From Pastry Chef to CEO: Serge Lamoral's Unfiltered Journey

Dr. Niklas Richter · 2026-04-16

Let's talk about a story that isn't just about business growth. It's about resilience, and it belongs to Serge Lamoral, founder and CEO of BBCOPA Bakery Group and Atelier Co-Pains. What started as a passion for pastry craftsmanship grew into an organization with its own production facility, sixteen franchise stores, and dozens of employees. But this conversation goes way deeper than spreadsheets and store counts. Serge's path wasn't a straight line from the kitchen to the corner office. He built a fascinating journey, one that teaches us about the real weight of entrepreneurship. ### The Foundation: Craft, Scale, and Security Serge explains his evolution from artisan to executive. He didn't just leap. First, he built financial security through real estate investments. That foundation gave him the breathing room to go "all in" on entrepreneurship later. It's a powerful lesson in strategic patience. We also dive into the critical mindset shift every founder faces: the difference between working *in* your business and building *an* organization. They're two completely different games. - Working *in* your business means you're the chief problem-solver, the main operator. - Building *an* organization means creating systems, teams, and a structure that can run without you being the constant center. It's a transition that requires letting go, and it's rarely easy.  ### The Power of Partnership and Process After starting alone, Serge discovered the immense value of bringing on partners. It's about more than just sharing the workload. It's about gaining different perspectives, complementary skills, and shared accountability. Then there's the discipline of franchising. Setting up a franchise model isn't just about replicating a logo. It's about creating a repeatable, teachable system for everything. From how to proof dough to how to greet a customer. Serge talks about the meticulous work required to build something that others can successfully operate.  ### When Life Has No Pause Button But here's where the story gets real. This isn't a polished, highlight-reel success story. Serge opens up about the profound challenges that happened while the business was growing. The loss of his mother at a young age. A devastating fire that destroyed his production facility. Navigating cancer and chemotherapy treatments while simultaneously leading his company as CEO. These moments force a brutal question: What does "all in" entrepreneurship mean when life itself doesn't have a pause button? There's no neat separation between personal crisis and professional responsibility. > "This isn't a hero's story," Serge reflects. "It's the story of someone who keeps moving. Who keeps building. Who sees success not as applause, but as responsibility." That line sticks with you. It reframes the entire entrepreneurial pursuit. It's not about glory; it's about the duty you feel to your team, your customers, and the vision you're committed to creating, even on the hardest days. Serge's journey reminds us that business building is deeply human. The strategy, the scaling, the systems—they all matter. But they're built atop a foundation of personal resilience. The true test often isn't the market competition; it's how you respond when everything seems to be working against you. His story is a masterclass in perseverance. It shows that success isn't about avoiding the falls. It's about learning how to get back up, dust yourself off, and keep building, one brick at a time, no matter what.