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Have you stood in line to get your $60 loaf of bread from RYE in NYC yet?
Posted on 9/29/26 at 10:54 am
Posted on 9/29/26 at 10:54 am
This place has gone viral and become something of a sensation in NYC and online. They sell one thing: a loaf of sourdough bread. It is 60 dollars
It is the NYC location of a very famous Austrian baker. People have been waiting in line to get it.
LINK
It is the NYC location of a very famous Austrian baker. People have been waiting in line to get it.
quote:
A loaf of bread has become New York City’s latest viral hit and, somehow, status symbol.
At Rye, the first US outpost of Austrian bakery Martin Auer, a 3.3lb loaf of 100% rye sourdough sells for $60 in SoHo. Made with just water, flour, salt and time, the bread has attracted the kind of attention once reserved for rainbow bagels, cronuts and skyscraper milkshakes. Which raises the inevitable question – is it actually worth that much?
The answer depends, in part, on what someone believes they are really buying.
For Rye’s owners, the price reflects much more than a list of ingredients. The loaf is unusually large and is sold whole for $60, by the half for $30 or by the quarter for $15. The large Landbrot costs €12.97 at Martin Auer’s bakery in Graz – and €14.27 at the one in Vienna. The smaller one goes for €4.48 and €4.93, respectively.
quote:
“You need to ferment the rye sourdough,” co-owner Tim Auer told People. “You need to feed it every day. That takes about 24 hours before you can use it again. Then you need to make the dough, ferment the dough of the bread, shave the bread, ferment the dough again, bake it, and then you have to let it rest.”
It’s clear Rye is not presenting its bread as a basic grocery staple. It is presenting bread as craft, a tradition and even a legacy, as it was Tim Auer’s great-grandfather who began the business.
LINK
Loading Twitter/X Embed...
If tweet fails to load, click here. Posted on 9/29/26 at 10:54 am to Fun Bunch
quote:
He does recognize some of Rye’s perspective. High rent, investment, imported ingredients and the broader experience surrounding the product can all raise a bakery’s costs. But he sees the $60 loaf as selling not so much the bread itself as the novelty of purchasing it.
“They sell more of the experience behind this bread,” he said.
His colleague Nicolas Buchot, executive sous-chef at Mille-Feuille, visited Rye and came away impressed by the space itself. The bakery, he said, was “gorgeous”, with striking displays and the bread he tasted was “great”.
“It looks like luxury,” Buchot said, comparing the “golden” presentation to a high-end fashion store. But despite the obvious quality, he’s not sure it represents a sustainable model.
The luxury comparison seems particularly apt. Most people, even in NYC, don’t walk around wearing Dior or Balenciaga. But if even a handful of people are willing to pay $2,500 for a pair of pants, then that will be more than enough to justify the existence of luxury brands. Rye seems to be working on a similar philosophy.
quote:
That may be the real test for Rye. Not whether enough people are willing to pay $60 for bread, but if enough of those people are willing to come back.
For what it’s worth, reviews of the lavish rye sourdough bread appear overwhelmingly positive. But that’s not surprising all things considered, and it doesn’t necessarily justify the exorbitant cost. Food & Wine put it most succinctly: “This bread is good, but it’s not that good.”
But as any follower of the Fomo philosophy will ask you: can you really believe that without trying it yourself?
This post was edited on 9/29/26 at 10:56 am
Posted on 9/29/26 at 10:56 am to Fun Bunch
Jerry Seinfeld robbing an old woman of a rye makes more sense at $60.
Posted on 9/29/26 at 10:59 am to teke184
Posted on 9/29/26 at 11:01 am to Fun Bunch
That shite is on the clock as soon as it leaves the oven. It'll either be moldy or so hard you can break a window out with it within a couple days, so......eat up!
Posted on 9/29/26 at 11:02 am to Fun Bunch
I thought the economy was in shambles?
Posted on 9/29/26 at 11:03 am to bad93ex
quote:
I thought the economy was in shambles?
You never put a couple loaves of bread on the credit card, baw?
Posted on 9/29/26 at 11:08 am to Fun Bunch
Won't be long before we will be standing in a soup line.....
Posted on 9/29/26 at 11:09 am to Fun Bunch
quote:
NYC
quote:
They sell one thing: a loaf of sourdough bread. It is 60 dollars
quote:
NYC
Posted on 9/29/26 at 11:10 am to Fun Bunch
New York city people have no substance or community. Made up almost completely of transplants, they are a purely materialistic society with no roots. They desperately crave "exclusive" things to differentiate themselves from the rest of the herd and gain approval of acquaintances. It's a fun playground in your 20s and early 30s, but after that, reality sets in and you realize there's nothing there for you.
Posted on 9/29/26 at 11:12 am to Fun Bunch
quote:
We can sell you knives to cut it, but we don't actually ever cut it like this with a knife, we have a machine we imported from Austria in the back that cuts it for us
Posted on 9/29/26 at 11:14 am to castorinho
quote:
We can sell you knives to cut it, but we don't actually ever cut it like this with a knife, we have a machine we imported from Austria in the back that cuts it for us
That's where I grab the whole loaf and just rip a hunk out of it with my teeth. Walk around eating a whole loaf of bread like one of those big turkey legs at Disney.
Posted on 9/29/26 at 11:14 am to Fun Bunch
I just watched that entire twatter vid. The only thing that could possibly ground and recalibrate the city of New York is another terrorist attack.
Posted on 9/29/26 at 11:22 am to Fun Bunch
This viral reaction and demand would have never gained speed if it were a $10 loaf.
Posted on 9/29/26 at 11:25 am to Fun Bunch
"I eat a lot of sourdough bread because of probiotics..."
Yeah, and the 375 Deg F cooking process doesn't kill ANY of the bacteria either...
Yeah, and the 375 Deg F cooking process doesn't kill ANY of the bacteria either...
Posted on 9/29/26 at 11:26 am to Fun Bunch
People are dumb.
Posted on 9/29/26 at 11:30 am to Fun Bunch
quote:
“You need to feed it every day. That takes about 24 hours before you can use it again. Then you need to make the dough, ferment the dough of the bread, shave the bread, ferment the dough again, bake it, and then you have to let it rest.”
I'm curious how that's any different than the process followed by people/businesses who make similar bread that sells for 1/10 the cost.
That said, I'm a capitalist so if people are willing to pay it, good for them.
(They also sell a pot to house the bread for $480).
Posted on 9/29/26 at 11:32 am to Fun Bunch
The is funking ridiculous, but not surprising since we're visiting NYC. Every person up there that age loves to hear themself talk, and knows waaaay more about everything than you ever will!
Posted on 9/29/26 at 11:33 am to therabbit
Austrian Bakers > Austrian Painters.
Posted on 9/29/26 at 11:35 am to Fun Bunch
As long as people buy it, they'll keep doing it.
But I don't see it lasting long enough to keep them open for an extended period of time.
But I don't see it lasting long enough to keep them open for an extended period of time.
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