BackWerk | Valora Food Service Germany

Revamped unit sets standard for future look

The new BackWerk store in Essen.
The new BackWerk store in Essen.

On November 9, the curtain came down on the new BackWerk concept in downtown Essen: The first completely revamped BackWerk not far from the Franchise Center serves as a model for the future direction of the snack formula. The promise of the further developed snack concept: more freshness, more quality, more feel-good elements and more enjoyment.

The completely revamped concept makes BackWerk fit for the future, explains traffic catering specialist Valora at the opening. The brand is moving even more confidently out of the former discount segment and focusing on its own recipes with an exceptional taste experience and high quality. The increased demand for product quality and freshness is reflected in the presentation of the products "in a warm, friendly and inviting environment with a price structure that people can still afford - but also want to afford."

In the new BackWerk, all hot snacks are freshly brought to the right temperature in the grill. New product additions such as Pinsa variations or topped Focaccia are available for the first time at BackWerk in Germany. Fresh coffee is available - with the option of a plant-based milk alternative - both at the familiar self-service machines and in service from a portafilter machine.

Further re-models in planning

"It's great to see how, from the start of concrete planning to the opening of the new store, less than five months have passed and something impressive has been created here in the immediate vicinity of our franchise centers," explains Dick de Vilder, who, as Director Concept & Brand BackWerk, has been responsible for the management and further development of the brand together with his team since May 2022. "I'm looking forward to not just satisfying our guests, but inspiring them - just like real hosts do."
About BackWerk
BackWerk is the inventor of the self-service bakery and has been consistently developing into a modern bakery concept ever since. The range includes sandwiches, hot snacks, sweet pastries and baked goods. In more and more BackWerks, a juice bar with freshly made smoothies and fruit juices as well as a soup counter complement the range.
The first BackWerk opened in 2001. In 2017, the company became part of the Valora Group. In November, Valora Food Service Germany took over the 80 or so outlets of German snack professional Back-Factory. BackWerk also operates as a clip-in in other Valora formats and at third-party locations. The concept (including Back-Factory, the majority of which are franchises) has 361 units in Germany, 41 in the Netherlands, 24 in Austria and one in Switzerland.

Following the launch in Essen, plans are now underway for further BackWerks based on the new concept. In addition to a store in Hanover , further locations are to be opened in the course of 2023.
About Valora
The Valora Group's network includes some 2,700 small outlets in high-frequency locations in Switzerland, Germany, Austria, Luxembourg and the Netherlands. Valora generated external sales of CHF 2.2 billion in 2021. The Valora Group, headquartered in Muttenz, Switzerland, is the European retail unit of Fomento Económico Mexicano, S.A.B. de C.V. (FEMSA).
In Germany, Valora operates through its Valora Retail Germany, Valora Food Service Germany and Ditsch Produktion/B2B business units. Valora Retail Germany operates some 900 outlets throughout Germany in the avec, cigo, k kiosk, Press & Books, ServiceStore DB and U-Store formats. Valora Food Service Germany includes the BackWerk (including Back-Factory) and Ditsch formats, with almost 560 outlets. According to the foodservice Top 100 Ranking 2021, pure foodservice sales in Germany amount to an estimated 200 million euros.