A former Great British Bake Off contestant has struck upon a sweet concept by launching a niche ‘fine dining’ dessert restaurant in Birmingham.

Ali Imdad, who finished ninth in the 2013 baking series, opened Artisan in Ladypool Road with partner and friend Waqas Mohammed after struggling to find a pudding-specific eatery that suited his needs.

“Being a foodie and ice cream lover we used to venture to numerous places and there’d always be reasons not to like a place,” he told British Baker

“Either the staff or flavours weren’t right. We thought we’d set something up – a fine dining experience [for desserts]. We always make sure staff introduce themselves when they’re serving a table and they’ve tasted all of the desserts so are well informed when it comes to recommending dishes. Plate decoration is also really important.”

The restaurant, which is currently only open in the evening, employs ten people and occupies three floors.


Pastries, cake desserts, sundaes and waffles are all on the menu with choices ranging from Chocolate Hazlenut Heaven – layers of vanilla sponge with milk chocolate ganache and hazelnut crumbs and The Sultan – soft cream cheese flavoured with cardamom and topped figs.

Prices start from £5.25 rising to £7.25 and there is also a mocktail bar.

“A lot of people enjoy the experience,” Imdad added. “They order their soft drinks first and then get to their deserts. We also have plans to create a room for afternoon tea.”