Baker Goertz
Bäcker Görtz is a German regional bakery and QSR chain producing fresh bread, rolls, pastries, and snacks from a centralized facility in Ludwigshafen and selling through 200+ retail locations and embedded supermarket counters across the Rhine-Neckar region, backed by FSN Capital VI since 2022.
- Company typePrivate
- Founded1963
- HeadquartersLudwigshafen Am Rhein, Germany
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Baker Goertz does
Bäcker Görtz GmbH is a regional German bakery and quick-service restaurant (QSR) operator headquartered in Ludwigshafen-Rheingönheim, founded in 1963 by master baker Peter Görtz senior. The company produces fresh bread, rolls, fine pastries, cakes, savory snacks, and hot beverages from a centralized main Backhaus (bakery facility) that operates 362 days per year, distributing product across over 200 retail locations (Filialen) in the Rhine-Neckar metropolitan region, Palatinate, and parts of Baden-Württemberg and Hesse. Distribution combines standalone retail branches with embedded bakery counters inside major supermarket chains (REWE, ALDI, EDEKA, KAUFLAND, HIT, PENNY, NORMA, BAUHAUS), an online pre-order shop (shop.baeckergoertz.de) for in-store pickup, iOS and Android mobile apps, and a growing franchise/partner program that supports capital-light expansion.
The company's revenue model is multi-stream: unit-priced retail sales of baked goods, embedded supply into supermarket chains, online pre-orders, a Vorteilskarte loyalty card program (5% reload bonus plus a 12-point redemption system yielding free bread or hot drinks), customized Fototorte (photo cake) online ordering, and paid children's baking and birthday-party events (€14.95-€26.00 per child). Supporting technology includes SameSystem for workforce scheduling, ePayslip for payroll, an e-learning platform (academymaker.de), and standard marketing pixels (Google Tag, Meta Pixel) for conversion tracking and remarketing. The company employs approximately 1,900 staff from over 50 nationalities, has been PE-backed by FSN Capital VI since September 2022, and is currently led by second-generation managing directors Peter Görtz and Frank Görtz together with Daniel Gürtler, with the third generation of the Görtz family now involved in operations.
Baker Goertz firmographics
Firmographics- Name
- Baker Goertz
- Legal name
- Bäcker Görtz GmbH
- Website
- https://baeckergoertz.de
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Bäcker Görtz is a German regional bakery and QSR chain producing fresh bread, rolls, pastries, and snacks from a centralized facility in Ludwigshafen and selling through 200+ retail locations and embedded supermarket counters across the Rhine-Neckar region, backed by FSN Capital VI since 2022.
- Ownership category
- akta.pro rank
Baker Goertz industry classification
Industry- Product category
- Retail Bakery Chain
- NAICS
- Retail Bakeries (311811), Baked Goods Retailers (445291), Commercial Bakeries (311812), Limited-Service Restaurants (722513)
- SIC
- Bakery Products (2050), Retail-Eating & Drinking Places (5810), Wholesale-Groceries, General Line (5141)
- akta.pro primary industry
- Bread & Pastry Specialty Stores (CRAHAGAC)
- akta.pro secondary industries
- Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF), Bakery Grab-and-Go (Pastries, Packaged Desserts, Takeaway Bread) (CRAHAKAJ)
Keywords
Where Baker Goertz is headquartered
LocationHeadquarters
- HQ city
- Ludwigshafen Am Rhein
- HQ country
- Germany
- HQ region
- Europe
Offices3 records
Markets served
Baker Goertz business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Bakery Sales: Direct sales of freshly baked goods including bread, rolls, pastries, cakes, and snacks through company-owned retail locations. Products are prepared 362 days per year in the main bakery in Ludwigshafen-Rheingönheim.
- Partner/Supermarket Supply: Supply of bakery products to partner supermarket chains including REWE, ALDI, EDEKA, KAUFLAND, HIT, PENNY, NORMA, and others throughout the region.
- Online Pre-orders: Online ordering system where customers pre-order products for pickup at their chosen retail location, available 24/7.
- Loyalty Card Program: Vorteilskarte generates recurring revenue through reload transactions with 5% bonus, encouraging repeat purchases and customer retention.
- Children's Baking Events: Kinderbacken (children's baking) and birthday party events generating revenue at 14.95 Euro per child (7.50 Euro for school/kita groups) and 26.00 Euro per child for birthday parties.
- Franchise/Partner Program: Independent partners can open their own Bäcker Görtz locations as part of the company's expansion strategy, with self-employment opportunities in sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for bakery products |
| Unit Pricing | Pay-as-you-go | Children's baking events |
| Subscription | Monthly | Loyalty card (Vorteilskarte) |
| Unit Pricing | Pay-as-you-go | Special promotional bundles |
| Unit Pricing | Pay-as-you-go | Online pre-order |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels9 records
Baker Goertz product offering
Product offeringCore offering
Bäcker Görtz operates a regional bakery chain producing and selling freshly baked bread, rolls, fine pastries, cakes, savory snacks, and hot beverages through 200+ company-owned retail stores and embedded supermarket counters in the Rhine-Neckar region. Production takes place at a central Backhaus in Ludwigshafen-Rheingönheim 362 days per year, with complementary services including an online pre-order platform, a digital loyalty card, customizable photo cakes, and children's baking events.
