BackWerk marks 25 years as self-service bakery pioneer expands modern format
Valora’s bakery brand is rolling out a new store design featuring modernised sales areas.
BackWerk is celebrating 25 years since opening Germany's first self-service bakery concept, evolving from a practical, no-frills format into what the company now calls an all-round modern bakery-restaurant offering.
The chain launched in Düsseldorf in 2001 as what it describes as the inventor of the self-service bakery. Today it operates more than 350 outlets across Germany, Austria, the Netherlands and Switzerland. BackWerk has been part of the Valora Group since 2017, which has been part of the Mexican FEMSA Group since 2022.
"BackWerk has been developing together with its guests," the company said, marking an anniversary that reflects a broader shift in German consumer expectations. Where early stores prioritised speed and function, guests visiting BackWerk in 2026 increasingly expect quality coffee, freshness and a comfortable space to pause, not just a quick bite on the go.
To meet that demand, BackWerk is rolling out a new store design featuring modernised sales areas, upgraded product presentation and redesigned seating, positioning locations as destinations rather than pure transaction points.
The company's pilot store at Duisburg's main railway station illustrates the opportunity in high-frequency travel hubs. Using pre-packaged but freshly prepared products, the outlet is regarded as the fastest bakery in Germany, a format built specifically for travelers and busy transit locations.
The anniversary underscores a wider trend across German forecourt and convenience retail, where operators are increasingly blending speed with hospitality, betting that even fast-turnover formats can capture growing demand for premium, café-style experiences.
