Proost Paris 11th: the must-visit coffee shop near Rue de la Madeleine

"And as soon as I recognized the taste of the piece of madeleine dipped in lime blossom tea that my aunt used to give me [...], immediately the old gray house on the street [...] came like a theater set to the little pavilion, [...] and with the house, the city, [...], the square where I was sent before breakfast, the streets where I went shopping, the paths we took when the weather was fine"... These words by Marcel Proust, taken from Du côté de chez Swann, resonate particularly at Proost, a coffee shop and madeleine bar located in the 11th arrondissement of Paris. Here, the delicious and comforting flavors of madeleines blend with the literary spirit of the place, for a sweet break full of nostalgia and gentleness.

Opened on September 7, 2024 in the Rue Popincourt, the warm, modern decor is inspired by the Moroccan origins of its founder. The idea is to modernize the madeleine by offering slightly larger-caliber versions, between 40 and 50g (a standard madeleine is 20g). Whether you choose to eat in or take away, you're sure to find what you're looking for... The madeleines are all homemade in the morning, as are the fillings, using local, if not French, products, with the exception of the amlou (almond spread) and orange blossom, which come straight from Morocco. In all, a dozen flavors are on offer, renewed according to the arrival of products and the seasons.

When it comes to madeleines, let yourself be seduced by classic butter creations, but also by a whole host of gourmet fillings: lemon poppy, salted butter caramel, amlou, pistachio, chocolate, speculoos... There's something for every sweet tooth! A madeleines bar, of course, but also a coffee shop: a whole menu of hot and cold drinks is on offer, including coffees(double espresso, americano, cappuccino, caffè freddo, etc.), lattes (pistachio, rose, chai tea latte, etc.), lemonades, ginger-beer and oat milk.

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The company's other speciality is to offer boxes of madeleines, ideal if you're invited to or organizing a tea time, in the same way as boxes of macaroons or pastries that you could take to a dinner party or other event. Boxes that can hold three, six or twelve madeleines, at much lower prices than boxes of macaroons, for example (we're talking experiment).

And savoury lovers won't be left out either, as from May 13, 2025, the company is offering a lunch version with savoury madeleines, accompanied by a drink, salad or gazpacho. Two formulas are available, with or without sweet madeleines for dessert.

Our discovery of madeleines at Proost:

Madeleines that we discovered during a visit to Proost... And we love them! They are large, but not as large as their deliciousness, as they are particularly well-filled and particularly indulgent. These madeleines are a little denser than those you find elsewhere or might make at home, but that's a minimum requirement if you stop by at the end of the day to enjoy one, since the moister it is, the more likely it is to dry out quickly, and no one wants dry, stale madeleines at the end of the day.

As for the madeleines, we were tempted by the amlou, pistachio, and chocolate ones, accompanied by a chai tea latte. The madeleines are very good (as you might have guessed...) and very filling, while the chai tea latte is really delicious and nicely spiced, just the way we like it. We also opted for a box of six madeleines: the three mentioned above, as well as lemon, salted butter caramel, and speculoos. Three new, very tasty madeleines, which clearly made an impression on our new testers...

The savory brunch is also a great success, with four very different madeleines: goat cheese, honey, and walnuts; tomato, mozzarella, and pesto; mushroom and ricotta; and chakchouka. These madeleines are extremely moist and filled, for even more indulgence! These four madeleines are accompanied by a small, very fresh salad and homemade lemonade. The madeleine recipes change with the seasons.

They also offer unsweetened madeleines for an unparalleled balance of flavors! In short, we highly recommend paying a visit to Proost, and who knows, perhaps a bite will evoke a happy memory for you, just as it did for the writer...

Breakfast lovers are not left out, since Proost also offers breakfast with a dedicated formula. The company also has a few ideas for future developments: savoury madeleines, madeleine cones for children's snacks... Proost gets the neurons firing and invites you to come back and discover its potential new products. Shall we go and enjoy some madeleines, friends?

This test was conducted as part of a professional invitation. If your experience differs from ours, please let us know.