Thumb Bread, Hoboken, NJ, was born out of a difficult time for Arzu Esendemir and her sisters. Their father required open heart surgery and could no longer work. Arzu’s older sister, Fusun, was supporting him but was then laid off from her corporate job. This inspired Fusun to start a restaurant, and she asked Arzu and their middle sister, Gonca, to join her. 

“Our parents were hardworking Turkish immigrants, and food and bread making was always at the heart of our home, shaping our journey into the industry,” Arzu said.

Arzu decided to make fresh-baked bread from scratch to differentiate their fast-casual restaurant. She wanted something soft and versatile that could be used throughout their menu and connect with consumers across all demographics. 

“I wanted a name that even kids would remember, and since I was making the marks on top of the bread with my thumbs, I decided to call the bread Thumb Bread,” she explained. “Thumb Bread is unique because it’s truly one-of-a-kind in taste, texture and quality. There’s nothing else like it in the bread aisle or in fresh bakery.”

The sisters began making the bread in small batches at the restaurant but quickly realized many customers wanted to take it home. And when The New York Times wrote a glowing review, demand for the bread exploded. 

Soon, the sisters had added multiple restaurant locations and were selling Thumb Bread at a Northeast specialty retailer, but they were still making the bread from scratch every day.

“The demand for it in retail plus the demand in our multiple restaurant locations was becoming difficult to handle,” Arzu explained. “Then the pandemic hit, and we decided to pivot and pursue wholesale full time.”

Since then, Thumb Bread has expanded into grocery stores, built direct-to-consumer sales and added new flavors and formats. Although the company has grown significantly, Arzu said it’s stayed true to its roots by keeping production as hands-on as possible.

“I have hand-formed millions of pieces of bread and made the thumb marks one by one,” she said. “Every single piece of bread has passed through my hands over the 18 years we’ve been making Thumb Bread.”

Arzu wears many hats at the company, including chief executive officer, co-founder, brand strategist, baker, operations manager and more. She even designed the trademarked burlap bags the bread comes in. 

“Being founder-led means my sisters and I are deeply involved in every aspect of the business, and our customers and retail partners see that,” Arzu said. “We’re not just another faceless brand, we are in essence, the brand.”

Reflecting on Thumb Bread’s success, Arzu takes pride in breaking into the grocery space as an independent brand. 

“It’s tough competing with legacy brands who have the money and infrastructure in place, but we’ve been able to carve out our own space,” she said. “I’m also proud of how we’ve maintained quality while growing. Customers still tell us they can taste the love and craftsmanship in every bite.”

Source: Thumb Bread

Here, Arzu shares how other bakers can scale their operations while preserving that artisan quality.   

What are the challenges of scaling up production while maintaining a handmade, artisan product?

Scaling an artisan product is tricky because it’s easy to lose what makes it special when you increase production. The biggest challenge is maintaining quality and texture while increasing volume. Finding the right equipment and processes that allow us to maintain the integrity of our bread has been one of our biggest challenges, but one that has been manageable. There has been some trial and error, but maintaining perspective that every problem has a solution and being patient has played a big role in our scaling efforts.

How can artisan bakers balance growth with the needs of their products? 

It’s about knowing what can be automated and what must remain hands-on. Artisan bakers should focus on scaling smartly. Invest in equipment that enhances efficiency without compromising quality and always keep an eye on consistency. You also need a team that understands the craftsmanship behind the product, so training and maintaining a strong bakery culture is key.

Where can bakers automate production without losing that artisan quality?

Certain steps, like mixing and portioning, can be automated without losing the artisanal touch. But shaping, resting and baking require a hands-on approach. We’ve invested in testing new dividing and rounding equipment, better ovens and mixing equipment to improve efficiency, but we still shape and handle the bread with care.

Which aspects of production are nonnegotiable when it comes to maintaining artisan quality? 

Fermentation times, ingredient quality and handling techniques are nonnegotiable. You can’t rush fermentation without sacrificing flavor and texture. Using high-quality ingredients is another must. I refuse to take shortcuts or use artificial preservatives. I also refuse to add any dairy or eggs because Thumb Bread has been plant-based since day one. I’m constantly looking for ways to improve our ingredient mix.

What mistakes are often made when automating artisan production? 

A common mistake is over-automating to the point where the product loses its soul. The way the dough is handled before baking is crucial because too much machine processing can change the final product. Another mistake is not testing new processes thoroughly. One small tweak can affect texture and taste. We’ve learned that you have to scale slowly and carefully, making sure every change aligns with the integrity of the bread.

How has Thumb Bread scaled its operation while maintaining its hands-on approach?

We’ve scaled by being selective about how we grow. Instead of rushing into mass production, we’ve gradually expanded in a way that allows us to maintain control over quality. We’ve said ‘no’ more than we’ve said ‘yes’ because we were conscious of how efficiently we could activate new retail partners or take on new customers. We work closely with our retail partners to ensure we don’t overextend ourselves. My advice to other bakers is to stay true to your product. Growth should enhance your brand, not dilute it. Be intentional about your scaling strategy and never compromise on what makes your product special. I know it’s a flex to say you have national distribution or are selling in “x” number of doors, but at the end of the day, you need to build up a community of customers who love your product enough to come back again and again. The best way to do that is to stay focused on putting out the absolute best bread that you can.