How much would you pay for a croissant if the price card were blank? In October, Subko put that question to customers in Dubai with a second piece of information missing: the flavour. Its pastry team developed a new croissant, invited people to taste it and asked them to decide what it was worth.
Called Anti-Chef’s Table, the experiment gave each creation a short run. In its October 16 announcement, Subko described a Thursday-to-Sunday tasting window, with a different croissant each week. The customer chose the price and could share a verdict with the bakery. Those reactions would help the team decide which recipes deserved another outing.
The two questions are worth considering separately. You might guess the filling correctly and still feel that the pastry needs work. Or you might never identify the flavour but happily order the same croissant again. For a baker deciding what to keep, that last answer may be the most telling.
Subko’s Dubai bakery is at Warehouse 15 in Alserkal Avenue, Al Quoz. If you’re going specifically for the experiment, check which pastry is on offer before making the trip. Anyone with a food allergy should ask the team about ingredients before tasting. Subko’s location details.
Photograph supplied by Subko.
