Success does leave clues and with over 3,800 locations worldwide Paris Baguette continues to evolve, expand, and elevate grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food according to Tacoma, WA based Foodservice Solutions® Grocerant Guru®, Steven Johnson.
Regular readers of this blog know this decades-old “South Korean brand is betting on U.S. growth thanks to an Asian twist on the quintessential French bakery. The roots of the now global brand Paris Baguette date back to 1945, when a small confectionary known as Sangmidang opened in Seoul, South Korea.”
It continued to evolve to become a made-from-scratch concept known as Paris Croissant in 1986 and then became Paris Baguette two years later. Now with 3,800 locations worldwide, Paris Baguette is hoping to turn U.S. customers onto the brand through an aggressive growth plan.
Paris Baguette CDO Larry Sidoti, stated “It’s unbelievable within the Asian community how well Paris Baguette is known, but also how much awareness is being spread right now,”… “The interesting thing about the brand is it transcends any group. It’s an Asian-infused French bakery concept. Basically, it’s a French concept with added oomph.” Our Grocerant Guru® says that oomp is what is driving it word of mouth marketing garnering customers, top line sales and bottom line profits.
Back in the day Paris Croissant proved difficult to scale given its made-from-scratch menu, Paris Baguette evolved creating a platform that that has capitalized on flash-frozen dough that is distributed to each location and baked there.
Sidoti continued “It’s not the cheapest way to go, but it is the most effective, and it builds brand loyalty… “You can tell by the reaction on people’s faces when they bite into one of our products how much they understand or appreciate that they’re getting fresh product throughout the day and night.”
Paris Baguette has 58 U.S. locations, with plans for 350 by 2020. Owner SPC Group, which also operates Jamba Juice, Baskin-Robbins, and Shake Shack locations in South Korea, plans to rely heavily on franchising to meet this goal.
A menu that included a world of flavorful Pastries include French standards like “croissants and Danish Cream Cheese, but the dessert menu is bolstered by both American and Asian flavors. Drawing inspiration from the East, the selection includes a Green Tea Chiffon Cake and a shaved ice topped with mochi and bean paste. Similarly, an apple pie pastry and sweet potato cake exemplify more Western flavor profiles. The beverage menu runs the gamut, from espresso and caramel lattes to nonalcoholic mojitos and smoothies.”
Our grocerant guru® notes that packaging, price, and portability highlight grocerant niche takeout, and ToGo items including the ilk of sandwiches on ciabatta and baguettes—served hot or cold—are also popular with guests. Options include a caprese sandwich, a salami and roasted tomato melt, and a crab salad sandwich. About 60 percent of guests opt for takeout, and restaurant locations have a self-serve component where customers can grab various items to take with them on the go.
Paris Baguette dials back the sweetness in its pastries, cakes, and other desserts, which Sidoti says allows the flavors to shine. “The real showstopper is the pastries and dessert items. The baking that goes on and the smells from the pastries, the croissants, the sweets, and the fruits—that’s all part of the theater of it,” he says. “It makes for a great presentation and a unique customer experience.”
No wonder each location does about $2.1 million a year in sales. Success does leave clues and global brands the ilk of Paris Baguette are replacing the grocery store pantry items with fresh fast flavorful food.
Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit: www.FoodserviceSolutions.us for more information.