Small Business Spotlight: Diane’s Place

Article by Becky Fillinger, photos by Barbara Weston

Diane Moua

A Discussion with Diane Moua, Chef/Owner

Diane Moua is a five-time James Beard-nominated pastry chef for her work as executive pastry chef at several popular and iconic Minneapolis restaurants. She recently opened her own establishment, Diane’s Place, in NE Minneapolis in the Food Building at 117 14th Avenue NE. Should you visit her restaurant because of her prior award nominations? Well, yes, it’s great to support a titan in the local food scene. But you should really visit because the hospitality is outstanding, the ambiance is quiet, intimate and beautiful, the coffee is hot and balanced and the pastries are just flat out luxurious. I didn’t visit at lunch, but I feel that the same care is used in their Hmong home cooking preparation of egg rolls, pork bowls, salads and sandwiches. We talked to her about her management style, using ingredients from the family farm and how to follow her news.

Q:  What’s a typical day for you with your business?

A:  Well, it’s everything. Owner, chef, pastry chef, talking with servers, putting away deliveries, organizing things the way I want them in the supply rooms. I’m very hands on. It has to be that way. Every place I’ve worked at – the place always runs smoother when the chef or owner is hands-on with the business. If you don’t establish a presence, people will come and go, no one knows who is the lead, and no one cares if the business succeeds. My staff will see me every day, doing every task that is required.

The time-consuming process of creating delicious buttery croissants.

Q:  What is your favorite pastry to eat?

A:  That is truly like asking me to pick my favorite child. I am very basic. When I go to a bakery, I’ll get a plain croissant. If there’s a special that has rhubarb as an ingredient, I’ll get that. I am simple. You can’t beat a butter croissant.

Q:  What does your family’s farm in Wisconsin produce? 

A:  Rhubarb will be coming soon. Once a week my parents have been dropping off greens - sweet mustard greens, baby Bok choy, cilantro and dill. They’re so supportive – it’s great, but it makes me feel bad at the same time. They won’t let me pay for the herbs and vegetables. They drive here and give me all the free veggies. I’m very fortunate. They have 6 green houses. When no one has greens yet, my parents have an abundance.

Q:  Have you incorporated the greens and vegetables into the Diane’s Place menu?

A:  Yes! We use sweet mustard greens in our vegetable egg rolls, bamboo in our pan-fried bean thread noodles, baby Bok choy in our noodle soup and cilantro in our chicken salad. We’ll incorporate more farm produce into new items as we change up the menu.

Q:  Is there one menu item you wish more customers would try?

A:  There is no one item that has been ignored on our menu. We’re very lucky. Everything has been popular.

Q:  It’s graduation season. Do you have any advice for aspiring pastry chefs?

A:  Yes, I do. I would say that before you invest the money into going to school, call up your favorite baker or plated dessert chef in town and ask if you could do a few days in their business as a stage. Staging is an unpaid internship when an interested student works briefly for free in another chef's kitchen to learn and be exposed to new techniques and cuisines. See if you like the reality of the business before you invest the money. I’ve taken so many people on like this. Some people will say, “Hey, I love baking.” I have to let them see for themselves that television glamorizes the baking business. Baking in a professional setting is not the same as preparing one or two items at home. We’re sweating and working hard on our feet all day long, every day. We take breaks but it is difficult on some days to find time for a break. So please test it out before you invest your hard earned education dollars!

Q:  How do we follow your news?

A:  Instagram is where we post everything. Check us out here, and then come by and visit us!