Backstube Wunsche

What Backstube Wunsche does

Backstube Wünsche GmbH is a German bakery retailer headquartered in Gaimersheim, Bavaria, founded around 1968–1970 and led in its third or fourth generation by the Alberti family. The company operates approximately 300 retail bakery branches (Backstuben) across Southern Bavaria, producing and selling bread, pretzels and rolls, pastries, snacks, and cakes. Production is concentrated at two main facilities in Gaimersheim and Erding/Kolbermoor, which supply the store network; a dedicated confectionery operation in Gaimersheim supports a higher-margin Tortenshop (celebration cake) line with pickup at three named locations and online ordering.

Name

Backstube Wunsche

Legal name

Backstube Wünsche GmbH

Website

https://backstube-wuensche.de

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Backstube Wünsche is a German bakery retailer operating ~300 stores across Southern Bavaria, producing bread, pretzels, pastries, snacks, and cakes from two centralized facilities, serving retail consumers and a smaller Gastronomie B2B channel.

Ownership category

akta.pro rank

Product category

Bakery Products

NAICS

Retail Bakeries (311811), Commercial Bakeries (311812), Bread and Bakery Product Manufacturing (31181)

SIC

Retail-Eating Places (5812), Bakery Products (2050)

akta.pro primary industry

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)

akta.pro secondary industries

Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG), Wholesale / Commercial Bakeries (B2B Supply) (THAFAFAF)

Keywords

• Fresh bakery products
• Bavarian breads
• Pretzels and rolls
• Celebration cakes
• Bakery retail stores

Headquarters

HQ city

Gaimersheim

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Bakery Sales: Sale of fresh baked goods including bread, pretzels, pastries, snacks, and cakes through approximately 300 physical store locations in Southern Bavaria.
2. Cake and Torte Shop Sales: Handmade cakes and tortes sold through the Tortenshop, with pickup at designated locations (Cafe Mokka Westpark Ingolstadt, isarCenter Ottobrunn, Marktplatzerl Gaimersheim). Specialty tortes made to order.
3. Gastronomy Sales: Catering and snack offerings for gastronomy businesses.

Pricing tiers

Distribution channels3 records

Marketing channels7 records

Core offering

Backstube Wünsche manufactures and retails fresh traditional Bavarian baked goods — bread, pretzels and rolls, pastries, snacks, cake slices, and handmade celebration tortes — across approximately 300 own-operated bakery branches (Backstuben) in Southern Bavaria. Operations are supported by two central production facilities in Gaimersheim and Kolbermoor/Erding, a Tortenshop cake-ordering service with designated pickup points, a Wünsche-Kundenkarte prepaid loyalty program, and a small Gastronomie catering line supplying cafes and restaurants.

Product overview

Backstube Wünsche operates as a traditional Bavarian bakery with a portfolio of fresh baked goods across five core product lines: bread (Brot), pretzels and rolls (Brezen und Semmeln), pastries (Gebäck), snacks, and cakes/pastries (Schnitten und Kuchen). The company also offers a celebration cake (Torten) line through its in-store patisserie with custom configuration options. Additional services include a loyalty card program (Wünsche-Kundenkarte) and gastronomy/cafe services at select locations. The product range spans approximately 300 bakery stores throughout southern Bavaria, with production facilities in Gaimersheim and Kolbermoor, and includes seasonal specialties like Halloween pastries and monthly rotating snack promotions.

Differentiator

Problem solved

Functional benefit

Brands

• Cafe Mokka: An in-store cafe operated by Backstube Wünsche, located in the Einkaufszentrum Westpark shopping center in Ingolstadt.
• Marktplatzerl
• Tortenshop

