BackWerk
BackWerk is a German self-service bakery franchise operating 280+ stores across Germany, Austria, the Netherlands, and Switzerland under Valora Food Service Deutschland GmbH, serving individual consumers with affordable fresh bakery snacks, hot foods, and beverages through a franchise-and-company-owned model.
- Company typePrivate
- Founded2001
- HeadquartersEssen, Germany
- Headcount11–50
- GTM typeB2C
- OfferingServices
What BackWerk does
BackWerk, legally operated as Valora Food Service Deutschland GmbH, is a German self-service bakery franchise founded in February 2001 with its first SB-Bäckerei (self-service bakery) location. It pioneered the self-service bakery concept in Germany and has grown to 280+ stores across Germany, Austria, the Netherlands, and Switzerland, employing 3,000+ people. The company operates a hybrid franchise model: franchisees operate individual stores under multi-year contracts with a €3,600 license fee, a 5.5% royalty on net sales, and a minimum €25,000 equity requirement, while Valora Food Service Deutschland GmbH handles real estate sourcing and lease arrangements. The product portfolio spans five core categories — filled rolls (Belegte Brötchen), hot snacks (Heiße Snacks including stone-oven focaccia sandwiches, pizza, börek, hot dogs), sweet pastries, plain bakery items, and beverages (including exclusive Tchibo-developed Fairtrade coffee and, since 2024, nationwide Oatly oat milk) — with seasonal campaigns (Veganuary, Laugenzeit, Erdbeerzeit) and promotional bundles such as the €4.95 Snackbox.
The business combines retail bakery operations, franchise royalties, and centralized procurement under Valora Group ownership (acquired 2017), generating revenue through direct store sales at company-owned and franchisee-operated locations, supplemented by Lieferando home delivery. Distribution strategy emphasizes high-footfall locations — pedestrian zones, shopping centers, train stations (Duisburg Hauptbahnhof Express format), and highway rest stops (Autohof Northeim A7) — with the modernized NEUES BACKWERK store concept rolling out since November 2022 to add juice bars, soup counters, and refreshed interiors. Marketing is conducted primarily through organic social channels (Facebook, Instagram, YouTube), the company website's store locator (powered by Rehbrand/Google Maps and measured via Matomo analytics), and franchise recruitment at events such as FranchiseExpo.
Leadership comprises Geschäftsführer (CEO) Philipp Angehrn at the Valora Food Service Deutschland entity and Sebastian Kayser, with Gordon Faehnrich leading brand strategy since August 2017. BackWerk holds the Deutscher Franchiseverband (DFV) quality seal, was awarded the PETA Progress Award 2016 for its plant-based range expansion, and operates GDPR-compliant data infrastructure hosted in Switzerland. The chain is positioned by the company as the European market leader in self-service bakery / bakery gastronomy.
BackWerk firmographics
Firmographics- Name
- BackWerk
- Legal name
- Valora Food Service Deutschland GmbH
- Website
- https://back-werk.de
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BackWerk is a German self-service bakery franchise operating 280+ stores across Germany, Austria, the Netherlands, and Switzerland under Valora Food Service Deutschland GmbH, serving individual consumers with affordable fresh bakery snacks, hot foods, and beverages through a franchise-and-company-owned model.
- Ownership category
- akta.pro rank
BackWerk industry classification
Industry- Product category
- Self-service bakery / Quick-service bakery
- NAICS
- Retail Bakeries (311811), Baked Goods Retailers (445291)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Bread & Pastry Specialty Stores (CRAHAGAC)
- akta.pro secondary industry
- Dessert Cafes (Coffee + Desserts) (THAFADAH)
Keywords
Where BackWerk is headquartered
LocationHeadquarters
- HQ city
- Essen
- HQ country
- Germany
- HQ region
- Europe
Offices4 records
Markets served
BackWerk business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Franchise Fees: BackWerk generates revenue through franchise fees including a license fee of €3,600 and 5.5% of net sales as franchise fee. No additional advertising fee is charged.
