Expansion and diversification
Angel's Bakery opened its landmark factory store adjacent to the Givat Shaul plant in 1984.[2] The store offers a full selection of packaged breads, rolls, and muffins, bourekas, danishes, fancy cakes, handmade pastries, coffee and soft drinks. For many years, visitors could watch bakers braid challot through a large side window. At the end of the Passover holiday, a long line of customers traditionally forms outside the store after midnight, waiting to buy the first bread off the production line.[15][16]
Also in 1984, the company began producing pastries and cakes in a factory in Jerusalem, and beginning in the 1990s it began building and acquiring other bakeries in a move to diversify its products and marketing base.[10] It built a new bakery in Lod in 1995 and purchased the Tuv Tam bakery in Netivot in 1999.[9] Today the company owns and operates five plants:
The company has branched into the baking of breads with special grains and added dietary fibers, reduced-calorie and vitamin-fortified breads, and certified organic products.[5]
In 2002, it introduced parbaked pita, challah, rolls, ciabatta, "artisan" breads, and pizza bases, which are flash frozen and sold to customers or stores that complete the baking process themselves for a fresher product.[4]
In keeping with government regulations, Angel Bakeries also produces several varieties of price-controlled bread (, lechem achid) for the low-income sector.[17]
In the late 1990s, the company opened a chain of cafe/bakeshops in four Jerusalem shopping districts. Besides selling the company's bakery-fresh goods, the Angel Cafe serves salads, sandwiches, pasta dishes, desserts, coffees, teas, and soft drinks.[18]
- Jerusalem – serving Jerusalem and its environs
- Kfar HaHoresh (Oranim Bakery) – serving Northern Israel
- Lod – serving Central Israel and the Gush Dan region
- Netivot – serving Southern Israel
- Beit Shemesh – dedicated factory for cakes and pastries distributed nationwide
