Basel Mashhour & Sameh el Sadat & Tarek el Nazer

Industry:  Food
Founded: 2008

Using a sophisticated par-baking and frozen delivery system allows their retail locations to minimize overhead and keep freshly baked bread in stock. “Delicious Bakery” corners in supermarket; and a B2B service including Subway and other restaurants. 

The Business 

In a market dominated by informality, lack of product differentiation and low margins, their model stands out. TBS currently has 3 shops in operation, with a fourth opening in May, and seven are schedule to open by the end of 2011. TBS offers fresh baked goods and employs a baking system that allows storefronts too small for a traditional commercial oven and kitchen to serve “freshly baked” bread. TBS locations serve a full range of products such as baguettes, whole wheat and other specialty loaves, croissants, danishes, tarts, doughnuts, cakes, and muffins. 

Delicious Bakery is building its business through three sales channels: retail stores branded as The Bakery Shop (TBS) serving a full range of products and drinks; “Delicious Bakery” corners in supermarket; and a B2B service including Subway and other restaurants. The entrepreneurs intend to move quickly and capture this growing market before competitors eat their lunch. 

The Entrepreneurs

Egyptians Tarek El Nazer (27), Basel Mashhour (28) and Sameh El Sadat (28) had a fresh idea for a hot new business. With Delicious Bakery (DB), the young trio of entrepreneurs is taking on one of the world’s largest informal bread markets, preaching "Fresh baked products so fresh, they’re baked in front of you." Founded in 2008, DB is the first bakery to target Egypt’s upper class with fresh bread, croissants, pastries, and sandwiches – goods usually associated with vacations to Europe. The entrepreneurs are building their business through three sales channels: retail stores branded as The Bakery Shop (TBS) serving a full range of products and drinks; “Delicious Bakery” corners in supermarkets; and a B2B service which provides bread to Subway and other restaurants. In a market dominated by informality, lack of product differentiation and low margins, their model stands out. Delicious Bakery runs a sophisticated par-baking and frozen delivery system that allows their retail locations to minimize overhead and keep freshly baked bread in stock.