$60 for a loaf? New York bakery has customers lining up

RYE by Martin Auer opened in Manhattan’s SoHo neighborhood in September, drawing crowds for a $60 loaf of sourdough rye bread. The 3.3-pound loaf is made with organic rye flour, water and salt, and the bakery says its dough ferments for up to 24 hours. The bakery attributes the New York price to imported ingredients, labor and Manhattan operating costs, while a comparable loaf sells for about $16 in Austria. Social media criticism has accompanied the attention, but the bakery reported nearly selling out daily shortly after opening.

Customers can buy half a loaf for $30 or a quarter for $15.

The bakery is on Lafayette Street and lets customers watch the bread-making process in its minimalist interior.

The sourdough starter used for the bread is more than 50 years old.

The article compares the New York bakery’s customer lines with South Korea’s popular bread pilgrimages, known as ppangji sullye.

Published Oct 31, 2026 3:00 am KST

Updated Oct 31, 2026 3:04 am KST

RYE, a popular new bakery in New York opened by Austrian baking family Martin Auer, specializes in 100 percent rye sourdough bread. Captured from BuzzFeed Tasty's social media account

NEW YORK — Korea may have its bread pilgrimages, but Manhattan has taken the bakery craze to another level: $60 for a single loaf of rye bread.

RYE by Martin Auer, an Austrian bakery that opened in Manhattan's SoHo neighborhood in September, has quickly become one of the city's most talked-about new food destinations, drawing crowds and widespread media attention for its unusually expensive sourdough rye bread.

The 3.3 pound (1.5 kilogram) loaf costs $60 (80,000 won), while customers can purchase half a loaf for $30 or a quarter for $15.

Located on Lafayette Street, the bakery specializes in just one type of bread. Its minimalist interior looks more like a high-end retail showroom than a traditional bakery, with customers able to watch the bread-making process.

The bread contains just three ingredients: organic rye flour, water and salt. According to the bakery, the dough undergoes a fermentation process lasting up to 24 hours, using a sourdough starter more than 50 years old.

But the price has raised eyebrows, particularly because a comparable loaf from the same bakery sells for roughly $16 in Austria.

The bakery says the higher New York price reflects the cost of importing ingredients from Austria, the labor involved in making the bread and Manhattan's high operating expenses.

The hefty price tag has sparked criticism and jokes on social media, with some questioning whether any bread is worth $60.

The attention, however, has also brought customers through the door. The bakery reported nearly selling out of its bread daily shortly after opening, as curious New Yorkers lined up to see what made the loaf so special.

The craze may sound familiar to South Koreans, where “ppangji sullye,” or bread pilgrimages, have become popular among bakery enthusiasts willing to travel long distances and wait in line for famous baked goods.

At $60 a loaf, the New York bakery is testing just how much customers are willing to pay for bread.

Martin Auer 的 RYE 面包店于九月在曼哈顿 SoHo 区开业，一款售价 60 美元的酸面包吸引了众多顾客。这款重达 3.3 磅的面包采用有机黑麦粉、水和盐制成，面包店称其面团发酵时间长达 24 小时。面包店将纽约的高价归因于进口原料、人工成本和曼哈顿的运营成本，而类似的黑麦面包在奥地利的售价约为 16 美元。尽管备受关注，但社交媒体上的批评之声也随之而来。不过，面包店表示，开业后不久，面包几乎每天都售罄。

顾客可以花 30 美元购买半个面包，或者花 15 美元购买四分之一个面包。

这家面包店位于拉斐特街，店内装潢简约，顾客可以观看面包的制作过程。

制作面包所用的酸面团酵头已有50多年的历史。

文章将纽约面包店的顾客排队现象与韩国流行的面包朝圣活动（称为“面包地朝圣”）进行了比较。

发布于2026年10月31日凌晨3:00（韩国标准时间）

更新于2026年10月31日凌晨3:04（韩国标准时间）

RYE是一家位于纽约的热门新面包店，由奥地利烘焙世家Martin Auer创立，专营100%纯黑麦酸面包。图片来自BuzzFeed Tasty的社交媒体账号。

纽约——韩国或许有面包朝圣之旅，但曼哈顿将面包热潮推向了另一个层面：一条黑麦面包售价 60 美元。

位于曼哈顿苏豪区的奥地利面包店 RYE by Martin Auer 于 9 月开业，迅速成为该市最受关注的新美食目的地之一，其价格异常昂贵的酸面包黑麦面包吸引了众多顾客和媒体的广泛关注。

重 3.3 磅（1.5 公斤）的面包售价 60 美元（80,000 韩元），顾客可以花 30 美元购买半个面包，或花 15 美元购买四分之一面包。

这家位于拉斐特街的面包店只专营一种面包。其极简主义的室内设计更像是一家高端零售展厅，而非传统的面包店，顾客可以观看面包的制作过程。

这款面包只包含三种原料：有机黑麦粉、水和盐。据面包店介绍，面团使用超过50年历史的天然酵母进行发酵，发酵过程长达24小时。

但这个价格引起了人们的质疑，尤其是因为同一家面包店出品的类似面包在奥地利的售价约为 16 美元。

面包店表示，纽约价格较高反映了从奥地利进口原料的成本、制作面包所需的人工成本以及曼哈顿高昂的运营费用。

高昂的价格在社交媒体上引发了批评和嘲讽，一些人质疑是否有面包值 60 美元。

然而，这种关注也为面包店带来了顾客。面包店表示，开业不久后，面包几乎每天都售罄，好奇的纽约市民纷纷排队，想看看这种面包究竟有何特别之处。

这种热潮对韩国人来说可能并不陌生，在韩国，“面包朝圣之旅”（ppangji sullye）在面包爱好者中非常流行，他们愿意长途跋涉，排队购买著名的烘焙食品。

纽约这家面包店将面包售价定为每条 60 美元，以此来测试顾客究竟愿意为面包支付多少钱。