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Their flagship store, When Pigs Fly in Kittery, Maine, has accomplishedthenear impossible by attaining major New England tourist attractionstatus as a bread store, bakery and wood fired pizzeria -- quite remarkable in an area (thesouthern Maine coast) best known tovacationers for its beaches, lighthouses, lobster dinners, gift andsouvenir stores, and shopping outlets. What's even more remarkable isthat it's incredible popularity happened within a short amount of time,as the bakery andpizzeria (the latter also featuring a full-service restaurant andalehouse) opened at its current location in 2011.
The separate, butconnected When Pigs Fly Bread Store and Pizzeria offer some of the mostdelicious breads and wood fired pizza in New England within beautifullycreated settings, but there's also quite an inspirational story behindit all.
The early years: humble beginnings and hard work transform into ahousehold name bread company
Pardon the pun, but it seems like the Siegels were born and"bred" to own their own bread company. The Peekskill, N.Y.natives -- who moved to the Maine seacoast as kids when their parentsfell in love with the area when on vacation -- knew that conventionaljobs just wouldn't cut it in their entrepreneurial DNAs. Ron, now 59,didn't feel well-served in hispast career owning and working at restaurants, while accountant Andrew,56, felt the constant measuring, processing and communication offinancial information just wouldn't add up in the long run.
"No, I didn't want to work in a cubicle the rest of my life," saidAndrew.
In 1993, Ron's breadmaking career started to rise, literally andfiguratively, but with humble origins. He first practiced baking loavesout of his home and at The Cheese House in Moody, Maine. Andrew lovedthe bread and decided to join Ron in the business about a year later,moving all the way from California. For about six months, the brothers worked 20-plus hour days taking ontwo shifts of milling, rolling, baking, slicing, bagging anddelivering. Ron would go to work at 10 p.m., get home and then Andrewwould take the next shift until 2 p.m.Ron and Andrew brought samples tolocal stores and restaurants on a regular basis with, thankfully,limited rejection from local businesses. Thepassion kept themgoing, knowing no other job would feel this good despite the punishingschedule in the early years for these two brothers with families."I would have (rather) died before giving up on bread making," said Ron.
The prospects of owning a bread company, however, ultimatelybegged for that one big break. Hannaford Brothers Company, aMaine-based supermarket chain, unfortunately, initially rejected theSiegel'sbread.
"They didn't want it," said Andrew. "But the Wells (Maine) Hannafordwas making its own bread that was just too costly for them. Weapproached them, told them we couldn't get into corporate and they said'Don't worry,' and started selling our bread."
The corporate Hannaford eventually started selling the Siegel'sbread, more accounts materialized and the Siegels gradually hired moreemployees. Relocating and expanding a few times in York, Maine (theiradopted hometown) paved the way to thestate-of-the-art When Pigs Fly Kittery location in 2011.
Today, Ron andAndrew employ90 in the bread store/ bakery and 60 in the restaurant. What started as Ron making80 loaves of bread by hand and with basic appliances on his first nightin the business has led to 12,000 loaves of bread made each day withstate-of-the-artequipment. Despite that huge growth, When Pigs Fly has definitelynot sacrificed its initial vision or quality. All breads are made fromscratch every day using unbleached, all natural flour milled to strictWhen Pigs Fly specification, and the grains remain all natural, aswell. All other ingredients are prepared on the premises, includingroasting its own onions.
What to do with all those ingredients, however, makes the differencebetween a good bread and a great one, and that's where Ron's geniuscomes in. You can't teach this stuff. His knack for making amemorable-tasting bread is uncanny and the attention to detail isremarkable: it takes about 36 hours to bake a loaf of When Pigs Flybread.
Savory cranberry bread from When Pigs Fly.
Supermarketsand other food and specialty stores sell When Pigs Fly Bread inMaine, Massachusetts New Hampshire, Connecticut, Rhode Island,New York and New Jersey. Additionally, When Pigs Fly sellsbread at local farmers marketsin New England and has opened retailstores -- in addition to Kittery -- inNewburyport, Mass.,Freeport, Maine, Jamaica Plain (Boston), Mass. and Brookline, Mass.(Coolidge Corner).
