Korean bakery-café chain TOUS les JOURS gains popularity in North America, thanks to unique market positioning and B2B support
When we think about a country famous for pastries and bread, we often think of European countries – most notably France. But did you know that one of the most beloved bakery chains in the United States these days is a Korean brand?
TOUS les JOURS, owned by CJ Foodville, has more than 100 locations throughout the U.S., and its new stores continue to gain traction. For instance, a photo of the new TOUS les JOURS store in Pittsburg, Pennsylvania, went viral on social platform Reddit because of the people lining up around the block before the opening hour.
In this feature article, let’s get a taste of what is driving the unlikely success of a Korea-born bakery-café chain in the world’s biggest economy.
A near 180% jump in y-o-y operating profit
The first TOUS les JOURS store in the U.S. opened its doors in 2004 and in just two decades, the number grew to 125 franchisees across 27 states. The popularity is especially pronounced on the East Coast, namely New York, New Jersey and Massachusetts.
The company’s sales in the U.S. surpassed 100 billion KRW (75 million USD) as of 2023, a 38% hike year-on-year. The operating profit jumped even more drastically – a whopping 179% in the same period.
TOUS les JOURS aims to open 1,000 stores nationwide by 2030, on the back of the bullish expansion thus far and further powered by the new production facility in the state of Georgia. The plant, scheduled to be completed next year, will serve as a major hub in the U.S. for enhancing delivery efficiency and ensuring freshness.
Fresh take on crème fraiche
While many bakeries in the U.S. top their cakes with buttercream due to the frosting’s long shelf life, TOUS les JOURS differentiates itself by carrying cakes made with crème fraiche – the way most cakes are made in Korea.
It boasts over 300 items on its menu, from baked goods, beverages, meal substitutes, and specialty cakes.
The best-selling items are:
1) Milk Cream Bread: The dough is kneaded with milk, not water, making both the shell and the filling carry a very milky taste.
2) Whole Milk Loaf: The milk loaf is a type of brioche sandwich bread
3) Twist Donut: A classic Korean favorite, a donut with white crystal sugar sprinkled on top
4) Strawberry Croissant: A croissant filled with fresh cream and strawberries
5) Buttercream Bread: A brioche partly sliced and filled with vanilla buttercream
6) Red Bean Bread: Another Korean classic, a soft bread filled with sweet red bean paste
7) Sweet Frank Roll: An over-sized pigs in a blanket
8) Spinach Feta Danish: A Danish made specially for the U.S. market
9) Almond Croissant: A crowd favorite in the U.S., a croissant with almonds and powdered sugar
10) Caramel Apple Pie: A small pastry filled with apples baked in caramel sauce
Other items that sell well are croquettes filled with kimchi or Korean style curry.
Behind-the-shelf support system
The bakery-café positions itself as offering unique fusion baked goods, putting Asian flair on traditional French recipes. The stores’ décor and merchandise also stick to the French-Asian fusion concept.
In addition to the above secrets to success are the extensive B2B-focused programs the brand offers to its franchisees. The bakery chain actively supports the local branches with a comprehensive three-week training program covering three core curricula in exceeding customers’ expectations.
TOUS les JOURS hopes to live up to its name, which means “every day” in French, by becoming a household name in the U.S. Instead of competing head-on with bakeries that focus on delivering the tried-and-true American recipes, the Korean brand will focus on offering diverse, trendy products and engaging in innovative marketing activities to boost customer satisfaction.
