Love, Love, Love, Love, LOVE.
Location: On the main, a few doors down from Hof. I can smell the competition in the air! Street parking available and depending on where you're coming from, I'm guessing a bus is your best transit bet. You can also take the subway and get off at Laurier or Mont-Royal and walk. It'll be a good 10-15 minutes.
The place: Tiny. It's really just a store front and very few people actually fit into the place - that's probably why there's always a line-up outside.
The goods: First, just take a deep yoga breath when you enter the place, and you'll be in bread heaven. They offer a very good variety of bread and you'll probably find what you're looking for plus a few unexpected surprises as well. I went for the herb Fougasse and picked up a few olive Ciabatta since I can't resist anything containing black olives. What can I say that the other reviewers haven't already? AMAZING bread. I love olives. I think I was born sucking on these so I consider myself pretty savvy in the olive department. The Ciabatta was so olive-y and soft and tasty and also, HUGE! The Fougasse was also quite large and spirally. Both breads were full of flavor and delicious. 'Nuff said.
Service: Good.
Price point: Pretty decent - you can buy a lovely loaf of fresh bread without breaking the bank.
Don't expect to just saunter in when you do go - you'll have to be patient and wait and that line unless you go at the butt crack of dawn.