Case Study: Paris Baguette Builds a More US-Centric Bakery Brand with Push

Paris Baguette aims for 1,000 U.S. units in 10 years with Push

Paris Baguette, a well-known bakery and café chain from Korea with over 3,600 units, aimed to expand significantly into the United States with a goal of developing 1,000 units in 10 years. Their challenge was to rebrand and make their operations more US-centric, requiring updates to their graphic and written standards, service metrics, and overall brand positioning to resonate with American consumers. They partnered with the vendor Push to leverage their restaurant expertise for this transformation.

Push implemented a comprehensive solution using their Brand Convergence Model, which involved extensive consumer research and ethnographic studies. They developed a new brand strategy positioning Paris Baguette as "your neighborhood bakery and cafe," designed a new graphic approach, created new restaurant interiors, developed digital menu boards and marketing materials, and built new US and Canadian websites. While specific metrics are not detailed in the provided text, the work by Push was aimed at engaging and enticing guests to support the ambitious expansion goal.

Paris Baguette