Miss Macaroon Case Study

Patisserie Miss Macaroon is headquartered in Birmingham, creating premium hand-made gluten-free French macaroons for major clients including Virgin, Facebook, Instagram, Karl Lagerfeld, Lloyds Bank and Google.

Its macaroons can be produced for corporate, wedding, and wholesale customers, to the public online and in its Great Western Arcade store in the heart of Birmingham city centre. Miss Macaroon is the only patisserie in the world to be able to Pantone match macaroons exactly to a brand or wedding colours.

Miss Macaroon is also a social enterprise, helping to provide employment opportunities and training programmes for young people aged between 18 to 35. The training scheme, Macaroons that Make A Difference (MacsMAD), is aimed at some of the most socially disadvantaged young people.

Why the West Midlands?

Owner and founder Rosie Ginday, who trained as a high-end pastry chef at University College Birmingham and went on to work for Michelin-starred chef Glynn Purnell, set up Miss Macaroon in 2011.

Whilst plans to expand nationally are on the horizon, Rosie wants Birmingham to remain as Miss Macaroon’s headquarters.

“The social enterprise community here is absolutely amazing,” raves Ginday. She explains how the advice and connections other social entrepreneurs based in the city have been willing to share has been invaluable. “You don’t get that kind of openness in some industries and locations, but I think in Birmingham’s start-up community you do,” she says. Birmingham is also becoming a leading destination for independent food and drink businesses. From global brands like Cadbury to quirky start-ups taking the world by storm, the city has a fantastic, growing foodie ecosystem”.

Among the support on offer in Birmingham that Ginday highlights is the Initiative for Social Entrepreneurs (iSE) organisation and the annual social enterprise city drive, which takes place to raise awareness about social enterprise.

To find out more about Miss Macaroon visit their website, here.