# Austrian bakery expansion to New York City

> Live situation record from CLSTR: https://clstr.news/situations/austrian-bakery-expansion-to-new-york-city
> Updated: 2026-09-19T17:12:51.000Z. Sources: 32. Developments: 3.

Austrian baker Martin Auer has expanded his family business, which operates 45 locations in Austria, to New York City with the opening of Rye in Manhattan’s SoHo district. The bakery focuses on a 1.5-kilogram loaf of 100% organic rye sourdough bread made from rye flour, water, and salt.

The establishment has drawn significant attention and social media controversy due to its $60 price tag. The Auer family justifies the cost by citing high SoHo operating expenses and the fact that raw materials, such as flour, are imported from Austria. The bakery utilizes a 57-year-old sourdough starter and a two-ton oven imported from Germany.

While the pricing sparked criticism online, the bakery has seen long lines of customers, with some locals stating the quality justifies the premium. The phenomenon has generated viral TikTok content and prompted reactions from competitors; for example, the retailer Lidl parked a promotional truck near the bakery to advertise its own lower-priced bread. 

Some observers have suggested the high price point may be a calculated move to generate social media engagement, while others view it as a reflection of the New York luxury food market. Tim Auer, the founder’s son, has maintained that the bread is well-received and that the price is part of a ‘luxury gastronomic experience’ in one of the world’s most expensive cities.

## Claims

- The bread has been well received. (corroborated by 3 sources)
- A single loaf of rye bread costs 60 dollars. (corroborated by 3 sources)
- Each loaf weighs 1.5 kilograms. (corroborated by 3 sources)
- The bakery uses a sourdough starter culture that is 57 years old. (corroborated by 3 sources)
- The bakery is located in the SoHo neighborhood of New York. (corroborated by 3 sources)
- The bakery uses a two-ton oven imported from Germany. (corroborated by 3 sources)
- The Auer family operates 45 shops in Austria. (corroborated by 3 sources)
- The price is part of a luxury gastronomic experience concept. (corroborated by 2 sources)

## Timeline

### 2026-09-19: Martin Auer's 60-dollar rye bread sparks viral hype in Manhattan

Austrian baker Martin Auer has sparked a viral craze in Manhattan by selling rye sourdough bread for 60 dollars per loaf at his bakery, ‘Rye by Martin Auer’.

3 sources. https://clstr.news/cluster/martin-auers-60-dollar-rye-bread-sparks-viral-hype-in-manhattan

### 2026-09-15: Austrian bakery Rye opens in New York with $60 rye bread

An Austrian family bakery, Rye, has opened in New York's SoHo district, sparking debate over its $60 organic rye sourdough bread loaves.

11 sources. https://clstr.news/cluster/austrian-bakery-rye-opens-in-new-york-soho-with-60-dollar-loaves

### 2026-09-13: Martin Auer opens first international bakery in New York SoHo

Austrian bakery Martin Auer has opened its first international location in New York's SoHo, selling 1.5kg organic rye sourdough loaves for $60, sparking debate over its luxury pricing.

20 sources. https://clstr.news/cluster/martin-auer-expands-austrian-bakery-business-to-new-york

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Cite as: Austrian bakery expansion to New York City. CLSTR, https://clstr.news/situations/austrian-bakery-expansion-to-new-york-city