MALZERS
- Company typePrivate
- Founded1901
- HeadquartersGelsenkirchen, Germany
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
MALZERS firmographics
Firmographics- Name
- MALZERS
- Legal name
- Detlef Malzers Backstube GmbH & Co. KG
- Website
- https://malzers.de
- Company type
- Private
- Founded year
- 1901
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
MALZERS industry classification
Industry- Product category
- Retail Bakery
- NAICS
- Retail Bakeries (311811)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Bread & Pastry Specialty Stores (CRAHAGAC)
- akta.pro secondary industry
- Pastry, Cakes & Tortes Manufacturing (AFAKAAAB)
Keywords
Where MALZERS is headquartered
LocationHeadquarters
- HQ city
- Gelsenkirchen
- HQ country
- Germany
- HQ region
- Europe
Offices3 records
Markets served
MALZERS business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Bakery Sales: Revenue generated from selling freshly baked bread, rolls, pastries, cakes, snacks, cold beverages, and coffee directly to consumers through 150+ retail branches in the Ruhrgebiet. Products are sold over-the-counter at store locations with in-store baking in each branch.
- Click & Collect Pre-Orders: Online ordering system where customers pre-select products via website and collect in-store, enabling advance demand planning and reducing walk-away customers.
- Business Customer / B2B Sales: Dedicated business customer division (Geschaeftskunden) for catering and wholesale orders
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual baked goods priced per unit or weight |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
MALZERS product offering
Product offeringCore offering
MALZERS is a traditional German bakery chain producing fresh baked goods nightly at a central production facility in Gelsenkirchen and distributing them to 150+ owned retail branches across the Ruhrgebiet. Core offerings include bread (Brote), rolls (Brötchen), cakes and sweets (Kuchen & Süßes), premium cream slices, snacks, cold and hot beverages, and an organic product line, with in-store fresh baking of rolls throughout the day and Click & Collect online pre-ordering for in-store pickup.
Product overview
MALZERS is a traditional German bakery chain operating as a handwerklicher Großbäcker (artisanal large-scale bakery). The company produces fresh baked goods nightly in its backstube (bakery production facility) in Gelsenkirchen-Erle and distributes to over 150 retail branches throughout the Ruhrgebiet. The product portfolio centers on core bakery offerings: various Brote (breads including specialty breads like Bio and Schwarzwälder), Brötchen (fresh rolls baked throughout the day), and Kuchen & Süßes (cakes and sweets). Premium offerings include Sahneschnitten (cream slices), while seasonal lines cover Grillen (grilling products) and Erdbeer-Gebäcke (strawberry pastries). Supporting products include Snacks, cold and hot beverages (Kaffee, Kaltgetränke), an organic Bio product line, and bundled Naschbox snack boxes. A key service offering is Click & Collect, enabling online pre-orders for in-store pickup. The company emphasizes traditional craftsmanship combined with modern technology, producing up to 2 million Goldbrötchen rolls weekly and processing 8 tons of natural sourdough daily.
Differentiator
Problem solved
Functional benefit
Products and services
- Brote (Breads) Freshly baked bread varieties produced nightly at the central production facility and distributed to all 150+ branches, including specialty breads such as Schwarzwälder 750g and Bio Holsteiner-Dinkel 1000g (organic). Sold per unit or weight for personal or household consumption.
- Brötchen (Rolls) Fresh rolls including the signature Goldbrötchen baked fresh throughout the day in each individual branch (not pre-baked). Regional specialties such as Röggelchen are offered. Rolls are the company's highest-volume product, with 2 million units produced weekly.
- Kuchen & Süßes (Cakes & Sweets) Assorted cakes and sweet pastries including Streuseltaler and other traditional German bakery sweets, sold individually or in multi-piece promotions. Targeted at household and celebration purchases.
- Premium Sahneschnitten (Premium Cream Slices) Premium cream cake slices offered as a specialty higher-margin item within the cake portfolio. Sold by the slice for individual or celebration consumption.
- Snacks Savory and sweet snack items prepared fresh in branches, including sandwiches and hot snacks for impulse and lunch purchases.
- Kaffee (Coffee) Coffee and hot beverages available at branches for in-store consumption, supporting the snack and breakfast occasion.
- Kaltgetränke (Cold Drinks) Cold beverages including soft drinks and juices sold at branches as ancillary items alongside bakery products.
- Bio (Organic Product Line) Certified organic bakery product line including Bio Holsteiner-Dinkel bread, certified under DE-ÖKO-006 EU organic standards. Targeted at consumers seeking certified organic bakery items.
- Click & Collect Online pre-ordering service where customers select bakery products via the website and collect them at a chosen local branch. Reduces walk-away customers and provides convenience for time-pressed shoppers; newsletter subscribers receive a 10% first-order discount.
