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John Baker – No Ordinary Bakery

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John Baker, the startup founded by alumnus Jens Jung uses the slogan “cut the crap” to signal that the company wants to do the things that other people only talk about, without concessions. His goal is to bake the best bread, operate a flourishing baker’s shop for everyone, with high standards concerning sustainability – and everything hip and modern. We take a look behind the scenes of a not-at-all ordinary bakery and find out what is behind the ‘John Baker’ brand by asking a man who has dough flowing through his veins.


What is your background? How did you come up with this idea? 
As the son of a bakery owner, I spent many years getting work experience and educating myself. After a failed succession, I took a timeout, during which I met a few like-minded people. An idea developed and a group formed. The first idea became a concept; we found a location and thanks to my partners we also received financial backing.


What do you want to achieve with your startup? What motivates you?
We want to bake the best bread possible and operate a bakery for everyone that is modern, has high standards concerning the sustainability of all its resources and the craftsmanship; and we also want to be a good employer. My slogan is: “Cut the crap” – we want to do the things that other people only talk about, without concessions.


How much time do you spend on your idea? Do you work full-time or part-time? How do you deal with your heavy workload?
I’ve been working on the project since the end of 2013, and I’ve been receiving a lot of support from my business partners. Rapid growth is placing great demands on us and means long working hours. Good organizational skills and the ability to delegate are essential.


Where do you plan to be in three years?
At the moment, it’s all about consolidating and further developing our concept without further expansion. We opened a second shop at the end of 2013. In three years’ time, we will no doubt be ready for new adventures. In the meantime, we’ll wait and see.


Why should someone invest in your startup?
Any investment will support a rock-solid industry with firm values and low susceptibility to crisis.


What did you take into account in developing your logo, and how did you design your logo?
One of my business partners is a graphic designer. I had done other projects with him in the past and had a lot of faith in his abilities. He feels the same about graphic design as I do about bread. Another partner knows a lot about the different media and is very skilled at dealing with them.


How important is your brand personality and why?
Brand personality plays a major role. Customers like to identify with something – like a football team they admire. They want to share gossip, talk about their discovery, and belong to the circle of people who shop at John Baker.

To find out more about John Baker, click here