Breadfast is a pioneering online grocery delivery platform based in Cairo, Egypt, that has revolutionized the way everyday essentials reach consumers across the region. Founded in 2017, Breadfast offers a comprehensive range of multi-category grocery products that span from freshly baked bread to dairy, meats, household supplies, and personal care products. Known for its fast delivery model — often under 60 minutes — Breadfast combines technology and vertically integrated supply chain management to provide convenience, freshness, and quality. As it continues to expand in Egypt and the MENA region, Breadfast is becoming a prominent player in the digital retail landscape, attracting major investments and growing consumer trust. This article reveals key facts about Breadfast, its growth, operational model, and future prospects.
Breadfast was founded in 2017 by entrepreneurs Mostafa Amin, Abdullah Nofal, and Muhammad Habib in Cairo, Egypt. The platform was created to solve the challenge of grocery shopping inefficiency and supply chain fragmentation in emerging markets. From its inception, Breadfast aimed to offer a seamless online shopping experience with guaranteed freshness and fast delivery. The founders leveraged their expertise in technology and logistics to build what would become one of Egypt's leading e-commerce grocery services, taking advantage of a growing digital economy and evolving consumer preferences.
A major strength of Breadfast lies in its vertically integrated supply chain. The company controls every stage — from in-house bakeries producing fresh bread and baked goods daily, to sourcing fresh produce and dairy products, managing dark stores and fulfillment centers, and operating its own delivery fleet. This integration enables Breadfast to maintain quality standards, reduce delivery times, and optimize costs, which is a crucial edge in competitive and complex logistics environments typical of emerging markets.
Breadfast offers an extensive selection of over 6,000 SKUs (stock keeping units). Its product range covers fresh bakery items, dairy, eggs, meats, poultry, fruits and vegetables, pantry staples, laundry detergents, baby products, personal care items, pet supplies, and more. Customers can place orders via the Breadfast app or website. Delivery options include “Breadfast Now” for under 60-minute delivery and “Breadfast Tomorrow” for scheduled next-day deliveries, ensuring flexible service tailored to users' needs.
Initially focused on Cairo, Breadfast has expanded its services to include major cities like Giza, Alexandria, and more recently, other parts of Egypt. The company is actively working towards expanding its footprint across the MENA (Middle East and North Africa) region, capitalizing on rising demand for online grocery and household essentials delivery. As of mid-2025, Breadfast operates more than 30 fulfillment centers across multiple Egyptian cities, handling close to one million orders monthly.
Breadfast's growth has attracted significant investor confidence, raising a total of approximately $33 million in funding through five rounds, including a notable $26 million Series A round in 2021 led by Endure Capital. In 2025, the company secured a $10 million investment from the European Bank for Reconstruction and Development (EBRD) during its Series B2 funding, which boosted its valuation from around $268 million in early 2025 to an estimated $382 million by August 2025. Early backers like Swedish investment firm Vostok New Ventures have seen their stakes nearly double in value, underscoring strong market optimism about Breadfast’s trajectory.
Breadfast’s platform utilizes advanced technology to ensure a smooth and intuitive shopper experience. Its app and website allow customers to easily browse categories, select products, and schedule deliveries. The company invests in proprietary technology to optimize stock management, fulfillment, route planning, and delivery tracking. This technological backbone is pivotal to managing high order volumes efficiently and maintaining speedy delivery times, crucial for customer satisfaction and repeat business.
As of 2025, Breadfast serves over 300,000 active users monthly, making it one of Egypt’s largest online grocery delivery services. Its ability to provide fresh products quickly and at competitive prices has helped foster loyalty in a market known for price sensitivity and logistical challenges. Breadfast’s focus on fresh in-house baked goods particularly sets it apart from other platforms that rely heavily on third-party suppliers.
Operating in Egypt and similar markets presents challenges including traffic congestion, infrastructure limitations, and supply chain volatility. Breadfast’s end-to-end supply chain ownership mitigates these issues by streamlining procurement, controlling production quality, and minimizing external dependencies. Its network of dark stores and dedicated delivery fleet also allows faster, more reliable deliveries compared to traditional retail or marketplace models.
In early 2025, Breadfast expanded its product range to include a new beauty and skincare segment, exemplifying its strategy to diversify household essentials beyond groceries. Additionally, the company has been focusing on developing private-label products to improve margins and price competitiveness. As digital retail evolves, Breadfast continues to innovate by integrating fintech solutions and enhancing its mobile platform to provide more payment and shopping options.
Looking forward, Breadfast is well-positioned for substantial growth. The company aims to deepen its penetration in Egypt and scale its operations across the MENA region. With robust investor support, improving technology infrastructure, and growing consumer demand for on-demand delivery, Breadfast is poised to lead the regional online grocery market. Its focus on supply chain efficiency and customer-centric innovations will be critical as it navigates the competitive landscape and pursues profitability in an evolving retail economy.
Breadfast exemplifies the modern e-commerce grocery model adapted to the dynamics of an emerging market like Egypt. From its origins as a start-up focused on fresh bakery delivery, it has evolved into a multi-category household essentials platform backed by strong technology and a vertically integrated supply chain. With significant funding, a loyal customer base, and strategic regional ambitions, Breadfast stands as a key player shaping the future of online grocery retail in the MENA region. As digital shopping habits continue to evolve, Breadfast’s story raises fascinating questions about how traditional markets adapt and thrive through innovation and consumer-centric models.