Berjaya Food, a Malaysian food and beverage conglomerate, is poised to introduce Paris Baguette to Brunei with the launch of its first store in the fourth quarter of this year.
Under its subsidiary, Berjaya Food International, the company has secured a Letter of Intent with Paris Baguette Singapore to facilitate the establishment. Collaborating with a local partner in Brunei, Berjaya Food plans to inaugurate the initial store by the end of the fourth quarter, followed by an expansion goal of adding four more outlets within the next decade. Details regarding the local partner will be disclosed in due course.
Datuk Sydney Quays, CEO of Berjaya Food, expressed enthusiasm about this development, describing the opportunity to operate Paris Baguette in Brunei as a significant achievement in their Asia-Pacific expansion strategy. He highlighted the company’s track record of successful expansions in Malaysia and the Philippines, expressing confidence in replicating similar success in Brunei.
Currently, Berjaya Food operates five licensed Paris Baguette stores in Malaysia and one in the Philippines. Additionally, the company holds ownership of over 400 licensed Starbucks stores across Malaysia and Brunei.
According to data from World Coffee Portal, Brunei’s branded coffee shop market consists of just 27 outlets, with The Coffee Bean & Tea Leaf leading with 10 stores.
Founded in Seoul in 1988, Paris Baguette has grown to operate 3,750 stores in South Korea and more than 500 outlets across 11 international markets.
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