Paris Baguette Philippines Inc. plans to open five stores in Metro Manila in its first year of operation, with a total investment of about $1.5 million.
Last week, a master franchise agreement was signed by Berjaya Food (International) Sdn. Bhd. which is a subsidiary of Berjaya Food Berhad, Middle Trade Inc. and Paris Baguette Singapore to introduce the South Korean café bakery in the local market. Its first store is slated to open in the fourth quarter of 2023.
Under the deal, Berjaya Food (International) and Middle Trade will be the principal operators of the Paris Baguette stores locally under Paris Baguette Philippines Inc.
The partnership aims to spread the brand’s presence with the establishment of more stores in key cities nationwide.
Dato’ Sydney Quays, Berjaya Food Berhad Group chief executive officer, said the company plans to open its first store before the year ends, aiming for five stores during the first year similar to the strategy in Malaysia.
“We’re looking at an average of about five stores a year — in Malaysia, it’s five stores a year. That’s what we’re projecting. Obviously, the first location is very important for us, so we’re targeting after our first store,” Quays said.
The investment for a store averages $300,000, but that would depend on the size and location of the store.
“What we want to do when we open is to have a full-fledged Paris Baguette experience, meaning we would carry the full range of Paris Baguette. They have a lot of very reputable and good products. They also have some pasta. We also want to adopt some local food, just like what we’ve done in Malaysia,” Quays added.
When asked about the first store location, he said: “We are exploring now. It will be a bit too early to say. The goal is to open within the next six months or so. We are speaking with some bigger malls. We are yet to confirm. We are working with the right location to be able to present the brand to the Filipino people.”
According to Quays, 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. – Myla Iglesias
