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ABE's Real Bagels of Chicago (of Auckland, New Zealand)


ABE’S® Real Bagels of Chicago was founded by co-owners Megan Sargent and Brent Milburn in 1996. After a difficult beginning, ABE’S® had become one of the fastest growing companies in New Zealand and the market leader in the small New Zealand bagel market. In April 2003, ABE’S® produced 70,000 bagels per week out of the 255,000 bagels baked in New Zealand and distributed them mainly through 80 supermarkets in the North Island. In addition, ABE’S® operated a café in downtown Auckland and distributed further bagels through other cafés. ABE’S® had recently formed a joint venture that had led to a second café being opened in Christchurch and a deal in place to distribute to South Island supermarkets. ABE’S® was also set to launch their range of bagel crisps through supermarkets. Going forward, ABE’S® wanted to continue their growth without losing control.

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Case Description
Business Case Study NoUA-2005-001
Number of Pages17
CategoryHistorical narrative; Teaching case
Teaching NotesTeaching notes available
CompanyAbe's Real Bagels of Chicago
Setting - CountryNew Zealand
Setting - CityAuckland
IndustryRetailing / wholesale / distribution

SourceAuckland, NZ. Publisher: University of Auckland Business Case Centre. Pages: 1 - 18