‘We are exploring options for the sale’: Farewell to a bakery born in 1975
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A household name in Australian baking may soon disappear from shelves.
After nearly 50 years in business, one of the nation’s most recognisable bakery chains faced a financial blow that forced its parent company to rethink its future.
Now, the brand that once thrived on local high streets has been put up for sale.
Retail Food Group (RFG) revealed its 2024-25 financial results, announcing a $14.9 million loss compared to a $5.8 million net profit the previous year.
The company confirmed that Brumby’s Bakery was being lined up for divestment, though it admitted there were ‘no guarantees it will result in an acceptable offer’.
The decline of the bakery chain weighed heavily on RFG, costing $12.2 million in the last financial year alone.
Brumby’s first opened in Melbourne’s eastern suburbs in 1975 and eventually grew into hundreds of franchises across Australia and New Zealand.
RFG acquired the business in 2007, but years of underperformance now mean the company is ready to cut ties.
Chief executive Matt Marshall said: ‘Based on a review of our strategic growth pillars, we have announced that we are exploring options for the sale of the Brumby’s Bakery business and are shifting the focus of our company store operations towards Beefy’s Pies and Firehouse Subs to support their rapid expansion.’
The group already announced in February 2025 that it would introduce US sandwich brand Firehouse Subs to Australia within the next year, with a goal of surpassing 165 stores in the long term.
RFG remains Australia’s largest multi-brand retail food and beverage franchise owner, with a stable that also includes Gloria Jeans, Donut King, Beefy’s Pies and Crust Gourmet Pizza.
While RFG considers selling Brumby’s, this video highlights the bakery’s growth and evolution through the decades.
Watch how the much-loved chain built its legacy:
Source: Youtube/Walt Kim
Brumby’s isn’t the only well-known food brand facing major changes in today’s tough retail climate.
Another iconic chain under the same parent company recently announced a significant shift that could affect where you pick up your coffee and cake.
It’s a reminder that even long-standing favourites aren’t immune to reinvention when times get tough.
Read more: Big change coming to iconic café chain and what it means for your favourite treats
Do you think the sale of Brumby’s will mark the end of an era for Australian bakeries?
After nearly 50 years in business, one of the nation’s most recognisable bakery chains faced a financial blow that forced its parent company to rethink its future.
Now, the brand that once thrived on local high streets has been put up for sale.
Retail Food Group (RFG) revealed its 2024-25 financial results, announcing a $14.9 million loss compared to a $5.8 million net profit the previous year.
The company confirmed that Brumby’s Bakery was being lined up for divestment, though it admitted there were ‘no guarantees it will result in an acceptable offer’.
The decline of the bakery chain weighed heavily on RFG, costing $12.2 million in the last financial year alone.
RFG posts $14.9m loss, Brumby’s for sale. Image source: Instagram/brumbysbakery
Brumby’s first opened in Melbourne’s eastern suburbs in 1975 and eventually grew into hundreds of franchises across Australia and New Zealand.
RFG acquired the business in 2007, but years of underperformance now mean the company is ready to cut ties.
Chief executive Matt Marshall said: ‘Based on a review of our strategic growth pillars, we have announced that we are exploring options for the sale of the Brumby’s Bakery business and are shifting the focus of our company store operations towards Beefy’s Pies and Firehouse Subs to support their rapid expansion.’
The group already announced in February 2025 that it would introduce US sandwich brand Firehouse Subs to Australia within the next year, with a goal of surpassing 165 stores in the long term.
RFG remains Australia’s largest multi-brand retail food and beverage franchise owner, with a stable that also includes Gloria Jeans, Donut King, Beefy’s Pies and Crust Gourmet Pizza.
While RFG considers selling Brumby’s, this video highlights the bakery’s growth and evolution through the decades.
Watch how the much-loved chain built its legacy:
Source: Youtube/Walt Kim
Brumby’s isn’t the only well-known food brand facing major changes in today’s tough retail climate.
Another iconic chain under the same parent company recently announced a significant shift that could affect where you pick up your coffee and cake.
It’s a reminder that even long-standing favourites aren’t immune to reinvention when times get tough.
Read more: Big change coming to iconic café chain and what it means for your favourite treats
Do you think the sale of Brumby’s will mark the end of an era for Australian bakeries?
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