Müller & Egerer Bäckerei und Konditorei GmbH

What Müller & Egerer Bäckerei und Konditorei GmbH does

Müller & Egerer Bäckerei und Konditorei GmbH is a fourth-generation, family-owned German bakery and confectionery founded in 1948 and headquartered in Rastede, Lower Saxony. The company operates more than 70 branches and cafés across Lower Saxony and Bremen, producing over 400 SKUs spanning breads, rolls, cakes, tarts, snacks, and seasonal items, and serving both individual walk-in consumers and small business customers. In July 2026 the company extended its core offering with a new breakfast menu ("Einfach gut Frühstücken") in four varieties, and it operates a B2B Businesskarte program with tiered volume discounts of 3-20% subject to a minimum annual turnover of €1,200.

The business model is principally physical retail: revenue is generated through in-branch and café sales, supplemented by digital ordering via the "Deine Backstube" mobile app and a bonus card loyalty program. The company is registered as a private German limited liability company (GmbH) under family ownership, with managing directors Julian Egerer, Hilmar Ukena, and Jan-Christoph Egerer, and reports no external institutional investors, private equity ownership, or public-market activity. Headcount is reported at 501-1000 employees.

The technology stack is limited to standard, off-the-shelf components: PayPal for online payments, Firebase Cloud Messaging for mobile push notifications, Google Analytics for website analytics, and Google Ads for marketing. There is no disclosed proprietary technology platform, no AI or machine learning capability, no patents, and no disclosed R&D function, consistent with a traditional craft-bakery operating model augmented with lightweight digital customer touchpoints.

Name

Müller & Egerer Bäckerei und Konditorei GmbH

Legal name

Müller & Egerer Bäckerei und Konditorei GmbH

Website

https://mueller-egerer.de

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Müller & Egerer is a fourth-generation, family-owned German bakery and confectionery founded in 1948 and headquartered in Rastede. It operates 70+ branches across Lower Saxony and Bremen, serving individual consumers and business customers with 400+ baked goods and a mobile loyalty app.

Ownership category

akta.pro rank

Product category

Artisan Bakery and Café Retail

NAICS

Baked Goods Retailers (445291), Retail Bakeries (311811)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Cafe-Bakeries (Bakery + Coffee/Foodservice) (THAFAFAG)

akta.pro secondary industries

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Bread & Pastry Specialty Stores (CRAHAGAC)

Keywords

• Artisan bakery products
• Bakery retail chain
• Café services
• Breakfast offerings
• Loyalty programs

Headquarters

HQ city

Rastede

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail bakery sales: In-store sales of fresh baked goods including breads, rolls, cakes, tarts, and snacks across 70+ branches and cafés in Lower Saxony and Bremen. Core revenue stream.
2. Café and beverage sales: Hot and cold beverages, breakfast offerings, and café ambiance sales. Hot drinks starting from €2.30. Breakfast products including various combinations with coffee.
3. Business customer accounts: Monthly invoicing program for business customers with tiered discount structure (3%-20% based on monthly net sales). Minimum annual planned turnover of €1,200 required.
4. Digital ordering and loyalty: App-based pre-ordering and in-app payment via loaded account balance. Bonus card program with loyalty points and Guthaben (stored value) with 3% discount on Guthaben purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Müller & Egerer produces and retails handwerklich (artisanal) baked goods including breads, rolls, cakes, tarts, and snacks across more than 70 bakery branches and cafés in Lower Saxony and Bremen. The company complements its core bakery range with a breakfast menu, hot and cold beverages, customer pre-ordering, and a digital loyalty ecosystem built around the "Deine Backstube" mobile app and Bonuskarte program.

Product overview

Müller & Egerer operates as a traditional bakery and café chain in its fourth generation since 1948, with over 70 branches across Lower Saxony and Bremen. The product portfolio centers on handwerklich modern baked goods (over 400 products including breads, rolls, cakes, tarts, and snacks), complemented by a newly launched breakfast menu featuring four varieties (Liebling Mix, Liebling Käse, Schlemmer-Frühstück, veganes Frühstück). The company offers a digital ecosystem anchored by the 'Deine Backstube Müller & Egerer' mobile app, which serves as both a customer-facing ordering platform and a loyalty mechanism. Loyalty offerings include the Bonuskarte (individual loyalty card with points, Guthaben, and stamp systems) and the Businesskarte (business customer program with tiered volume discounts). Additional services include customer pre-orders (Kundenvorbestellungen) for scheduled pickup.

