Popular bakery and cafe Imago set to reopen in Hobart’s Midtown

After 18 months’ hiatus, a popular bakery and cafe has allowed the Mercury inside for a sneak peek at its new fitout – and it looks like it’s going to be better than ever. SEE INSIDE >>

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IT’S little more than a papered-up shopfront now, but behind the construction signs work has begun on a new-look Imago cafe.

The hugely popular Midtown bakery and patisserie is re-opening to walk-in trade after more than 18 months in hiatus.

While the wholesale bakery side of the business has continued to rise, with loaves often selling out at third-party suppliers such as Hill Street Grocers, the pastry had truly puffed on Imago’s cafe offerings.

Popular Hobart bakery Imago will reopen its doors after an 18- month closure bigger and better. Picture Eddie Safarik

Now, sole owner May Xin, who had been in partnership with Imago co-founder David Flukes, is turning up the heat on a re-branded cafe.

“It’s going to be very different,” Ms Xin says.

“It’ll be a more exciting fitout, more exciting menu and an excited staff. Where we’ve been mostly a take-home bakery, we’ll now have a cafe that can showcase our shop-made products.

“We’ll bring back our famous sausage rolls, croissants and our aged gouda cheese toasties, but we’ll also have a new range of cakes sold by the slice and a lot more pastries,” she said.

The cafe will cater to both the takeaway trade with a street-facing counter and also those looking for a more substantial breakfast or lunch.

Ms Xin says the break offered by COVID has given her the time to reimagine Imago.

“I’ve always wanted to re-open the cafe but the timing wasn’t right. Not long after we closed the front shop I thought we should do something new, but I didn’t have the time“It’s been more than five months now since I made the decision and I’m thrilled that my dream of owning my own cafe is coming true,” she said.

Popular Hobart bakery Imago will reopen its doors after an 18- month closure bigger and better. Owner May Xing is planning an onsite cafe, with sit-in areas to complement its well-known bakery and patisserie offerings. Picture Eddie Safarik

The 18 to 20-seat cafe will feature a 3.5m long communal table made from a Tassie hardwood timber, shelves groaning with freshly baked sourdoughs, a sparkling water refill station, stand-up charging points and a cosy nook area with plump armchairs and couches.

“I want to keep it on a small scale so we can create an intimate space for people to come and relax in,” Ms Xin says.

Ms Xin says the store will also pay homage to her former business partner, who has recently turned his hand to bespoke furniture making.

“David was my mentor. He taught me not only how to bake but also the power of work ethics.

“Before Imago I worked in finance in a desk job but I always had this dream to open a cafe, and he made that possible. We’ll maintain the legacy he started,” she says.

Imago Cafe intends to open by Christmas, five days a week.