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Sunday, February 05, 2006

Bread Story, Broadway, Ultimo

EDIT 05/07/07: Bread Story on Broadway has now closed

First there was Beb Patisserie.

Then there was Bourke St Bakery.

And now the Broadway strip between City Road and Wattle Street has another baked goods supplier in its midst.

It's a Bread Story all right.

Bread Story

This is the first foray into the Australian market for Bread Story, a popular franchise bakery with origins in Malaysia. Conceived by Jun Low, a former stockbroker from Singapore, Bread Story likes to name its products "according to novels, heroes, movies and special characters", according to its website.

The set-up inside is reminiscent of a bakery in Japan: bright white lighting, plenty of perspex, and a glass-walled kitchen area for customers quality assurance and (more importantly) ogle-factor.

There are plenty of wacky product names: Tina Tuna, Choco Teddy, Flossy Hottie, Magic Cheese Wand and even Sirens of the Lambs (a mutton curry bun).

Most items are simply rebadged products commonly found at any Chinese bakery. The Mexican bun, with its distinct crusty outside and soft innards is renamed Hero, because aren't all heroes just vulnerable tough guys? The Durian Special though, with "fresh durian!" according to its perspex drawer label, immediately caught my eye.

Bread Story durian bun
Durian Special $2.40

Bread Story durian bun innards

It was pleasant enough. A soft pliable bun, as most Asian palates seem to prefer, and a pungent inner core of sweetened durian mulch.

Prices are significantly higher here: a hotdog-in-a-bun sells for $2.00 when it can be had for about $1.00 at any number of bakeries in Chinatown six blocks away. But Bread Story boasts that their products are baked every three hours without the use of any preservatives.

I've always thought that one can never have too many bakery options, but perhaps Bread Story staff should keep an eye on the Tina Tuna... lest she break out into a spirited version of "We Don't Need Another Hero..."

Bread Story (CLOSED)
165 Broadway, Ultimo, Sydney
Tel: +61 (02) 9280 4989
7 comments - Add some comment love

posted by Anonymous on 2/05/2006 04:52:00 pm


  • At 2/05/2006 6:40 pm, Anonymous Anonymous said…

    Love the joke about Tina Tuna..! hahah!!

  • At 2/05/2006 9:16 pm, Anonymous Anonymous said…

    Glad to see you found it! Durian special looks great.

  • At 2/05/2006 10:37 pm, Blogger shaz said…

    Hi there. great blog. Love sydney food when i was there 2 years back. esp the brekkie cafe scene. I'm from Singapore and am a fellow food blogger. Hope you dun mind, i added your blog as a link on mine. Cheers.

  • At 2/06/2006 6:41 am, Blogger Rose said…

    Durian in a bread. That sounds, um, interesting.

    Does it smell like Durian too? I'm not sure that's the type of smell a bakery wants to emit out onto the street :-)

  • At 2/06/2006 7:45 am, Blogger Reb said…

    'Sirens of the Lambs'? As long as it doesn't appeal to Hannibal Lecter I guess we can trust its really mutton .....

  • At 2/06/2006 2:27 pm, Blogger Julia said…

    Love the names! Must pop in and try (there's a similar one - Bread Top? - in World Tower with the same 'baked fresh' philosophy).

  • At 2/06/2006 4:21 pm, Blogger FooDcrazEE said…

    nice way of putting them..... u r fun.

    The durian shouldnt emit too strong a smell as it will be mixed with a lot of ingredients i.e. sugar, cream, flour, etc.


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