In the heart of Xanthi, nearly a century ago, Georgios Papaparaskevas, a young refugee from the 40 Churches region of Asia Minor, left his unique mark on the city’s pastry tradition. Driven by his restless spirit and perfectionism, he redefined local confectionery.

It was 1926—a time when sweets were mostly served in coffee shops—when he opened his own café-pastry shop, offering exclusively saragli, made with his mother’s homemade recipe, rich in aromas and memories of his homeland.

From the very beginning, quality stood at the center of his philosophy. Carefully selected ingredients and a love for detail became the hallmark of his creations and the legacy he passed down through generations.

Today, the third generation runs both the workshop and the store, preserving these values intact. Natasa and Eleni Papagiannopoulou, Efi and Giorgos Arsenis—all children of the trusted partners handpicked by Georgios Papaparaskevas himself in 1973—continue writing the story of the renowned pastry shop. In recent years, Efi’s son, Stelios Polatidis, has also joined production, working closely in the workshop alongside his uncle Giorgos, representing the fourth generation.

What’s the secret behind the long-standing success of this family business? Over the years, rumors have circulated about secret ingredients unknown even to the employees. The current owners laugh at the thought.

Giorgos Arsenis: “I believe the secret, both then and now, lies not in the recipes but in the quality ingredients. For us, quality is everything.”

Having grown up inside the workshop, waiting patiently for their parents after school, surrounded by every kind of sweet aroma, they were immersed in the commitment to tradition and excellence from an early age.

Natasa Papagiannopoulou: “Some things, the way we inherited them, we feel obligated to preserve as closely as possible. For example, we’ve been using the same chocolate supplier since day one, and our nuts are always top quality. The butter Georgios used to make himself—we still do that to this day.”

The current owners are constantly experimenting with new ideas, always adapting them to their standards. While staying true to traditional recipes, they incorporate select machines into production—but everything that can’t be replicated by technology is still made by hand. New sweets are only added to their product range if they meet the company’s high standards of quality and fit within their philosophy. φιλοσοφία της επιχείρησης και στο επίπεδο ποιότητας που επιθυμούν να προσφέρουν στους πελάτες τους.

Natasa Papagiannopoulou: “We attend exhibitions, take part in workshops, try sweets during our travels, and gather ideas. We’re always experimenting in the lab—but not every experiment becomes a new product. Some desserts just don’t suit our town’s market or our aesthetic.”

Giorgos Arsenis: “We don’t offer products just because someone asks for them unless we can make them exactly how we want to and they align with our brand.”

In recent years, the shop has expanded its range to include ice cream, new cakes, cake pops, and tsoureki (sweet Easter bread) available year-round.

Papaparaskevas’ famous sweet creations have long been given as gifts by Xanthi locals across Greece. Today, the business also offers nationwide service. Since 2014, they’ve operated a branch in Glyfada, Athens, and now also serve orders through their e-shop and social media.

Their expansion, while maintaining traditional practices, presents daily challenges, particularly in managing growing demand at the main store. Every new business step is therefore carefully considered.

Despite being a traditional business, Papaparaskevas Pastry Shop dared to innovate by participating in a research program. Supported by ena Development Consultants, and in collaboration with Stelios Kotopoulos (Public Sector & EU Programs Development Consultant), they joined the “Research – Create – Innovate” initiative under the ESPA – EPAnEK 2014–2020 framework.

Through this, the shop collaborated with other gastronomy businesses and the Athena Research Center, exchanging valuable insights for developing a digital platform promoting gastronomic tourism. According to Mr. Arsenis, participating in such a program is purely beneficial for a business.

They also expressed great satisfaction with their partnership with ena Development Consultants.

Giorgos Arsenis: “We’re glad to have such a company in the region. If someone needs help from a specialized consultant, we’re confident ena can deliver. We’d be happy to work with them again if the opportunity arises.”

The business also invests strategically in strong partnerships—both with carefully chosen suppliers and with its experienced staff, one of its most valuable resources.

Giorgos Arsenis: “We’ve had people retire recently whose first and last paycheck came from us. Many of our staff have been with us for decades—38, 35, 32 years. They’re experienced, long-time collaborators.”

One of the company’s main priorities is to ensure a safe, pleasant, and suitable working environment for its employees.

We visited the bustling flagship store in Xanthi during one of the sweetest times of the year—just before Easter—and asked Natasa Papagiannopoulou what special offerings the shop had for the season.

Natasa Papagiannopoulou: “For Easter, like for Christmas, we offer special gift selections like platters. Demand for these has grown a lot in recent years. Right now, our tsoureki and handmade chocolate Easter eggs—with our signature chocolate and handcrafted molds and decorations—are especially popular.”

Throughout the year, the flavors and aromas of Papaparaskevas sweets continue to reflect a rich heritage, passed down across generations.

Giorgos Arsenis: “We’re honest with our customers and always try to offer the best quality at the best price.”

And how do they ensure that this authentic approach continues into the future? By involving and educating the next generation—who work side-by-side with today’s masters, learning the business “from the inside” and inheriting the values that have defined it since the time of its founder.