Nestled in a modest storefront in New York City’s East Village, Mary O’s Irish Soda Bread Shop blends into the other red-brick businesses on the block. But one thing sets it apart: Customers routinely line up, sometimes for hours, to get their hands on her freshly baked goods before they sell out.
The shop’s menu is simple, featuring Irish soda bread loaves and scones served with salty butter and fresh raspberry jam. The recipes, passed down through generations of Mary O’Halloran’s family, are at the core of her operations. But the secret to her success is precision. Only O’Halloran herself handles the batter, a non-negotiable standard she insists maintains the quality of her baked goods.
“I’ve had people come and say, ‘Why don’t you have somebody come in and help you?’ It’s not going to work,” she said. “The scone does not come out the same.”
Mary O’Halloran mixes her next batch of soda bread batter for customers waiting in the store.NBC News
Mary O’s storefront in the East Village of New York.NBC News
O’Halloran said the demand for her soda bread scones surges every March for St. Patrick’s Day, but her journey to success hasn’t been easy. Five years ago, O’Halloran was facing the closure of her East Village pub due to the financial strain of the Covid-19 pandemic. Her husband, a longshoreman working in Alaska, was unable to return home due to travel restrictions, leaving her to manage the business alone.
Mary O’Halloran’s Irish soda bread loaf.NBC News
Mary O’Halloran’s Irish soda bread scone served with Irish butter and fresh raspberry jam.NBC News
It was her loyal pub customers who encouraged her to start selling her scones, a treat they had grown to love. What began as a small-scale venture soon caught the attention of Brandon Stanton, the creator of the viral “Humans of New York” social media account with more than 12 million followers.
After interviewing O’Halloran, Stanton offered to help spread the word about her scones. Reluctant at first, O’Halloran eventually agreed, leading to a spike in sales.
“So I wrote a story on this, and we ended up that night selling a million dollars’ worth of scones,” Stanton told NBC News. “It is one of the greatest stories in the world.”
Customers line up inside Mary O’Halloran’s shop for scones and loaves of Irish soda bread.NBC News
The overwhelming response turned O’Halloran’s small baking operation into a community effort. Regular customers and neighbors pitched in by packing orders, printing labels and decorating boxes with handwritten notes and custom drawings from one of her daughters. Despite the surge in demand, O’Halloran remained committed to quality, handling every batch of batter herself.
“Mary is where she is because that scone tastes so dang good,” Stanton said. “She would have got there without me.”
It took more than a year to fulfill the backlog of orders, but the hard work paid off. The revenue not only saved her pub, but allowed her to open Mary O’s Irish Soda Bread Shop in November 2024. Customers from around the world flock to her store to sample the viral scones and meet the woman behind the treats.
“I live in Los Angeles, but they told me, you know, next time you’re in town, there’s a place we have to go, and it’s the best scone you’ve ever had. It’s the best soda bread,” out-of-towner David Murphy said.
For O’Halloran, the hard work has been worth it.
“I love it, so it’s easy,” she said. “Of course I’m tired, but I love what I get from it with people. So it’s easy.”