Wholesale/ Ecommerce Food Company

Gainesville, FL (Alachua County) (Relocatable)

Wholesale/ Ecommerce Food Company
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Asking Price: N/A

Cash Flow: N/A

Gross Revenue: $45,387



Inventory: N/A

Established: 2015

Wholesale/ Ecommerce Food Company

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Business Description

Customized E-Commerce Platform / Wholesale / Proprietary Recipe

The Brezel Bar is a handmade, artisanal Bavarian style soft pretzel company bringing innovation to a classic food product. The Gainesville, Florida startup was purchased by Sarah Waters in 2017 under the former name, LEJ Pretzel Co. After Sarah acquired LEJ, the company quickly grew their following over 2,500 customers at the local farmer’s market along with corporate and private catering events. In their first year of business under Sarah’s leadership, the company increased their revenue by 100%. In 2019 Sarah rebranded the company to The Brezel Bar, a build your own pretzel company with a mission to bring the joy of good food to her community.The Brezel Bar services the local Gainesville community and surrounding areas. The majority of their revenue streams comes directly from local companies including coffee shops and breweries along with events including private catering parties, weddings, corporate events, TedX Conferences, farmers markets, along with weekly, monthly, and seasonal events.

The next phase of growth for The Brezel Bar is focused on expanding local markets along with the the highly profitable wholesale and E-Commerce channels. The wholesale model involves packaging the pretzels in large quantities (between 16-32 per case) and delivering them directly to restaurants, breweries, and grocery store chains. The Bavarian style pretzels can be delivered fresh or frozen to ensure quality control. Current and past customers utilizing this model include Doxa Coffee in Alachua County, FL, Opus Coffee in Gainesville, FL, and The Bull Bar, Gainesville, FL. 
*Customers contacts are included in the sale of the business.

The Brezel Bar launched their E-Commerce store in July of 2019 to fulfill the growing demand from customers. This custom website is estimated at a worth $4,500, as it includes a customizable, “build your own” pretzel feature and integration of E-Commerce platform, WooCommerce and SEO. The company branding and logo was designed to appeal to the target market and stand out from competition (branding estimated at a worth of $2,400.)

The Brezel Bar products were designed with the intention to bring innovation to the Bavarian style classic pretzel. The “build your own” pretzel feature was launched based on feedback from current customers who expressed that they would love to custom design pretzels, from Flamin' Hot Cheetos pretzels to smores. We conducted this research by asking our current customers about their favorite flavors and what they would like to see from us in the future.  

The target market for the Brezel Bar is millennials, specifically young professionals that can afford to purchase an artisanal, decadent treat. These target customers are born between 1981 and 1996. This consumer group has the largest buying power in America and prefers to shop online rather than in-stores. Approximately 70% of millennials prefer to shop online rather than in-store and prioritize convenience when making their food buying decisions.

Profit Margin Break Down
Food Cost Traditional Pretzel= $0.35 (91.25%  Profit Margin)
Labor= $10/hr
Utilities= Variable based on buyer
Food Cost + Labor =$0.98 (75.50% Profit Margin)
Retail Price= $4

Detailed Information

Gainesville, FL
ITEM ESTIMATED WORTH Metal storage rack $50 Hutch $25 Metal shelf $40 Metro rack $70 Metro rack $48 Cooling racks (2) $50 Individual mixer $500 3 compartment sink $375 Vulcan Oven $2000 Induction burners(2) $110 Mixer $75 Sink $35 Stainless steel table $150 Stainless steel table $100 Induction burners $80 Pastry display $150 Cash box (5)$25 Tents(2) $150 Scales(2) $50 Freezer $800 Timers(7) $60 Folding tables $100 IPAD $100 Refrigerator $1700 Dining furniture $175 Umbrellas $75 Outdoor tables (2) $200 TOTAL WO
As compared to one of the leading competitors, Auntie Anne’s (annual revenue in 2012 of $440M), The Brezel Bar has the advantage of appealing to customers looking to indulge in an innovative food product. The Brezel Bar also has the advantage of positioning itself as the premier online pretzel destination, which Auntie Anne's has struggled to capture given that their business model is based on and associated with brick and mortar franchise locations.
Growth & Expansion:
Since the foot traffic in shopping malls has declined steadily year over year, The Brezel Bar is in the ideal position to penetrate the pretzel market via E-Commerce. The Brezel Bar offers a convenient & satisfying solution to the packaged food industry, which is currently growing at an unprecedented rate as consumers become busier and have less time to prepare meals and snacks. “Packaged Food Market size is expected to garner $3.03 trillion by 2020, registering a CAGR of 4.5% during the forecast period 2015 - 2020,” according to, Allied Market Research.
Support & Training:
The Brezel Bar’s methodical procedures and one of a kind recipe is what sets our pretzels a part. We have included a step by step guide on how to prep, roll, bake and package the pretzels to ensure customer satisfaction. Standard Operating Procedures and training guides will be shared at the point of sale. 20 hours of training remote/in person is available.
Reason for Selling:
New business venture
Business Website:
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Business Listed By:
Sarah Waters

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