Mabel’s
Mabel's Bakery is a Toronto-based artisan bakery founded in 2008 that operates six retail locations and serves individual consumers, wholesale grocery partners (Foodland), and corporate catering clients with fresh-baked breads, pastries, prepared foods, and frozen foodservice SKUs.
- Company typePrivate
- Founded2008
- HeadquartersToronto, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mabel’s does
Mabel's Bakery is a Toronto-based artisan bakery founded in 2008 by Lorraine Hawley and Bob Warburton, operating six physical retail locations across Toronto neighborhoods (Roncesvalles, Queen West, St. Clair West, The Junction, College, and a North York Mini Store). The company produces a broad portfolio of fresh-baked goods including artisan breads, croissants, cookies, cakes, pies, tarts, and cheesecakes, alongside a prepared-foods line of lasagnas, curries, pizzas, soups, quiches, empanadas, and salads, with a curated set of local and premium ingredient suppliers including Pfennings Organics, Alliston Creamery, 100 KM Foods, and Cacao Barry.
The business operates across four revenue streams: in-store retail, e-commerce online ordering (Shopify storefront with in-store pickup and Uber Eats delivery), a wholesale program placing products in Foodland grocery stores, and per-person catering for corporate breakfasts and lunch events. Pricing is unit-based, ranging from $1.59 CAD for individual buns to $559.99 CAD for bulk frozen foodservice cases, with catering priced at $5.95–$16.95 per person.
The company is privately held and bootstrapped, with no disclosed institutional funding or parent ownership. It was recognized on the PROFIT 500 list of Canada's Fastest Growing Companies in 2016 and has received regional press coverage for signature items including brownies, croissants, and chocolate chip cookies. The core technology footprint is limited to a Shopify e-commerce platform; there is no proprietary software, no mobile app, and no disclosed AI capabilities. Marketing relies primarily on organic social (Facebook, Instagram), a weekly email newsletter, and earned media in Toronto publications.
Mabel’s firmographics
Firmographics- Name
- Mabel’s
- Legal name
- Mabel's Bakery
- Website
- https://www.mabelsbakery.ca
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Mabel's Bakery is a Toronto-based artisan bakery founded in 2008 that operates six retail locations and serves individual consumers, wholesale grocery partners (Foodland), and corporate catering clients with fresh-baked breads, pastries, prepared foods, and frozen foodservice SKUs.
- Ownership category
- akta.pro rank
Mabel’s industry classification
Industry- Product category
- Artisan Bakery & Prepared Foods
- NAICS
- Retail Bakeries (311811), Baked Goods Retailers (445291), Bread and Bakery Product Manufacturing (31181)
- SIC
- Food And Kindred Products (2000), Bakery Products (2050)
- akta.pro primary industry
- Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)
- akta.pro secondary industries
- Artisan & Specialty Bakeries (Sourdough, Heritage Grains) (THAFAFAD), Bakery Grab-and-Go (Pastries, Packaged Desserts, Takeaway Bread) (CRAHAKAJ), Online Bakery & Desserts Delivery (CRAHAIAK)
Keywords
Where Mabel’s is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices7 records
Markets served
Mabel’s business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Wholesale: Wholesale distribution to retail partners including Foodland locations in Toronto Danforth and Thorncrest
- Catering: Breakfast and lunch catering services for events, corporate functions, and gatherings
- Retail In-Store Sales: Direct sales to consumers at 6 physical bakery locations across Toronto neighborhoods including Roncesvalles, Queen West, St. Clair West, The Junction, College, and North York
- E-commerce Online Orders: Online ordering through Shopify storefront with in-store pickup and third-party delivery via Uber Eats
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual retail items - baked goods, pastries, breads, prepared foods |
| Unit Pricing | Pay-as-you-go | Bulk frozen products for foodservice and wholesale |
| Unit Pricing | Pay-as-you-go | Catering services - per person pricing |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels4 records
Mabel’s product offering
Product offeringCore offering
Mabel's is an artisan bakery that manufactures and sells handcrafted breads, pastries, cookies, cakes, pies, and prepared foods from six Toronto retail locations. The company also offers catering services, an online Shopify store, Uber Eats delivery, and wholesale distribution of its baked goods to retailers such as Foodland.
Product overview
Mabel's Bakery is a Toronto-based artisan bakery established in 2008, operating four retail locations across the city plus a mini store. The company offers a comprehensive portfolio of fresh-baked goods organized into three main categories: Bread & Artisan Breads (including baguettes, sourdoughs, challah, focaccia, and bake-at-home croissants), Sweet Treats (cookies, cakes, cupcakes, cheesecakes, pies, and tarts), and Prepared Foods (lasagnas, pizzas, curries, soups, quiches, empanadas, and egg cups). Additional offerings include catering services for corporate events and breakfast/lunch catering, a wholesale program supplying retail partners like Foodland, and bulk frozen products for foodservice. The company emphasizes locally-sourced and organic ingredients, partnering with suppliers including Pfennings Organics, Alliston Creamery, St Albert Cheese, Crosswinds Farms, and 100 KM Foods.
Differentiator
Problem solved
Functional benefit
Products and services
- Breads & Artisan Breads Handcrafted daily-produced artisan breads available for purchase in-store, online, and through wholesale partners.
- Pastries, Cookies & Cakes
- Pies
- Prepared Foods (Entrees, Lasagnas, Curries)
- Quiches & Pot Pies
- Soups & Broths
- Savoury Bites (Empanadas, Egg Cups, Rolls)
- Salads & Sides
- Catering Services
- Wholesale Bakery Program
- Uber Eats Delivery
- Online Bakery Store (Shopify)
Quantifiable outcome
- Featured in Expedia as one of 5 best chocolate chip cookies in Toronto
- +1 more outcomes
Companies that use Mabel’s
Customer profileSegments3 records
Ideal customer profiles3 records
Mabel’s technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Mabel’s partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- 100 KM FoodsminorLocal food supplier supporting the bakery's commitment to local sourcing.
