Earning a crust: Amanda O'Donoghue and husband Peter Price outside their new store in Frankton


Covid’s left a sour taste in the mouths of many, but for the European Bakery, lockdown whetted the appetite for expansion.

Loved by many for their range of sourdoughs, the husband-and-wife-owned bakery opened their first shop in Frankton last weekend.

Prior to Covid-19, the only way to experience the Italian, Dutch and Turkish-inspired breads was through the many cafes and hotels in the resort, co-owner Peter Price says.

‘‘If you’ve been around a lot of the cafes in town and had some food out of their cabinet or a breakfast, you’re probably eating European Bakery bread.’’

Price and his wife, Amanda O’Donoghue, teamed up with Queenstown-based designer duo,
Cusp, to provide a modern layout for the store on McBride Street.

‘‘We wanted it to be a really cool and unique fitout, so we’ve spent a lot of time creating a real neat place to come and see the bread.

‘‘It’s quite different from your typical bread shop or bakery, and I think people will recognise that.’’

The store, on the intersection with Gray St, takes advantage of the nearby coffee van, Price says, providing customers with a perfect combo without becoming a cafe themselves.

‘‘That was important for us … we are very much around the bread and particularly the sourdough products … we don’t want to blur that.

‘‘Just bread and bread-based products, so you will see a range of bagels, we do donuts a couple of days a week and we’re looking at doing other sorts of things, like cinnamon scrolls.’’

Price and O’Donoghue bought the European Bakery last August, keeping on staff from the 16-year-old business.

The factory, based off Glenda Drive, supplies bread across Central Otago, east to Dunedin,
south to Invercargill and north to Twizel, as well as here in the Wakatipu Basin.

The idea for the shop came about after lockdown shifted the focus from supplying venues to delivering weekly bread to customers directly.

Once lockdown ended, customers asked if they could see or sample bread, but there was no facility to do that.

‘‘We only make to order and it goes out, so this is one of the ideas behind having a showroom for people to see our full range.’’

Price and O’Donoghue have big plans for their business, with an aspiration to become the main sourdough wholesale supplier in the South Island.