Honey & Butter Macarons

What Honey & Butter Macarons does

Honey & Butter Macarons is a specialty macaron shop founded in 2014 by self-taught bakers Leanne and Pawel Pietrasinski. The company operates a single retail location inside Irvine Spectrum Center in Irvine, California, following an earlier period of selling from a rental airstream trailer at THE LAB in Costa Mesa. Its core product is hand-crafted macarons, including a rotating weekly selection of classic flavors baked fresh Thursday through Monday at $3 each, and limited-edition character/creature macarons priced at $6-$15 each depending on design complexity. All buttercreams, jams, reductions, sauces, and ganache are made in-house from personally sourced ingredients, using a non-aged macaron method that the company positions as a quality differentiator.

The business model is event-driven and built around licensed collaborations with anime, gaming, and pop culture brands, with over 50 collaborations since 2017 including Hatsune Miku, SPY×FAMILY, Persona (Sega/Atlus), GODZILLA, LINE FRIENDS, Crunchyroll, and Cookie Run: Kingdom. Character macarons are sold exclusively during these events, managed via wristband systems serving 400+ guests, with a purchase limit of one per design to manage demand. The company also generates revenue from collaboration merchandise including T-shirts ($25-$35), tote bags ($20-$32), and enamel pins ($12-$20) sold through its own e-commerce storefront, and accepts same-day pickup orders via SMS processed through Square payment system.

The customer base consists primarily of pop culture and anime enthusiasts in Southern California, with a secondary segment of individual consumers seeking premium artisan desserts. Marketing relies on Instagram (@honeyandbutter), the website news section, SMS communications, and word-of-mouth within dedicated fan communities. In March 2022, the company discontinued online macaron orders to focus exclusively on in-store operations due to small team constraints. The business is privately held and bootstrapped with no external investment, employing 8 staff total.

Name

Honey & Butter Macarons

Legal name

Honey & Butter Macarons

Website

https://honeynbutter.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Honey & Butter Macarons is a specialty macaron shop in Irvine, California, founded in 2014, serving pop culture and anime enthusiasts through hand-crafted classic and character macarons sold via event-driven collaborations with major anime, gaming, and entertainment brands.

Ownership category

akta.pro rank

Product category

Specialty Bakery

NAICS

Nonchocolate Confectionery Manufacturing (31134)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Chocolate & Confectionery Patisseries (Bonbons, Truffles, Macarons) (THAFAFAL)

akta.pro secondary industry

Chocolate & Confectionery Shops (THAFAGAD)

Keywords

• Artisan macarons
• Specialty bakery products
• Character confectionery
• Licensed merchandise
• Collaboration retail events

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Others

Revenue model

1. Macaron sales: One-time purchase of specialty macarons, both classic and character-themed. Classic macarons priced at $3 each; character macarons range from $6-$15 depending on complexity. Macarons are baked fresh Thursday-Monday.
2. Merchandise sales: Sale of collaboration merchandise including T-shirts ($25-$35), tote bags ($20-$32), enamel pins ($12-$20), and eco-totes. Merchandise is sold both in-store and through online shop.
3. Same-day pickup orders: Same-day macaron pickup orders via SMS/text, processed through Square payment system. Not guaranteed until invoice is paid.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Honey & Butter Macarons hand-crafts and sells specialty macarons from its retail shop at Irvine Spectrum Center in Irvine, California. Its core product line consists of rotating classic macaron flavors (priced at $3 each, baked fresh Thursday through Monday) and limited-edition character/creature macarons (priced $6–$15 each) produced for licensed collaboration events with anime, gaming, and pop-culture brands. The company also sells collaboration merchandise (T-shirts, tote bags, enamel pins) and offers same-day pickup service for in-store orders.

