BEVERLY HILLS
Page 8 | November 9, 2012
La Provence To Open At LAX Popular Beverly Hills eatery La Provence Patisserie & Cafe beat out several other big-name restaurants from all over L.A. County in the running, and next year will open a new branch in LAX’s Terminal 4. The 10-year contract comes after a two-year process that started with an unexpected call to La Provence FounderOwner Farshid Hakim from the L.A. Airport Commission saying, “You’re in the running for an LAX outlet. Are you still interested?” Of course, he was. Terminal 4, the busiest, serves American Airlines, American Eagle, Cathay Pacific and Qantas and five million passengers a year. “It’s s coveted space,” admits Hakim. The process involved a secret visit to La Provence from the commission to see the food’s consistency, French influence and innovation; and several chart- graphand rendering-filled presentations by Hakim before the commission in airport conference rooms. Hakim fielded questions like: “Why would La Provence be a good fit for the airport?” He cited the loyal following of the Olympic Boulevard original; and the fact that his concept of fine pastries and comfort food like sandwiches, salads, soup and chili, fit the ”cafe/bakery” idea the commission was looking for. Also the famed French macaroons— which he introduced to the area in 2000—sold in upscale packaging make a unique souvenir. Trained in France and Monte Carlo, Hakim opened his flagship location on Olympic in 1996 (the Brentwood location is shuttering so he can focus on LAX). Visiting France several times a year to see family and tour, he decided to intro-
BHEF Harvest Faire 2012
duce the pastel treats to Beverly Hills. “People would walk in astounded,” recounts Hakim “‘You have these,’ they’d say, ‘I’ve never seen them in the U.S. before.’ They got a great reception.” He now has full-time staff making the cookies in 12 flavors of which the salted caramel is the most popular. Eggnog flavor will be added for the holiday season. Kira & Jason Powell Noah & Ellie Gabayan Hakim still doesn’t know who nominated him, but after the L.A. City Council meeting for final approval, a member he Ryan, Robert & Juliann didn’t recognize whispered “‘I love your Finkelstein place.” “It could have been him,” Farshid laughs. Winning the contract “feels like quite a coup,” says Hakim. Especially over much larger players like La Brea Bakery. “It’s great to win; very flattering. Our customers are happy for us; and our landlord is thrilled.” The LAX version—set now to open in April—with a limited menu, will be open Lauren Stein & Ellie Walder Aidan Yoo, Lucas Lee & Omer Cohen from 5 a.m.-midnight serving breakfast, lunch and dinner. Retaining the charm of the original, it will keep the familiar green-and-white stripes, also part of the restaurant’s produce packaging, with pink accents. All the food will be made at the airport, except the multi-flavored macaroons, which will still be made in Beverly Hills. The addition of a La Provence satel- Ida Goldstein and Sawyer Josh, Rachel, Dina & Jack Metzger & Carolyn Grijalva lite is part of the Airport Commission’s effort to improve airport food and make the Terminal 4 food court more upscale. La Provence will be the first space facing the walkway, and be joined by Campanile, Real Food Daily, 8 Oz. Burger Bar and Cole’s French Dip, displacing Burger King, Chili’s and Starbucks. —Steve Simmons Hanna De Anda & Layla & Jake Blumenthal
It’s DINNER Time... at La Provence! Your favorite cafe is now open for dinners Mondays through Thursdays with delicious dinner specials, such as, roast organic chicken with mushroom sauce and fries.
Come see all of your choices for healthy and delicious dining all day long. Breakfast • Lunch • Dinner • Desserts
8950 West Olympic Boulevard Suite #110 Beverly Hills, CA 90211
(310)) 888-8833
Saman Peyman
Jordan & Annie Hopp