Quantifiable outcome
- DLG Gold 2025 award winner for bakery product quality
- +1 more outcomes
Companies that use MALZERS
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
MALZERS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
MALZERS partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- FitX Fitness StudiosminorMALZERS employees receive discounted gym memberships at FitX fitness studios, with staff paying €20 instead of the regular €24 monthly fee (or €29 instead of standard rate for part-time staff).
- Corporate BenefitsminorAll MALZERS employees benefit from Corporate Benefits platform providing exclusive discounts from brand partners including Mister Spex, Adidas, Apple, and others. This is an employee benefits program rather than a commercial business partnership.
- Handwerkskammer Dortmund (Hwk Dortmund)coreMALZERS has received the HWK-Siegel (Chamber of Crafts seal) from the Dortmund Chamber of Crafts for the high quality of its vocational training program. The chamber validates and recognizes MALZERS' apprenticeship standards and training practices.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
MALZERS competitors and assessment
Company assessmentDirect peers
- Bäckerei Junge: Family-owned German bakery chain headquartered in Hamburg with hundreds of branches across Northern Germany. Directly comparable to MALZERS on vertically integrated production-plus-retail model and family ownership.
- Kamps: One of Germany's largest bakery retail chains with multi-regional store coverage. Closely comparable to MALZERS as a multi-branch bakery retailer combining central production with own-store distribution.
- Harry-Brot: Major German bread and bakery producer with both B2B supply and own retail activities. Comparable to MALZERS on industrial-scale bread manufacturing serving retail channels in Germany.
- Bäckerei Hinkel: NRW-based regional bakery chain with own production and multi-branch retail. Closely comparable to MALZERS as a regional craft bakery operator in North Rhine-Westphalia.
- Dat Backhus: Bakery retail chain operating in Northern and Western Germany with own production facilities. Comparable to MALZERS on multi-branch bakery retail and central-production model.
- Lieken Brot- und Backwaren: Large German bakery manufacturer producing for supermarket private labels and own retail. Comparable to MALZERS on industrial bakery production scale and multi-channel bakery retail in Germany.
- Bäckerei Tacke: Family-owned regional bakery chain in the Münsterland/NRW area. Comparable to MALZERS on regional family-owned craft bakery retail in Western Germany.
- Bäckerei Büsch: Regional bakery chain operating across parts of North Rhine-Westphalia with own production and retail branches. Closely comparable to MALZERS on NRW regional footprint and craft-bakery positioning.
Regional players
- Greggs: UK's largest bakery chain with thousands of branches operating a high-volume, value-oriented bakery retail model. Comparable to MALZERS on vertically integrated bakery production-plus-retail chain economics, though operating in a different geography.
Broad incumbents
- Panera Bread: Large US bakery-cafe chain with own production and multi-hundred-unit retail. Comparable to MALZERS on central bakery production feeding many own retail locations and a baked-goods-led menu.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
MALZERS social profiles
Digital presenceMALZERS compliance and trust
Trust signalCompliance6 records
MALZERS financial estimates
Financial estimateRevenue estimate
Valuation estimate
MALZERS leadership team
Management profileNumber of profiles
Profiles1 record
MALZERS subsidiaries and ownership
Company hierarchySubsidiaries1 record
MALZERS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MALZERS 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 MALZERS
What does MALZERS do?
MALZERS is a traditional German bakery chain producing fresh baked goods nightly at a central production facility in Gelsenkirchen and distributing them to 150+ owned retail branches across the Ruhrgebiet. Core offerings include bread (Brote), rolls (Brötchen), cakes and sweets (Kuchen & Süßes), premium cream slices, snacks, cold and hot beverages, and an organic product line, with in-store fresh baking of rolls throughout the day and Click & Collect online pre-ordering for in-store pickup.
Is MALZERS a public or private company?
MALZERS is a private company. It is classified as family owned and is currently operating.
When was MALZERS founded?
MALZERS was founded in 1901. It employs 1,001 to 5,000 people.
Where is MALZERS based?
MALZERS is headquartered in Gelsenkirchen, Germany, in the Europe region.
How does MALZERS make money?
Three revenue lines are on record. Retail Bakery Sales are the primary driver. The others are click & Collect Pre-Orders and business Customer / B2B Sales.
Who are MALZERS's main competitors?
Direct peers on record are Bäckerei Junge, Kamps, Harry-Brot, Bäckerei Hinkel, Dat Backhus, Lieken Brot- und Backwaren, Bäckerei Tacke and Bäckerei Büsch. Greggs is listed as a regional player. Panera Bread is listed as a broad incumbent.
Does MALZERS have an API?
No public API is recorded for MALZERS.
What industry is MALZERS in?
MALZERS's product category is Retail Bakery. Its primary akta.pro industry code is CRAHAGAC, Bread & Pastry Specialty Stores, with a secondary code of AFAKAAAB, Pastry, Cakes & Tortes Manufacturing. Its NAICS code is 311811 and its SIC code is 2050.