors

boutique bakeries are ﬂourishing. But in places like

showcased in his creations. Even the most familiar

the Midwest, the issue becomes more of a challenge.

ﬂavors taste like the best possible version.

That's why award-winning pastry chef Nathaniel Reid

Consumer acceptance has most certainly exceeded

appears to be on to something big in St. Louis. In just

expectations, as the bakery has grown from ﬁve

two years since opening his ﬁrst retail shop, Nathaniel

employees to nearly 30. That's a sure sign of success.

the toast of his home state with a premium but

Examples of this careful attention to detail are

"approachable" menu of dessert cakes and pastries,

all around. Take quiche. He makes four kinds (like

macarons, breakfast pastries, sandwiches, salads,

mushroom and shallot) for the everyday menu, and

quiches, sweet snacks, pound cakes, meringues and

the shell is scratch-made puff pastry. And Reid takes

jams. When Reid, who won the US Pastry Competition

basic pound cake to a whole new level with enticing

in 2010, calls his place "more than a pastry shop," it's

ﬂavors like chocolate hazelnut.

literally the understatement of the year.
"We dip the whole thing in milk chocolate and cara"If your croissants are great, then they'll try the

melized hazelnuts," he says. "I'm pretty well known

kouign amann," Reid explains, as part of his strategy

for pound cakes. And the quiche we make is out of

to feature a menu of mostly familiar and some lesser

sight. We're doing a crab and asparagus quiche for

known items. "We've earned our customers' trust."

Christmas."

Opened in 2016 in the St. Louis suburb of Kirkwood,

Other bakers in St. Louis marvel at his selections -

Missouri, Nathaniel Reid Bakery can be described as

and the affordable prices. A chocolate croissant at

40 < OCT 2018 | bakemag.com

PHOTOS BY NATHANIEL REID BAKERY

Reid Bakery, the Missouri native has emerged as

http://www.bakemag.com

bake - October 2018

Table of Contents for the Digital Edition of bake - October 2018

Bake - October 2018
Editor's Note - THE INNOVATION ISSUE: Gateway to Innovation
Contents
Management - WHAT'S ON THE FALL MENU
New Product Success Stories - REINVENTING corporate catering
Technical Corner - mastering FLAVORED DONUTS
Practical Marketing - National Bakery Day
THE ROAD ahead
The Secret of St. Louis
Writing a new chapter
Cakes - Mainstream Appeal for HISPANIC CAKES
Sweet Goods - THE ROAD TO RECOVERY
Breads - SPREADING THE WORD ABOUT HERITAGE GRAINS
Pastries - PIE Times at Shake Shack
Foodservice - a taste of AUSTRALIA
Product Showcase
Classifieds
Ad Index
Formula of the Month - Sunshine State Orange Crunch Cake
bake - October 2018 - Bake - October 2018
bake - October 2018 - Bake - October 2018
bake - October 2018 - 2
bake - October 2018 - Editor's Note - THE INNOVATION ISSUE: Gateway to Innovation
bake - October 2018 - 4
bake - October 2018 - 5
bake - October 2018 - Contents
bake - October 2018 - 7
bake - October 2018 - Management - WHAT'S ON THE FALL MENU
bake - October 2018 - 9
bake - October 2018 - New Product Success Stories - REINVENTING corporate catering
bake - October 2018 - 11
bake - October 2018 - Technical Corner - mastering FLAVORED DONUTS
bake - October 2018 - 13
bake - October 2018 - Practical Marketing - National Bakery Day
bake - October 2018 - 15
bake - October 2018 - THE ROAD ahead
bake - October 2018 - 17
bake - October 2018 - 18
bake - October 2018 - 19
bake - October 2018 - 20
bake - October 2018 - 21
bake - October 2018 - 22
bake - October 2018 - 23
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bake - October 2018 - 39
bake - October 2018 - The Secret of St. Louis
bake - October 2018 - 41
bake - October 2018 - 42
bake - October 2018 - 43
bake - October 2018 - Writing a new chapter
bake - October 2018 - 45
bake - October 2018 - 46
bake - October 2018 - 47
bake - October 2018 - Cakes - Mainstream Appeal for HISPANIC CAKES
bake - October 2018 - 49
bake - October 2018 - 50
bake - October 2018 - 51
bake - October 2018 - Sweet Goods - THE ROAD TO RECOVERY
bake - October 2018 - 53
bake - October 2018 - Breads - SPREADING THE WORD ABOUT HERITAGE GRAINS
bake - October 2018 - 55
bake - October 2018 - Pastries - PIE Times at Shake Shack
bake - October 2018 - 57
bake - October 2018 - Foodservice - a taste of AUSTRALIA
bake - October 2018 - 59
bake - October 2018 - Product Showcase
bake - October 2018 - 61
bake - October 2018 - Classifieds
bake - October 2018 - 63
bake - October 2018 - 64
bake - October 2018 - Ad Index
bake - October 2018 - Formula of the Month - Sunshine State Orange Crunch Cake
bake - October 2018 - 67
bake - October 2018 - 68
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