BACK OF THE HOUSE

Simply
Crpes
Where crpes
and cheese unite
WRITER

ERIN SCHERER
PHOTOGRAPHER

JAN REGAN

OR MANY, THE THOUGHT OF CRPES EVOKES THE STREETS OF PARIS.

For the Hroux family, it evokes Tokyo, Japan. In the late 1990s, Pierre Hroux
uprooted his family from Rochester to Tokyo, where working for Bausch & Lomb
he served as the head of finance and operations for Japan and Korea. While living there,
Pierre and his family encountered street crperies that sold crpes with fresh fruit and ice
cream. At the turn of the millennium, the Hroux family returned to the Rochester area
from Tokyo, and Pierre and his wife Karen were determined to start a new chapter in
their lives. My parents decided to open their own business, and they wanted to do something they were passionate about, says their daughter Nicole. My father travelled a lot
when we were younger, but he always made a point on Sunday mornings to make us these
big, extravagant breakfasts with crpes and everything.
Driven by a passion for crpesborn to French Canadian parents, Pierre made his
first crpe at the age of 12 with the help of his fatherand their recollections of the delicious crpes they ate in Tokyo, Pierre and Karen decided to open a crperie. In 2003,
they debuted their first Simply Crpes location at Pittsfords Schoen Place along the
Erie Canal. The choice to focus on crpes was also informed by the restaurant culture in
Tokyo, as Nicole observed: If you go out to eat in Japan, youll notice that any Japanesestyle restaurant will specialize in one cuisine and one cuisine only. For example, you wont
find soba noodles at a sushi restaurant. Its just not common.
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edible FINGER LAKES

The restaurant makes a point

to source menu ingredients
from local businesses
whenever possible. Much
of their dairy comes from
Syracuses Byrne Dairy
(their milk is part of the
crpe batter), while their goat
cheese is from Interlakens
Lively Run and cheese curds
are sourced from Rock
Streams Shtayburne Farms.
We believe its important
to keep the money local,
Nicole explains.

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Cheese is a very big part of European cuisine, and it plays a

prominent role in many of Simply Crpes offerings. The crpe has
a mild flavor that lends itself to a variety of ingredients and picks
up cheese flavors very well, Nicole says. Goat Cheese & Arugula
Crpes, Turkey & Smoked Gouda Crpes, Pommes Brie Crpe
(made with brie cheese), Berries & Crme Crpe (made with crme
brle), and the Crespalla Florentine Crpe (made with ricotta,
Parmesan and Swiss cheeses) are among Simply Crpes menu items
that feature cheeses and other dairy products. The restaurant makes
a point to source menu ingredients from local businesses whenever
possible. Much of their dairy comes from Syracuses Byrne Dairy
(their milk is part of the crpe batter), while their goat cheese is
from Interlakens Lively Run and cheese curds are sourced from
Rock Streams Shtayburne Farms. We believe its important to
keep the money local, Nicole explains. Last year, Simply Crpes
hosted a series of Thursday Night seminars highlighting local
artisan cheeses, including Waterloos Muranda Cheese Company
and Lively Run, where ticket holders sampled and compared the
cheeses, and listened to the stories behind them.
The second Simply Crpes location opened in December 2007
in Canandaigua, where it captures tourist traffic from the Finger
Lakes wine trail. The Finger Lakes region is a growing tourist destination, and we knew a transformation would take place within 10
years of establishing that location, Nicole says. In addition to sourcing food products locally, Simply Crpes highlights local wineries
on its beverage menuin fact, Finger Lakes wines account for 80
percent of the restaurants wine offerings. Two years ago the restaurant launched a Finger Lakes winery of the month feature, which
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edible FINGER LAKES

FALL 2015

was Nicoles idea and offers guests free samples of a local wine each month. We have
so many tourists coming into the area, and
the Finger Lakes wineries are in our own
backyard. A lot of people didnt realize we
offer wine and beer, so I thought it would
be a great opportunity to partner with local
wineries and focus on a different one each
month. Recent featured wineries include
Fox Run, Fulkerson, Lamoreaux Landing
and Inspire Moore; this fall, showcases
of Heron Hill and Hosmers wines are
planned. Simply Crpes pays out-of-pocket
for the featured wine samples. We sell
many bottles of the Finger Lakes wines that
we feature; we consider ourselves an extension of the tasting room, Nicole adds.
Pierre still oversees the finances of
Simply Crpes, but in recent years has ceded the day-to-day operations to Nicole and his other daughter Michelle. All three Hroux
children have worked at Simply Crpes at one time or other, beginning in entry-level positions. After graduating from college, Nicole
briefly worked on Wall Street before returning to the area to help
expand Simply Crpes operation in 2009. In addition to managing
the Canandaigua location and business development, Nicole also
oversees the catering operation. Michelle serves as the general ganager
for Simply Crpes Pittsford location and handles human resources.
My sister and I believe that its important to understand all facets
of the business. (Their brother, JP, lives in Boston and works in the
video game industry.) The third Simply Crpes location opened in
Raleigh, North Carolina, in 2011, and theyre currently considering
several locations in the Finger Lakes for further expansion. Weve
been sitting in a board room two days a week, discussing expansion
plans. Theres always been this vision to open up locations all over
North America, Nicole says.
Currently, Nicole and Karen are working on the biggest overhaul to their menu since Simply Crpes inception 12 years ago,
soliciting input from their staff. Their new menu will debut in
the fall, but Nicole assures that the fan favorites on the menu
will remain. Among their new offerings is a twist on the Croque
Madame called the Crpe Madame, featuring Gruyre cheese
and a bacon cream sauce. Nicole beams with pride: This is a very
exciting time in Simply Crpes life.
Erin Scherer wrote about farm-to-table bed and breakfasts in the July/August
issue of Edible Finger Lakes. She resides in Geneva and you can follow her on
Twitter @erinscherer.