Paris Baguette is expanding its North American business and establishing itself as a global brand. Since opening its first store in Los Angeles, USA in 2005, Paris Baguette has continued to actively communicate with the local community, increasing its favorability as a friendly neighborhood brand. After opening the 100th franchise store in the US in January, SPC is expanding its franchise business by opening its first store in Canada in March. Recently, Paris Baguette has been making all efforts to strengthen its global brand image by appearing on TV news shows broadcasted across the United States and sponsoring LPGA matches. Let’s learn about SPC Paris Baguette, which is raising the status of K-bakery in various ways in the North American market.
Paris Baguette Starts the Era of K-Bakery through Extensive Publicity in the US Market
Current status of Paris Baguette’s entry into the US
Paris Baguette is successfully settling down in the US based on its excellent product quality and know-how in franchise operation. After the transition to the endemic, Paris Baguette got out of the pandemic recession, got back on the growth track, and sales increased from KRW 135.5 billion in 2018 to KRW 177 billion in 2022 showing remarkable growth. As the market has also expanded to 27 states, the company is currently operating about 130 stores and is expected to sign an additional 160 franchise contracts by the second half of the year. Furthermore, it aims to open 1,000 stores by 2030. In particular, in line with the recent business growth, it is actively engaging in communication activities centered on New York, the center of the US economy.
Paris Baguette was introduced on the US Fox News show program Fox & Friends
On 6th June, Paris Baguette was introduced on Fox News’ morning news show program called Fox & Friends, which is broadcasted throughout the United States. Fox News is a 24-hour cable television broadcast that has been very popular since 2002 and has been recording high viewership ratings. Fox TV’s famous anchors hosted a morning talk show on the theme of Breakfast with Friends.
The broadcast was held in an outdoor studio decorated with bakery café themed located at Fox Square situated in front of the Fox News headquarters in Manhattan, New York. Besides the reveal of Paris Baguette’s logo, people who tasted the cake, bread and pastries gave a positive response describing it as the “breakfast champion”. In addition, Darren Tipton, general manager of Paris Baguette’s US subsidiary, appeared together to convey the current status and vision of the company and put more effort into promoting the brand.
Paris Baguette participated as an official sponsor of the LPGA Tour Mizuho Americas Open
Paris Baguette’s role did not stop here. As an official sponsor of the Mizuho Americas Open on the LPGA Tour, it reached the pinnacle of promotional activities. The Mizuho Americas Open, held for four days from June 1st to 4th, was hosted by Michelle Wie, a Korean-American golfer, also popular in Korea. With a total prize money of $2.75 million, seven of the world’s top 10 players competed to win the title of champion which caught the attention of golf fans around the world.
During the game, the Paris Baguette logo was displayed all over the stadium, such as on billboards and flyers. Product exhibitions as well as tasting booths were prepared so that the audience could experience the products firsthand. The booths were successful because they attracted a lot of crowds. An official from Paris Baguette said, “We will continue to actively promote the Paris Baguette brand throughout the world by carrying out various activities in the global market.” Paris Baguette plans to continue various local marketing programs to increase brand awareness in the US in the future.
Paris Baguette Gets the Green Light to Enter Canada
Paris Baguette opened its first store Yonge & Sheppard in Toronto, Canada
Paris Baguette started expanding its business in Canada based on its franchise know-how in the United States. Canada is considered an important market for expanding Paris Baguette’s global business as it is an important country in the Anglo-American world, and a part of its territory such as Quebec is Francophonie. As a strategy to achieve this, Paris Baguette decided to actively engage in franchise business from the beginning by preparing thoroughly and starting the establishment of subsidiaries in 2020, unlike before when it directly opened stores.
As a result, in March, Paris Baguette opened its first franchise store, Yonge & Sheppard, in Toronto, Canada. Located on the 1st floor of Yonge Shopping Center on Yonge Street, the central commercial district of Toronto, Yonge & Sheppard offers differentiated products such as freshly baked bread, fresh salad, sandwiches, and strawberry whipped cream cake and has a self-service mode of operation. This is a new service that has not been found in the United States, which is adding to its popularity. Meanwhile, Paris Baguette aims to open seven additional stores in Canada within the year.
In this article, we updated you on news from Paris Baguette, which is growing rapidly in North America. Paris Baguette will devote all its efforts to making delicious bakery products until it becomes a brand loved all over the world, and will continue its promotional activities. Please look forward to the future endeavors of SPC, which will continue to grow.
