After the world-shattering success of the Egyptian revolution, Egypt is now a new fertile land. However, although political freedom was achieved, the revolution has left us with a shaking economy. Various key economists around the world have pointed out that the health of a state’s economy lies in its entrepreneurs. Therefore, we chose to study closely a relatively new yet booming company owned by young and zealous entrepreneurs.
The Bakery Shop (TBS) is owned by three young men, Tarek El Nazer, Basel Mashhour and Sameh El-Sadat but only managed by the first two. It originated as a small booth in the North Coast in 2008 catering for the high class society living within and around the Diplomats 3 Resort. Their competitive edge in sahel was to provide freshly baked bread in a place where it is rare to find fresh bread at all. Their edge was successful and experienced a positive push in sales via word of mouth.
After two consecutive flourishing summers, TBS opened its first capital outlets in Zamalek followed by Heliopolis. However, they greatly expanded their range of pastries to include freshly baked muffins, don nuts and a wide variety of bread ex. white and brown baguette and different types of Italian bread such as focaccia and ciabatta, soft white bread which includes burger buns and rolls; toast; mint bread, a range of whole wheat German breads, and the hard to come by corn bread is also available. TBS also provides a sandwich station where consumers choose their type of bread, and their fillings from a range of cold cuts, cheeses, dressings and salad components. It provides finger foods, canapés and savory pastries, brioches and mini pizzas as well if consumers order these in large quantities one day in advance.
Regarding our group consumer behavior project, we intend to conduct an extensive research concerning the Egyptian market, a typical TBS consumer,