Success often begins with the courage to step beyond familiar paths. For Thierry Veil, that leap meant moving from a solid career in finance and corporate leadership into the dynamic world of entrepreneurship.
From his early days studying management in Paris to earning advanced credentials from Harvard Business School, Thierry built a strong foundation in strategy and leadership. hiscareer took him across major cities like Paris, London, and San Francisco, where he sharpened his skills in auditing before stepping into the fast-paced world of professional football as CEO of his hometown Ligue 1 team.
Yet, his true calling emerged when he embraced entrepreneurship, launching ventures in catering and hospitality and eventually co-founding Bagelstein with Gilles in 2011. What began as a bold move has since grown into Europe’s leading bagel brand, with nearly a hundred franchisees spread across multiple countries.
His story reflects resilience, vision, and an unwavering belief in turning challenges into opportunities. From overcoming cultural transitions to reshaping consumer experiences, Thierry’s journey is both inspiring and instructive.
In the following article, readers will discover how his leadership has positioned Bagelstein at the forefront of the food industry, the strategies driving its global expansion, and the advice he offers to entrepreneurs who dare to chase their own dreams.
Journey into Entrepreneurship
Could you briefly tell us about your background and how it led you to start your business?
I studied management in a Business School in Paris and also graduated as a French Chartered Accountant. Later, I graduated from Harvard Business School in Organizational Leadership and Strategy Execution. I started my career in the fascinating audit world with Price Waterhouse, where I spent 10 years in Paris, London, and San Francisco. I then joined the football world and became CEO of my hometown Ligue 1 football team. But entrepreneurship was knocking at my door, and I opened my own businesses in catering and hospitality before creating Bagelstein with Gilles in 2011. Having a financial background is very solid, on the assumption that it is a tool and not an end!
Europe’s Bagel Leader
What does your business focus on, and how is it positioned in the market?
Bagelstein is the European leader in the bagel business. We operate in 8 countries with 97 franchisees. We have the flexibility to be both a lunch/dinner brand and a coffee shop brand. As we bake everything we sell, our product quality is skyrocketing in the market. Try them and you will understand.
Vision for Growth
What are your plans for growth or expansion in the near future?
Our growth relies on two pillars: European expansion (25–30 openings yearly) and global expansion through Master Franchisees. Indian openings in 2025 opened many doors and allowed us the ability to choose our worldwide partners.
We make life easier for our partners as we take care of the entire food supply. We look for managers, not bakers.
Adapting to Market Shifts
How has this year impacted your business, and what are your goals moving forward?
Economic issues raised concerns about consumers’ ability to spend money. We anticipated and in 2024 expanded our bagel ranges:
i. Smaller bagels with low, attractive prices
ii. Iconic bagels with our best-sellers (chicken honey/mustard sauce, lox and cream cheese with yogurt/lemon sauce, pastrami with BBQ sauce…)
iii. Hot bagels competing with burgers but without burgers (crispy chicken, pulled beef, fried cod, …)
In addition, we also gave a huge boost to our coffee shop offer with new cakes, new cookies, and new hot drinks.
Advice for Entrepreneurs
What advice would you give to startups or entrepreneurs in your industry?
You are the only one who will believe in your dream. Do not listen to your supposed friends who are secretly jealous of not having had the idea you had. There will be issues, there will be falls, but they will belong to you and give your successes a better taste. “Only dead fishes follow the river.”
Conclusion: Resilience and Vision
Thierry Veil’s path proves that success is not confined to one field or discipline. From finance to football and finally to food, he has demonstrated that the right mix of resilience, vision, and courage can turn even the boldest ideas into thriving realities.
His leadership at Bagelstein highlights not just a story of business growth, but also the power of innovation and adaptability in a constantly changing market. By focusing on quality, flexibility, and a clear global vision, he has built a brand that continues to win hearts across continents.
For entrepreneurs and dreamers alike, his advice resonates deeply: challenges will come, setbacks will test your spirit, but belief in your vision will always lead you forward. Thierry’s journey is a reminder that entrepreneurship is as much about passion and persistence as it is about strategy.
As Bagelstein continues to expand its footprint globally, his story stands as both an inspiration and a roadmap for those ready to pursue their own entrepreneurial dreams.
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