- Cacao Barry ChocolateminorPremium chocolate supplier for use in chocolate-based baked goods.
- Uber EatscoreThird-party food delivery partnership enabling customers to order Mabel's Bakery products through the Uber Eats platform for pickup and delivery from multiple Toronto locations including Dundas St W, Queen St W, and St. Clair Ave.
- Mamaearth OrganicsminorMabel's Online Partner for weekly market coordination and distribution.
- Foodland - Toronto DanforthcoreRetail partner location at 623 Danforth Ave, Toronto, ON - reselling Mabel's bakery products to end consumers.
- Foodland - ThorncrestcoreRetail partner location at 1500 Islington Ave, Etobicoke ON - reselling Mabel's bakery products.
- Defina PizzaminorCollaboration partnership for pizza products. Mabel's produces pizzas (Pepperoni, Margherita, Loaded Veggie Vegan, The Gatherer) in partnership with Defina, sold frozen.
- Pfennings OrganicsminorOrganic ingredient supplier for produce and food products.
- Alliston CreameryminorDairy supplier for high-fat butter used in croissants and baked goods.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Mabel’s competitors and assessment
Company assessmentDirect peers
- Blackbird Baking Co. Toronto-based artisan bakery offering handmade breads, pastries, and viennoiserie from local, organic ingredients. Direct competitor in the same neighborhood-scale artisan category with comparable made-from-scratch positioning and pricing.
- Prairie Boy Bakery: Toronto artisan bakery specializing in wood-fired sourdough breads and pastries with a focus on local grains. Competes head-to-head with Mabel's for the same Toronto artisan-bread customer, with overlapping product mix and price points.
- Bonjour Brioche: Toronto French-style bakery and patisserie known for croissants, baguettes, and pastries. Directly comparable artisan positioning, similar product mix (especially breakfast pastries and viennoiserie), and same Toronto neighborhood-retail format.
- Dufflet Pastries: Toronto-based bakery producing cakes, desserts, and pastries for retail and wholesale customers including grocers and foodservice. Closely comparable on the wholesale, cake/dessert, and prepared-foods dimensions that Mabel's also operates.
- Baker Street Bakery: Toronto neighborhood bakery producing breads, pastries, and cakes with a similar artisan, made-from-scratch approach. Competes directly for Toronto walk-in retail customers across overlapping product categories.
- Roselle Desserts: Toronto bakery specializing in cakes, pastries, and desserts with neighborhood retail locations. Directly comparable on the celebration cakes, pastries, and dessert-product mix that anchor a meaningful share of Mabel's catalog.
Broad incumbents
- COBS Bread: Canadian franchise bakery chain with hundreds of locations, offering breads, pastries, and sandwiches at retail. Larger incumbent serving the same everyday bakery occasion across Canada, though more standardized and less artisan-focused than Mabel's.
- Panera Bread: Large North American bakery-cafe chain offering breads, pastries, soups, and sandwiches. Overlaps with Mabel's on the prepared-foods, soups, and catering dimensions but operates at vastly greater scale and standardization.
- Tim Hortons: Canada's largest quick-service bakery and coffee chain, offering baked goods across thousands of locations. Sets the everyday price-and-convenience benchmark against which Toronto artisan bakeries like Mabel's differentiate on quality and ingredients.
Emerging players
- Wholly Catering / Local Toronto Caterers: Toronto-based corporate and event caterer offering breakfast, lunch, and appetizer platters. Comparable to Mabel's catering business on customer base (corporate events, offices), product mix (breakfast platters, sandwich platters), and pricing-per-person model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Mabel’s social profiles
Digital presenceMabel’s financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mabel’s leadership team
Management profileNumber of profiles
Profiles2 records
Mabel’s funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mabel’s 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 Mabel’s
What does Mabel’s do?
Mabel's is an artisan bakery that manufactures and sells handcrafted breads, pastries, cookies, cakes, pies, and prepared foods from six Toronto retail locations. The company also offers catering services, an online Shopify store, Uber Eats delivery, and wholesale distribution of its baked goods to retailers such as Foodland.
Is Mabel’s a public or private company?
Mabel’s is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mabel’s founded?
Mabel’s was founded in 2008. It employs 1 to 10 people.
Where is Mabel’s based?
Mabel’s is headquartered in Toronto, Canada, in the North America region.
How does Mabel’s make money?
Four revenue lines are on record. Wholesale is the primary driver. The others are catering, retail In-Store Sales and E-commerce Online Orders.
Who are Mabel’s's main competitors?
Direct peers on record are Blackbird Baking Co., Prairie Boy Bakery, Bonjour Brioche, Dufflet Pastries, Baker Street Bakery and Roselle Desserts. Broad incumbents are COBS Bread, Panera Bread and Tim Hortons. Wholly Catering / Local Toronto Caterers is listed as an emerging player.
Does Mabel’s have an API?
No public API is recorded for Mabel’s.
What industry is Mabel’s in?
Mabel’s's product category is Artisan Bakery & Prepared Foods. Its primary akta.pro industry code is THAFAFAA, Retail Bakeries (Bread & Daily Bakery), with a secondary code of THAFAFAD, Artisan & Specialty Bakeries (Sourdough, Heritage Grains). Its NAICS code is 311811 and its SIC code is 2000.