SPC Group Opens the First Paris Baguette Store in Indonesia at Ashta Mall
– Embarks on targeting the largest market in Southeast Asia with 270 million population through cooperation with Indonesia’s Erajaya Group
– Opened 189㎡ store at Ashta District 8 in Jakarta, will carry bread made using the internationally patented native yeast
– “Will become a brand that is loved by customers in Indonesia to lead the country’s bakery and food service industry”
Paris Baguette enters Indonesia, the largest market in Southeast Asia with a 270 million population.
SPC Group announced on November 11 that it has opened the first Paris Baguette store in Indonesia at Ashta, a shopping mall in the country’s capital, Jakarta.
Indonesia is the seventh overseas market Paris Baguette has entered. In October, Paris Baguette established ‘Era Boga Patiserindo,’ a joint venture for business in the country, with its Indonesian partner, Erajaya Group.
The 58-seat Paris Baguette Ashta Mall store in a 189-square-meter space is located on the ground floor of Ashta District 8, a famous shopping mall in Sudirman Central Business District (SCBD), which is the largest commercial district in Indonesia’s capital, Jakarta.
With the concept of European premium bakery café applied to its store design, Paris Baguette offers ‘Native Yeast Bread,’ which is made using a native yeast (SNU 70-1) SPC Group found from Korea’s traditional nuruk, and obtained an international patent for, and ‘Truffle Croque-monsieur’. Paris Baguette also carries authentic baked goods, such as baguettes and croissants made with the brand’s own technologies, and a range of cakes and brunch menus.
All products do not contain pork, considering the cultural characteristics of Indonesia where the Islamic population accounts for a large percentage. Paris Baguette will continue developing a variety of new menus according to the tastes of local customers.
As for the interior, the store features an open kitchen so that customers can watch the entire process of baking. With wooden materials applied throughout, the store’s ceiling is covered with a wooden louver (wooden panels arranged at regular intervals) to create a warm and comfortable atmosphere.
Paris Baguette will also provide delivery service and hold a number of customer events including the limited-edition Paris Baguette merchandise giveaway to attract consumers’ attention.
Gabrielle Hallim of Erajaya Food & Nourishment, which will handle the Paris Baguette store operation in Indonesia, said, “With products made with its technological power and high-quality ingredients and the differentiated brand experience, Paris Baguette will lead the new trend in Indonesia’s bakery and food service industry.”
“We are very pleased to open the first Paris Baguette store in Indonesia, the largest market in Southeast Asia,” said an SPC Group official. “Through cooperation with Erajaya Group, we will strive to develop Paris Baguette into a brand that is loved by customers in Indonesia.”
