Talking about the robust growth of Bagelstein


This is no ordinary bagel, this is the story of a passionate and persistent bagel founder and creator who invested his life’s effort to bring the best of bagel to Europe. Ever since their first Bagelstein store in Strasbourg in January 2011, Bagelstein continues to sow his bagels in Europe. After Luxembourg, Germany, Switzerland and Belgium, the specialist in round bread rolls is today the leader in Casual Food in Europe, with more than 75 restaurants. In this interview you will find the Bagelstein CEO Mr.Thierry VEIL talking about the robust growth of Bagelstein.

1.How did you enter the franchise business?

Having opened our first bagels stores in 2011, we received massive requests for opening in different French cities. Considering the absence of a bagel market, we found out that franchising would be the fastest way to strengthen our leadership position in this emergent market. In agreeing to franchise the brand and its key success factors, we allowed the brand to grow widespread much faster than with stand-alone stores.

2. Where and how did the idea of your concept come from?

My partner and I used to live in the USA and bagels were our daily food. It happened that French baguette needed alternatives on the French market and in 2010 we decided to be a new baker form.

3.What inspired the brand name?

We wanted a bagel in the brand name but also a New-Yorkish sound.

4.What is the story behind the brand’s logo?

We have different symbols in our logo: we first wanted to have references to the shape of the bagel (circled, holed,..) but also to the New York bakery. Then we added funny references like “Since 1789”. It is so silly that it HAS to be a joke but 1789 is the date of the French Revolution meaning freedom. We also have the quote Beaux & Freres meaning in French Steps & Brothers as my partners and I are stepbrothers!

5. What makes your brand different from your competitors?

We are not just bagels/sandwich sellers: our brand relies on 2 pillars. 1. High-quality fresh products 2. Very sharp state of mind conferring a real attachment to the brand. People really like our products as they are fresh, good and … French but they LOOOOOVE our brand

6. What are the essential qualities that you look for in a franchisee?

I will “allow” a Franchisee to have my precious brand in his territory. It is very important for me and not neglectable at all. I need someone who shares my values, who has the same ambition as me on his/her territory and can focus on his/her missions.

7. How long does it take, on average, for your franchisee to realize their investment?

Investments are pretty low so the ROI is rather quick.

8.What was the major challenge you faced in your career, and how did you overcome it?

When I started Bagelstein, I had the vision of what it could become. However, I quit everything and took entrepreneurial risks to turn the dream into reality. I put my family in danger to be consistent with my vision because I knew I had to go through it. I overcame difficulties with being committed rather than being involved.

8.1.What is your best achievement?

Having built a brand that is successful and is globally widespread

9. How does your business day start?

Cash flows checkings, bank statements, team meetings, strategy, but I am an early bird and most of the time I start the day in …trains or planes to go and meet my franchisees.

10. What was your best moment throughout your franchise career?

When we opened our first Franchise restaurant in Paris.

11. Where do you see your brand in the next 5 years?

Over the 5 continents through a network of Master Franchisees and Franchisees, including new Tech tools and a powerful R&D department to create a dynamic offer.

12. Any tips you want to impart to our readers who want to be in the franchise industry?

All questions and issues you will face, we faced them. And solved them. In teams, failures are easier to live with and successes are much better to share.

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