Briocherie Lelong sur Tours

The service and atmosphere were rather cold; I had the distinct impression I was bothering them. I ordered an individual plain brioche. My opinion: the texture is very pleasant, slightly crispy on the outside and very soft on the inside. Everything you'd expect from a brioche. However, it was too salty, and this overpowered the slightly buttery flavor of the brioche, which I unfortunately didn't taste. It's also not at all greasy, which is very nice. If the salt were less pronounced, it would be one of the best brioches I've ever eaten; unfortunately, the salt makes it rather cloying. :(

Following some promising experiences a few months ago, an unexpected disappointment has now set in. It's clear that while the texture of the brioches hasn't changed, the taste is no longer what it used to be. A little too salty for my taste, and perhaps less indulgent than before, these brioches, as they stand, now face stiff competition. And as has been mentioned many times, the service remains cold, even discourteous. Some adjustments are therefore necessary if this once-renowned establishment is to experience its former glory again.

For me, this is the benchmark for brioche in Tours. It's the third generation of a family of artisans who only make traditional brioche (Parisian-style?) and have a perfect grasp of the product. It smells amazing as you approach the shop and makes you want to go in. In short, it's a bit like my Proustian madeleine, my Lelong brioche.

Courteous service. The Nutella and cherry brioches are excellent. I bought four more as gifts. Treat yourself and try them!

It's the same brioche I knew 55 years ago. I no longer live in Tours, but I make a detour whenever I can. Be aware, though, that the opening hours aren't always respected: the dough needs 10 hours to rise, so once the batch is finished, the shop is closed. I've never found a brioche this good.

Excellent value for money... great atmosphere. I love it, but I don't live in Tours. Too bad! And I really liked the customizable filling option. A very good idea. Too bad.

My little ritual when I go to Tours is buying small brioches filled with Nutella! They're very good, but you have to eat them the same day or the next day at the latest :)

Very good, not too sweet and not too fatty (which explains the negative reviews from those who are used to very fatty and sweet) which makes it an appetizing dish that can be eaten greedily :)

The best brioches in Tours, light, airy and not too sweet, they literally melt in your mouth. Whenever I go to Tours, I stop to buy a small brioche and then buy a bigger one for breakfast the next day. Delicious with coffee, tea or hot chocolate ❤️😋. Plus, you're drawn in by the smell of fresh brioche as soon as you pass by the shop. An unmissable Touraine institution 😊

Very good. I ate a beech and it reminded me of my childhood 😉❤️❤️💋