- Retail Sales (Company-owned Stores): Direct sales from company-owned or operated BackWerk stores selling fresh bakery products, snacks, and beverages to consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Snack Box - 3 filled rolls for €4.95 |
| Unit Pricing | Pay-as-you-go | Crunchy Chicken Deal - 2 for €4.95 |
| Other | Multi-year contract | Franchise Requirements |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
BackWerk product offering
Product offeringCore offering
BackWerk operates a self-service bakery chain selling freshly prepared filled sandwiches, hot snacks, sweet pastries, plain bakery products, and beverages. Products are baked multiple times daily in-store and priced below the average of German artisan bakeries. The company sells directly to consumers through its own and franchised stores, plus through Lieferando delivery.
Product overview
BackWerk is a German self-service bakery chain (Selbstbedienungs-Bäckerei) operating as a franchise system under Valora Food Service Deutschland GmbH. Founded in 2001, it has evolved from a pure self-service bakery to a leading back-gastronomy concept. The product portfolio centers on five core categories: Belegte Brötchen (filled sandwiches/rolls) including Pane, Baguettino, Rustico varieties; Heiße Snacks (hot snacks) such as Hot Sandwiches, Pizza, Börek, and Hot Dogs; Süßes Gebäck (sweet pastries) including muffins, donuts, croissants, and cubes; Backwaren (plain bakery products) like pretzels and breads; and Getränke (beverages) featuring Fairtrade coffee and fresh juices. Signature products include the Crunchy Chicken sandwich and Fairtrade-certified coffee (in partnership with Tchibo). The company has expanded its vegan offerings significantly since 2016, earning PETA Progress Award recognition, and offers delivery through Lieferando. The NEUES BACKWERK format represents a store modernization initiative with expanded services including smoothie bars and soup counters.
Differentiator
Problem solved
Functional benefit
Products and services
- Belegte Brötchen (Filled Sandwiches) Freshly filled sandwiches and rolls including Pane, Baguettino, Rustico, Krüstchen, and Wecklis varieties. Sold to consumers in BackWerk stores.
- Heiße Snacks (Hot Snacks) Hot food items including Hot Sandwiches (stone oven focaccia), Pizza varieties, Börek, Geflügelrollen, and Hot Dogs. Grilled fresh at checkout.
- Süßes Gebäck (Sweet Pastries) Sweet baked goods including muffins, donuts, croissants, pastries (Apfelecke, Kirschkörbchen, Vanillestange), cookies, and cubes (Cinnamon, Red Velvet).
- Backwaren (Bakery Products) Plain baked goods including Kaiserbrötchen, Käsebrötchen, Laugenbrezel, Saatenbrezel, Franzbrötchen, Simit, and various breads.
- Getränke (Beverages)
Quantifiable outcome
- BackWerk products are priced below the average of German artisan bakeries while maintaining quality and taste
Companies that use BackWerk
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
BackWerk technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature1 record
BackWerk partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- OatlyminorPartnership for oat milk availability in BackWerk stores. Started in Cologne with six stores and expanded to all stores nationwide by October 2024.
- TchibocoreBackWerk partnered with Tchibo to develop a special coffee roast available exclusively at BackWerk stores. Since January 2020, all stores in Germany and Austria only serve Fairtrade-certified coffee developed with Tchibo.
- LeBuffetminorCooperation partnership for new store openings at LeBuffet locations. Second cooperation announced in March 2018 with new opening in Gießen.
- Help and Hope Foundation (Stiftung help and hope)minorBackWerk has been a nationwide partner since summer 2014, replacing traditional payment plates with Help and Hope donation plates at increasingly more locations. The foundation helps disadvantaged children and youth through programs including GidZ (career support) and Hand in Hand (refugee integration).
- Rehbrand GmbHminorService provider for store locator functionality using Google Maps integration on BackWerk website.
