In an era of blitz-scaling startups, Gail’s Bakery stands out for its patience. Co-founder Tom Molnar, speaking at a recent industry conference, reminded the audience that the brand’s current success took two decades to build. With sales now at £278m and 40 new stores on the horizon, Molnar reflected on the company’s slow-burn philosophy.
“It wasn’t easy, and it wasn’t very fast,” Molnar said. He revealed that the company deliberately stopped growing twice in its history. These pauses were strategic, driven by a fear that they “couldn’t be better” and were getting “consumed by speed.” This discipline allowed them to refine their operations before the current explosion of activity.
The company was founded in the early 90s by Yael Mejia to serve restaurants, with Molnar joining in 2003. The first cafe didn’t open until 2005. This long gestation period stands in stark contrast to the tech-driven growth models of today. It suggests a commitment to product integrity that the founders were unwilling to sacrifice for quick wins.
Now, however, the brakes are off. With the backing of Bain Capital and a valuation of half a billion pounds, the company is in full expansion mode. They are opening nearly one new bakery every week on average.
The question remains: Can the culture of patience and quality that Molnar cultivated over 20 years survive the pressure of private equity ownership and mass expansion? For now, the founders believe they are “still early in our growth,” implying the biggest changes are yet to come.