How Merzbacher’s Bread Bakery Runs Philly’s Cheesesteak Scene | Eater

"A wholesale artisan bakery that produces roughly 10,000–12,000 pounds of dough each week, turning it into highly sought-after loaves, potato rolls, baguettes and a take on an English muffin dubbed “the Philly Muffin.” Chefs (including the operator of pop-up sandwich shop Frizwit) praise the roll for its structure and chew — firm enough to hold fillings while the interior soaks up meat juices, acting as both sponge and container — which makes it particularly well-suited for a classic Philly cheesesteak. Prior to the pandemic, about 75–80% of sales were to restaurants, but that mix has shifted toward roughly a 50/50 split with grocery-store distribution as demand grows; the bread is even stocked alongside national brands at stores like Giant Food Store. The owner emphasizes making a great product accessible to city and suburban customers, and small anecdotes — such as people following oven vents to ask if bread is sold there — reflect its local popularity." - Terri Ciccone