Luxusmarketing: Das Geschäft mit dem 60-Dollar-Brot
In New York ist ein Hype um österreichisches Roggensauerteigbrot entstanden. Er zeigt, wie sich die Sehnsucht nach Herkunft und Handwerk mit Luxusmarketing und Social Media verbinden lässt.
New York, September 2023. A loaf of Roggensauerteigbread, priced at 60 dollars, has captured the attention of social media users and the city's residents. Livestreamer Andrew shared his experience purchasing the expensive bread, which prompted a wave of reactions from customers. Some filmed themselves buying the bread, praising its taste, while others criticized the price and entry policy. The bakery, "Rye," is located in New York's Soho neighborhood and has gained notoriety in just a few weeks.
Rye's owners, Martin Auer and his son Tim, operate 42 stores across Austria, employing around 800 people and generating approximately 48 million euros in annual revenue. Tim, who is in his mid-20s, is one of the co-owners in New York. The Roggensauerteigbread has been a family specialty for over 50 years, with Tim stating that it represents the history of his family.
The bakery's popularity stems from its exclusivity, as only a limited number of customers can enter at any given time. This trend showcases the transformation of a basic food product into a luxury item, driven by marketing and the perception of exclusivity.
Written by urgent.news from Handelsblatt's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
