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.
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