Mine always went stale enough I wasn't enjoying it anymore within days. (Probably didn't help that if I just used the breadmaker cycles it was perpetually under-risen and bricklike.) I tried slicing and freezing and defrosting just the slices I needed, but yeah that never was that great. But thawing one roll at a time seems to work - perhaps because the whole surface is crust. And I've got a re-heater sort of device for my lunches, and freshly warmed bread (especially with fillings) can't be beaten.