Casa del Pan: Turning Bread into a Destination
While bread is a staple on every Romanian table, the Casa del Pan concept stands as an example of how an artisanal bakery can thrive amidst the dominance of industrial production. Four years after its launch, this bakery is on track to reach EUR1m in annual revenue—a feat achieved through quality, innovation, and the courage to be different, according to its owner.
By Alina Dragomir
A Journey Back to Bread
After spending 20 years in Spain mastering the art of breadmaking, Daniel Ion returned to Romania with a vision. He aimed to build a business centered on everything he had learned about bread, launching Casa del Pan in downtown Bucharest in February 2020, right before the pandemic struck. Despite the challenges of starting during such an uncertain time, the venture thrived. “Beyond maintaining consistent growth since day one, our biggest success has been building a community,” says Ion, who serves as the head baker at Casa del Pan.
Casa del Pan’s concept is straightforward but far from simplistic: it shines a spotlight on bread as a product while offering something fresh to the market. “I’ve worked with many master bakers and learned from each of them, but I’ve chosen to develop my own recipes. My goal wasn’t just to create visually appealing products but also to ensure they offer significant nutritional value,” Ion explains.
For Ion, the product itself is the cornerstone of success. His business philosophy can be summarized in three words: quality over quantity. “We offer about 14 types of bread daily. Our pastry selection is broader, but we produce in small quantities. For example, our filled croissants come in four varieties. Except for three nostalgic recipes inspired by my childhood, all our recipes are reimagined,” he says.
A Constantly Evolving Product Line
To keep customers engaged, Casa del Pan frequently introduces new products. “Every anniversary, we launch a new item. Additionally, we offer seasonal and holiday-inspired breads. For example, during Christmas, we make a cheese infused bread, and another flavored with cinnamon and mulled wine. Our Panettone was also a hit, rivaling the sales of our traditional Romanian cozonac,” Ion explains.
The bakery’s innovative product range also includes specialty breads like charcoal bread, walnut bread, kalamata olive bread, onion bread, and chocolate-orange bread, providing customers with unique daily options.
A Strategic Investment
Casa del Pan began with an initial investment of EUR150,000 and spans 125 square meters: 25 for the storefront, 50 for production, 30 for storage, and 20 for refrigeration. Four years on, the investment has doubled. Despite being a small bakery, its production capacity has yet to reach 100%. “We still have room for growth, but finding skilled labor is increasingly difficult,” notes Ion.
The bakery serves an average of 300 customers daily, with an average purchase value of approximately 30 lei (EUR6). Weekend trends differ, as the bakery operates for half a day and caters primarily to customers who couldn’t visit during the week. Weekend sales often see higher transaction values, ranging between 200–300 lei (EUR40–60) per customer.
“We focus on selling less but maintaining quality, and I prioritize work-life balance for my team,” Ion emphasizes. “Casa del Pan has become a destination. While we’re not in a high-traffic area, we’re the only artisanal bakery nearby,” he adds.