The Pastry Pandemonium
Real talk: Santa Monica’s retail scene is lowkey struggling right now, with a 11.2% vacancy rate for commercial space according to a recent RAND Corporation analysis. But while other storefronts are closing, a few artisanal bakeries are absolutely eating, drawing massive crowds that are willing to wait nearly an hour for a croissant.
Meet the Main Characters
Matilda, a new spot near the Santa Monica Airport, is the current talk of the town. Head baker Francois Pied says the hype has been total chaos since they opened a few weeks ago. We’re talking 500 baked goods on weekdays and up to 1,000 on weekends—all selling out by 10:30 a.m. It’s giving "limited edition drop" vibes, and the bakery even had to post an apology on Instagram because they couldn't keep up with the demand. The cost? $6 for a classic croissant and $17 for a sandwich.
Then there’s Petitpain et Chocolate on Pico Boulevard, a tiny window from the team behind Petitgrain Boulangerie. They’ve been drawing crowds of 40-plus people on weekends since opening in September. Owner Clémence de Lutz says the focus is on extreme freshness, noting that no pastry is ever more than 45 minutes old when you grab it.
Why it matters
These spots are proof that even in a tough economy, the right product—and the right "experience"—can still drive serious traffic. While local businesses face rising operating costs, these bakeries have secured a loyal following by prioritizing high-quality, slow-fermentation ingredients and, as De Lutz puts it, treating the business as a "hospitality" play rather than just selling commodities. If you’re planning a trip to either, set your alarm early; the line is already long before sunrise.