The Siegel brothers have indeed come a long way from the days when theywouldfall asleep on flour bags because of overwhelming workfatigue, as well as Ron refinancing his 1990 Toyota 4Runner for $4k tostart the business.
"I always knew if we had a plan, there would be light at the end of thetunnel," said Andrew.
The Home Store (Bakery) at When Pigs Fly: amazing all naturalbreads andbaked goods
The Bread Store at When Pigs Fly in Kittery.
The bread store at When Pigs Fly in Kittery looks like alively farmers marketwith up to 30 varieties of classic and artisan specialty breads, awell as cookies, cakes, specialtyfood items, clothing, coffees, teas, andmugs. The bread-lovers-dream-come-true destination features a spacious,clean well laidout space that allows customers breathing room to browse basket afterbasket of breads.The overall experience comes with a big challenge, however. Each breadlooks so tempting to bag that it's hard to know what to buy first.Customerscan often decide at the sampling station, while others already knowwhat to buy from past experiences or by intuition.
While many know the When Pigs Fly brand through their localsupermarkets in New England, it's an entirely different thing seeingall breads underone roof. For starters, customers will find plenty of traditionalbreads like pumpernickel, rye and sourdough.
Sourdough bread from When Pigs Fly in Kittery.
The offbeat shares equal space with the traditional breads at the bread store to make foraone-of-a-kind experience. Some examples: the baby spinach, onion andgarlicciabatta,
Chocolate bread from When Pigs Fly.
One of the most reassuring elements when shopping at the When Pigs Fly bread store isthe full disclosure ingredient signs. In a mass-produced world ofbreads that include questionable to downright dangerous ingredientslike butylated hydroyanisole (BHA), partially hydrogenated oils andpotassium bromate, When Pigs Fly takes a gentler, more simple routewith just a few all natural ingredients. That business model speaksvolumes that simplicity -- when combined with a passion and creativityfor bread-making -- creates absolute magical tasting bread.
Apple cinammon bread from When Pigs Fly.
And for those who need an additional mouthwatering variation to thebreads, many of the cookies and cakes are out-of-this-world good (thelemon and Maine blueberry bread pudding cake is particularlyoutstanding)...
Mouthwatering baked goods from When Pigs Fly Bakery in Kittery.
When Pigs Fly Pizzeria: a welcoming wood fired pizzeria restaurant andalehouse
"I know, as we sit in one now," said Ron with a sense of irony.
The unhappiness of restaurant life actually spurred Ron to go adifferent route by following a passion to create breads. While thatsweet dream clearly became fully realized, Ron had no desire to ventureintoany more career restaurant business nightmares.
"Those were some of the most miserable times of my life," said Ron, ofworking in the restaurant industry. "It just wasn't for me. But aspainful as it was, there was something that kept me going... to want toopen a restaurant again."
Pausing and reflecting about that time, Ron stated in a short,matter-of-fact way a major factor to once again open a restaurant.
"I love pizza," said Ron. "I grew up with New York City pizza. That issomething I wanted to create."
Ron bought a few wood-fired pizza ovens that sat on the front lawnof the restaurant until it was completed, and now take up residence asan eye catching attraction that plays an integral role in the pizza's magnificent taste.
Wood-fired pizza oven at When Pigs Fly Pizzeria in Kittery.
"Ron always liked doing things a bit differently, so this was a chanceto create things his way," said Andrew.
That vision can be seen instantly upon walking into When Pigs Fly wood firedpizzeria, restaurant and bar. It's a beautiful space that looks unlike any others inthe region with its stunning, expansive industrial look, woodfurnishings, metal fixtures and capacity to seat 160 people. There'salso a screened in farmer's porch,back deck and a handsome beer and wine bar.
Dining and bar area at When Pigs Fly Wood-Fired Pizzeria Pizzeria in Kittery.
