SPC Paris Baguette Introduced in National Broadcasting in the U.S., Global Brand Image Strengthened
SPC’s bakery brand Paris Baguette is strengthening its global brand image in North America after introduced through FOX NEWS across the U.S.
Paris Baguette on the 6th (local time) drew attention after being featured in a morning news show FOX and Friends, aired across the U.S. The program, which features Fox TV’s top anchors presenting the morning news in a talk-show format, airs live for three hours each weekday morning starting at 6 a.m.
For the show on the 6th, an outdoor studio was installed under the concept of Paris Baguette’s bakery café on FOX Square in front of the office building of FOX NEWS in Manhattan, New York. Paris Baguette products and logo were exposed throughout the show.
The anchors and citizens participating in the show tasted Paris Baguette’s cake, bread and pastry products, and made favorable comments including “This is the breakfast champion.” In addition, Darren Tipton, CEO of Paris baguette USA, appeared on the show and explained about the company’s status and vision, having produced a great promotional effect.
Paris Baguette’s active communication activities, such as the appearance on the U.S. TV show, is a strategic change in line with the brand’s business growth in the U.S. market, according to SPC.
An SPC official explained that Paris Baguette had focused on building relationships with local communities during the earlier phase of its entry into the U.S. market in 2005. Recognizing the importance to increase the local’s likability about the brand as a “friendly neighbor” because there were fewer number of stores and the brand’s recognition was low at the time, Paris Baguette organized experience-type marketing activities, which featured cake and sandwich-making classes for residents near the stores. Also, it performed social contribution activities including donating its products to those in need.
Recently, however, the market has expanded to 27 states in the country, and more than 100 of around 130 stores have become franchisees as the franchise business got on track. Accordingly, Paris Baguette needs to perform extensive activities to improve its recognition based on the brand image it has built over the years.
In addition, with the end of COVID-19, the economy is revitalizing and the number of travelers visiting the U.S. is increasing, so Paris Baguette decided to strengthen its image as a global bakery brand, and therefore is engaging in more active communication activities with a focus on New York, the center of the U.S. economy.
As part of the strategy, Paris Baguette officially sponsored the LPGA Mizuho Americas Open Golf Tournament held at the Liberty National Golf Club in New Jersey overlooking Manhattan and the Statute of Liberty in New York from the 1st to the 4th of this month, and enjoyed a promotion effect to the full.
“Our performance is improving steadily based on the positive brand image we have built over the years and active communication in the U.S. market,” said an SPC official. “By publicizing our image as a global brand operating around 4,000 stores across the world, we will continue growing as a brand that is loved also in the U.S.”
Paris Baguette is operating around 130 stores in the U.S. and plans to conclude additional franchise contract for 160 stores. It established a branch office in Canada in 2020, and opened the first store in March this year. Paris Baguette has set a goal to open 1,000 stores in the North American region by 2030.
