Breadfast – Business Idea, Value Proposition, and Everything else about the company

Over the past year, we’ve witnessed all kinds of online delivery startups, from fresh fruits and vegetables, and groceries to even snacks and sweets, the newly emerging startups have made everything accessible to the masses from quite literally the comfort of their homes.

But have you heard of a startup that’s solely devoted to delivering freshly produced bread to your doorstep? Well, Breadfast is doing just that. Breadfast is one of Egypt’s latest entrepreneurial ventures, that delivers fresh baked goods to its customer’s doorstep every morning.

What is Breadfast?

Established back in 2017, Breadfast started its bakery delivery business to deliver freshly baked goods every morning to customers’ doorsteps, before they leave for work or school. The startup allowed customers to even subscribe to get the products they need on any day of their choice via the company’s platform.

Presently, the startup offers over 2,500 grocery products, with fresh produce representing the largest portion of the company’s revenue today. The firm owns the full value chain, including bread production, transportation and distribution, technology, and customer service, and ships tens of thousands of orders every month.

Background of Founders

Muhammad S. Habib

Muhammad completed his Bachelor’s from the Modern Academy in Maadi, Egypt. After that, he completed his MBA at the Paris ESLSCA Business School. He started his career as a Web Designer at an Egypt-based firm and served at a number of organizations in different design capacities.

In 2021, he became the Co-founder, Chief Operations & Product Officer of a Cairo-based company, Nafham. In 2015, he co-founded MarginUX, a User Experience design and consulting firm. Then finally, in 2017 he joined Breadfast as a co-founder and CXO.

Mostafa Amin

Mostafa is an alumnus of the Higher Technology Institute, Egypt, and graduated with a Bachelor’s in Biomedical Engineering.

He started his professional career as a Marketing Communications Officer of a Cairo-based firm, Thomson Reuters. Later in 2014, he became the Chief Operations Officer at Speakol. In 2012 he co-founded an online news portal under the name of, Egyptian streets and in 2016 he co-founded, which is an extensive and standardized directory of startups, funders, and entrepreneurs in the Middle East.

Finally, in 2017, he became the co-founder and CEO of Breadfast.

Abdallah Nofal

Abdallah completed his Bachelor’s in Computer Programming from Alexandria University. After his Bachelor’s, Abdallah joined the Egypt-based company, Nafham, as a web designer.

In 2015, he became the CEO and a Partner at MarginUX, and in 2017, he co-founded and joined Breadfast as CTO.

Why Breadfast?

The startup aims to shape how customers in emerging nations plan and carry out their grocery shopping. What started off as a fresh bread delivery platform has now transformed itself into delivering groceries and other home needs on a schedule or on demand via its iOS and Android app. Deliveries are now available for under 60 minutes, but the business plans to reduce this to 20 minutes by using a portion of the additional money to expand its dark shop network.

Mostafa Amin, co-founder and chief executive officer (CEO) at Breadfast, in a statement, said:

We started out baking and delivering fresh bread, and today we are able to give Egyptian’s access to thousands of items of their basic supermarket supplies at the click of a button. Our mission is to change how people consume their daily essentials in Africa and the Middle East and, through our dynamic technology and deep understanding of the end-to-end supply chain process in the region, we are growing a simple idea into a product we believe can benefit millions of people across the MENA and Sub-Saharan regions.

Funding Raised

Series A Round – Raised $26 million

In November 2021 the company secured USD 26 mn in funding in a series A round co-led by Vostok New Ventures and Endure Capital. Other investors who participated in the round included:

  • Tinder co-founder Justine Mateen’s JAM Fund
  • Y Combinator’s YC Continuity Fund
  • Abu Dhabi-based Shorooq Partners
  • Africa-focused 4DX Ventures and freight forwarding company Flexport.

The round brought Breadfast’s total investments to around USD 33 mn, according to the statement, which includes a seven-figure pre-series B funding secured in March 2020.

Future Plans

In a statement, the company shared a roadmap and areas where it plans to utilize the new funds. According to the roadmap, the startup plans to expand its operations to eight new cities in Egypt. Additionally, the financing will also help the company to expand in sub-Saharan markets.

On top of this, the company plans to support its network of distribution stores with the new funding by reducing product delivery time to 20 minutes, from about an hour at present, Breadfast is also seeking to develop its technical capabilities beyond its current application, and hire more employees.

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