A baker from Austria has launched a business venture in New York City, selling premium sourdough and rye bread loaves for $60. The endeavor is helmed by Franz Rissmann, who relocated to the United States after securing a scholarship to attend the International Culinary Center.
Rissmann, whose family has operated a bakery in the Tyrolean village of Axams since 1883, noted that the high price point initially seemed difficult to justify to his relatives. However, he observed a significant trend during recent return visits: affluent tourists from New York have become regular customers at his family’s local bakery. “They really appreciate quality,” he stated, highlighting the potential for the brand in the American market.
To meet this demand, Rissmann partnered with his father and brother to establish the New York branch of their enterprise, named Axams. The shop is located within the Grand Central Market, a popular food hall in Manhattan known for housing various culinary vendors.
For the first time, Axams is producing its signature “Königsroggen” bread in New York. This traditional Austrian rye loaf is made using grains sourced directly from their home farm in Axams. Each loaf requires a baking cycle of 20 hours to achieve its characteristic dense texture and flavor profile.
The bakery’s target demographic consists of consumers who prioritize culinary craftsmanship over cost. “We are not trying to sell to people who want to save money,” Rissmann explained. “We are trying to sell to people who appreciate craft.”
The introduction of the $60 bread comes amidst a broader surge in luxury bakery trends across the United States. High-end artisanal breads have increasingly become status symbols in major metropolitan areas, with consumers often willing to pay premium prices for exotic ingredients and meticulous production methods.
Despite the steep cost, Rissmann remains optimistic about the reception in New York. “I believe people will understand,” he said, confident that the unique qualities of the product will resonate with local food enthusiasts.
As an Austrian, I love seeing our rye traditions get such high-end recognition abroad!
Isn’t this just another trendy luxury flex item now? Bread as a status symbol seems extreme.
Grand Central Market is the perfect spot for this. Tourists and foodies will eat it up.
20 hours baking time does sound impressive. Curious if the flavor justifies the price tag at all.
Sixty dollars for bread? I’ll stick to my sourdough from the corner shop, thanks.