One of Sonoma County’s most breathlessly anticipated openings this year didn’t come courtesy of a Michelin-starred chef or culinary wunderkind. Instead, the spotlight landed on Paris Baguette, a South Korean bakery chain quietly making its mark on American suburbs, one pastry case at a time.
If you’ve been following the social media buzz about the new Santa Rosa location (“They restocked the mochi doughnuts!”), you’d think Paris Baguette’s sweet treats were spun from pixie dust and unicorn giggles. And maybe they are — the lengthy lines and drive-by rubberneckers tell a similar story: Paris Baguette is undeniably a hot commodity in Sonoma County.
With over 4,000 locations worldwide, 250 franchises across North America and another 500 in development, the bakery giant has perfected a formula that works, even in the age of Ozempic: Self-service bakery cases.
For the uninitiated, it’s a dizzying prospect: Grab a tray and tongs, then let yourself wander through cases brimming with cream-filled, sugar-dusted, glazed and lacquered treats designed for maximum temptation. It’s a sugary rush to weigh the options — should you opt for custard-filled doughnuts and pineapple brûlée Danishes, or apple turnovers and raspberry almond croissants?
Pinch yourself — yes, this is real — then, for good measure, peruse savory options like goat cheese-fig pizzettas, ham-and-cheese hash-brown “bread” and garlic-butter croissants. Asian-inspired items like chewy mochi doughnuts, red bean buns, milk bread and savory croquettes are a delightful left turn from the traditional patisserie.
Paris Baguette is betting on your eyes being far bigger than your stomach as you somehow justify the five pastries now on your tray. But the journey doesn’t end here. A separate refrigerated case (hands-off, no self-serve here) is loaded with chocolate-ganache cake slices, berry tarts, soufflé cheesecake and three-layer whipped-cream chiffon cakes. Coffee drinks, sandwiches and salads let you pretend this is a balanced meal.
The real question, though, in addition to “what to get,” is whether Paris Baguette is actually good. Or at least good enough to challenge local heavyweights like Sarmentine, Costeaux Bakery, Patisserie Angelica or Stellina Pronto.
The answer? Yes… and also no. If you’re in the mood for a DIY bakery adventure and eager to try sweet rice doughnuts and cream-filled everything, Paris Baguette is your pick. It’s a playful, indulgent experience that’s currently winning the hearts of Sonoma County’s pastry enthusiasts.
Counting myself among their number, I spent nearly $150 sampling as many items as possible — that’s the kind of determined dedication I have to my craft. Favorites included a crisp palmier ($3.99), mini lemon cream-filled croissants ($3.79), a strawberry cream cake slice ($8.49), a croissant-doughnut ($5.59), a curry croquette ($5.29), and a seasonal mini French roll cake ($6.49). If you’re a chocolate fan, the chocolate-dipped and chocolate cream-filled chocolate supreme croissant ($6.99) is your jam.
But if I’m picking pastry favorites overall, I’d choose a Sarmentine croissant, a chocolate cream-filled cornetto from Stellina Pronto, or a slice of cake from Costeaux or Patisserie Angelica over Paris Baguette any day. The small-batch quality just isn’t in the same league.
So, is it worth the visit? Absolutely. And bring the kids. Or don’t, because you deserve a moment of sugary zen, free from sticky little hands. Either way, avoid the weekend crowds and go during a weekday morning for a cinnamon churro latte and a warm breakfast croissant (they’ll heat it up for you if you ask). Prices are comparable to other local bakeries, with most pastries priced between $3.99 and $5.49 and cake slices between $6.50 and $8.50.
The verdict: Paris Baguette makes for a fun family detour or morning latte run, and is a perfect excuse for a book club “taste test” outing. But when it comes to pure pastry devotion, my carb loyalties still lie with Quail & Condor’s kouign-amann, Wild Flour Bread’s cinnamon rolls and Johnny Doughnuts’ raspberry Bismark.
Turns out, I didn’t leave my heart in Paris Baguette.
150 Steele Lane, Santa Rosa, 707-632-4500, parisbaguette.com