Advertisement

Paris Baguette: How a South Korean Bakery Is Entering Europe Through the Capital of France

  • HeeJo Hannah Kim
  • Simon Fietze
Chapter

Abstract

This case study is about the internationalization project of the South Korean franchise company Paris Baguette that offers different Frenchified bread and pastries. Over the past 15 years, the company successfully expanded to international markets including the United States, China, and other Southeast Asian countries. In Europe, the company started its first expansion project in Paris, France, in 2014. Paris Baguette strives to be known as a high-quality bakery, which offers products with an equivalent quality to the authentic French-baked products. They offer both traditional French croissants and other pastries as well as products with a unique Korean twist. The case analyzes the company’s historical roots and follows its growth strategy on international markets from China and other Asian countries over the United States to Europe and France.

References

  1. Bae, J.-S. (2014). Paris Baguette opens first store in Paris. Retrieved October 13, 2018 from http://www.koreaherald.com/view.php?ud=20140723000494
  2. Chae, S.-J. (2018). Korea’s Paris Baguette to build bread factory in France. Retrieved October 13, 2018 from http://english.chosun.com/site/data/html_dir/2018/05/29/2018052901389.html
  3. Cheng, J. (2014). South Korean chain tries to sell baguettes back to the French. Retrieved October 13, 2018 from https://www.wsj.com/articles/paris-baguette-a-south-korean-chain-has-found-a-new-marketparisians-1407378604
  4. Chosun.com. (2017). 파리바게뜨 상생기업 출범, 매장수는 몇개나? Retrieved October 13, 2018 from http://news.chosun.com/site/data/html_dir/2017/12/01/2017120102216.html
  5. Dong, N. J. (2016). [프랜차이즈 ‘명품시대’] '빵의 본고장' 프랑스도 홀린 파리바게뜨…미국·중국 등 해외 매장만 240여개. Retrieved October 13, 2018 from http://news.hankyung.com/article/2016110241901?nv=o
  6. Jong, L. M. (2014). 파리바게뜨, 파리로 가다. Retrieved October 13, 2018 from https://www.huffingtonpost.kr/2014/07/23/story_n_5611798.html
  7. Jung, S.-Y. (2015). Paris Baguette going global. Retrieved October 13, 2018 from http://www.businesskorea.co.kr/news/articleView.html?idxno=11650
  8. Kang, J. (2014). 26년만에 이룬 허영인 회장의 꿈…파리바게뜨 '바게트 본고장' 파리 입성. Retrieved October 13, 2018 from http://news.hankyung.com/article/2014072310261
  9. Kang, J. (2016). 파리 안착한 파리바게뜨 '빵빵한' 성공 비결. Retrieved October 13, 2018 from http://plus.hankyung.com/apps/newsinside.view?aid=2016080106371&category=NEWSPAPER
  10. Kim, K. (2015). What made a bakery franchise No. 1 in Korea?: The story of Paris Baguette and its success factors. Journal of Marketing Thought, 2(1), 14–26.Google Scholar
  11. Kim, M. (2017). SPC, 계열사간 내부거래 비중 30.7%… 전년 대비 3.5%p 늘어. Retrieved October 13, 2018 from http://www.ceoscoredaily.com/news/article.html?no=32117
  12. Kirk, D. (2014). Mon dieu, Korea’s Paris Baguette is now a real Parisian boulangerie. Retrieved October 13, 2018 from https://www.forbes.com/sites/donaldkirk/2014/07/23/mon-dieu-koreas-paris-baguette-is-now-a-real-french-cafe/#2b778e946b4d
  13. Lee, H. (2015). [K-프랜차이즈 신드롬] 빵의 본고장 파리서 “트레 봉, 파리바게뜨”. Retrieved October 13, 2018 from http://www.econovill.com/news/articleView.html?idxno=260444
  14. Masters de la Bounlangerie. (2016). The 2016 bakery world cup. Retrieved October 13, 2018 from https://www.mastersdelaboulangerie.com/the-competitions/the-bakery-world-cup/the-2016-bakery-world-cup.html
  15. Paris Baguette. (2018). About us. Retrieved October 13, 2018 from http://parisbaguette.com/about-us.html
  16. Parl, S.-S. (2015). Bakery giant to spend W2.6 tril. on R&D. Retrieved October 13, 2018 from http://www.koreatimes.co.kr/www/tech/2015/10/129_189660.html
  17. RestaurantNews. (2016). Paris Baguette continues aggressive U.S. franchise expansion with first multi-unit deal. Retrieved October 13, 2018 from http://www.restaurantnews.com/paris-baguette-continues-aggressive-u-s-franchise-expansion-with-first-multi-unit-deal/
  18. Ryu, S., Jang, W., & Cho, H. (2014). China market entry strategy of Paris Baguette. Journal of Business Case Studies (JBCS), 10, 155–164.  https://doi.org/10.19030/jbcs.v10i2.8504.CrossRefGoogle Scholar
  19. Shah, K. (2015). Pastries born in France, raised in South Korea. Retrieved October 13, 2018 from https://www.eater.com/2015/12/30/10685588/korean-bakery-paris-baguette-tous-les-jours
  20. Willsher, K. (2014). Korea’s Paris Baguette chain expands to … Paris. Retrieved October 13, 2018 from https://www.theguardian.com/world/2014/aug/12/korea-paris-baguette-chain-expands-french-bakery

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • HeeJo Hannah Kim
    • 1
  • Simon Fietze
    • 2
  1. 1.PVH CorporationTias School for Business and SocietyTilburgNetherlands
  2. 2.University of Southern DenmarkSønderborgDenmark

Personalised recommendations