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Paris Baguette’s store in Canary Wharf, London, is crowded with visitors, Nov. 26, 2024. Courtesy of SPC/Foreign divisions focus on localization
By Ko Dong-hwan
Food franchise group SPC announced on Friday that it has restructured its organization to exercise more effective control over its international markets, particularly for Paris Baguette, its bakery subsidiary currently undergoing worldwide expansion.
The group strengthened its global operations by introducing the Asia Pacific, Middle East and Africa (AMEA) division, which focuses on one of Paris Baguette’s key regional markets, including Southeast Asian countries.
Hana Lee, who has been overseeing Paris Baguette’s operations across Southeast Asia, is the new CEO of the AMEA division.
The AMEA division comes as the construction of Paris Baguette’s new manufacturing plant in the city of Johor Bahru in Malaysia is scheduled for completion this month. The plant will produce halal-certified products for Muslim consumers in the country. The new division will also further promote Paris Baguette to countries in the Middle East and Africa to attract local consumers interested in halal bakery products.
The global halal food market is estimated to be around $2 trillion, according to SPC. The group also stated that it will promote officials with experience in the Middle East and Africa to high-level positions within the AMEA division to better leverage their expertise in managing regional markets.
SPC previously restructured its America division in 2024 to further expand Paris Baguette’s markets across the North, Central and South American regions. While Darren Tipton has served as the division’s CEO since 2021, the group also promoted new executives to key positions, including chief operating officer, chief management officer, chief supply chain officer, chief financial officer and chief human resources officer.
The group on Thursday also announced it will build a new manufacturing plant in the city of Burleson in Texas, the United States, to locally supply Paris Baguette products throughout the U.S., Canada and later Central and South American nations.
To better control Paris Baguette’s burgeoning business expansion overseas, SPC said it also introduced a new office dedicated to supporting its global divisions.
“We have executed our latest organizational restructuring to bestow more responsibilities and authority on those heading our businesses overseas,” an SPC official said. “It will allow our global businesses to be more localized and our headquarters to support our global arms more effectively.”
Paris Baguette currently exports to 14 countries including the U.S., Canada, France, the United Kingdom, China, Singapore, Malaysia, Indonesia and Vietnam, running 630 stores in those countries. SPC plans to expand the store’s number to 12,000 by 2030.