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Oct
19
Asda Baker’s Dozen
October 19, 2022 @ 6:30 PM - 9:00 PM
Free
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Many will be familiar with the tradition of restaurants serving bread baskets before a meal. But why should bread always play the role of filler or support act? With nearly a quarter (24%) of Britons saying they have enjoyed bread baskets more than their main courses at restaurants, Asda is now making bread the true star of the culinary show by opening a unique fine dining restaurant that serves nothing but bread.
According to research by Asda over half (52%) of the nation say they cannot resist the temptation of tucking into bread before a meal. With Asda’s ‘Baker’s Dozen’ pop-up restaurant serving a gourmet 13-course all-bread menu, it promises to be every bread lover’s dream dining experience. There’s even a resident ‘Doughmellier’ on-hand to reveal the tasting notes, provenance, and pairing qualities of each bread course, and offer Extra Special wine selections for each dish.
Open for one night only on Wednesday 19th October in London’s Aldgate, the two-and-a-half-hour all-bread dining experience is completely free and has been developed to celebrate the re-launch of Asda Bakery. The tasting menu will be expertly prepared and plated with fine dining finesse by Asda’s executive chef, Senior Director of Innovation and Trends, Jonathan Moore and his team.
Dishes served in the all-bread 13-course tasting menu include a slice of dark spelt and rye sourdough with chicken fat whipped butter (a fine-dining twist on bread and butter), toast three ways and a heavenly brown bread ice cream.
Asda is opening the restaurant to celebrate the re-launch of Asda Bakery and the introduction of over 200 new and improved bakery products, using traditional methods to ensure the range is fresher, tastier and more varied than ever before. The new range includes Extra Special breads, pastries, donuts, cream cakes, hot plate pancakes and celebration cakes, all developed with the utmost craft and love by Asda’s specialist bakers and suppliers. Highlights of the range include the new Extra Special Sourdough, made from a 10-year-old starter alongside the finest ingredients, Triple Chocolate and Jaffa Orange Donuts, and a new luxurious range of Extra Special Viennoisserie.
Baker’s Dozen opens as a study by Asda reveals more than two in five Britons (43%) admit they’ve been unable to finish a restaurant meal after overindulging on pre-meal bread, proving that it’s one of Brits’ favourite courses. 25–34-year-olds are seemingly the biggest fans of the classic breadbasket, with over two-thirds (68%) of this age group leaving nothing but breadcrumbs behind before they’ve even ordered their starters.
Our passion for bread continues at home – with a whopping 85% of the nation eating bread every day at home, and 108 million slices being eaten daily. West Midlands top the list as the most bread-obsessed place in the UK, with more than a fifth (22%) saying they eat between 4-5 slices of bread a day.
Ian McEvans, Senior Director of Asda Bakery said, “Our research has proved we’re a nation of bread enthusiasts and we know that freshness, quality, and taste are key in delivering items our customers will love. We’re extremely proud of the changes we’ve made into reformulating and developing hundreds of new and existing items for the bakery’s re-launch. The new improvements we’ve made have resulted in great-tasting products we’re proud of at Asda prices you won’t believe, and we can’t wait for our customers to try the bread products in particular at our pop-up restaurant.
“We’re excited to open the doors to Baker’s Dozen and shine a light on the quality and versatility of the new Asda Bakery range. Our bespoke menu makes bread the hero of each delectable dish because it really is that good!”
Bread fans wanting to visit the restaurant can enter a ballot to secure a space by simply visiting Asda.com/bakers-dozen . Winners will be chosen at random and allocated a table for them and one other. However, those who don’t manage to nab a spot won’t miss out, as all of the delicious breads featured on the restaurant menu will be available to buy in the new and improved Asda Bakery both in stores and online from October.
Full Baker’s Dozen Tasting Menu
· Bread & Butter – Dark Sourdough Spelt and Rye, Chicken Fat Whipped Butter, Crispy Chicken Skin
· Bread Crouton with Gazpacho Soup – White Batch Loaf, Brunoises, Large Crouton & Micro Herb
· Sourdough with Marmite Butter and Pecorino – White Sourdough, Shaved Pecorino
· Panzanella Bread Salad – Focaccia, Simple Salad Garnished Dressed Croutons
· Naan Bread with Shakshukit – Naan Bread, Beef & Lamb Shakshukit
· Toast with Brown Crab – White Baguette, Crab Meat, Bone Marrow Sauce, Pickle Kohrabi, Chives
· Welsh Rarebit – Cheese Baguette, Classic Welsh Rarebit & Tomato, Chive
· Pan Con Tomate – Toasted Rustic Ciabatta Sharing Loaf, Garlic and Tomatoes with Pepper and Olive Oil
· Croque Monsieur – Parisian Style White Baguette, Extra Special 3 Year Reserve Cornish Cheddar, Extra Special Slow Cooked Wiltshire Ham
· Scandi Style Open Sandwich – Brown Hoagie, Rollmops, Beetroot & Horseradish, Pan-fried Samphire & Sea Veg Garnish
· Fried Tortilla – ¼ Wraps Shallowed Fried, Micro Planed Cornish Reserved Cheddar & Cracked Black Pepper, Intense Herb Oil
· Autumnal Pudding – White Farmhouse Loaf, Clotted Cornish Cream, Red Fruits
· Bread & Butter Pudding with Brown Bread Ice Cream – Fruit Batch Loaf
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