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Francis Maestre’s decision to settle in Jakarta was certainly a boon for the city’s many chocolate lovers.

As the executive chef at a cafe whose name is French for “chocolate workshop,” Maestre talks about the keys to running a successful food business, including never shortchanging customers when it comes to the quality of the product.

Tell us something about yourself.

I was born and educated in France. I’ve explored subjects of interest such as business, electronics, movie editing, the arts and cuisine. I once even made a short movie, and I entered the corporate world working as a marketing director with an international distribution company for 10 years before moving to Jakarta.

So why choose Indonesia, Jakarta in particular?

I had been coming to Indonesia every year for over 20 years during the holidays. I was, and still am, especially intrigued with the beauty of Bali, the landscape and the people. And I chose Jakarta because I saw that the best business opportunities were here.

How did you get into the chocolate business?

My grandfather was originally in the chocolate business. He had a shop in Paris. I remember very often after school I would help him out in the shop to make chocolate. So it was natural for me to envision opening a chocolate business of my own when I decided to move to Indonesia. Despite already having a background in the business, I still chose to advance my skills in the field by taking a two-year professional program in making chocolate in France before I moved to Indonesia.

Where do you work, and what kind of responsibilities do you have?

At first, my role was to set up and expand L’Atelier du Chocolat. I’m officially the business development manager for PT Cipta Kreasi Persada and the executive chef at L’Atelier du Chocolat. I also create new products and recipes. Frankly speaking, I’m more interested in creating designs for chocolates because it gives me the chance to always improve and grow.

How many outlets do you operate in Jakarta?

We have outlets at Plaza Indonesia, Kemang and at various counters at Foodhall and KemChicks branches. Soon, we’ll open an outlet in the Gran Mahakam Hotel.

What is the difference between the chocolate business in Paris and Jakarta?

The biggest difference is in the total sales. In Jakarta, I can have many L’Atelier du Chocolat outlets, because I have access to more affordable labor. If I were to open in Paris, with the capital that I have, I could only open one store. Of course, the sales total here, with all the outlets and counters, is much bigger than it would be for one shop in Paris.

How has living and working in Jakarta for eight years changed you as a person?

Before I moved to Jakarta, I was very quiet and more trusting. I’ve become more proactive now, but the downside is that I’ve become more selective and less trusting because of the experiences I’ve had over the past eight years.

How would you rate the people of Jakarta in terms of their taste in chocolate?

In general, I would say very poor, not only when it comes to chocolate but also to any European or American food products. They don’t know the real taste. For example, when I go to a bakery here, the tiramisu cake is made with instant mascarpone cheese, in powder form. At best, when they do use real ingredients, they don’t use enough of them. I suppose they do it for business reasons, but I can’t do that. I can’t cheat the consumers; they deserve quality and that’s why my products cost more. That isn’t necessarily good for business in Jakarta, but my consumers know the quality of my products.

What do you think of the food in Jakarta? Are there any places that you’d recommend?

I think the taste of most local dishes is somehow altered at Jakarta restaurants. I prefer getting the local food from the cities from which they originated. For European food, I eat at restaurants. I would recommend Koi next to the Gran Mahakam Hotel, Riva at the Park Lane Hotel and Cassis. The food at those restaurants is really good.

What has been the biggest obstacle you’ve faced while doing business in Jakarta?

When I started the business, I really didn’t have many problems as I had hired really good staff to help me. Now things have changed with the turnover of some of our staff. I’m faced with more challenges now relating to human resources issues than before.

In your opinion, what might attract more expats to come to Jakarta and open up new businesses?

If the government would give foreigners the right to purchase land in Indonesia, I think it would be more attractive and secure for them to invest here.

What’s your advice to someone who wants to learn more about chocolate and your business?

They can come to my shop in Plaza Indonesia. I would certainly welcome any discussions with chocolate lovers and gladly give consultations for new chocolatiers.

Francis Maestre was talking to Shelly Antonio.