tbs brochure

8/18/2019 Tbs Brochure

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Fresh

from Egypt

A new kind of bakery.A new kind of business.



1,000,000+croissants soldin 2012(up from 75,000 in 2009)

260 employees(up from 60 employees in 2009)

13 shops(up from 2 shops in 2009)

The first highend bakery shopin Egypt

Four years ago a revolution began in theEgyptian food industry. A new kind ofbakery was born. Our ambition was clear:establish the leading bakery business inEgypt by aquiring the latest technology anddeveloping the skills of our employees.

TBS in numbers Who We Are

In challenging, disruptive but optimistictimes, our model has a set ofphilosophical and intellectual beliefs atits core. We believe it sets a template

for others in Egypt to follow.

We aim to scale up the business with aunique operating model. It focuses onmastering freshness through state-of-the-art technology, by hiring and retainingthe best employees, and offering adiversified product range at uniquelylocated shops. This is delivered witha multi-stakeholder mentality, ensuringsustainable growth for the long term.

During the past four years, we’veopened 13 stores in Egypt, offeringtwo-tiered product ranges targetinghigh and middle-income brackets.Our focus is now to increase revenuestreams from the middle-incomebracket, and ensure our operatingmodel has the right componentsfor regional expansion.

We believe the TBS story hasonly just begun.



NEW CAIRO

RING ROAD

AL AHRAM

MARIO TIA RD

26 JULY AX IS

EL-NASR RD

SA LA H SA L EM

K O R N I S H

A L N I L E

CAIRO

Every business starts with an idea, butnot every idea is original. And notevery original idea stands up to scrutiny.As we know, it takes something else tobecome a successful entrepreneur.

Our Story

Our watchword is ‘fresh’ because ouridea was brand new. It was newlybaked, hot from the oven. It was theimpulse of three childhood friends –

Tarek, Basel and Sameh (or T, B & S) –to start a different kind of business.

The plan was the first high-end bakeryshop in Egypt. Built on trust and sharedvalues, the business had to sustain,have a clear target market and deliveremployment, profit and growth.

Thorough researchWithin months, savings were pitchedin, and planning was started. Weresearched the latest trends, machineryand ingredients through visits to localand international bakeries. We alsorented a local bakery for a day in Tantain the Nile Delta so that our chef coulddevise great quality products.

Sampling of bread, croissants, pâtéand doughnuts followed, then samplingagain and sampling some more. Wewould go to market only with the bestingredients, quality and taste.

Much strategic planning went into thelocation for our first store. It had to beclose to our target high-end clientele,but at the same time affordable for us.Marketing and trials were also key. TheNorth Coast was an obvious choice onall fronts. It is the holiday destinationof choice for Egyptians, so word ofmouth played a significant role, and itwas the only bakery in that location.Branding, packaging, recruitment andback-kitchen operations all piecedtogether like a jigsaw puzzle.

In the summer of 2008, on the northcoast of the Mediterranean, T, B & Sbecame a brand: ‘TBS’ or The BakeryShop. With our first branch at the

Diplomats’ beach resort, we aimed toplay on all the senses – even hearing,through the crunchy sound made by thecrust of fresh bread when it is handled.

A big successThe senses were satisfied; the launchwas a complete triumph. In just threemonths, 50% of the capital wasreturned and reinvested in preparationfor our first shop in Zamalek, Cairo.

Four years and 13 branches later,TBS ranks among the most successful100% Egyptian business endeavoursof recent times.

“In just three months, 50% of thecapital was returned andreinvested in preparation for ourfirst shop in Zamalek, Cairo.”

“Our watchword is ‘fresh’because our idea was brand new.It was newly baked, hot fromthe oven.”

Delicious Bakery locations: Royal House (Heliopolis) Seoudi (Sheraton) Seoudi (Maadi)

Seoudi (Sheikh Zayed) Seoudi (Katameya)

TBS locations: Diplomats Village (North Coast) Zamalek Korba

MaadiCity View (Compound)American University in Cairo

Mohandeseen Nile Towers

Arkan Mall – Opening soon

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First TBS branch: North Coast

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Our ambition and growth strategy are clear.Our three business lines serve distinctmarkets, allowing for economies of scale,and giving us potential to grow from a localpioneer to a regional leader.

We believe there is strength in numbers.That is why we have built partnerships withorganisations that can help us improve ourperformance. These strategic partnershipsare instrumental in achieving growth and asustainable future for TBS.

Our Businesses Our Partners

TBSAlthough the food industry in Egyptis a rapidly growing and competitivesector, TBS has succeeded inincreasing the number of stores fromone seasonal outlet on the northcoast to eight premium branchesacross Egypt.

We plan to double this number overthe next three years. Maintainingthe quality of our service andproducts is paramount. We reinvestprofits to acquire state-of-the-artmachinery and equipment to ensureour bread, pastries and sandwichesare always of the highest quality.

Delicious BakeryTo scale our business, we launchedDelicious Bakery, a second-tierbrand targeting supermarkets andgovernorates.

It offers freshly baked value-for-moneybread and pastries. Delicious Bakeryis now available in five supermarkets inCairo, with plans to roll out theoperation to an additional 15 sitesover the next three years.

