Backerei Werning

What Backerei Werning does

Bäckerei Werning is a traditional German craft bakery founded in 1936 and headquartered in Neuenkirchen, Münsterland. It operates 20+ retail branches across the Kreis Steinfurt district and 3 Brotliebe café locations, employing approximately 300 staff drawn from 10 nationalities, and produces bread, rolls, pastries, muffins, baguettes, and cakes. Operations run 363 days per year, and the company holds Brotsommelier certification and has received the Meister.Werk.NRW craft award in consecutive years. The company was acquired by Haus der Bäcker GmbH (Frankfurt am Main) in early 2021; Markus Kölker and Jan Kamp serve as managing directors.

The business model centres on direct retail sales through a dense branch network, with pricing at mainstream retail bakery levels (e.g., Paderborner bread €4.29 for 750g, Rührkuchen €4.95 for two pieces, Torbällchen €3.00 for five pieces). Revenue is generated through in-store transactions, supplemented by three digital/loyalty mechanics: the Genusskarte loyalty scheme (minimum load €5 online, €1 in-store, capped at €100 per card), online pre-ordering via shop.baeckerei-werning.de, and delivery through a com4buy partnership. The customer base is end-consumer retail, distributed across the branch footprint, with no single-customer concentration.

The go-to-market is geographically focused on Münsterland and adjacent districts, with stated intent to expand into the Steinfurt, Borken, Münster, and Osnabrück districts. The café format (Brotliebe) represents a category extension into food-service, broadening the unit economics per location and dwell time. Acquirer backing (Haus der Bäcker GmbH) provides institutional capital for the multi-district rollout, the café expansion, and the digital channel buildout.

Name

Backerei Werning

Legal name

Bäckerei Werning GmbH

Website

https://baeckerei-werning.de

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

251–500 employees

Short description

Bäckerei Werning is a German craft bakery founded in 1936, operating 20+ retail branches and 3 Brotliebe cafés across the Kreis Steinfurt district with ~300 employees, serving daily bread, rolls, pastries, and cakes to regional consumers.

Ownership category

akta.pro rank

Product category

Artisanal Bakery

NAICS

Retail Bakeries (311811), Commercial Bakeries (311812), Baked Goods Retailers (445291)

SIC

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

akta.pro primary industry

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)

akta.pro secondary industry

Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG)

Keywords

• Artisanal bakery products
• Fresh bread rolls
• Bakery cafe services
• Loyalty gift card
• Bakery delivery service

Headquarters

HQ city

Neuenkirchen

HQ country

Germany

HQ region

Europe

Offices21 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: Fresh baked goods sold through 20+ owned retail locations across the Münsterland region. Products include bread, rolls, pastries, cakes, and seasonal items. Baked fresh 363 days per year.
2. Brotliebe Café/Restaurant: Three café locations offering breakfast, snacks, coffee, and bakery items in a comfortable atmosphere. Additional revenue stream complementing traditional retail.
3. Genusskarte (Gift Card/Loyalty): Reloadable gift cards with bonus rewards on load amounts. Generates prepaid revenue and customer loyalty.
4. Delivery Service: Partnership with com4buy for delivery of bakery products to customers in the region.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Bäckerei Werning produces and sells freshly baked breads, rolls, pastries, cakes, and seasonal items from a central production facility in Neuenkirchen to more than 20 owned retail branches and three Brotliebe café locations across the Münsterland region. The company also operates a reloadable loyalty/gift card (Genusskarte), an online shop for card recharging, group bakery tours, and home delivery via a partner.

Product overview

Bäckerei Werning operates as a traditional bakery and café business with a multi-product portfolio. The core offering centers on freshly baked bread, rolls, pastries, and cakes produced in their Neuenkirchen facility and sold through more than 20 retail branches. The company has expanded with the Brotliebe sub-brand, a café dining concept at three locations offering breakfast and café experiences. A key digital product is Wernings Genusskarte, a reloadable value card combining cashless payment with loyalty rewards. The company also operates an e-commerce platform for online card recharging and offers home delivery through a partnership with com4buy. Tours of the production facility provide an educational service component, while the company maintains community engagement through various social projects.