Product overview

Honey & Butter Macarons is a specialty macaron shop offering a rotating selection of classic macarons alongside character/creature macarons created during licensed collaboration events with anime, gaming, and entertainment brands. The product portfolio centers on Classic Macarons (baked fresh Thursday-Monday, $3 each) and limited-edition Character Macarons ($6-$15, available only during events). The company also operates a merchandise store featuring collaboration-branded T-shirts, tote bags, and enamel pins. Services include same-day pickup at their Irvine Spectrum location and recurring collaboration events featuring giveaways and meet & greets. All ingredients are sourced in-house with buttercreams, jams, reductions, sauces, and ganache made from scratch.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Macarons Rotating-flavor, hand-crafted macarons baked fresh Thursday through Monday using in-house prepared buttercreams, jams, reductions, sauces, and ganache; sold at $3 each at the Irvine Spectrum Center shop and via same-day SMS pickup; for walk-in customers seeking premium artisan desserts.
• Character/Creature Macarons Limited-edition, multi-color character/creature macarons created under license for themed collaboration events with brands such as Hatsune Miku, SPY×FAMILY, Persona, GODZILLA, LINE FRIENDS, Cookie Run: Kingdom, and Crunchyroll; priced $6–$15 each depending on design complexity, available only during in-store collaboration events, typically with a one-per-design purchase limit; for fans and collectors.
• Collaboration Merchandise Licensed-character branded apparel and accessories produced for collaboration events, including T-shirts (priced $25–$35), tote and barrel bags ($20–$32), eco-totes, enamel pins ($12–$20), hoodies, and packaging items; sold both in-store and online via honeynbutter.com/shop; for pop-culture and anime fans and collectors.
• Same-Day Pickup Service Same-day macaron pickup service at the Irvine Spectrum Center location, ordered via SMS to 949-997-0500, invoiced and paid through Square, with orders ready in 15-30 minutes after payment; for individual customers who want to secure classic macarons without waiting in line.

Quantifiable outcome

• Successful collaboration events attracting hundreds of customers, with some events distributing wristbands to first 400+ guests

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

18 partnerships are on record, tiered core, minor and key.

