The Bakery Shop

In 2008, three young Egyptian entrepreneurs launched their business Delicious Bakery. Tarek El Nazer, Basel Mashhour and Sameh El Sadat founded the first bakery to target Egypt’s upper class with fresh bread, pastries and sandwiches. In a market dominated by informality, lack of product differentiation, and low margins – their model stands out. By using a sophisticated par baking and frozen delivery system, the retail locations stay stocked with hot bread and minimise overhead.