How Tommaso Bulfon Turned Rosetta Bakery into an Italian Favorite in the U.S.

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TLDR

When Tommaso Bulfon co-founded Rosetta Bakery in 2015, his vision was clear - to introduce Miami to the authentic flavors and traditions of Italian baking. Originally from Udine in the Friuli Venezia Giulia region of Italy, he wanted to create a bakery that captured the essence of Italian craftsmanship, from its handmade pastries to its welcoming atmosphere. The first Rosetta Bakery location opened on Collins Avenue in Miami Beach, a prime spot where visitors and locals could experience high-quality Italian baked goods in a cozy, rustic setting.

The bakery’s name comes from the ‘Rosetta’ bread roll, a staple in Italy often enjoyed with cold cuts or as a simple lunch option. This attention to authenticity became a defining trait of Rosetta Bakery, and the brand quickly built a loyal following.

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Building a Recognizable Brand

From the very beginning, Rosetta Bakery stood out for its quality and experience-driven approach. Unlike many bakeries that focus purely on takeaway, Tommaso wanted Rosetta to be a place where customers could see the baking process unfold. The design of the bakery includes a transparent kitchen window, allowing guests to watch as fresh pastries and bread are made daily. Long communal tables encourage interaction, creating a warm and social atmosphere that reflects traditional Italian hospitality.

Miami’s diverse and growing culinary scene provided the perfect backdrop for expansion. What started as a single location quickly grew into a well-known brand with more than ten stores across Miami, New York City, Orlando, and New Jersey. The bakery’s success was driven by word-of-mouth and a steady stream of visitors who returned not just for the food but for the overall experience.