• Romania is, without a doubt, the land of pretzels. The simple, crispy, baked-on-the-spot product – whether classic with salt, poppy seeds, sesame or in creative variations with fillings – has become a staple of breakfast or quick snack for millions of Romanians.
In a period marked by inflation and more cautious consumer behavior, bagels and simigeries have demonstrated remarkable resilience. They offer an affordable and hearty alternative to city meals, with fresh, daily-prepared products that draw queues even in the busiest urban areas. The market is highly fragmented, but dominated by a few large chains that have scaled quickly, transforming a traditional business into a modern and profitable one.
Recent data confirms the huge appetite of Romanians for pastries and bagels. According to sector analyses, in 2024 there were over 7.000 bagel, simigerie and pastry-type establishments, which generated a cumulative turnover of approximately 12,9 billion lei across the entire bakery and fresh pastry segment. Older estimates placed the bagel market alone at around 1 billion lei annually, and the growth trend has continued, supported by the expansion of networks, the opening of new locations even in the post-pandemic period, and the consumer preference for convenient, tasty and reasonably priced products. Bucharest remains the main pole, followed by counties such as Argeș, Arad and other urban areas in Muntenia, Banat and Transylvania. The number of establishments has grown spectacularly in the last decade – from a few hundred to thousands – transforming the bagel into a true indicator of the Romanian urban lifestyle.
In this dynamic context, a few players clearly stand out through the scale of their networks, turnover and adaptability. Based on official financial data submitted to the Ministry of Finance for 2024 (the latest available), here is a ranking of the main producers in the bagels and pastry market:
- Luca (Tinervis Group SRL) – detached leader With a turnover of 617,1 million lei in 2024 (17,3% increase compared to 2023), Luca remains the largest player in the market. The company, controlled by entrepreneur George Adragăi, operates almost 190 units in Romania and has successfully stepped across the border, reaching 10 simigeria in Poland (Warsaw, Wrocław, Katowice). The number of employees exceeded 2.690, and the net profit was about 38,8 million lei. The brand has become synonymous with the freshly baked pretzel on the spot, and its expansion demonstrates both the strength of the business model and the appetite of the foreign market for Romanian products.
- Petru (Brio Group SRL) In second place is Brio Group, with a turnover of 114,4 million lei in 2024 (up from 103,7 million lei in 2023). The company, owned by Dragoș Cosmin Mancaș (95%) and Radu Bejan (5%), operates the Petru network with dozens of locations nationwide. With 629 employees, Petru recorded a net profit of 1,34 million lei. The business has consolidated as the second most important player, benefiting from a strong presence in large cities and a diversified offer of pastry products.
- Gigi (Nadenka SRL) The Gigi network, operated by Nadenka SRL (owned by Monika Maria Coca and Sebastian Coca), reported a turnover of in 2024 83,7 million lei and a net profit of 7,44 million lei. With a solid history and a network of dozens of bagels (initially about 40-43 units, plus fast-food locations under the Panini brand), Gigi remains a reference name, appreciated for its tradition and consistent quality. The company has demonstrated resilience, remaining among the top players with national impact.
- Matthew (NYR Georgiana Trade SRL) In fourth place is Matthew, with a turnover of 54 million lei in 2024 (compared to 48 million lei in 2023). The company, fully owned by Reyhan Ibrahim, has over 20 locations (including seasonal ones at sea) and 215 employees. Net profit was 3,8 million lei. Matei, present on the market for over 8-10 years, perfectly illustrates how a local entrepreneurial business can grow organically by focusing on freshness and strategic location.
Another notable player is Panda Bagels and Goodies, a brand with dozens of locations nationwide, active since 2009. Panda offers a wide range of bagels, pastries, sandwiches and traditional specialties, freshly prepared in each unit. Although it does not yet have public financial data at the level of the four leaders, its extensive presence confirms the vitality and fragmentation of the market, where local entrepreneurs continue to innovate and attract loyal customers.
Beyond the numbers, what unifies these business-uri is the ability to respond to a constant demand: Romanians consume bagels and pastries daily not only out of habit, but because they represent a quick, tasty and affordable option. Even in times of economic pressure, chains have managed to grow – some by adjusting prices strategically (as Luca recently did with the basic bagel) or by expanding internationally.
The success of this sector is not only due to well-chosen locations and minimal marketing (physical presence in high-traffic areas being sufficient), but also to the consistent quality of the products. The daily, large-scale production of bagels and pastry assortments requires rigorous process control – from kneading the dough to baking and quick serving. In such a competitive and expanding market, where freshness makes the difference between success and stagnation, investments in high-performance pastry equipment, such as those offered by Nova Pan company from Brașov, become essential. Modern technologies help entrepreneurs maintain high standards of hygiene and consistency, optimize production flow and scale efficiently, without compromising the traditional taste that has conquered the Romanian public.
Future trends 2026-2030: what to expect in the market
The pretzel and pastry market in Romania is expected to continue its moderate growth trajectory until 2030, supported by several factors:
- Organic growth and consolidation — Large networks (Luca, Petru, Gigi, Matei) will continue their controlled expansion in medium and large cities, but the pace will moderate compared to treein recent years. The focus will shift to operational optimization, customer retention and increasing sales per square meter.
- International expansion — Luca paved the way with his success in Poland (where queues at the simigeria quickly became visible). By 2030, it is likely that other players or even Luca will explore other markets in Central and Eastern Europe (Hungary, Bulgaria, Czech Republic), exporting the Romanian model of accessible simigeria.
- Diversification of the offer — Consumers are becoming increasingly health and sustainability conscious. Trends include:
- Bagels and pastries with ingredients "clean label" (without additives, with wholemeal flour, local seeds, vegetable or protein fillings).
- Vegan options, low carb or functional (with fiber, protein or probiotics).
- Integrating coffee and complementary products (sandwiches, salads, quick desserts) to transform establishments into complete breakfast/snack destinations.
- Digitalization and operational efficiency — Adoption of online ordering systems, delivery via applications, self-service and supply chain optimization will be essential. Pressure on margins (due to energy, labor and raw material costs) will accelerate investments in automation.
- Sustainability and social responsibility — Reducing food waste, packaging eco-friendly, partnerships with local flour and ingredient suppliers will become important differentiators, especially for younger generations.
- Price pressure vs. quality — Strategies such as temporary price reductions (Luca's example) will continue, but long-term success will depend on maintaining consistent freshness and quality – elements that require modern production equipment.
The Romanian bagel and pastry market is no longer just a business – it is an economic and cultural phenomenon that demonstrates the adaptability of local entrepreneurs and the constant preferences of consumers. With leaders like Luca, Petru, Gigi, Matei and Panda, the sector is well positioned for 2026-2030: sustainable growth, guided by innovation, efficiency and customer focus, demonstrating that a simple product can sustain business-s worth hundreds of millions of lei and thousands of jobs.
For professionals in the baking and pastry industry, the evolution of these networks offers valuable lessons about the resilience and future prospects of a sector that will continue to "nourish" thousands of Romanians every day. And for those who want to implement this business model, Nova Pan company from Brașov proposes complete equipment solutions dedicated to the sector.
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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