Breadfast has entered Egypt’s restaurant-delivery market with the launch of Breadfast Food, extending the company beyond groceries as it seeks to capture more of consumers’ everyday spending through a single app.
The restaurant service follows a beta period that Breadfast said attracted strong customer adoption. It allows users to order from a curated network of restaurants through the existing Breadfast application, adding meals to a platform that already offers groceries, bakery products, coffee and pharmacy services.
The move marks another step in Breadfast’s expansion from an online grocery business into a broader consumer-commerce platform. The company is betting that combining multiple services under one app can increase customer engagement while allowing it to make greater use of its logistics infrastructure and technology.
Breadfast Food will offer restaurant customers daily promotions and discounts, while Breadfast will handle delivery through its existing logistics capabilities. The company said the expansion will also give restaurants access to its growing customer base.
Muhammad Habib, co-founder and chief operating officer of Breadfast, said consumers increasingly want to access everyday services without having to move between different applications.
“Our customers don’t think about groceries, meals, coffee, or personal care as separate services,” Habib said. “They simply want the easiest and most reliable way to get everything they need in their daily lives.”
Breadfast said it expects the restaurant business to create hundreds of delivery jobs as the service expands. It also plans to increase the number of restaurant partners and extend Breadfast Food into additional Egyptian governorates.
The expansion comes as Egypt’s digital-commerce market becomes increasingly competitive, with delivery platforms seeking to increase order frequency and customer retention by offering multiple categories through a single service.
For Breadfast, restaurant delivery provides a way to put its logistics network and technology infrastructure to work across a larger addressable market. The company, which began by focusing on grocery delivery, has progressively added other categories as it builds what it describes as an everyday convenience platform.
Breadfast said it will continue investing in technology, logistics and customer experience while expanding its presence across Egypt. The company did not disclose financial details of the Breadfast Food launch or its current restaurant-partner count.