Retail in Asia

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Paris Baguette opens first store in the Philippines

Bakery chain Paris Baguette has opened its first store in the Philippines, eight months after South Korean parent firm SPC Group signed a licensing agreement to enter the market.

SEE ALSO: Paris Baguette coming to the Philippines

Opening on the first floor of  Manila’s SM Mall of Asia, the new Paris Baguette location features wooden interiors, designed to mimic a luxury European bakery, with a total of 90 seats.

Inside, visitors will find exclusive Philippine offerings, including new product lineups featuring local ingredients like ‘ube’, a purple yam, and Filipino favourites like ‘ensaymada’, a pastry filled with butter cream, sugar, and cheese.

The bakery also offers self-ordering kiosk machines installed to provide a ‘grab and go’ service.

“With Paris Baguette’s quality and expertise from operating over 4,000 stores domestically and internationally, we aim to lead a new bakery trend in the Philippines,” an SPC Group official said.

In August, Paris Baguette parent SPC Group announced the signing of a master franchise agreement between Berjaya Food (International), Middle Trade Inc. and Paris Baguette Singapore to launch the South Korean bakery in the Philippines market.

A master franchise system saw SPC Group transfer its business authority to use the Paris Baguette brand to the local operator in return for loyalties.

At the time of the announcement, SPG Group said the deal will see Paris Baguette establish more stores in key Filipino cities nationwide, with five outlets expected in 2024.