Products and services

• Brot (Bread) Various types of bread including Sonnenblumen-, Kartoffel-, Roggen-, Weizenmisch-, Land-, Dinkelvollkorn-, and Eiweißbrot as well as Jura- and Krustenlaib. Sold to retail consumers at ~300 Backstuben branches in Southern Bavaria.
• Brezen und Semmeln (Pretzels and Rolls) Traditional Bavarian pretzels and bread rolls including Kaisersemmel, Krusti, Kerndlspitz, Brezenring, and Dinkel varieties. Sold to retail consumers at Backstuben branches.
• Gebäck (Pastries) Assorted pastries including Laugerl, Schokomuffins, Krapfen, Quarkbällchen, and specialty seasonal items. Sold to retail consumers at Backstuben branches.
• Snacks Ready-to-eat snacks including sandwiches, filled pretzels, and a monthly rotating 'Snack des Monats' featured product. Sold to retail consumers at Backstuben branches.
• Schnitten und Kuchen (Slices and Cakes) Cake slices and portion cakes including Nusszopf, Eierlikörkuchen, and various seasonal offerings. Sold to retail consumers at Backstuben branches.
• Torten (Celebration Cakes) Handcrafted celebration cakes from the in-store patisserie in Gaimersheim, available in standard (e.g., Oma's Rührkuchen Apfel at €39.75, Schwarzwälderkirsch-Torte at €68.00) and premium varieties, with custom configuration options for special occasions. Pickup at Cafe Mokka (Ingolstadt Westpark), Marktplatzerl (Gaimersheim E-Center), isarCenter (Ottobrunn), and the headquarters in Gaimersheim.
• Gastronomie (Catering / Gastronomy Supply) Wholesale-style supply of baked goods (catering and snack offerings) to gastronomy businesses such as cafes and restaurants, complementing the consumer retail channel.
• Wünsche-Kundenkarte (Customer Loyalty Card) Loyalty card program with prepaid payment, bonus rewards, and stamp collection. Includes online account management for balance viewing and card blocking. Targeted at retail bakery customers.

Quantifiable outcome

• 50 DLG test points in 2022 - 36 Gold and 14 Silver awards

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Harry-Brot GmbH: Germany's largest industrial/wholesale bakery, supplying supermarket in-store bakeries including EDEKA and other retailers with packaged and freshly baked bread — a broad incumbent whose private-label and co-manufacturing model competes with regional chains for shelf and consumer share.
• Kamps GmbH (Bridor/Aryzta): Major German retail-bakery supplier and storefront operator with national scale, comparable to Backstube Wünsche's combined wholesale-supply-plus-retail-storefront model but operating at much greater breadth.
• REWE Bäckerei / Penny Backshop: Supermarket-embedded bakery programs of REWE Group with hundreds of in-store bakery points-of-sale, providing a structural competitive alternative for daily-bread purchases in Bavaria and elsewhere in Germany.

Direct peers

• Bäckerei Junge: One of Germany's largest family-run regional bakery chains with hundreds of retail locations in northern Germany, directly comparable in business model — multi-format retail bakery stores, in-house production, and quality-award strategy.
• Bäckerei Müller (Heidenreich): Regional Bavarian/Swabian bakery chain with a comparable mix of retail storefronts, traditional Bavarian baked goods, and quality-certification positioning, competing in overlapping geography.
• Bäckerei Hörmer: Family-owned regional Bavarian bakery with comparable retail-storefront model, traditional baked-goods assortment, and DLG quality awards; overlaps in Southern Bavaria geography.
• Schäfer's Brot- und Kuchenspezialitäten: In-store and standalone bakery brand of the EDEKA Group, directly comparable as an affiliated EDEKA-Verbund bakery concept serving similar German retail customers via similar channels.

Regional players

• Ströck GmbH: Austrian family-run bakery chain with comparable retail-storefront and bakery-cafe model, focused on Austria rather than Germany; serves as a comparable benchmark for retail bakery chain economics in a neighboring DACH market.

Others

• EDEKA Südbayern (parent affiliate): Regional EDEKA trading company serving as parent-affiliate and primary retail-distribution channel partner; comparable as the broader grocery-retail ecosystem that channels Backstube Wünsche products and hosts in-store bakery competition.

Emerging players

• Zeit für Brot: Berlin-based digitally-native artisan bakery chain with strong brand and storytelling focus; represents an emerging threat in the premium-occasion segment where Backstube Wünsche is investing via its Tortenshop and digital channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC_fs7zWyEcPiad74i9QnuAg
• Facebookfacebook.com/BackstubeWuensche
• Instagraminstagram.com/backstube_wuensche

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 Backstube Wunsche