The Vasilis Bakeries group was launched in Zimbabwe in December 1995 with the opening of the first outlet in the elite Chisipite Shopping Centre, Harare. This was closely followed with the opening of other bakeries. Alongside this development, the Vasilis Bakeries group expanded at a regional level to include establishments in seven African Countries.

CONCEPT

The original motivation behind the Vasilis Bakeries group was to launch a chain of sophisticated, premier bakeries, incorporating a complementary arrangement of both production and retail facilities at each outlet. Within the African context, this concept revolutionised the standard trend of a central production factory supported with a complex delivery network and offered a logical, convenient system that manifested efficiency at every level.

TARGET MARKET

Reliable market surveys conducted through the region reflected a demand from a significant percentage of respondents in the higher income bracket sectors, for refined bakery products that exceeded international standards. Furthermore, these respondents sought refreshing changes to the products carried by supermarket chains and other in-store bakery establishments. Based on this real demand, the Vasilis Bakeries outlets were largely targeted to low-density suburbia to capture the imagination and loyalty of discerning consumers

OBJECTIVE

Governing the Vasilis Bakeries operation is the overall group objective to maintain flexibility in brand, product and services. Vasilis Bakeries team leaders do not tolerate complacency and strive to upkeep market trends in accordance with demographics an~ international standards, and customer demand. Above all, respect for cultural preferences in each country of operation is observed at all times

THEME

Vasilis bakeries reflect a Continental style on which much of the product range is based and further authenticated with recipes, ingredients and presentation techniques