Differentiator

Problem solved

Functional benefit

Brands

• Brotliebe: A healthy dining/gastronomy concept launched in 2012, offering a comfortable atmosphere for breakfast, snacks, coffee, and creative recipes for cakes and savory treats. Currently operates three locations in Münsterland. A separate brand under Bäckerei Werning GmbH.
• Wernings Azubi-Plus-Programm
• Genusskarte

Products and services

• Bäckerei Werning (Hauptfiliale) Traditional bakery producing bread, rolls, pastries, and cakes sold through more than 20 owned retail branches across the Kreis Steinfurt district in Münsterland, Germany. Bakes fresh products 363 days per year using regional ingredients for daily household and on-the-go consumption.
• Brotliebe Café Concept Café and breakfast dining concept at three locations in Borghorst, Gronau, and Rheine offering breakfast, snacks, coffee, and creative recipes for cakes and savory treats in a comfortable atmosphere for individuals, couples, and families.
• Wernings Genusskarte Reloadable value card functioning as cashless payment and loyalty program at all Bäckerei Werning and Brotliebe locations. Customers can load funds online or in-store up to €100 per card, receive bonus credits on top-up, and earn rewards such as the 11th bread or hot beverage free, with card blocking available for registered users in case of loss.
• Backwaren Sortiment Freshly baked product assortment including Paderborner bread (750g), Werning's Rührkuchen (available in apple, rhubarb, and cherry flavors), and Torbällchen, made with regional ingredients and available at monthly promotional prices across all branches.
• Online-Shop (shop.baeckerei-werning.de) E-commerce platform for recharging the Genusskarte, viewing purchase history for registered users, and managing card blocking in case of loss. Supports PayPal as a payment method.
• Backstubenbesichtigung Guided tours of the production facility in Neuenkirchen for groups of 15 to 25 participants, where visitors learn about ingredients and production processes, observe the baking craft firsthand, and can optionally participate in joint baking activities.
• Home Delivery Service (com4buy Partnership) Home delivery of fresh bakery products enabled through a partnership with regional delivery service com4buy.

Quantifiable outcome

• 20+ bakery branches serving the Kreis Steinfurt region
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Haus der Bäcker GmbHcoreStrategic or Co-development Partner · 1 January 2021In early 2021, Bäckerei Werning was acquired in its entirety by Haus der Bäcker GmbH from Frankfurt am Main. The company specializes in succession solutions for bakery businesses and already operates three successful medium-sized businesses in Germany. The focus is on sustainable further development while maintaining the existing brand and identity.
• com4buyminorChannel Partner/ Reseller/ Distributor · 1 January 2017Partnership with com4buy, a regional delivery service partner that provides reliable delivery of bakery products to customers' homes throughout the region.
• Verband Deutscher InnungsbäckereiencoreStrategic or Co-development PartnerTraditional partnership with the German Master Bakers Association as a member and participant in their certification programs including the Brotsommelier training and Meister.Werk.NRW quality awards.

Scale indicators5 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Götz GmbH & Co. KG: German industrial bakery producing bread and baked goods for retail and foodservice, with own retail outlets; comparable to Werning in combining large-scale production with branded retail presence.
• Dat Backhaus: Regional German bakery chain operating multiple retail branches in North Rhine-Westphalia and Lower Saxony; comparable to Werning as a traditional craft bakery that scaled into a multi-branch retail format with central production.
• Steinecke Brotmanufaktur: German bakery group operating retail branches and a central production facility in central Germany; directly comparable to Werning's mix of in-store retail, central production, and craft positioning.
• Kamps GmbH: Long-established German retail bakery chain with hundreds of branches nationwide; directly comparable to Werning in operating model (central production plus retail storefronts) and customer offering, though at substantially larger scale.
• Junge Die Bäckerei: One of Germany's largest traditional retail bakery chains with several hundred branches across northern Germany; directly comparable to Werning in product mix (bread, rolls, pastries), retail-bakery GTM, and family-business heritage turned multi-site operator.
• Lila Bäcker: Regional German bakery chain in the east of the country with a network of retail branches; comparable to Werning as a multi-branch traditional retail bakery operator with similar product breadth and customer demographic.

Regional players

• Wiener Feinbäcker Heberer: Regional German bakery chain with branches concentrated in the Rhine-Main area; comparable as a multi-branch retail bakery with traditional craft positioning, though operating in a different region from Werning's Münsterland base.

Broad incumbents

• Harry Brot GmbH: One of Germany's largest industrial bread producers supplying grocery retail and foodservice nationwide; relevant as a scaled-up comparable in bread manufacturing and distribution, though operating primarily B2B rather than own retail.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/baeckerei.werning
• Instagraminstagram.com/baeckerei.konditorei.werning/?hl=de

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 Backerei Werning