Paris Baguette (PB) and Erajaya Food & Nourishment (EFN), which is part of Indonesia’s leading distributor and retailer of mobile phones Erajaya, have officially entered into a joint venture partnership.
Through this partnership, Paris Baguette, a fast-casual bakery from South Korea, officially enters the Indonesian market. The debut makes Indonesia the fourth market in Southeast Asia where Paris Baguette has a presence, after Singapore, Vietnam and Cambodia. The brand expansion to Indonesia is part of the group’s globalization strategy, as it hopes to pave the way into the Middle East market. The group operates some 430 Paris Baguette stores around the globe including in the United States, France, and China.
The first Paris Baguette outlets in Indonesia are targeted to open before the end of 2021 in Jakarta and will be managed and operated by EFN’s subsidiary, Era Boga Patiserindo. Paris Baguette’s strategy will focus on offering elevated culinary concepts using premium ingredients.
(Sources: Erajaya; Korean Herald)