The City Bakery, iconic for its pretzel croissants and hot chocolate, has closed.
The bakery and cafe has stood near Union Square for nearly 30 years — but chef and CEO Maury Rubin said in an Instagram post last week that despite being busy, the company has been struggling. He had tried to get debt relief from a bank, but was denied.
Now, despite an outpouring of community support, the bakery has closed. Rubin declares in a new Instagram post that the bakery “will absolutely, positively return” in some form, though not as a City Bakery. He also added a call out for retailers interested in carrying City Bakery products.
City Bakery opened at 3 West 18th Street in 1990, becoming a household name for its chocolate chip cookies, hot chocolate with in-house marshmallows, pretzel croissants, and other baked goods and cafe fare. Over the years, it expanded with locations in Japan and a now-closed sister brand called Birdbath Neighborhood Green Bakery, which had locations in Tribeca, Soho, and the UWS.
There are over 600 comments on the closing announcement, mostly expressing condolences and grief.
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Time has come to post this news, though the community has already done so, which feels exactly right. This is not what we wanted. Not what we expected. It’s where a bad path has led. The city dies a death with us. A loss in so many layers. The faces and voices in front of our empty storefront the last two days already make that clear. So much to say, though for the moment, just two things: first: thank you all for the outpouring of affection and support. Every word read, every idea registered [including the bank robbery, and the brilliance of the bake sale!]. It’s a powerful communal message. Second: we will return. We will absolutely, positively return. Not as City Bakery - the use of our good name has been lost in this saga - but the spirit, the creative, the pleasure, the surprise, the hands and heart that built City Bakery will be back. Please watch this space. Meantime, if you’re a retailer with an interest in our products, or have interest in being involved with our reset, please DM and email firstname.lastname@example.org. #freshstart