Got bread?

8am one morning, I'm at my local Asda (part of the Wal-Mart group, in case any American readers don't know Asda). The fresh-bread shelves are empty.

"Will there be any bread soon?" I ask. The "baker" points me to some full-size pre-bagged loaves. Not what I wanted.
"Nothing else?" I ask.
"No," she tells me, "that's all."

Then I spy some bread behind the counter on big racks waiting to be put on display. "What about that?" I ask. "Oh, those are rolls," she says. "Yes, that's what I want."
"But you said bread."
"Well, they are bread."
"Well, no, they're rolls."
"Yes, bread rolls," I say.
"So you want rolls?"
"Yes, bread rolls, please."
She harumphs and gives me my bread. (Or rolls.)

Maybe it's me. I've been exposed to Italy too long, and I think of rolls as bread. But they are bread, aren't they? Does bread have to be a loaf from which to make sandwiches? Is it just me...?