Birley Bakery opens its second shop in NYC's Upper East Side

Birley Bakery, originally based in London, has recently expanded its presence by opening a new location in Manhattan's Upper East Side. This bakery, which started as a single shop in London, debuted its second outpost on 69th Street near Madison Avenue in early September 2025. The location was carefully chosen because it is a neighborhood that encourages community daily life, allowing the bakery to become part of the daily rituals of local residents. The expansion into New York City was overseen by founder Robin Birley and master patisserie chef Vincent Zanardi. Zanardi, who originally hails from France, expressed his surprise at the number of international bakeries in NYC but recognized a gap in the market for a bakery like Birley Bakery. His aim was to create a comfortable meeting spot in the area while offering a selection that goes beyond just pastries. Birley Bakery offers various menu options, including sandwiches, salads, and lighter fare, to cater to the diverse preferences of local customers. At the new location, the bakery aims to provide not just a place for indulgence but also options for healthier choices, acknowledging the preferences of New Yorkers who value balance in their diets. Local sourcing of ingredients such as flour, eggs, and milk, alongside some products utilized in the London location, complements their offerings and aligns with Zanardi's vision of appealing to the local community. In addition to serving locals, the bakery also attracts tourists, including a group of athletes who found themselves enjoying croissants after a run in Central Park. Despite the bakery's posh prices, which received mixed reactions from customers on platforms such as Yelp, Zanardi emphasized that a commitment to premium ingredients justifies the pricing. For example, he noted the high cost of chocolate necessary for their products. Zanardi has expressed optimism regarding the bakery’s reception without engaging in official advertising when they opened in New York City. The decision to explore this new market seems guided by both a desire to share their artisan craft and an understanding of the unique dynamics of the NYC food scene.