The premium operator has signed a 10-year lease for a 3,200sq ft outlet in Manhattan’s upmarket SoHo neighbourhood, known for its shopping boutiques, galleries and premium dining scene
Premium Austrian bakery-café chain Martin Auer has progressed plans for a US launch by signing a 10-year lease in New York’s Manhattan borough.
The Graz-based business, known for its organic, sourdough rye breads – known as Landbrot in Austrian – first announced plans for a US debut in 2015 before revisiting the move in December 2024.
The chain currently operates 48 outlets in its home market and is led by Martin and Barbara Auer, the third generation to run the family business.
Martin Auer, which has operated its own coffee roastery at its Graz headquarters since 2021, will open a 3,200sq ft site in Manhattan’s fashionable SoHo neighbourhood – on the same street as New York-based Levain Bakery, and near to Italian-inspired chains Parisi Bakery & Deli and Vesuvio Bakery.