Product overview
Bäcker Görtz is a German regional bakery chain headquartered in Ludwigshafen, operating over 130 branches across the Rhineland-Palatinate, Baden-Württemberg, and Hesse regions. The company operates as a single unified retail bakery brand with a centralized Backhaus (bakery production facility) in Ludwigshafen. Its core product portfolio centers on freshly baked breads (Brot), rolls (Brötchen), fine pastries (Feingebäck), cakes (Kuchen), savory snacks, and hot beverages — all produced in-house. Supporting the core offerings, the company provides several service modules: an online pre-order shop (Online-Shop) enabling customers to reserve and pay for products for in-store pickup, a loyalty card program (Vorteilskarte) with a 5% reload bonus and loyalty point system, a customizable photo cake product (Fototorte), and children's baking workshop experiences (Kinderbacken/Kindergeburtstag). The company also runs a regional sustainability and education initiative called BrotWert in partnership with a local university. All products are sold through the company's own retail branches (over 130 locations) with no direct-to-consumer delivery.
Differentiator
Problem solved
Functional benefit
Products and services
- Brot (Bread) Wide range of freshly baked breads including sourdough loaves, rye, whole grain, seasonal varieties, and specialty breads produced daily at the central Backhaus in Ludwigshafen and sold in retail stores.
- Brötchen & Kleingebäck (Rolls and Small Pastries) Freshly baked rolls and small pastries including classic Brötchen, Laugenbrötchen, Karottenbrötchen, Flutes, Grillstangen, and various seasonal rolls. Available in numerous varieties for different occasions.
- Feingebäck (Fine Pastries) Fine pastry assortment including Berliner (filled donuts in varieties like Himbeer-Johannisbeer, Schoko-Nuss, Vanilli), Hefeteigherzen for Valentine's/Mother's Day, Tannenbaum for Christmas, Osterhasen for Easter, Neujahrsweck for New Year, and other seasonal specialties.
- Kuchen (Cakes) Fresh cakes and tortes including Erdbeerkuchen (strawberry cake), Streuselkuchen, Streuselplatte, Valentinsherzkuchen, Muttertagsherzkuchen, and Streuseltaler in seasonal flavors (Kirsch, Rhabarber).
- Snacks Savory snack offerings including XL-Brotzeiten, Oriental Bowl (Couscous, Falafel, Hummus), Panini (Tomate Mozzarella, BBQ Chicken), Fleischkäse Deal, Proteinstange, Laugenbrötchen with Schinken & Krautsalat, Käszeit, and meat/cold cut snacks. Updated seasonally with limited-time offers.
- Röststoff (Hot Beverages) Coffee and hot beverage offerings sold alongside bakery products in retail stores, often paired with pastries and snacks. Hot beverages earn loyalty points on the Vorteilskarte.
- Frühstück (Breakfast) Breakfast product assortment including various breads, rolls, pastries, and hot beverages designed for morning meals, often bundled in promotional offers such as Kaffeeklatsch (coffee and cake) deals.
- Fototorte (Photo Cake) Customized photo cake where customers design and upload a personal photo to be printed on a cake. Ordered online and picked up in-store for special occasions.
- Online-Shop / Vorbestellung (Online Pre-Order) Online ordering platform allowing customers to pre-order products for pickup at a selected branch at a chosen date and time. Supports payment via PayPal, Klarna, and Vorteilskarte.
- Vorteilskarte (Loyalty Card) Digital loyalty card program offering 5% bonus on every top-up, loyalty point collection (1 point per whole bread or hot drink; 12 points redeemable for 1 free bread or hot drink), online management portal, and balance protection on loss.
- Kinderbacken & Kindergeburtstag (Children's Baking and Birthday Parties) Paid baking experiences for children including cookie decorating workshops and birthday party packages. Each child receives a baker's apron and certificate. Designed for families, schools, and Kita groups.
- Partner/Franchise Program (Selbständig als Partner) Independent partner program allowing entrepreneurs to open their own Bäcker Görtz retail locations under the brand, with self-employment opportunities in sales and operations.
