It is difficult to miss the Paris Baguette bakery cafés that have been opening around New York. In glowing white letters outlined in blue, “Paris Baguette” is inscribed on each storefront. With wide glass windows, the stores offer pedestrians views of their uniform sleek décor and wide selection of baked edibles overseen by scurrying workers sporting berets and navy-striped white shirts, maneuvering among hungry customers.
New Yorkers can expect to see more of these bakeries sprouting up in neighborhoods around the city. Currently with 14 locations in Manhattan, Brooklyn, and Queens, the chain plans to open 22 more stores in New York. According to Sonia Park, sales analyst and manager of training and development for Paris Baguette, the first Paris Baguette opened in 2008 in Flushing, Queens.
The expansion in New York is part of a wider push by the Korean bakery chain to burst into the U.S. coffee-pastry market, which has long been dominated by such giants as Starbucks, Panera Bread, and Dunkin’ Donuts.
According to an article published on Dec. 1 on QSR, a trade magazine that covers the fast food industry, Paris Baguette has a set goal of expanding from their over 50 U.S. locations to 350 by 2020. Paris Baguette Director of Franchise Development David Gleason explains to QSR that the goal is only a minor achievement compared to what the company has planned for the rest of the world.
“While Paris Baguette is a relatively new brand in the United States, I saw a concept that has all of the fundamentals I mentioned and then some,” Gleason was quoted as saying in the Dec. 1 QSR article. “By moving from a company owned bakery model to aggressive franchise growth strategy, we strongly feel that the ultimate goal for Paris Baguette is in the range of 12,000 locations worldwide.”
Paris Baguette offers a broad variety of fresh-baked breads, pastries, gifts, cakes, and beverages accented by Parisian influence. With a modern and clean atmosphere, accompanied by workers clothed in seemingly French attire, the bakery chain provides a unique and foreign perspective that is distinctly Paris Baguette.
Paris Baguette’s path to becoming the world’s top bakery café is influenced by its founder’s desire to maintain a French concept, according to Park.
“We regard France as the spiritual home of our bakery products. That’s how Paris Baguette founder Young In Hur has described the core of our concept. From traditional baking techniques to Parisian décor and presentation, Paris Baguette is authentically French, but with innovative touches that keep it fresh,” Park explains.
Park sees success in how the company operates and involves itself with its relations and stakeholders.
“We are a corporate team that is committed to innovating new ideas and new products to continually increase customer satisfaction,” she said. “We are invested in the personal and professional well-being of our franchisees, not just to increase growth potential but to help the individual thrive. To make this happen, we offer pre-opening training programs including on-the-job training, on-site assistance, and ongoing support.”
By doing this, Park and her colleagues provide newly franchised stores with a kick-start to their businesses while maintaining organizational unity. Paris Baguette’s ultimate goal is to spread, and it is crucial for each franchisee to succeed, continuing growth.
As with any blooming bakery café, Paris Baguette places great importance on the quality of its products.
Kevin Ahn, kitchen supervisor and a support baker supervisor for Flushing and New Jersey locations, was once a frantic, beret-clad worker before joining Paris Baguette’s kitchen division. Now, having to oversee the production of pastries and breads, Ahn places great emphasis on the producing of the company’s moneymakers.
“The most important aspect is quality,” said Ahn. “When a customer takes a bite out of a pastry, it needs to retain the taste it did when the customers tried it a week or two weeks ago. When the quality of our bread drops, then the quality of the company drops.” He added, “This is the most important and also the most difficult achievement to accomplish.”
When asked about Paris Baguette’s popularity, Ahn maintains his stance.
“It’s the quality of our products. Everything is made and baked daily. We do not keep old products. At the end of the day, they get discarded or donated. There are not a lot of bakeries that offer Asian baked goods, which adds to the interest,” he explained.
For Park and Ahn, excellence is required in all aspects of the business. Culture, quality, and a universal mindset are important for Paris Baguette’s international business.
Customer experience seems to be made pleasant by the workers and products of the company.
Sharon Woo, 18, purchases breakfast at the Main St. Paris Baguette location almost daily. Coming out of the bakery with a chocolate croissant, two pistachio macaroons, and a café latte, she shares her typical experience at the store.
“Coffee and bread is important for me early. I don’t eat breakfast at home because I always wake up too late,” she said. “The Q27 bus is right there, I go to QCC (Queens Community College) and I work five minutes away. The food and coffee has always been good here, so I am a happy customer.” She added, “This place is really clean and looks really nice. The workers usually aren’t rude but sometimes the guy workers get a little wild. Nothing too much though.”