B2BIn 2010, we launched a third businessline. B2B caters for a variety of marketneeds. We now serve hotels, cafes,restaurants and corporates. Werecently created a ‘corporate menu’, apremium service that delivers TBSproducts to the workplace.

Currently accounting for 5% of totalrevenue, B2B is expected to growits share significantly over the nextthree years.

In 2012, we also launched the Butler’sBox, a wooden box containing 24 minigourmet sandwiches, which is aimed atEgypt’s corporate community, but isavailable to all our customers.

CilantroAfter a successful start-up phase, wepartnered with Cilantro, theEgypt-based café chain, to help usmove to our next stage of growth.We were able to tap into Cilantro’sexpertise to help us build a largeroperation, grow our customer baseand improve our performance in areassuch as standards of quality andgovernance. As part of the partnership,we are the bakery supplier toCilantro’s 70 stores.

Working closely with this establishedbrand has given us invaluablesupport in running our company,enabling us to focus on business andproduct development.

EndeavorEndeavor is a not-for-profit organisationthat works to encourage long-termeconomic growth by ‘selecting,mentoring and accelerating the besthigh impact entrepreneurs aroundthe world’.

In 2011, TBS’s founders wereappointed Endeavor Entrepreneursand are now taking part in anintensive mentorship programme inbusiness management.

We are confident that our membershipof this prestigious international networkwill contribute to TBS’s long-termgrowth and sustainability. Thisparticipation will give us exposure to

many different markets and allow us todeliver the high impact that Endeavorseeks to nurture.

Outreach EgyptWe believe TBS’s sustainability isinextricably linked to the sustainabilityof our host communities.

In 2011, we turned to OutreachEgypt, a development consultancy, forguidance on how we could engagewith those communities and set upsocially responsible initiatives.

The partnership has resulted in Reduce,Reuse, Recycle – a campaign thatencourages our customers to returnthe packaging from TBS products,which is then recycled into eco-friendlystationery (see Our Community).

“We reinvest profits to acquire state-of-the-art machinery and equipment to ensure ourbread, pastries and sandwiches are always ofthe highest quality.”



We had just nine employees when wefounded in 2008. Four years later, theworkforce is 260 people and is set to growfurther. Many organisations find it difficultto retain their core values when they growso quickly, but this is not the case at TBS.

Our People

Working for us is about more thanhaving a job – it is about being part ofa family. The company’s success liesin maintaining those family values and

creating an environment where staffcan learn and develop their skillsand careers.

We provide employees with extensivetraining to help them excel at their jobs.Our chefs are sent to s ome of Europe’sand the Middle East’s best bakerysuppliers – Puratos in Belgium andLebanon – so that they can learn aboutthe latest technology and bring thatknowledge back to benefit our productsand the Egyptian market.

A culture of solidarityAs TBS continues to expand, we aredetermined to retain our reputation asa local bakery with a peacefulatmosphere, where employees feelsolidarity. The initiatives run by TBSinclude annual gatherings, which giveemployees across the country thechance to get to know one other. Theseevents also enable managing partnersto discuss the company’s future plans.

Staff organise events too: they shareiftar during Ramadan and exchangevows when a baby is born or awedding takes place – events thatreceive contributions from TBS. Staffalso come together at sports eventssuch as football tournaments. “I lovethese activities. We get to knoweach other much better, socialise, talkabout different things and sharestories,” says Abdel Hamid, the Maadibranch manager.

“As TBS continues to expand, weare determined to retain ourreputation as a local bakery witha peaceful atmosphere.”



TBS believes even small, entrepreneurialbusinesses have a responsibility towards theenvironment and communities in whichthey serve. Making a positive contribution tothe social and cultural wellbeing of societyis at the forefront of our agenda.

Our Community

Reduce, Reuse, RecycleOur Reduce, Reuse, Recycle campaignwas the first of its kind. Launched on theNorth Coast, it encouraged customers

to bring product packaging back to thestore to be recycled. Customers hadtold us how much they enjoyed ourpackaging, and how they felt guiltyabout throwing it away.

This was a chance to do somethingpositive with old waste, so weturned the collected rubbish into arange of stationery, includingnotebooks, things-to-do lists andsketchbooks. The campaign has beena great success. During the firstmonth of the campaign, more than1,200 items of reused stationery wereproduced from collected waste.

Got Ink? CampaignThe 2012 presidential election was ahistoric moment for Egypt. TBS wantedto mark the event by encouraging asmany people as possible to vote on thefuture of their country.

Supported by a Facebook campaignand video, the Got Ink? Campaign wasdesigned to give customers who turnedup with a bright purple index finger –which showed they had cast their vote– a free baked good. We gave awayapproximately 16,500 free products todemonstrate our support for change.

TBS Food Bank PartnershipEvery day we donate all unsoldfresh products to the Food Bank,an initiative that distributes surplusfood goods to those who need it most.

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Contact:The Bakery Shop23 El Nahda StreetMaadi SarayatEgypt

Telephone:+202 2380 3339

Facsimile:+202 2378 3069

www.tbsfresh.com

facebook.com/tbsfresh

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