Quantifiable outcome
- Awarded 'Geschmackssieger 2025' (Taste Champion) in single category by DtGV (Deutsche Gesellschaft für Verbraucherstudien)
Companies that use Baker Goertz
Customer profileNamed customers3 records
Ideal customer profiles3 records
Baker Goertz technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Baker Goertz partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Hochschule für Wirtschaft und Gesellschaft Ludwigshafen (HWGLU)minorAcademic partnership for the 'BrotWert' project focusing on bread appreciation and reducing bread waste. The project educates consumers about bread variety, shelf life, storage tips, and creative recipes using leftover bread. Joint initiative demonstrating commitment to sustainability and regional grain diversity.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Baker Goertz competitors and assessment
Company assessmentBroad incumbents
- Subway Deutschland: Major QSR chain in Germany competing for breakfast and snack occasions, particularly relevant given Bäcker Görtz's push into Panini, wraps, and savory snacks. Adjacent QSR competitor for the same mid-morning and lunch traffic.
- McDonald's Deutschland: Germany's leading QSR chain, explicitly named by FSN Capital as the strategic adjacency for Bäcker Görtz's expansion. Comparable as a breakfast/snack/QSR destination competing for the same morning and snack occasions, though with a vastly different food category.
- Harry Brot: One of Germany's largest industrial bakeries supplying bread to supermarkets and discounters nationwide. Comparable as a German baked-goods producer and B2B supplier, though primarily an industrial manufacturer rather than retail-focused like Bäcker Görtz.
Direct peers
- Kamps Backstuben: One of Germany's largest bakery retail chains with hundreds of branches and a similar mix of standalone stores and in-supermarket counters. Directly comparable as a multi-regional retail bakery operator with B2B supply, franchise elements, and similar product breadth (bread, rolls, snacks).
- Lieven's Backstuben: Major German retail bakery chain with hundreds of branches including in-store supermarket counters, similar product mix and PE-backed ownership history. Direct comparable in scale, channel structure, and target customer.
- Ditsch: German pretzel and bakery chain operating in supermarkets, train stations, and dedicated stores with a similar in-supermarket counter strategy. Directly comparable in product mix (rolls, pretzels, snacks), distribution model, and German footprint.
- Schäfer's Brot: German retail bakery chain with regional presence, in-store counters in supermarkets, and a comparable bread/snack product portfolio. Directly comparable in operating model and German regional bakery positioning.
- BackWerk: German self-service bakery chain with hundreds of locations in supermarkets and train stations. Comparable in retail bakery footprint, German regional coverage, and quick-snack positioning, though operating with a self-service rather than counter-service model.
Regional players
- Junge Die Bäckerei: Family-owned German retail bakery chain with strong presence in Northern Germany (Schleswig-Holstein, Hamburg, Mecklenburg). Comparable in product mix, retail model, and family heritage positioning, but geographically non-overlapping with Bäcker Görtz's southwestern footprint.
- Tchibo: German coffee/bakery retail concept with hundreds of stores combining coffee service with baked goods. Comparable in combining baked goods with hot beverage and snack occasions, though with a different brand heritage and store concept; both compete for German breakfast and snack occasions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Baker Goertz social profiles
Digital presenceBaker Goertz compliance and trust
Trust signalCompliance3 records
Baker Goertz financial estimates
Financial estimateRevenue estimate
Valuation estimate
Baker Goertz leadership team
Management profileNumber of profiles
Profiles3 records
Baker Goertz funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Baker Goertz M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Baker Goertz
What does Baker Goertz do?
Bäcker Görtz operates a regional bakery chain producing and selling freshly baked bread, rolls, fine pastries, cakes, savory snacks, and hot beverages through 200+ company-owned retail stores and embedded supermarket counters in the Rhine-Neckar region. Production takes place at a central Backhaus in Ludwigshafen-Rheingönheim 362 days per year, with complementary services including an online pre-order platform, a digital loyalty card, customizable photo cakes, and children's baking events.
Is Baker Goertz a public or private company?
Baker Goertz is a private company. It is classified as family owned and is currently operating.
When was Baker Goertz founded?
Baker Goertz was founded in 1963. It employs 1,001 to 5,000 people.
Where is Baker Goertz based?
Baker Goertz is headquartered in Ludwigshafen Am Rhein, Germany, in the Europe region.
How does Baker Goertz make money?
Six revenue lines are on record. Retail Bakery Sales are the primary driver. The others are partner/Supermarket Supply, online Pre-orders, loyalty Card Program, children's Baking Events and franchise/Partner Program.
Who are Baker Goertz's main competitors?
Broad incumbents on record are Subway Deutschland, McDonald's Deutschland and Harry Brot. Direct peers are Kamps Backstuben, Lieven's Backstuben, Ditsch, Schäfer's Brot and BackWerk. Regional players are Junge Die Bäckerei and Tchibo.
Does Baker Goertz have an API?
No public API is recorded for Baker Goertz.
What industry is Baker Goertz in?
Baker Goertz's product category is Retail Bakery Chain. Its primary akta.pro industry code is CRAHAGAC, Bread & Pastry Specialty Stores, with a secondary code of THAFAFAF, Wholesale / Commercial Bakeries (B2B Supply). Its NAICS code is 311811 and its SIC code is 2050.