In the U.S., Paris Baguette’s localization strategy can be found in its catering business. Capitalizing on the prevalence of corporate events, parties, weddings, and school or community gatherings, the catering business first launched in 2020 has gained attention as a new growth driver for Paris Baguette within six years. Catering sales recorded monthly increases last year, and annual revenue grew by approximately 30% compared to the previous year.
Over time, Paris Baguette has developed its catering service to suit consumer convenience. After establishing a system allowing orders at all North American stores, it introduced an online ordering platform in August last year. The method involves customers selecting menus, quantities, and schedules online, with services delivered on-site according to the schedule.
Promotion is also aggressive. At the U.S. North Hollywood store visited on the 23rd of last month (local time), we could confirm guide posters and QR codes bearing the phrase “We Cater.” Accessing the QR code leads to online ordering, where menus and prices can be viewed.
Paris Baguette is driving growth by adding desserts such as slice cakes and macarons to its catering menu, which currently consists of pastries, croissants, donuts, sandwiches, fruits, salads, coffee and beverages, and cakes, while upgrading its online ordering platform.
In Vietnam, differentiation was achieved through freshly baked bread. Unlike local bakeries that sell bread supplied in a refrigerated state, Paris Baguette bakes bread directly in its stores. The strategy appeals to local consumers by emphasizing the freshness and quality of freshly baked bread.
It is also radical to exclude baguettes, which are popular due to the influence of the French colonial era. Instead, it develops and aggressively promotes Paris Baguette’s own menus as substitutes. A representative menu item is the Yuk Song Bread. This product features finely shredded, seasoned meat stir-fried and placed on top of bread, and is popular locally as a meal replacement. Viet Nguyen, Marketing Deputy Manager at Paris Baguette’s Asia, Middle East, and Africa (AMEA) Regional Headquarters, evaluated it by saying, “Yuk Song Bread is a menu item sold only in Vietnam and is a bestseller.”
Among beverages, the “Red Bean Mochi Matcha Pastry,” topped with matcha cream and strawberries on a pastry, and a Vietnam-specific coffee featuring condensed milk coffee topped with salty cream are popular.
Paris Baguette plans to expand its position in the Vietnamese market as a bakery cafe where bread and coffee are enjoyed together. Deputy Manager Nguyen said, “Vietnamese people love coffee and have a culture of visiting cafes daily,” adding, “Based on the competitiveness we have secured in the bread and cake fields, we want to strengthen our coffee offerings and grow into a bakery cafe.”
in LIVING
