It’s become so mad the owner says she is getting anxious about the whole thing
On a cold Saturday morning in mid-February you’d be forgiven for thinking everyone had lost their minds as a queue snaked around a city street with eager customers.
You might be even more surprised to know the huge queues at Whitchurch Road in Cardiff on Saturday were for pastries. But not any old pastries, we were reliably told when we visited Astrid’s Petite Cuisine on Saturday morning.
One customer says she got here at 8am to make sure she got her hands on the goods. “I think we got here at eight originally,” Eliza, one of the many queueing, said. “We went to get coffee because no one else was here, but we queued up because, honestly, we’ve never tasted a better pastry.”
A seemingly never-ending queue continued throughout the morning for Astrid Roussel’s monthly pop-up shop despite almost freezing temperatures, and it isn’t the first time it’s happened. At her previous pop-up her pastries sold out in less than an hour. For the latest restaurant news and reviews, sign up to our food and drink newsletter here
What’s all the fuss about? Eliza said: “I came about a year ago and had just a plain croissant and I’ve been to France and they don’t do them as good as Astrid. Everything she makes is literally incredible, it’s like a firework in my mouth every time.”
Trays of golden pastries are arranged in immaculate symmetry and filled with cream, fruit and praline. The weekend’s specials include a milk ganache bow, pink praline brioche, a macadamia, dulcey and raspberry nest, lemon meringue cruffins, blood orange and rhubarb danishes, palmiers, caramel and chocolate tartlets and rum and vanilla cannelés.
Classic options range from croissants and pain suisse to cinnamon buns, pistachio croissants, pecan “chonkas” and hazelnut praliné pain au chocolat.
Another customer, Lydia, says she has become a regular. “She has really good baked goods. Every pop up she has, she does different specials, so I queue early to make sure I get the specials that I want. For today I am looking at the lemon meringue and also the Valentine’s bowl.”
It’s so popular because it doesn’t come along all that often. Astrid began the business after quitting corporate life following the first lockdown in order to focus on her family.
Baking started as a way to relax and reconnect with her French upbringing, where daily trips to the bakery were routine, she says. After ordering an English afternoon tea at home, her husband suggested she offer a French version. She began practising more seriously and took her first orders in February 2021.
In spring 2022 she was offered a commercial kitchen in Cardiff as a production base, allowing her to increase capacity and take on more orders, but the economic climate of 2023 made the model harder to sustain. Working long hours left little time for her husband and two young children, she explains.
In April 2023 she shifted to operating one trading weekend a month while supplying local businesses during the week. She also launched workshops in June 2023 teaching aspiring bakers how to make French bread and pâtisserie.
Alongside this, she developed a range of artisan “bake at home” frozen pastries, made with a small number of ingredients and designed to replicate the same result as those sold at her pop-ups.
And Astrid can’t quite believe how well it’s gone – so much so she’s quite nervous about the whole thing. “It makes me feel nervous if I’m honest with you,” she says of the mad queues.
“Because you feel obliged to have all this stock for these people who have been waiting a very long time and took time out of their day to come here.
“More often than not we don’t because we are only a small bakery with two ovens so we do the best we can. It is quite nerve wracking but lovely at the same time. I think it’s the longest queue even with Christmas.”




