The success of The Bakery Shop (TBS) at the North Coast over the past two summers left many dreaming of its delicious treats once they return to the city - that of course was the case until TBS opened its first Cairo outlet. The brainchild of three young men, Tarek El Nazer, Basel Mashhour and Sameh El-Sadat, the moniker TBS is also an acronym derived from the three partners' names. "The objective of the summer shop was a clear marketing tool with Sahel (North Coast) being a meeting point for all A class customers during a short period of time, they told Daily News Egypt in an email. TBS's marketing strategy proved to be quite successful, with the shop at the entrance of the Diplomatique 3 Resort quickly earning customer loyalty and popularity through word of mouth. Considering that fresh bread is hard to find in resorts during the summer, TBS had an edge in the North Coast market; but does the bread still measure up here in the capital? "Cairo is a different story. ... Starting with the lifestyle [which is] completely different from Sahel's, accordingly there is a different product range to satisfy customer needs, they explained. "Also, multiple market players [and] competition make it a challenge for TBS to always maintain an edge when it comes to bakery products coming out from our kitchen, they added, referring to features such as quality, consistency, sizing and pricing. Obviously TBS banks on freshness when it comes to competition. "So fresh it's baked in front of you is their slogan. You can smell the baked goods the minute you step into the Zamalek store. Whether it's a morning baguette you're seeking or muffins for your tea, you'll find the freshest produce at TBS, especially at 7 am or in the evening when the second fresh batch comes out. Bread of all varieties is available at TBS: white and brown baguette and different types of Italian bread such as focaccia and ciabatta. Soft white bread which includes burger buns and rolls; toast; mint bread, a range of whole wheat German breads, and the hard to come by corn bread is also available. The focaccia (LE 4 for a sizable portion) is baked with olive bits and perfect for a midday snack. As for pastries, you can find almond croissants dusted with sugar, Danish pastries and flavored muffins, including a zucchini and carrot muffin, with prices varying roughly between LE 6 to 9 a piece. It's always tempting to purchase more than one piece, especially the sugar and jam doughnuts. If you are having a party and want to serve your guests tasty finger foods, canapés and savory pastries, brioches and mini pizzas can be ordered a day in advance (before 8 pm). But what perhaps brings in most customers is TBS' sandwich station. You can choose between their various breads, then choose cheese or cold cut fillings, and add salad greens, condiments and special sauces. Remember to be creative and adventurous. I selected a white baguette with smoked turkey and the special TBS dressing. Made from a mixture of mayonnaise, ketchup, hot sauce and pickles, it's highly recommended. TBS offers delivery service to Zamalek, Dokki, Mohandessin, Garden City and Agouza. TBS will be opening in other areas soon. The owners' objective is to launch three more outlets by the end of 2010, with Maadi leading the list. Address: 4D Gezira Street, in front of Gezira ClubTelephone: 2736-0071 and 2736-0072
