Changes

As a keen observer, Zang noticed visiting French people raving about Viennese bread. Whenever he was in Paris, he could see for himself that French bread – dark, heavy and sour – was nothing like what was available back in Vienna. There was an obvious niche on the French baking market and Zang resolved to enter this niche with a little capital. In 1837 he moved to Paris, where he and his business partner, Ernest Schwarzer, opened a new bakery at 92, rue de Richelieu. Do you need to know anything about baking bread to run a successful bakery? Not necessarily, as Zang and Schwarzer promptly demonstrated; all you need is to hire good Viennese bakers, trust that they know what they're doing and have the guts to invest in the technical technological innovations these bakers recommend. In the meantime, the owners focused on marketing; after all, if you're investing in technological novelties, your customers should be made aware of that. And so, Zang's patrons (Schwarzer sold his share to Zang in 1839) soon learned that the dough for Zang's bread is kneaded not by a sweaty half-naked baker, but by a modern, hygienic machine, and that the loaves are baked in a special steam oven which give the finished product an appetisingly shiny crust. Parisians were quick to learn about the advantages of "Viennese" baked goods, which owed their highly-prised aroma, lightness, whiteness and freshness to a combination of good Hungarian wheat flour and baker's yeast (free from the hoppy bitterness of brewer's yeast).