Egyptian quick commerce startup Breadfast has unveiled its new fintech arm, Breadfast Pay, in a major step toward becoming Egypt’s next super-app, a single digital platform that integrates shopping, payments, and financial services.
The move positions the company at the intersection of e-commerce and fintech, marking its evolution from a grocery delivery startup to a full-scale digital lifestyle brand.
“The Breadfast Card is built for ease and convenience, empowering customers with smarter ways to spend, save, and manage their finances,” the company said in a statement.
The new Breadfast Card, launched in partnership with Abu Dhabi Islamic Bank, Egypt, Visa, and Masria Digital Payments (MDP), allows users to make payments, withdraw cash from any ATM, and manage their expenses through the Breadfast app.
Fully approved and regulated by the Central Bank of Egypt, the initiative underlines Breadfast’s ambition to simplify Egyptian households’ financial lives while deepening its digital ecosystem.
What is Breadfast?
Founded in 2017 by Mostafa Amin, Muhammad Habib, and Abdallah Nofal, Breadfast began as a small-scale startup delivering fresh bread to homes in Cairo. Its name “Breadfast”, reflected its original mission: bringing warm, fresh breakfast bread to customers’ doors every morning.
However, what started as a niche food delivery concept quickly grew into one of Egypt’s most trusted quick commerce platforms, serving hundreds of thousands of users across Cairo, Giza, and Alexandria.
The company’s growth was driven by Egypt’s increasing urbanization, smartphone adoption, and demand for speed and convenience in daily life.
By leveraging technology, Breadfast built a digital infrastructure that connects local suppliers, fulfilment centres, and delivery riders to ensure that users can get anything from milk and vegetables to cleaning supplies within minutes.
This operational efficiency helped the brand gain loyal customers and become a key player in Egypt’s evolving digital economy.
What Does Breadfast Do?
Breadfast’s business model revolves around quick commerce, a delivery service that promises fast, reliable, and on-demand access to household essentials.
Customers can order groceries, food, and other everyday products through the Breadfast app, which processes and delivers orders directly from strategically located micro-fulfilment centres.
These centres store high-demand goods, allowing Breadfast to deliver most orders in under an hour, a benchmark that sets it apart from traditional e-commerce platforms.
The company’s product categories now span groceries, snacks, fresh produce, personal care items, baby products, and even household cleaning essentials.
Its combination of logistical precision, inventory management, and AI-driven demand forecasting has enabled it to maintain product availability and delivery accuracy even during high-demand periods, such as Ramadan and national holidays.
Breadfast’s ability to meet these logistical challenges efficiently has helped it build a reputation as a trusted digital household partner for Egyptian families.
Breadfast’s New Fintech Super-App
With the launch of Breadfast Pay, the company is taking a bold leap beyond delivery into the world of digital financial services. The goal is to turn Breadfast into a super-app, a platform where users can handle their shopping, financial transactions, and money management all in one place.
The flagship feature of this fintech arm is the Breadfast Card, which offers users tools for payments, savings, withdrawals, and spending management.
Through this integration, Breadfast customers can now make everyday purchases, withdraw cash from any ATM, track their expenses, and enjoy cashback programs, all within the Breadfast ecosystem.
“Through the card perks, cashback programs and features, the Breadfast Card is the ideal solution for managing household finances and simplifying daily family expenses,” the company said.
The move into fintech aligns Breadfast with a growing trend in Africa, where e-commerce and digital banking are merging to provide seamless, end-to-end digital experiences.
In a country where two-thirds of adults remain unbanked, Breadfast Pay could play a critical role in promoting financial inclusion, giving millions of Egyptians access to modern financial tools.
How It Works
The Breadfast Card functions like a debit card but is fully integrated with the Breadfast app. Users can link the card to their Breadfast wallet, load money, and use it for online or in-store purchases across Egypt and abroad.
The app’s intuitive dashboard allows customers to track spending in real-time, set budget limits, and receive spending insights, making it easier for families to control their daily finances.
The partnership with Visa ensures global interoperability, while the collaboration with Abu Dhabi Islamic Bank, Egypt provides banking infrastructure and regulatory compliance.
Masria Digital Payments (MDP), a leading Egyptian payment processor, supports the card’s secure issuance and digital transaction management.
The service is fully regulated by the Central Bank of Egypt, guaranteeing that all operations comply with the national financial framework.
Beyond convenience, Breadfast Pay aims to build a financial ecosystem around its users, integrating features like savings tools, bill payments, and digital wallets over time.
This strategy mirrors the super-app models seen in Asian markets such as Indonesia and China, where platforms like Grab and WeChat have successfully merged daily commerce with fintech services.
Breadfast’s Achievements So Far
Breadfast’s journey from a startup to a near US$400 million company reflects its strong market execution and investor confidence.
In August 2025, the company raised US$10 million in a Series B2 funding round led by Novastar Ventures and supported by the European Bank for Reconstruction and Development (EBRD).
The fresh capital was used to expand Breadfast’s operational footprint, particularly in Cairo, Giza, Alexandria, and Mansoura, while preparing entry into new cities.
The funding also enabled technological upgrades and the creation of the fintech division, Breadfast Pay. Breadfast’s valuation surge to $400 million places it among Egypt’s most valuable private startups, alongside other regional success stories such as Swvl and Vezeeta.
Its blend of e-commerce and fintech positions it at the frontier of Egypt’s next phase of digital transformation.
Why This Matters
Breadfast’s expansion into fintech is a strategic evolution that could reshape Egypt’s digital economy. By combining groceries, payments, and financial management into a single, user-friendly platform, the company is blurring the lines between e-commerce and financial technology.
This approach not only strengthens Breadfast’s business model but also promotes financial literacy and inclusion among its users.
Egypt’s fintech sector is one of the fastest-growing in Africa. As more Egyptians turn to mobile-based solutions for shopping and payments, Breadfast’s super-app vision offers both convenience and empowerment.
For millions of households managing tight budgets, the ability to shop, save, and spend through one trusted platform could be transformative.
Ultimately, Breadfast’s evolution from a bread delivery startup to a super-app contender illustrates the dynamic innovation driving Egypt’s startup scene, and underscores how local companies are redefining digital life across the Middle East and Africa.
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