Sam Moussa and his partners already supply their This is Us sourdough crumpets to Harris Farm Markets, so when they decided to expand and open a bakery in Sydney, they looked at a map and chose an area ripe with foodies but short on venues.
They chose Cherrybrook, tapping the neighbouring clientele of Dural and Castle Hill.
The choice of name also has a story to it. This is Us bakery, which opens on May 21, has the same moniker as the US TV drama.
"We chose it because our approach is what you see is what you get," Moussa says.
"I'd never even heard of the show until I started mentioning our name to people. The AFL women's league also seem to be using it."
As well as sourdough crumpets and English muffins, This is Us has teamed up with pastry chef Anna Polyviou, who has come aboard as a creative director.
Her fudge chocolate cake, a creation inspired by pastry chef Pierre Herme and "designed while Anna was working in France", is part of the line-up.
Open Thu 8am- 7pm; Fri-Wed 8am-3pm from Saturday, May 21.
Cherrybrook Village Shopping Centre, 41-47 Shepherd Drive, Cherrybrook, thisisus.com.au