Paris Baguette Philippines will be operated by Berjaya Food Berhad and Middle Trade Inc.; first store slated by Q4 2023

Paris Baguette Philippines Inc. has officially announced the signing of the master franchise agreement among Berjaya Food (International) Sdn. Bhd. (a subsidiary of Berjaya Food Berhad (BFood)) and Middle Trade Inc., and Paris Baguette Singapore to introduce the South Korean café bakery for the Philippines market. The first store is slated to open in the fourth quarter of 2023.

Under the deal, Berjaya Food (International) Sdn. Bhd. and Middle Trade Inc. will be the principal operators of the Paris Baguette stores locally under Paris Baguette Philippines Inc. The partnership is targeting to spread the brand’s presence with the establishment of more stores in key cities nationwide.

“It gives us so much pride and excitement to be able to announce this partnership between Berjaya Food International and Middle Trade Inc. in establishing Paris Baguette Philippines Inc. This development came more than six months after a successful expansion in Malaysia, a feat which we hope will be replicated in the Philippines,” said Dato’ Sydney Quays, Group CEO of Berjaya Food Berhad in his speech.

Dato’ Sydney Quays further said that Berjaya Food International, also the master franchisor of casual dining restaurant Kenny Rogers Roasters, has long seen the robust potential of the Philippine market with its local franchisee Middle Trade Inc. 

“The entry of Paris Baguette in the Philippines marks a milestone in our continuous expansion in the ASEAN Region. We in Berjaya Food have committed ourselves to delivering world-class food and restaurant concepts to our fellow Asian brothers and sisters. Our aim is to build on our aspiration to be a global, diversified, and holistic food group,” Dato’ Sydney Quays said. 

The event also welcomed the participation of the Republic of Korea Ambassador to the Philippines H.E. Lee Sang-Hwa, and the President and CEO of SPC Group, a leading South Korean food and confectionery conglomerate, Mr. Hur Jin-Soo. In his address, SPC Group’s President and CEO Mr. Hur Jin-Soo shared how Paris Baguette, a French-inspired bakery founded in South Korea in 1988, gained global popularity.

“The brand’s global success is rooted in the spirit of Sangmidang, which is to not leave a single piece of bread unchecked. This practice has put a name on Paris Baguette as a household bakery with about 3,500 stores in South Korea alone, and we are excited for our Filipino patrons to experience this commitment and get their hands on quality bread anytime, anywhere,” Mr. Hur Jin-Soo said. 

Paris Baguette premium bakery brand has been a leader in the Korean bakery industry by introducing and developing European-style bakery culture for the first time in Korea. It is also the no. 1 bakery chain in South Korea with over 3,500 stores, and more than 480 locations across the United States, United Kingdom, Canada, China, France, Vietnam, Indonesia, Cambodia, Malaysia, and Singapore. The stores have been a backdrop across various K-Dramas and are backed by various Korean celebrities. 

The collection of pastries, breads, and cakes at Paris Baguette are all baked fresh daily to offer a unique experience to thousands of guests daily with good food and good people. The company’s success has primarily been driven by its emphasis to provide innovative fare with a modern and wide selection of fresh, clean, and healthy products. At the company’s core, Paris Baguette is a bakery that is French-inspired and innovates through global influence.

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