The Place
If the name ‘Bread etc.’ sounds casually dismissive, it’s probably for the reason that this newly opened bakery and café does so much more than its name suggests. Like many of the more successful openings of late, this is a place that has adapted its definition to fit the needs of Shanghai’s fickle market, in this instance, an all-day eatery in the mold of a French bakery. Judging by the crowds, we’d say the formula is a doozy.
The Food
Furnished with a full-size kitchen and onsite bakery, food here is a relatively serious affair, supplying all-day breakfast, brunch, salad, sandwiches, pizzas and even entrées.
Israeli-French owner Stephan Laurent is a seasoned pâtissier who cut his teeth in numerous fine dining kitchens, evidence of which is palpable in the buttery and perfectly laminated croissants. In addition to French standards like sourdough baguette; mille feuille; fresh lemon, mango, blueberry, strawberry and fig tarts et al; Bread etc. offers more niche patisserie too, like roasted vegetable-topped focaccia.
Innovation is also at hand. Donuts here are baked rather than fried – sacrilege, we know – but this allows them to be filled with scandalous amounts of fresh pastry cream. The result is decadent and exquisite, each bite offering a delicately chewy pastry, sugar icing and voluptuous not-too-sweet filling. This is break up food at its finest.
At RMB113-136 the breakfast sets aren’t exactly cheap, but in return you’ll get a meal likely to render you stuffed for the remainder of the day, complete with coffee, juice, a baker’s basket and salad.
More frugal dishes like eggs Benedict or shakshouka (both RMB70) are also tasty, the latter of which bears the spicy hallmark of an Israeli maker. Served in a piping hot metal saucepan that gently cooks two eggs enveloped in a robust shakshouka sauce, we’d recommend this to anyone for whom over-cooked eggs constitute a cardinal sin.
Food verdict: 1.5/3
The Vibe
It’s hard not to be charmed by Bread etc.’s laidback yet modern interiors. Abundant and comfortable seating, cozy corners, floor-to-ceiling windows, not to mention the occasional whiff of freshly baked bread wafting from ovens placed strategically near the kitchen door, it’s no wonder the place is populated throughout the whole day. We’d recommend bringing your laptop or a good book in case, like us, you’re tempted to stick around after your meal.
Vibe verdict: 1/1
Value for Money
It comes as no surprise to us that Bread etc.’s management has grand designs for the concept to expand to multiple locations – two more are already in the works. As it is, the place more than stands up to Shanghai’s other café chains, and bakeries too for that matter. We hope they’re able to maintain this level of quality at their other branches.
Value for money: 1/1
TOTAL VERDICT: 4/5
Price: RMB40-150 per person
Who’s going: locals and expats
Good for: brunch, coffee, patisserie, bread etc.
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