Wooden Bakery

What Wooden Bakery does

Wooden Bakery is a privately held, family-owned Lebanese bakery and quick-service food chain founded in 1969 by Mr. Edward Bou Habib in Jal El Dib, Lebanon. Under the continued involvement of the founder's sons Mr. Assaad and Mr. Ghassan Bou Habib (who drove the brand's expansion starting in 1996), the company operates a single-brand, multi-category food service business offering traditional Lebanese manakish, crossiant-style saroukh sandwiches, bouchées mini pastries, salads, cold and hot sandwiches, wraps, pizza, BIG B giant burgers, desserts, and beverages. Operationally, the underlying platform is traditional bakery and QSR production underpinned by an ISO 9001-2015 certified quality management system that standardizes product quality, customer-facing behavior, and legal/regulatory compliance across the network.

The company monetizes through two primary streams: direct-to-consumer retail product sales at point-of-sale in USD (pay-as-you-go, with menu items priced from $0.35 to $18.50, VAT inclusive) across 32+ company-owned branches in Lebanon, supplemented by a dedicated 1635 call center and a Toters-powered delivery channel; and a B2B Area Development Franchising program (established 2002) that licenses the Wooden Bakery format, brand, and operating methods to area developers in exchange for upfront fees and ongoing royalties, with exclusive multi-outlet territorial rights granted in international markets. Customer segments are general individual consumers in Lebanon and the wider Middle East, plus entrepreneurial franchise partners seeking a proven retail bakery model in new geographies; the company reports 10,000+ employees and active branches in Lebanon, Saudi Arabia, Qatar, the UAE, Iraq, and Kuwait.

Name

Wooden Bakery

Legal name

Wooden Bakery

Website

https://woodenbakery.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Wooden Bakery is a family-owned Lebanese bakery and quick-service food chain founded in 1969, operating 32+ branches in Lebanon and franchised outlets across five Middle Eastern countries, selling manakish, sandwiches, pizzas, salads, desserts, and beverages to retail consumers and licensing its format to franchise partners.

Ownership category

akta.pro rank

Product category

Bakery Chain

NAICS

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

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)

akta.pro secondary industry

Bread & Pastry Specialty Stores (CRAHAGAC)

Keywords

• Retail bakery chain
• Manakish flatbread
• Bakery franchise
• Prepared food
• Food service

Headquarters

HQ city

Jdeïdé

HQ country

Lebanon

HQ region

Middle East

Offices23 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: Retail sales of baked goods including manakish, sandwiches, pizzas, wraps, salads, desserts, and beverages through company-owned branch locations. Products are priced at point of sale in USD.
2. Franchise Fees and Ongoing Royalties: Area Development Franchising model where franchise owners pay an initial fee and ongoing financial consideration for the right to open a pre-determined number of outlets in a geographic territory. Franchisees benefit from comprehensive training, tested business model, and brand support.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Wooden Bakery operates a chain of retail bakery and casual food branches producing and selling baked goods and prepared foods, including manakish, saroukh, bouchées, sandwiches, wraps, pizzas, salads, BIG B burgers, desserts, and beverages. It sells directly to consumers through its own physical branches in Lebanon and via third-party delivery, and it licenses its brand and operating format to international franchise partners through an Area Development Franchising model.

Product overview

Wooden Bakery is a Lebanese bakery and restaurant chain founded in 1969 with over 32 branches across Lebanon and international locations in Saudi Arabia, Qatar, UAE, Iraq, and Kuwait. The company operates as a single-brand, multi-category food service business offering a diverse menu of baked goods and prepared foods. Core products include Manakish (traditional Lebanese flatbread), Saroukh (crossiant sandwiches), Bouchées (mini pastries), Appetizers, Salads, Cold Sandwiches, Club Sandwiches, Hot Sandwiches, Wraps, Pizza, BIG B (giant burgers), Desserts, and Drinks. The business model combines retail bakery operations with dine-in and delivery services, supported by an area development franchising program for international expansion.

