brood boulangerie — Restaurant in Ixelles - Elsene

Second Edit: In today’s world—where human decency is a premium upgrade—it genuinely takes less energy to say, “Sorry you experienced that, and thank you for letting us know,” than to radiate privilege like it’s freshly proofed sourdough.

In 2025 and beyond, there’s simply no room in the human experience for businesses that treat kindness like a limited-edition seasonal item.

So, after sharing my experience with Brood on social media, and in the spirit of community, catharsis, and a bit of unsolicited brand consulting, here are the best one-liners submitted:

“Come for the carbs, stay for the character development.” “Wild how far a croissant can take you when human decency isn’t part of the recipe.” “Where the pastries might be flaky, but apparently so is the regard for basic courtesy.” “Love that for you—success without accountability. A true luxury.” “Apparently good pastries excuse bad manners. Who knew?” “The pistachio cube may be rare—but so is a smile around there.” “For when you want your baked goods with a side of emotional detachment.” “What a beautiful thing—owning a business so privileged you don’t even have to pretend to respect people.” “Must be nice to run a business where demand is so high, you can afford to treat customers like an inconvenience.” “Ah, to reach that elite level of success where you forget the people who actually keep your doors open.” “They say good things come to those who wait—but apparently not if you’re waiting for a pistachio cube.” “Come for a pistachio cube, leave with a lesson in ego and elitism.” “Where the branding screams ‘artisan,’ but the manners whisper ‘we don’t care.’” “Must be nice living in a world where politeness is optional and accountability is beneath you.” “Ah yes, the luxury of privilege—where customer service is optional and self-awareness is extra.” “Turns out the real artisanal touch is how they handcraft their indifference.” “They treat warmth like an ingredient they forgot to add.” “So minimalist, they removed the friendliness too.” “You’d think a place that charges this much could afford a teaspoon of humility.”

Edit to Owner Response: Frustration passes—but poor customer service tends to leave a lasting aftertaste. Hopefully not as long as the wait for your pistachio cubes. 😅

Original Post Shortened to Fit: This morning, I visited the bakery at 8:00 AM to buy my usual haul and asked one of your staff members what time the pistachio cubes would be available as I would come back. We hadn’t tried these yet. I was told they’d be ready at 10:00 AM. I made the effort to bike 20 minutes back to the bakery and arrived promptly at 9:57AM, only to be told that the pistachio cubes were already sold out. I was then informed that they would be available again in 30 minutes. While standing outside deciding whether to wait, I went back in and asked the next available staff member if I could prepay for six cubes and return in 30 minutes as I came at 10:00AM because I was told that morning is the time they’d be available. I was told that prepayment isn’t allowed, but that more would be available in 45 minutes. A different time again.

This inconsistent information and lack of consideration for customers is extremely frustrating. If products like the pistachio cube are only available during certain hours or in limited batches, please consider clearly communicating that to customers and ensuring staff is consistent and not providing any time at all. Either provide accurate information and stick to it, or implement a fixed release time (e.g., between 11:00–14:00) so customers aren’t misled or...

"Brood" Bakery is a delightful little haven for bread enthusiasts and lovers of traditional baking. If you appreciate the artistry and time-honored methods of bread making, this bakery will captivate your senses and leave you craving more.

Upon entering "Brood," you're immediately greeted by the warm aroma of freshly baked goods wafting through the air.

One of the highlights of "Brood" Bakery is their heavenly cinnamon rolls. These delectable treats are nothing short of divine, boasting a soft and fluffy texture, perfectly balanced sweetness, and a generous swirl of cinnamon goodness. Each bite is a delightful experience that will undoubtedly leave you wanting another.

"Brood" Bakery is a hidden gem that transports you to a bygone era of bread making. Their cinnamon rolls, chocolate croissants, almond croissants, and their signature bread are all delectable offerings that showcase their commitment to tradition and craftsmanship. For a taste of classic, timeless flavors and a glimpse into the art of bread making.

If you're in the mood for something slightly different, their brioche bread is a revelation. The rich, eggy dough is beautifully braided and baked to perfection, resulting in a soft, slightly sweet loaf that pairs wonderfully with a cup of coffee or tea. Whether enjoyed plain or toasted with a pat of butter, this brioche is a delightful treat that will make you yearn for more.

"Brood" Bakery is a must-visit...

Finally a bakery that nails it all. Their bread is amazing, the best I ever tasted and I do not say this lightly. But here's the best part: usually you have to choose between good bread or good pastries, but not here: brood excels at both. Their croissants are utter perfection: a thin and crispy crust, a fluffy interior and a nice buttery taste. Pretty much the definition of a croissant, yet finding a bakery that nails all three aspects is surprisingly hard. To top it all off, they also make great coffee!

Try them out, you won't regret it! Well unless it's far from where you live, because then you'll regret having to make the trip each time.

Last time we went we had a go at their olive bread because it's all they had left. We thought it wouldn't be our thing... we were proven wrong, oh so very wrong. We regretted buying only half a loaf, which was gone in half a day.

The only gripe I have is their ordering through Instagram or via phone only. This means you don't have a list of what's available to order, and with their many choices of pastries that are not always all available, it's a bit annoying. After over three years in business, surely they could pay someone to create...