Differentiator

Problem solved

Functional benefit

Products and services

• Backwaren (Artisan Baked Goods) Artisanal handwerklich produced baked goods including breads (Brote), rolls (Brötchen), cakes (Kuchen), tarts (Torten), and snacks. The assortment totals more than 400 products combining traditional baking craft with modern trends, and includes seasonal items such as Kürbisstuten (pumpkin loaf). Products can be filtered by dietary preferences and allergens. Sold to individual consumers across the regional branch network.
• Frühstücke (Breakfast Menu) Breakfast offerings including Liebling Mix (cheese and meat toppings), Liebling Käse (vegetarian), Schlemmer-Frühstück (cheese, Serrano ham, and salmon), and veganes Frühstück (plant-based). Each breakfast includes two oven-fresh rolls (ofenfrisches Brötchen and Weltmeisterbrötchen) with optional extras such as onion mett, scrambled eggs, and spreads at additional cost.
• Deine Backstube Müller & Egerer (Mobile App) Mobile application providing a digital customer card, user account management, product pre-ordering (Vorbestellung/Bestellen am Platz), Guthaben (balance) loading, purchase history, birthday coupons, personalized coupons, store locator, and push notification marketing. PayPal is integrated as the payment service provider.
• Bonuskarte (Bonus Card Loyalty Program) Customer loyalty program enabling point collection (1 point per €0.50 purchase), cashless shopping with Guthaben stored value at 3% discount, and a stamp system where 12 stamps yield 1 free hot drink. Non-personalized card option is available without data processing.
• Businesskarte (Business Customer Program) Business customer program offering personalized cards, monthly invoicing, and tiered volume discounts based on net monthly sales: 3% on €1-299, 5% on €300-599, 10% on €600-999, 15% on €1,000-1,999, and 20% above €2,000. Requires minimum planned annual turnover of €1,200. Designed for companies with regular bakery and catering needs.
• Kundenvorbestellungen (Customer Pre-orders) Pre-ordering service allowing customers to reserve products for pickup at a designated time. Available in-store, by phone, or via email. Free cancellation up to 2 days before the pickup date. No delivery service.
• Café-Filialen (Café and Bakery Locations) More than 70 bakery and café locations across Lower Saxony and Bremen (including Oldenburg, Wilhelmshaven, Bremen, Achim, Rastede, Wiefelstede, and surrounding areas) offering baked goods for purchase, breakfast combinations, hot and cold beverages, and a café ambiance for relaxation.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Schäfer's: Large German bakery chain with retail branches, in-store bakeries, and café-style formats — closely comparable retail-bakery model with broader geographic reach.
• Junge Die Bäckerei: Northern German family-run bakery chain with hundreds of branches and strong café-bakery positioning in Hamburg, Schleswig-Holstein, and Lower Saxony — directly comparable geography, format, and craft heritage.
• Kamps: One of Germany's largest traditional bakery chains with hundreds of retail branches and in-store bakeries — directly comparable retail-bakery model at larger national scale.
• Dat Backhus: German retail bakery chain operating self-service and traditional bakery stores across northern and western Germany — comparable retail bakery footprint and product mix.
• Back-Factory: Self-service bakery chain with locations across Germany, often in transit and retail-park settings — directly comparable convenience-focused retail bakery model, although positioned more value-tier.
• Steinecke: Traditional German bakery chain operating retail branches and cafés in central and northern Germany — comparable craft-bakery retail model with café ambiance.
• Der Beck: Bavaria-based bakery chain with café-style retail branches across southern Germany — comparable café-bakery format and craft product portfolio, though serving a different region.
• Ihle: Southwestern German bakery chain with retail branches and cafés, family-owned — comparable retail-bakery-plus-café format and multi-generational family ownership profile.

Regional players

• Lila Bäcker: Bakery chain concentrated in eastern and northern Germany (Mecklenburg-Vorpommern, Brandenburg) — comparable craft-bakery retail model with a regional rather than national footprint.

Broad incumbents

• Harry Brot: Germany's leading industrial bakery producing bread and baked goods for retail and food-service channels — comparable bakery category but operates at industrial/manufacturing scale rather than retail storefronts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/muelleregerer

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Müller & Egerer Bäckerei und Konditorei GmbH