Differentiator

Problem solved

Functional benefit

Products and services

• Manakish Traditional Lebanese flatbread topped with ingredients such as zaatar, cheese, lahm bi aajin, keshek, and specialty combinations, sold retail to consumers through Wooden Bakery branches.
• Saroukh Croissant-style sandwiches with fillings including Fiesta Chicken, Soujouk Melt, and Cheesy Spinach combinations.
• Bouchées Mini pastry bites available with zaatar, keshek, selek, pizza, veggie pizza, feta, pesto cheese, and lahme fillings.
• Appetizers Starters including kebbe varieties (lahmeh, laktin, potato), cheese bourak, rekakat cheese, sambousik lahmel, and french fries.
• Salads Fresh salads including Caesar, Chicken Caesar, Greek orzo, Crab crunch, Tuna Pasta, Kale quinoa, Protein club style, and Pesto chicken twist variants.
• Cold Sandwiches Ready-to-eat cold sandwiches including Deli Gourmet, Turkey & Cheese, Ham & Cheese, Croissant Turkey & Cheese, Spicy Tuna Twist, Minty Labne, and Halloumi Classic.
• Club Sandwiches Multi-layered club sandwiches including Crabby Club, Tuna Club, and The Original with various protein combinations.
• Hot Sandwiches Grilled or fried hot sandwiches including Big Bite Taouk, King Of Sandwiches, Queen Of Sandwiches, Chicken Hot Lovers, Famous Chicken Rocca, and The Crunchy Chicken.
• Wraps Wrapped food items including BBQ Crispy Chicken, Chicken Caesar, The Famous Eugene, Halloumi beef bacon, and High Protein Club Wrap.
• Pizza Pizzas available in Small, Medium, and Family sizes including Regular, Margherita, Veggie, Pepperoni, Chicken, and BBQ Crispy Chicken varieties.
• BIG B Giant burger sandwiches including Turkey & cheese, Deli gourmet, Eugene, Taouk, Halloumi, and Chicken rocca varieties served with accompaniments.
• Desserts Sweet treats including Mini Croissants (thyme, cheese, chocolate), Donuts, Torsade Chocolat, Suisse Chocolat, Boule Chocolat, Forêt Noire, Tarte Fraise, Othello, Red Velvet, Bahamas, Mousse Chocolat, and Cheesecake.
• Drinks Beverages including water, soft drinks, Almaza beer, Ice Tea, chilled juice, and fresh juice.
• Area Development Franchising International franchise program licensing the Wooden Bakery format, brand, and methods to third-party area developers for a fee and ongoing financial consideration, granting the right to open a pre-determined number of outlets in an exclusive geographic territory.

Quantifiable outcome

• Over 32 branches established across Lebanon and international markets

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Panera Bread: Large US bakery-café chain with an analogous menu of breads, sandwiches, salads, and soups sold through company-owned and franchised locations. While broader in scale, the format and customer use case overlap directly with Wooden Bakery.
• Dunkin': Global QSR chain centered on baked goods (donuts) and coffee, with a heavily franchise-based growth model and international Middle East presence. Comparable in franchise DNA and breakfast/daypart focus, even though the menu is narrower.
• Tim Hortons: Canadian bakery-coffee chain with extensive Middle East presence (Egypt, UAE, Saudi), operating through master franchisees. Comparable in bakery centric menu, franchised international expansion, and MENA overlap with Wooden Bakery.
• Krispy Kreme: Global doughnut and baked goods chain with international franchising and retail bakery outlets. Comparable as a single-category bakery brand expanding globally through master franchise partners, similar to Wooden Bakery's play.

Direct peers

• Au Bon Pain: US bakery-café chain selling breads, sandwiches, soups, and pastries through owned and franchised stores. Comparable in format, menu breadth, and bakery-to-dine-in customer experience to Wooden Bakery.
• Cinnabon: Specialty bakery chain selling cinnamon rolls and baked treats through franchised mall and high-traffic locations worldwide. Comparable as a focused bakery brand scaling internationally through franchise partners.
• Le Pain Quotidien: International bakery-café chain operating a similar dine-in, retail, and franchise model with a broad menu of breads, pastries, sandwiches, and salads. Directly comparable in format, customer base, and franchise dynamics to Wooden Bakery.
• Breadfast: Egyptian bakery and direct-to-consumer delivery startup selling bread, pastries, and breakfast items via subscription and on-demand. Comparable as a tech-enabled bakery brand in the MENA region targeting similar consumer occasions.
• Paul (Maison Paul): French-founded bakery-café chain with global footprint offering breads, pastries, sandwiches, and desserts through owned and franchised stores. Closely aligned with Wooden Bakery's retail bakery plus dine-in format and multi-country franchise model.

Regional players

• Modern Bakery (UAE): UAE-based industrial bakery producing and distributing bread and baked goods across the Gulf. Comparable as a regional bakery operator in the same Middle East market that Wooden Bakery serves, though focused more on wholesale than retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCbqm7N9DNGQBG-AHBnLfCMA
• Facebookfacebook.com/WoodenBakeryLebanon
• LinkedInlinkedin.com/company/wooden-bakery
• Instagraminstagram.com/woodenbakery.leb
• Xx.com/WoodenBakeryKSA

Compliance1 record

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 Wooden Bakery