Egyptian quick commerce company Breadfast has introduced its latest innovation, the Breadfast Card, through its fintech arm Breadfast Pay. The launch represents a significant step in the startup’s evolution from a grocery delivery platform to a digital ecosystem aimed at redefining household financial management. The new offering integrates payments, savings, and expense management directly within the Breadfast app.
A Super-App Vision for Egyptian Households
Founded in 2017 by Mostafa Amin, Muhammad Habib, and Abdallah Nofal, Breadfast began as a same-day bakery and grocery delivery service before expanding across major Egyptian cities. Its ambition has evolved beyond logistics and e-commerce toward building an all-in-one super-app for Egyptian consumers. This fintech expansion marks a strategic move to enhance financial inclusion and provide users with digital tools to manage their daily expenses more efficiently.
Features and Functionality of the Breadfast Card
The Breadfast Card allows customers to make seamless payments, withdraw cash from ATMs, and monitor household spending through the Breadfast app. The product also introduces exclusive benefits such as cashback rewards and tailored perks for users who manage their purchases through the platform. Designed for everyday convenience, the card positions itself as an accessible financial management tool for Egyptian families.
Regulatory and Institutional Partnerships
Breadfast Pay developed the card in collaboration with Abu Dhabi Islamic Bank (ADIB) Egypt, Visa, and Masria Digital Payments (MDP). The card is approved and regulated by the Central Bank of Egypt, ensuring compliance with national financial standards. This partnership ecosystem highlights the company’s emphasis on secure, regulated financial solutions and its readiness to compete within Egypt’s rapidly digitizing payment landscape.
Breadfast’s Growing Fintech Ambition
Earlier this year, Breadfast secured a $10 million investment from the European Bank for Reconstruction and Development (EBRD) as part of its Series B2 round led by Novastar Ventures. The funding, which pushed the company’s valuation to around $400 million, supports its expansion across Cairo, Giza, Alexandria, and Mansoura, while fueling new verticals like Breadfast Pay. This diversification signals Breadfast’s intent to blend e-commerce and fintech capabilities into a unified consumer experience.
A Step Toward Financial Empowerment
Through Breadfast Pay, the company aims to simplify how Egyptians handle household finances, offering an alternative to traditional banking experiences. By integrating financial tools into a platform already central to daily life, Breadfast hopes to bridge the gap between spending and saving for middle-income households. The company’s focus on usability and localized partnerships gives it a competitive edge in Egypt’s growing digital payments sector.
The launch of the Breadfast Card underscores Breadfast’s transformation from a quick commerce operator into a multi-service ecosystem driving digital convenience for Egyptian consumers. By aligning with key financial institutions and adhering to regulatory standards, Breadfast Pay strengthens its position at the intersection of fintech and everyday commerce. The move not only reflects the company’s growth strategy but also its broader ambition to become a household financial companion in Egypt’s evolving digital economy.