What Jason Bakery does

Jason Bakery is a single-location artisan bakery and café in Green Point, Cape Town, South Africa, founded in 2007 by Jason Lilley and operated as a family-run Close Corporation (Jason Bakery CC). The business produces and sells fresh breads, pastries, pantry provisions, frozen pizza bases, and a small range of branded lifestyle merchandise, all hand-made in small batches using stone-ground flour, traditional long-fermentation techniques (12-60 hours depending on product), and no added preservatives. Signature products include the iconic Bree Street Sourdough (60-hour fermentation), 66% Sourdough Rye, handmade molasses-boiled bagels, classic and almond croissants, and a rotating cast of seasonal and savoury items.

The company operates exclusively through direct-to-consumer channels: a physical storefront at 83 Main Road, Green Point (open Tuesday-Sunday, sit-down service plus counter sales), and a Shopify-powered pre-order website for next-day store collection. No wholesale, delivery, or franchise model is offered, and the owners have explicitly stated they are not seeking outside investors. Technology infrastructure is intentionally minimal — Shopify for e-commerce, PayGate for payment processing, Google Analytics for traffic — with no proprietary platform or AI components.

Pricing is unit-based in South African Rand across a broad SKU range (R10-R400), with most breads at R40-R88, pastries at R30-R130, provisions at R75-R250, and merchandise at R400. The customer base consists of local Cape Town residents and visitors purchasing for daily consumption, weekend brunch, and pre-ordered special-occasion items. Headcount is approximately 7 employees, and the operation is described as intentionally small-batch and made-to-order, producing no leftovers at the end of each day.

Name

Jason Bakery

Legal name

Jason Bakery CC

Website

https://jasonbakery.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Jason Bakery is a single-location artisan bakery and café in Green Point, Cape Town, founded in 2007, selling hand-made sourdough breads, pastries, provisions, and frozen pizza bases directly to local consumers through its storefront and a pre-order website.

Ownership category

akta.pro rank

Product category

Artisan Bakery

NAICS

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

SIC

Bakery Products (2050), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)

akta.pro secondary industries

Cafe-Bakeries (Bakery + Coffee/Foodservice) (THAFAFAG), Bread & Pastry Specialty Stores (CRAHAGAC), Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI)

Keywords

• Artisan bakery
• Sourdough bread
• Handcrafted pastries
• Long fermentation
• Stone-ground baking

Headquarters

HQ city

Green Point

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Bakery Sales: In-store sales of freshly baked goods including breads, pastries, provisions, and lifestyle merchandise. Customers can dine in or take away. The bakery operates seven days a week with sit-down service available Tuesday through Saturday 7am-3pm and Sunday 8am-2pm.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Jason Bakery is a single-location artisan bakery and café in Green Point, Cape Town, that freshly bakes every day using traditional long-fermentation methods (12-60 hours), stone-ground flour, and no added preservatives or enzymes. The core product range spans sourdough loaves, baguettes, bagels, ciabatta, brioche, multigrain loaves, croissants, Danish, doughnuts, savoury pastries, granola, hot chocolate, and frozen pizza bases, with all items available for in-store purchase or online pre-order for collection.

Product overview

Jason Bakery is a traditional artisan bakery business in Cape Town, South Africa, operating as a single-location bakery and cafe. The product portfolio consists of several integrated offerings: fresh bread products (including signature sourdoughs like Bree Street Sourdough and 66% Sourdough Rye, plus baguettes, bagels, brioche, challah, ciabatta, and multigrain loaves); pastries (croissants, Danish, pain au chocolat, pasteis de nata, doughnuts, and savoury items like eggies and sausage rolls); provisions (granola, hot chocolate powder, pizza bases); frozen products (pizza bases); and branded merchandise (cups, caps, pins). All products are freshly baked daily using stone-ground flour with traditional fermentation methods (12-60 hour fermentations), no added preservatives. Customers can pre-order online for collection from the Green Point store, with same-day collection unavailable.

