A Sweet Society
Executive Pastry Chef William Werner, one of the Bay Area’s top talents, won’t officially open his new Tell Tale Preserve Company on Union Square in San Francisco until November.
But those impatient for a taste of his confections have a novel option in the meantime: Become a member of its Tell Tale Society.
For a $35 a month subscription, you get a once-a-month delivery of house-made pastries, jams, candies and breads. Now, that’s my idea of high society.
Customers can either pick up their package at a designated location or have it shipped directly to them for an extra fee.
The first burlap bag shipment of goodies is set to go out on Sept. 1. It will include an almond financier, plum-litchi pate de fruit, coffee-laced milk jam, caramels with volcanic sea salt, savory tomato-semolina bread, praline marshmallows, and raspberry-white chocolate sandwich cookies.
Werner, who has worked at Quince in San Francisco and the Ritz-Carlton Half Moon Bay, is building a patisserie and delicatessen on tucked-away Maiden Lane. Tell Tale Preserve Company is a collaboration between him and the Whisk Group, a Maryland boutique hospitality group.
The new shop, with 20 seats inside and 20 outside, will serve breakfast, lunch and afternoon treats, which will be made for the most part at an off-site kitchen in San Francisco’s Dogpatch neighborhood. Look for such delights as creamsicle eclairs, Sicilian pistachio lemon tea cake, Madeleine, nougats, macarons and marshmallows. Housemade preserves will be sold in five- to eight-ounce Weck jars, provided for a nominal one-time deposit fee. Flavors include Seville orange with bourbon, roasted banana, and savory selections such as terrine of foie gras with chocolate and port.
Breakfast sammies also will be available, as well as soups, salads, and savory cakes such as speck with semi-dried figs.
And don’t forget to check out the 35 antique pastry scales that will be on display, which Werner has collected over the years on his travels.
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Monday, 30. August 2010 5:41
What beautiful creations!
Cheers,
Rosa
Monday, 30. August 2010 10:49
Can’t wait to check it out. I loved his desserts at Quince…
Monday, 30. August 2010 11:09
I know it would cost me a pretty penny for shipping but I think I might have to see if he’d be willing to ship to Jersey…lol
Monday, 30. August 2010 13:00
I wish I lived in San Francisco!
That last picture is absolutely tantilizing!
Monday, 30. August 2010 14:44
lovely, may i know what is the first photo and also the last photo?
Monday, 30. August 2010 15:25
Big Boys Oven: Just put your cursor over any photo and up will pop the caption.
Monday, 30. August 2010 16:29
How gorgeous. I’m a little hypnotized by those raspberry sandwich cookies–they are stunning.
Monday, 30. August 2010 16:42
Oh! We will be in SF in a couple of weeks for the weekend…will sure to check it out…thanks!
Monday, 30. August 2010 17:47
Wow, that caramel with volcanic salt looks amazing!
Monday, 30. August 2010 19:21
Those really are some beautiful sweets. Makes me wish I lived in America so that I could be on the delivery list
*kisses* HH
Monday, 30. August 2010 19:34
thanks for the heads-up. The pick up is on my side of town so I took the plunge and ordered one. What a treat to look forward to on Wednesday!
Tuesday, 31. August 2010 0:16
The first picture looks amazing!! what actually is the dessert?
Tuesday, 31. August 2010 3:45
Yet another reason why I should live in SF. I’m telling my ex-roommate who lives there about this. If I can’t have these stellar desserts delivered to my home, at least I can live vicariously through her.
Tuesday, 31. August 2010 8:03
All you had to say was raspberry white chocolate sandwich cookies. This is the kind of bag everybody wants to get in the mail.
Tuesday, 31. August 2010 9:45
Wow, can’t wait for this place to open! I think it’s safer for me to go to the store instead of having monthly sweets!
Wednesday, 1. September 2010 3:39
wow what a wonderful sounding idea to have goodies delivered right to your doorstep!
Wednesday, 1. September 2010 11:31
Dang, I wish my husband worked closer to the pick up places in the city, I’d love to try this!
Friday, 3. September 2010 13:49
Ohhh…this is definitely a society that I want to join! I’ll have to keep my eye on this one. Besides the fact the everything sounds delicious, I also love the way they photograph their food!
Sunday, 5. September 2010 13:21
wow wish i could be there. that looks great!
Monday, 6. September 2010 10:40
Oh my, I heard about his shop on Maiden Lane, just another reason to go exploring down near Union Square. The description of those treats are just incredible.
Thursday, 9. September 2010 11:00
Yum! I am so excited about this and I have been telling EVERYONE.
Tuesday, 19. October 2010 23:17
any word on when Tell Tale will open in Nov?
Wednesday, 20. October 2010 15:43
Ann: Latest word is that it will open sometime in December. Stay tuned….