Patissez cafe just celebrated its one-year anniversary -- and what a year it has been.
The small patisserie in Canberra found international fame through its Instagram-friendly invention: The Freakshake.
The elaborate milkshakes topped with delicious Patissez pastries and treats became an overnight must-have for foodies the world over.
It started a worldwide trend - a competition of one-upmanship - to see who could create the wildest milkshake in a single cup.
Now, Patissez is opening no fewer than seven stores in Asia over the coming year, staking its place as one of Australia's most phenomenal small business success stories.
Yet, it all started in a humble cafe in Canberra.
"My business partners thought it was a lame idea," part-owner of Patissez and inventor of the Freakshake, Anna Petridis, confessed to LifeStyle FOOD.
"I was like, 'well, if it doesn't work we can take it off the menu. What's the worst that could happen?' So, we put them on the menu [and] sold one in the first week. Next minute, after a month... [Makes explosion noise]."
Countless imitation shakes have arisen since the original 'Freakshake' (a word patented by Patissez). However, Anna explains her shakes are more than just their catchy name.
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"The whole ethos of my business is that everything has to look so good that you must photograph it before you eat it. And in an age of social media, that’s what everyone wants to do! But you have to follow through with flavour," she explained.
"I design each Freakshake around a theme or a flavour, so every element of the Freakshake must work with the other, we don’t just chuck a bunch of random s**t in there. It’s all got to have a reason."
Anna is the strategist of the business operation, owned by two Canberra-based families. While she has never trained as a chef, her pastry chef partners provide the expertise to bring her glorious creations to life.
In the next year, Patissez and its new business partners in Asia will open cafes in Bangkok, Hong Kong and Singapore within the next year. Patissez' first international venture is already up and running in Kuala Lumpur, and is making waves in the city's trendy culinary hotspot of Bangsar.
There is currently no sign of stopping the foodie Freakshow!