Minuto Bauli opened its first U.S. location in Union Square, bringing a popular Italian pastry shop to New York City. The brand blends traditional baking techniques with modern flavors and aims to become part of the rhythm of American cities and New Yorkers. The US debut resulted from very thoughtful and extensive planning and represents a long-term family commitment. The flagship item, the Minuto Bauli, is a loaf made from a 12-hour dough rising process using a simple recipe and a mother yeast kept in the family for 100 years. The menu offers several spreads and house-made soft serve fillings.
The US debut was the result of very thoughtful planning and very extensive planning but it's a long-term commitment in our view and in the view of the family as well, said Jacopo Butti, General Manager North America Bauli Retail (Minuto Bauli) at Bauli Group. We really want to make sure Minuto Bauli becomes part of the rhythm of American cities and New Yorkers.
The idea was to focus on one product and do that one product exceptionally well; that's the number one. [The pastry] comes from a very simple recipe of flour, eggs, sugar. Our mother yeast that has been sitting in the family for 100 years, put all that together as a clean label and then just make it, said Butti. We understood that this could be the perfect canvas to then create something different and that's where we start to work in a vertical way, with choices on how you can customize your item.
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