Brug Bakery opens in Shirokiya

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Hawaii people are so funny: Open a new store or restaurant, usually grab-and-go, and people will line up to try it. Offer a free gift, and you’re guaranteed to get people camping out! Such was the case with Brug, the new bakery at Shirokiya in the former Saint Germain space. They had been open since June 21, but yesterday was their grand opening and they were offering a free tote with any purchase. Customers started lining up at 7:30 a.m., and by the time they opened at 9:30 a.m., there were already 200 people waiting outside. Although the massive crowd died down by noon, the line itself was constant throughout the day.

Lucky for us media folks, we got to sample some of their items in our own little area to get a taste of the new bakery. A few items, specifically the sandwich breads, are much like the Saint Germain goods. You’ll find that these are very Japanese-style European items, but with their own unique twist. Here’s a quick look at some of the items, the staff, and the line:

Brug grand opening

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This was the line at 11 a.m. Not quite the madhouse it was at opening time, but still pretty long.

Here’s a video by Mari Taketa of the line later in the day, as the bins at Brug were decimated by the crowd: