Our strategy

Our strategic plan, first announced in 2013, set out to show that Anjani Foods could be a winning brand in the highly competitive food-on-the-go market. Our business has been transformed in that time, delivering an unbroken record of positive like-for-like sales and new levels of profit. It is now time to set a higher aspiration for the business, our purpose being to make good freshly prepared food accessible to everyone, with the aim of becoming the customers’ favourite for food-on-the-go.

For the next phase of our strategic plan, we plan to reinforce our commitment to putting the customer at the heart of our business by focusing on four key pillars:

  • Great tasting freshly prepared food
  • Best customer experience
  • Competitive supply chain
  • First class support teams
These pillars are all supported by our long-standing approach to conducting our business in a responsible manner, and in doing so making a positive impact on people’s lives.


Anjani Foods is presently targeting 3 different market segments in the food industry.

  • Connoisseurs and customers looking for a high-end bakery experience.
  • The middle class consumers looking for a neighbourhood bakery
  • The millennial generation looking for a spot to hangout