Reader Cathy tells me that Napoleon’s Macaron’s at 305 Paseo Nuevo, formerly Ben & Jerry’s Ice Cream, has closed. The business opened in February of this year. Here is a message from their web site:

Unfortunately, today is our last day in Santa Barbara. We wanted to thank everybody in town for making us part of their community. We will be back very soon. We promise!

In the meantime, you may still order our macarons to be shipped overnight on

And if you ever get a chance, you can still visit our other stores in California Napoleon’s Macarons Americana Napoléon’s Macarons Napoleon’s Macarons Valley Fair and Napoleon’s Macarons San Francisco Centre


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  1. Ted Mills says:

    …because on a really hot day, a child’s mind turns to macarons.

    Never ever saw anyone in there, just a bored service economy worker.

  2. Chaz says:

    Not surprising when any establishment hangs its hat on being a “one trick pony,” i.e., having only one basic niche product that is not even a necessity. (Not a criticism of the place, just a business school observation.

    A ‘One Trick Pony’ will only survive if the product is exceptional and not easily duplicated or substituted OR it has a “sponsor” with national or global cache such as Robitailles’s in Carpinteria had with the Reagan White House.

    So… cupcake stores next…?

  3. SL says:

    The macrons just weren’t very good. If that’s all you sell you better make sure they are amazing.

  4. Sandy says:

    I agree, the one trick pony business plan is working great for a lot of people right now. It might not have done so 20 years ago, but it’s almost like a success plan for food related businesses in the current market….provided they do that ONE THING AMAZINGLY WELL.

    This place had less than mediocre cookies. And I suspect that due to the lack of traffic, they had some stale product at times. I certainly tasted some cookies here that were not too fresh.

  5. Rob says:

    You mean just selling mediocre macaroons wasn’t enough to pay Paseo Nuevo rent? I’m shocked, shocked I say!

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