Differentiator

Problem solved

Functional benefit

Products and services

• Bree Street Sourdough Flagship naturally leavened sourdough loaf made with stone-ground white bread flour and a 60-hour fermentation, yielding a hard crust and airy crumb with delicate sourdough flavour; low GI and suitable for gluten sensitivity.
• 66% Sourdough Rye Sourdough loaf made with stone-ground light rye and wheat flour with 18-24 hour fermentation, yielding a delicate mild rye flavour and dense crumb that matures for up to two days.
• Baguette Classic French-style baguette made with stone-ground white bread flour and a 12-18 hour fermentation, with crisp crunchy crust and airy chewy crumb; made to order with 24 hours notice required.
• Bagels and Bagel Packs Handmade bagels using stone-ground flour with a 16-hour cold fermentation, boiled in molasses-spiked water and baked in a ceramic-based oven; available singly or in packs of 9 in plain, sesame, mixed seed, or combination.
• Brioche Style Loaf Traditionally made enriched loaf with sugar, milk, eggs, and butter; dough prepared 24 hours in advance, with the same dough used for burger rolls and charcoal brioche rolls.
• Challah Traditional enriched plaited Jewish loaf made with stone-ground flour, available with plain, poppy, or sesame seed topping; only available on Fridays.
• Ciabatta Light loaf with crisp thin crust and open chewy creamy crumb, made with white stone-ground flour and a 60-hour fermentation; made to order with 48 hours notice required.
• Multigrain Seed Loaf Loaf made with poppy and sunflower seeds, black and white sesame seeds, linseeds, oats, bran, and stone-ground brown bread flour.
• American Hot Dog Rolls Enriched brioche-style roll made with stone-ground flour, light and soft with tight crumb and buttery aroma; minimum order quantity of 7, available plain or with sesame seed.
• Brioche Style Burger Buns Enriched brioche-style burger buns with minimum order quantity of 6.
• Brioche Style Slider Buns (50g) Mini enriched brioche-style roll, light and soft with tight crumb and buttery aroma; minimum order quantity of 6.
• Hot Cross Bun Pack (6) Pack of 6 spiced sweet buns with currants, sultanas, dried cranberries, and mixed citrus peel; no added preservatives.
• Hot Cross Bun Loaf Spiced sweet dough loaf with currants, sultanas, dried cranberries, and mixed citrus peel.
• Classic Croissant Traditional butter croissant, the classic signature pastry.
• Almond Deluxe Croissant Classic croissant filled with house-made almond frangipane (ground almonds, butter, sugar, eggs), topped with additional frangipane and flaked almonds, double-baked until golden.
• Pain au Chocolat Croissant dough layered with two Callebaut chocolate sticks, baked and topped with hail sugar crystals.
• Pasteis de Nata Traditional Portuguese egg custard tartlet with custard flavoured with lemon and cinnamon, baked in thin crisp puff pastry shell.
• Blueberry Cinnabun Danish Spiral of croissant dough rolled with cinnamon sugar and blueberries, topped with cream cheese glaze after baking.
• Milk Tart Brioche Doughnut Brioche doughnut filled with milk tart pastry cream and rolled in cinnamon sugar.
• Apricot Doughnut Classic brioche doughnut filled with house-made apricot jam.
• Bacon Croissant Classic croissant dough rolled with a slice of back bacon and baked.
• Chorizo Eggie Free-range happy egg baked in all-butter puff pastry shell with a slice of chorizo.
• Piggie in a Blanket Pork-and-cheese griller wrapped in puff pastry with Dijon mustard; available Saturdays and Sundays only.
• Sundried Tomato Eggie Free-range happy egg baked in all-butter puff pastry shell with sun-dried tomato.
• Grandma Babs' White Choc Chip Brownie Dark chocolate brownie studded with white chocolate chunks, based on a family recipe.
• Croissant Biscuits Biscuits served alongside coffee, made from croissant dough.
• Jason Bakery Granola Rolled oats baked with honey, coconut oil, cinnamon, vanilla, white sesame seeds, sunflower seeds, coconut, dried cranberries, and dried apricot pieces; vegan friendly.
• Jason Bakery Hot Chocolate Callebaut dark chocolate and cocoa powder blended with vanilla paste, sugar, and cornflour; vegan friendly.
• Neopolitain Pizza Base (Frozen) Homemade pizza base, sold frozen for later preparation at home.
• Neopolitain Cheese Pizza Base (Frozen) Homemade pizza base with cheese, sold frozen for later preparation.
• Dulce de Leche Rusks Bag of 8 spiced rusks studded with cashew nuts, dried cranberries, and swirled with house-made dulce de leche.
• Jason Bakery Miir Cup 8oz Branded 8oz reusable coffee cup from MiiR.
• Jason Bakery Miir Cup 12oz Branded 12oz reusable coffee cup from MiiR.
• Jason Bakery Flat Peak Cap Branded flat peak cap.
• Jason Bakery Baseball Cap Branded baseball cap.
• Croissant Pin Branded lapel pin shaped like a croissant.

Quantifiable outcome

• Products freshly made daily with no leftovers
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationThe online store is powered by Shopify Inc., which provides the e-commerce platform enabling online ordering, payment processing, and order management for Jason Bakery's pre-order system.
• PayGatecoreTechnology or IntegrationPayment gateway for all card transactions. PayGate (Pty) Ltd is the approved payment gateway for all South African Acquiring Banks, providing secure payment processing with SSL3 encryption. No card details are stored on the Jason Bakery website.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Joon: Cape Town-based small-batch bakery and cafe with a curated bread and pastry program. Overlaps directly with Jason Bakery on artisan sourdough, walk-in retail, sit-down cafe service, and small-batch production philosophy.
• Tartine Bakery: Internationally renowned San Francisco bakery built on long-fermentation country loaves, pastries, and a single-location flagship. Directly comparable on the artisan long-fermentation sourdough identity, single-store cult brand, and walk-in retail model.
• Knead Bakery: Long-established artisan bakery and cafe operating in Cape Town with similar sit-down service, long-fermentation breads, pastries, and provisions. Directly comparable on product mix, customer demographic, and Cape Town geography.
• Bourke Street Bakery: Australian artisan bakery chain known for sourdough, pies, and pastries with cafe seating. Comparable on long-fermentation breads, pastry-led assortment, and the cafe-bakery hybrid retail format.
• The Foodbarn: Cape Town bakery-cafe and deli serving artisan breads, pastries, and light meals to a similar local customer base. Comparable on the cafe-bakery hybrid model and the premium artisan positioning in the Western Cape market.
• The Daily Bread: Cape Town cafe and bakery offering fresh artisan breads, pastries, and brunch fare. Comparable as a directly competitive cafe-bakery serving the same Green Point / Cape Town consumer with a similar premium positioning.

Broad incumbents

• Maison Kayser: Global French boulangerie chain emphasizing long-fermentation breads and Viennoiserie. Comparable on traditional French-style baguette and sourdough craft, but operates at much larger scale across many countries versus Jason Bakery's single Cape Town store.

Regional players

• Short Story Coffee Roasters: Perth-based specialty coffee roaster operating adjacent cafe-bakeries serving pastries and brunch. Comparable on the cafe-bakery hybrid format and premium neighborhood positioning, but operates in a different geography (Australia) rather than competing directly.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/jasonbakerycpt
• LinkedInlinkedin.com/company/jason-bakery

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Jason Bakery