Partners Ben Wilson and Matilda Smith quietly opened their takeaway patisserie Penny for Pound the week before Easter, having wholesaled viennoiserie and petit gateau to cafes such as Axil, Hardware Societe and Mayday for the past year. And already, customers are finding them via Instagram.
They're renting space from Mayday and it's accessible via Lord Street (also home to Minamishima), with a window through to the cafe. The couple met working for Merivale in Sydney, Smith having trained as a pastry chef at Le Cordon Bleu and Wilson a cellarman with a business and finance degree.
At Penny for Pound, what was a greasy, carpeted room with black walls is now filled with playful branding by Hungry Workshop, sunlight and pale jade penny marble mosaic tiles.
On one side of the counter are chilled cakes such as yuzu meringue and black sesame tarts. On the other are seasonal danishes, doughnuts and bi-colour pastries that always sell out.
The name is a reference to the saying "in for a penny, in for a pound" – the couple has not only poured their blood, sweat and life savings into the patisserie, they also want to send a message: if you're going to eat a croissant or doughnut for breakfast, go all-out.
Open Fri-Sun 8am-sold out (around noon).
Rear, 410 Bridge Road, Richmond, 03 9428 3040