Flour, family, and forward thinking: the evolution of Hinkel Bäckerei
In the heart of Düsseldorf, the comforting aroma of freshly baked bread has drifted through the streets for more than 130 years. Since its founding in 1891, Hinkel Bäckerei has evolved from a small neighborhood bakery into a cherished local institution. Today, the fifth generation is at the helm, led by Sophie Hinkel and her family, continuing a legacy of craftsmanship, honest ingredients, and warm, personal service.
With 112 employees, two bustling stores, and a thriving B2B segment, Hinkel has managed to preserve its heritage while embracing modernity. Core values: tradition, authenticity, curiosity, and friendship, guide everything, from recipe development to team culture.
This year, Sophie Hinkel, an SBE alumna, reflects on her entrepreneurial journey, the realities of running a family business, and the unique magic of the holiday season at a craft bakery.
From SBE to the Family Bakery
Sophie Hinkel always knew she would join the family business, but studying at SBE Maastricht was a deliberate step to prepare herself for leadership. “What really motivated me was the freedom and speed with which decisions can be made in a family company,” Sophie explains. “I loved the idea of being able to shape culture, strategy, and team dynamics and see change happen in real time.”
Sophie credits her time at SBE with sharpening her critical thinking and adaptability, skills essential in a traditional industry that continually reinvents itself. “After Maastricht, I trained as a baker and became a certified Master Baker while completing a Master’s in HR. That dual path: academic and craft, changed everything for me.”
For Sophie, running a bakery is like managing a full-fledged company: sales, HR, strategy, supply chain, purchasing, and marketing all come into play. “The magic is in how these worlds come together. Craft businesses are often underestimated, but there is tremendous entrepreneurial potential here.”
Tradition, Family & Leadership
The past year presented formidable challenges: rising energy costs, cautious consumer spending, and the loss of a major B2B client. Yet, Hinkel’s B2C business grew by nearly 11% on the same floor space. “This was possible because we modernized our organizational structure, invested in leadership development, and created clarity in roles,” Sophie says. She also took four months of maternity leave, a testament to the sustainable structures she and her team have built.
Balancing tradition with innovation is central to Hinkel’s approach. “Tradition lives in our products and customer interactions. But we refresh these traditions like our wholegrain black bread with liquorice syrup and cranberries or granola-inspired baking.” Innovations extend beyond products to digital customer experiences, storytelling, and new business lines, including additive-free baking mixes for customers to recreate the “Hinkel feeling” at home.
Family, Sophie notes, adds both richness and complexity to business. “You constantly wear multiple hats and have to separate roles from relationships. Self-awareness and self-leadership are essential for sustainable growth.” She encourages young people not to overlook the skilled trades, citing their creativity, economic opportunity, and potential for meaningful careers.
Christmas at Hinkel
The holiday season at Hinkel is a hectic time filled with baking, packing, and continuous selling. Starting in November, long-term projects come to a halt, and the entire team, from part-time students to the managing director, collaborates to create thousands of Christmas packages, especially for corporate clients. “It’s exhausting but incredibly energizing. You truly feel what it means to be part of a family business.”
Looking ahead, Sophie and her brother , a communications graduate who recently joined the company, aim to expand the bakery’s digital presence, launch new product lines, and reimagine Hinkel as a modern, experiential brand. “Our dream is to combine the soul of a traditional craft bakery with the possibilities of a digital brand, one that connects with people far beyond Düsseldorf.”
Hinkel Bäckerei is more than a bakery; it’s a story of heritage, innovation, and the enduring power of family. For Sophie Hinkel, it’s a business where hands-on craftsmanship meets entrepreneurial vision and where the aroma of fresh bread continues to warm the city streets, generation after generation.
Also read
-
A new wave of talent emerges from the School of Business and Economics
On Sunday, November 30, 2025, the Maastricht University School of Business and Economics (SBE) proudly celebrated the achievements of over 1,461 graduates from both bachelor’s and master’s programs. The festive ceremony took place at the MECC Maastricht and marked a significant milestone for the SBE
-
Roy Broersma (CEI): Guiding Aestuarium from idea to venture
Roy Broersma, director of the Center for Entrepreneurship & Innovation (CEI) at SBE, has been closely involved in guiding Aestuarium from an early student startup to a growing venture. From spotting their potential during the Brightlands Startup Challenge supporting them through CEI.
-
From Study to Startup: The story behind Famories
When Lennie and Neele graduated, while many of their classmates were busy fine-tuning CVs and stepping into roles at top companies, they took a detour by recording podcasts with their grandmas. What began as a charming way to cherish family memories has blossomed into Famories, a vibrant startup with a...