The wood-fired, Neopolitan style pizzas are handmade from all naturalingredients and have a delicious taste with a chewy sourdough-likecrust, smoky flavor and fresh tasting tomato and cheese blend thatincludes mozzarella that is made fresh daily. More than 15 pizzaoptions include the signature Margherita (red sauce, oregano, basil,mozzarella, Romano), Marinara, pepper and ItalianSausage, medjool date and soppressata salami, grilled pineapple andcapcicola, meatball, eggplant and basil ricotta pesto, BBQ chicken,four cheese pizza, Italian spicy sausage and mushroom, chicken andbacon, roasted beet pizza, and mushroom pizza.
Margherita pizza from When Pigs Fly Pizzeria.
If any of these soundbasic, think again and check the WhenPigs Fly menu to discover all the unusualyet wonderful combinations that comprise these wood fired pizzas! As an example,the mushroom pizza is much more than that with a roasted garlicrosemaryricotta base, herb white wine roasted mushrooms, Balsamic onion andfontina, and topped with arugula, truffle aioli and Romano cheese.
Eggplant and basil ricotta pesto pizza from When Pigs FlyPizzeria.
While the wood-fired pizzas remain the big draw at When Pigs FlyPizzeria, the Siegel brothers have made sure to offer customers a fullservice restaurant with delicious, traditional and contemporary snacks,salads, sandwiches and desserts. Asexpected, the When Pigs Fly menu offers some creative offeringslike crispy Brusselssprouts, avocado toast with an egg and mixed greens, seared fish taco,Thai curry mussels and
theoversized Bavarian pretzels served with housemade cheddar cheese beersauce and dijon mustard.
Oversized pretzels from When Pigs Fly Pizzeria.
Avocado toast with egg and mixed greens from When Pigs FlyPizzeria. Photo credit: When Pigs Fly.
Greek salads from When Pigs Fly Pizzeria.
Grass fed burger from When Pigs Fly Pizzeria. Photocredit; When Pigs Fly Facebook fan page.
If anyone has room for dessert, ice cream sandwiches, a gingergranita (fresh fruit compote and ginger shaved ice) and a humongoushomemade brownie sundae will more than satisfy the sweet tooth.
Brownie sundae from When Pigs Fly Pizzeria. Photo credit: WhenPigs Fly Facebook fan page.
The When Pigs Fly Pizzeria drinks menu offers acomprehensive selections of beers on tap andbottles and cans, draft and bottled wines, co*cktails and spirits. Manyof the beers on tap are local including Marshall Wharf Satan's Doorbelland Allagash White (Maine), Springdale Barrel Room Brigadiero(Massachusetts), Earth Eagle Smokestack Lightning (New Hampshire) andCitizen Cider Dirty Mayor (Vermont).
Bar area at When Pigs Fly in Kittery.
A small business recipe for success
When Pigs Fly Bread Store and Pizzeria are open year-round,bringing in a robust customer base every month of the year. That's notalways the case in the southern Maine and New Hampshire seacoast regionknown for many seasonal businesses, but theSiegels believe they offer "something for everyone" and a "business isas good as the people who work there," according to Andrew. The corestaff works year-round, shows exemplary work habits and know-how, and,generally, brings mature, personable customer service that clearlybenefits the overall experience for locals and travelers. When Pigs FlyHead Chef Ashley Labell and Manager Ryan McNally clearly bring a lot tothe When Pigs Fly table along with their teams.
"We like to share our success with the people who work here," saidAndrew. "It wouldn't be possible without them."
With all the success, Ron and Andrew have definitely not gone"Holywood" or taken on the role of self-absorbed, pretentious foodcelebrities. Onthe contrary, they are humble, reflective, grateful and hard-working,to this very day, as on-site owners with a work ethic as healthy as anambitious younger person trying to make it into the work world.
"We always remember that the most important thing about being in a jobis that it's exciting and something to look forward to," said Andrew.
When Pigs Fly islocated at 460 US Route 1 in Kittery ME. Tel. 207-438-7036. When PigsFly Bread Store Web site: http://www.sendbread.com. When Pigs Fly Pizzeria web site: http://www.whenpigsflypizzeria.com.When Pigs Fly Bread Store Facebookfan page: https://www.facebook.com/WPFKittery/. When Pigs Fly Pizzeria Facebook fan page:https://www.facebook.com/whenpigsflypizzeria/?rf=191763417542592
Twitter address: http://www.twitter.com/wpfbread.
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