Paris Baguette bites into Indonesia with Erajaya Group tie-up

South Korean bakery Paris Baguette is entering the Indonesian market through a partnership with Erajaya Food and Nourishment, eyeing Jakarta in November this year followed by Bali and Medan. This marks the bakery's fourth market in Southeast Asia, after Singapore, Vietnam and Cambodia. MARKETING-INTERACTIVE has reached out for comment.

The outlets in Jakarta will be managed and operated by Erajaya Food and Nourishment's subsidiary, Era Boga Patiserindo. According to a media statement, Paris Baguette’s entry into the Indonesian market promises to break through the country’s F&B clutter, by offering elevated culinary concepts and a plethora of delicacies to satisfy the most discerning taste.

Hana Lee, VP of Paris Baguette SEA, SPC Group, said that this move comes as part of its globalisation strategy. "We are delighted to partner with Erajaya Food and Nourishment, who shares our vision of making the world a happier place through innovative products and by leading with integrity. Together with our partner, we will bring the high-quality treats that we love from Paris Baguette to Indonesia," she added. 

Gabrielle Halim, CEO of Erajaya Food and Nourishment, said that it is honoured to partner with Paris Baguette to expand its footprint in Indonesia. "Their commitment to innovation and quality is in line with our vision to become a leading F&B player in Indonesia. We are certain the food lovers in Indonesia will welcome and enjoy Paris Baguette’s fresh concept and unique offerings when we open our first stores shortly," she added. 

Separately, Subway also partnered with Sari Sandwich Indonesia to launch Subway restaurants in Indonesia. It's first outlet opened recently at Townsquare Cilandak Mall, Jakarta, and is managed by Sari Sandwich Indonesia. According to Subway, the partnership expands growth for both companies allowing it to engage Subway fans in Indonesia. 

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