Rob Alexander, formerly of H&F Bread Co. and Alon’s, joins the General Muir

All breads are now being made in-house
Braided challah at the General Muir

Effective immediately, Rob Alexander—the mastermind behind Holeman & Finch’s bread program and most recently Alon’s Bakery & Market—has joined forces with chef Todd Ginsberg and the General Muir team. He will now be baking all of the restaurant’s breads in-house, including challah (egg bread), rye, ciabatta, and cranberry-walnut.

“The breads we’ve been getting from H&F and Alon’s have been excellent. We are fortunate to have them in Atlanta, but ultimately I wanted to do all of our stuff in house,” Ginsberg says. “To me, having a master baker work with us is a dream. With [Alexander’s] vision and organization, it will be a lot of fun.”

The General Muir already makes bagels in the restaurant, but now, it will also stock pan di mie buns, wheat Pullman, pletzel, pita, pain au levain, baguettes, quinoa, and seeded pain au levain. A version made with Old World grains such as kamut is in the works.

The bread will be used for sandwiches at the deli as part of a $5 bread-and-butter basket with dinner, and sold for retail in the restaurant on a first-come, first-serve basis. When Fred’s Meat & Bread opens in Krog Street Market in early August, it will use Alexander’s breads, too.

“The bread is an important part of the sandwich—it serves as a vehicle for the meat itself,” Ginsberg says. “Our rye bread is more of an Eastern European bread with dark rye flour. It’s a little denser than we see here. It’s got more of a chew.”