Scale indicators7 records
Recent moves10 records
Expansion highlights6 records
BackWerk competitors and assessment
Company assessmentBroad incumbents
- Pret a Manger: International self-service sandwich and bakery chain. Comparable to BackWerk in self-service grab-and-go bakery positioning, though it operates primarily in UK, US, and select European transit hubs rather than DACH.
- Subway: Global franchise sandwich chain. Comparable to BackWerk in asset-light franchise model, self-service counter format, and focus on filled sandwiches/snacks at value price points.
- Panera Bread: Large US bakery-café chain owned by JAB Holding. Comparable to BackWerk in bakery-led menu, self-service counter format, and growing focus on plant-based options, but operates a full-service café model at higher price points.
Regional players
- Bäcker Görtz: Regional bakery chain based in Baden-Württemberg with a strong footprint in southwest Germany. Comparable to BackWerk in core product offering (bread, rolls, filled sandwiches) and franchise-style growth, but operates in a narrower geography.
- Sander Bakery (Bäckerei Sander): Regional German bakery chain with locations in North Rhine-Westphalia. Comparable to BackWerk in retail bakery format and core product mix, though with a more localized footprint and traditional service model.
Direct peers
- Ditsch: German pretzel and bakery chain owned by Valora Group (same parent as BackWerk). Sister brand offering pretzels, breads, and snacks; shares distribution logic and is part of the same Valora food-service portfolio.
- Kamps: One of Germany's largest bakery chains with hundreds of retail bakery stores. Directly comparable to BackWerk as a multi-location German bakery retail franchise, though Kamaps leans more toward traditional staffed-service bakery rather than self-service.
- Le Crobag: German self-service bakery chain focused on high-frequency locations like train stations and airports. Directly comparable to BackWerk in self-service format and bakery-snack positioning, with even stronger overlap on transit/commuter customers.
- Dat Backhus: German bakery chain with stores in northern Germany, offering fresh bread, rolls, and snacks. Comparable to BackWerk as a multi-store German retail bakery operator, though with a more traditional staffed model.
- Sternenbäck: Franchised bakery chain operating in Germany and Austria with hundreds of stores. Closely comparable to BackWerk in geography, franchise structure, and core product mix of bread, rolls, and snacks.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
BackWerk social profiles
Digital presenceBackWerk compliance and trust
Trust signalCompliance4 records
BackWerk financial estimates
Financial estimateRevenue estimate
Valuation estimate
BackWerk leadership team
Management profileNumber of profiles
Profiles3 records
BackWerk funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BackWerk 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 BackWerk
What does BackWerk do?
BackWerk operates a self-service bakery chain selling freshly prepared filled sandwiches, hot snacks, sweet pastries, plain bakery products, and beverages. Products are baked multiple times daily in-store and priced below the average of German artisan bakeries. The company sells directly to consumers through its own and franchised stores, plus through Lieferando delivery.
Is BackWerk a public or private company?
BackWerk is a private company. It is classified as corporate owned and is currently operating.
When was BackWerk founded?
BackWerk was founded in 2001. It employs 11 to 50 people.
Where is BackWerk based?
BackWerk is headquartered in Essen, Germany, in the Europe region.
How does BackWerk make money?
Two revenue lines are on record. Franchise Fees are the primary driver. The others are retail Sales (Company-owned Stores).
Who are BackWerk's main competitors?
Broad incumbents on record are Pret a Manger, Subway and Panera Bread. Regional players are Bäcker Görtz and Sander Bakery (Bäckerei Sander). Direct peers are Ditsch, Kamps, Le Crobag, Dat Backhus and Sternenbäck.
Does BackWerk have an API?
No public API is recorded for BackWerk.
What industry is BackWerk in?
BackWerk's product category is Self-service bakery / Quick-service bakery. Its primary akta.pro industry code is CRAHAGAC, Bread & Pastry Specialty Stores, with a secondary code of THAFADAH, Dessert Cafes (Coffee + Desserts). Its NAICS code is 311811 and its SIC code is 2050.