• Hatsune Miku (via @cfm_mikustagram)coreStrategic or Co-development Partner · 11 July 2026Ongoing collaboration featuring Hatsune Miku character macarons, exclusive merchandise (T-shirts, tote bags, enamel pins), vinyl stickers, and special packaging. Multiple event dates: July 11, 18, and 25, 2026.
• on & slowminorStrategic or Co-development Partner · 4 July 2026July 4, 2026 pop-up featuring Moon Prism themed macarons and wood wick soy candles from small business on & slow.
• Marvelous USAcoreStrategic or Co-development Partner · 20 June 2026Story of Seasons: Grand Bazaar 30th Anniversary collaboration. Meet & greet on June 20, merchandise table, and gacha opportunities. Also partnered with XSEED Games.
• PikararkeyStrategic or Co-development Partner · 9 December 2023Pop-up event December 9-10, 2023 featuring creature macarons inspired by Pikarar characters ($6 each). Exclusive pins ($12), eco-totes, phone grips, and postcards with purchase.
• SPY x FAMILYcoreStrategic or Co-development Partner · 1 July 2023Merchandise collaboration featuring Anya Forger designs on enamel pins ($15-$17), tote bags ($25), T-shirts, and hoodies. Postcards and sticker sheets with purchase.
• Honkai Impact 3rdkeyStrategic or Co-development Partner · 4 March 20235th Anniversary celebration March 4, 2023 featuring character macarons (starting $12), scratch cards, macaron tote boxes, and photo opportunities with standees.
• War of the Visions Final Fantasy Brave ExviuskeyStrategic or Co-development Partner · 19 November 2022November 19, 2022 pop-up with voice actor meet & greets (Skyler Davenport, Erica Mendez). Character macarons (starting $12), stickers, tote bags, and merchandise.
• GODZILLAcoreStrategic or Co-development Partner · 29 October 2022King of the Macarons event October 29 - November 5, 2022 featuring character macarons (starting $10), T-shirts ($30), tote bags ($20), enamel pins ($15), and photo opportunity with GODZILLA statue.
• LINE FRIENDScoreStrategic or Co-development Partner · 13 August 2022Brown's Birthday celebration August 2022 featuring character macarons (starting $10), enamel pins ($17-$20), T-shirts ($30), tote bags ($20), and plushie raffles.
• Persona 25th Anniversary (Sega/Atlus)coreStrategic or Co-development Partner · 9 July 2022Extended collaboration from July 9 - August 6, 2022 featuring classic macarons ($5 each) and protagonist macarons ($15 each, available select Saturdays). Enamel pins and T-shirts available.
• Cookie Run: KingdomcoreStrategic or Co-development Partner · 25 June 2022June 2022 collaboration featuring character macarons ($6-$12), enamel pins ($17), vinyl stickers, crystal codes for in-game redemption, and photo opportunities with mascot and standees.
• Guilty Gear -Strive-keyStrategic or Co-development Partner · 29 January 2022January 2022 collaboration featuring character macarons and exclusive merchandise for the fighting game franchise.
• CrunchyrollcoreStrategic or Co-development Partner · 24 January 2019Multiple collaborations in 2019 promoting Zombie Land Saga, That Time I Got Reincarnated as a Slime, and Mob Psycho 100. Store takeovers with decals, banners, standees, and free print giveaways.
• AtluscoreStrategic or Co-development Partner · 24 November 2018November 2018 collaboration promoting Persona 3: Dancing in Moonlight and Persona 5: Dancing in Starlight. Exclusive macarons, shirts, tote boxes, collectible stickers, and enamel pins.
• SquarecoreTechnology or IntegrationPoint-of-sale system used for all transactions. Customer data (name, phone, email) collected through Square is handled according to their privacy policy.
• @mis0happy (Artist)keyStrategic or Co-development PartnerIllustrator for Hatsune Miku x Honey & Butter merchandise including barrel tote bag, T-shirts, and enamel pins.
• Yuko Sandoval / @midoriglasses (Artist)keyStrategic or Co-development PartnerIllustrator for Hatsune Miku x Honey & Butter Sunset and Hollywood Star enamel pins.
• LADS Fan EventskeyGTM or Marketing PartnerUnofficial fan event collaboration for Caleb's Birthday (June 13, 2026) and Rafayel's Birthday (March 7, 2026). Cosplay meet & greets and themed character macarons.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Le Macaron French Pastries: Le Macaron is a US-based macaron and French pastry franchise with multiple retail storefronts. Comparable as a direct competitor in the specialty macaron retail category with a similar unit-economics profile and gift-oriented positioning, though without Honey & Butter's character/IP collaboration angle.
• Pierre Hermé Paris: Pierre Hermé is a globally renowned French macaron specialist often called the 'Picasso of Pastry.' Comparable to Honey & Butter in that macarons are the centerpiece product and the brand is built on artisanal craft and design differentiation rather than mass-market distribution.
• Sweet Lady Jane: Sweet Lady Jane is a Los Angeles-based premium bakery specializing in layered cakes and trios of miniature desserts with multiple retail locations. Comparable as a boutique premium dessert retailer on the West Coast with in-house production, gift-oriented packaging, and a similar boutique-scale operating footprint.
• Bottega Louie: Bottega Louie is a Los Angeles-based Italian patisserie and restaurant known for colorful macarons and a flagship retail/dining experience. Comparable in artisanal macaron production, premium pricing, photogenic design-driven branding, and a single iconic LA flagship serving a similar aspirational consumer base.
• Bouchon Bakery: Bouchon Bakery is Thomas Keller's artisanal bakery concept with multiple US locations. Comparable as a premium patisserie operator with in-house production, retail storefronts, and brand cachet built on craft quality rather than mass distribution.
• Ladurée: Ladurée is a luxury French macaron and patisserie brand with US retail locations. It is the most direct comparable: both sell premium macarons as the core product, both operate flagship-style retail stores, and both position macarons as giftable/collectible items rather than commodity snacks.

Broad incumbents

• Sprinkles Cupcakes: Sprinkles is a premium cupcake brand with branded retail locations, an ATM vending channel, and merchandise. Comparable to Honey & Butter in premium dessert retail with collectible/branded merchandise extensions, though Sprinkles is broader in category and more established in scale.
• See's Candies: See's Candies is an established American confectionery retailer with hundreds of stores, seasonal collectibles, and gift-pack positioning. Comparable as a confectionery retailer that monetizes collectible/gift packaging and brand loyalty at premium price points, though See's operates at vastly larger scale and broader category.
• Magnolia Bakery: Magnolia Bakery is an iconic New York-based premium bakery with multiple US retail locations. Comparable as a destination bakery retail brand that has leveraged cultural cachet and merchandise tie-ins, though broader in product mix and more established in scale than Honey & Butter.

Emerging players

• Sanrio (Hello Kitty Cafe): Sanrio operates the Hello Kitty Cafe pop-up trucks and permanent locations in the US, offering character-themed food, beverages, and exclusive merchandise. Comparable as the closest analog to Honey & Butter's character-licensed food + merchandise model, though Sanrio owns its IP rather than licensing third parties.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/honeyandbutter
• LinkedInlinkedin.com/company/honey-&-butter-macarons

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Honey & Butter Macarons