Re: Oakland shops beignets easily worth the mess - Michael actually is from New Orleans and has a degree in computer science from Louisiana State University, Lauren has a degree in industrial engineering from the University of Illinois. The Trans wanted careers less tech-y, so they opted for beignets after moving to the West Coast in 2001.

Hey!! PaPaPend, this is an example of today's ma and pa operation,
educated techies tired of the daily grind.


On Jan 6, 2:35 pm, rst0wxyz <rst0w...@xxxxxxxxx> wrote:
Oakland shops beignets easily worth the mess
By Dave Newhouse, STAFF WRITER
Article Last Updated: 01/06/2008 02:49:46 AM PST

http://www.insidebayarea.com/search/ci_7896339?IADID=Search-www.insid...
There are numerous reasons why Oakland is a great place to live. One
such reason: Things happen here that just plain defy explanation.
Beignets in Oakland?

Beignets are a French delicacy -- a powdered doughnut minus the hole in
the middle, and customarily square instead of round. Munching on
beignets is a perfect way to start the morning, even if the result is
powdered noses and suit coats.

Beignets were made famous in America at the Cafe Du Monde in New
Orleans. But if you havent been to Powderface in Oaklands Fruitvale
Village, youre missing the best beignets west of Paris.

And heres the just plain defy explanation part: The Powderfaces owners
are of Vietnamese descent.

Some of you may be thinking the Vietnamese know something about rice
cakes, but what do they possibly know about beignets? Plenty if you
give Michael and Lauren Tran a chance to show you.

The Trans, who opened Powderface in 2004, are to blame for the
powdered seats on BART trains as commuters grab a box of beignets at
Powderface before boarding at the nearby Fruitvale BART station.

Michael actually is from New Orleans and has a degree in computer
science from Louisiana State University. But he also cooked at
Brennans in the Big Easy, so hes familiar with French cooking -- and
beignets.

Lauren has a degree in industrial engineering from the University of
Illinois. The Trans wanted careers less tech-y, so they opted for
beignets after moving to the West Coast in 2001.

And imagine their pride after hearing from New Orleans residents,
whove been to both Cafe Du Monde and Powderface, that their beignets
can hold their own against the mother beignet.

People say were just as good or better than Cafe Du Monde, said
Lauren. They say ours are lighter. We dont put lard and all that stuff
in there.

Few Bay Area coffee shops served beignets until Powderface began
having success. Now there are imitators, the Trans say.

But at Powderface, beignets are made fresh with every order -- a half-
dozen at $3.50 and two dozen at $12.95. Every bite is a pure delight,
except for the cleaning bill.

Before selling his first beignet, Michael searched for perfection. He
read numerous cookbooks and experimented every day for a month in the
kitchen, with Lauren his chief taster.

Finally, it was so good, we had to do it, she said.

Though Oakland is made up of diverse cultures, beignets seemed alien.

We asked people if they had ever heard of beignets, Lauren recalled,
and 95 percent said they hadnt. But people love the concept; they love
the beignets.

However, some customers prefer -- Holy Napoleon! -- cinnamon sugar
rather than powdered sugar on their beignets.

Its a very fun food, Michael said diplomatically.

Making five-star beignets is an art form. The Trans have created their
own art form, reconfiguring the square-like shape into four-inch-long,
one-inch-wide strips. Better for the holding and, if you must, the
dunking.

East Bay customers drive in from Walnut Creek and Castro Valley to
taste Powderfaces beignets and take some home.

Tribune colleague Francine Brevetti, a BART commuter, informed me
about Powderface. Last week I met the Trans, both offspring of
Vietnamese immigrants. Michael and Lauren have been married 15 years
and have two children.

Having powdered my clothes now at Powderface and Cafe Du Monde, I give
Powderfaces beignets the edge because of lightness and creativity. But
its like picking between Babe Ruth and Willie Mays as the greatest
baseball player.

Powderface isnt just about beignets, though. The Trans and their
friendly, capable staff create their own sandwiches and crepes. They
serve all kinds of coffees, plus chai tea and frappes.

Located at 3411 East 12th St., Powderface is open daily: 5 a.m. to 8
p.m. Monday through Friday, 6 a.m. to 7 p.m. Saturday and 7 a.m. to 6
p.m. Sunday.

Oakland is known for its soul food. Now its taking to beignets.

The people here, Lauren said, are very open-minded and love to find
new things.

Thats what makes Oakland Oakland.

Contact Dave Newhouse at 510-208-6466 or e-mail
dnewho...@xxxxxxxxxxxxxxxxxxxxx

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