Paris Baguette opened 80 units in North America this year, with 150 planned for 2026. | Photo by Lisa Jennings
For many restaurant chains, 2025 was a year focused on reversing negative sales growth.
For Paris Baguette, however, this year is expected to mark an acceleration point as the brand widens its growth target to include Mexico, Central and South America.
The Korea-born bakery chain opened about 80 new outlets this year for a total of about 270 in the U.S. and Canada.
Next year, the plan is to add another 150 bakeries, on a path to reach 1,000 in the U.S. and another 100 in Canada by 2030, said Darren Tipton, CEO of Paris Baguette North America, which is based in New Jersey.
Most are franchised, but Paris Baguette North America has about 10 corporate locations.
Next up is Mexico, where Tipton said the chain is looking at potential franchise partners. He believes the chain could see 100 to 150 locations there.
And, in time, the North America division will eventually lead growth through all of the Americas, down through Central and South America.
“We’re already seeing interest there,” he said. “Bread is a common denominator around the globe.”
Owned by conglomerate SPC Group, Paris Baguette was founded in Korea in 1988 and now has roughly 4,500 units globally, including about 3,700 in Korea, 300 or so in China and a growing presence across Cambodia, Vietnam, Singapore and Malaysia. There are seven in Paris and another five in London.
The brand first came to the U.S. in 2005, and is now in 28 states.
In 2026, the chain will open its first airport location (Philadelphia), which Tipton hopes will open doors for other nontraditional spots, like hospitals or transportation hubs.
“That’ll be a new trade channel for us,” he said.
In North America, Paris Baguette boasts 20 consecutive quarters of positive sales, along with 19 positive quarters of traffic (the one negative quarter was in 2020, during the pandemic).
Fundamentally, Tipton credits the brand’s positioning as a neighborhood bakery. While other brands have migrated more into sandwiches and other all-day offerings, Paris Baguette remains “a true bakery,” he said, with 80% of sales from breads, pastries and cakes.
Guests pick their pastries from glass-enclosed cabinets. | Photo by Lisa Jennings
“For me, raised in Queens, New York, we had those neighborhood bakeries that seemed like they were on every block and corner at one point. Those have greatly diminished across the U.S. and beyond. So we really see an incredible opportunity to reset that.”
Visitors to a Paris Baguette are greeted by an array of pastries and cakes. Customers are invited to take a tray and tongs to grab what they like.
Laminated pastries in all shapes, sweet and savory, abound. There are a few pre-made sandwiches and salads. Hot and cold coffees by Lavazza are available, as well as frozen frappes and smoothies. The average check is about $20.
And, of course, there are also specialty cakes for all occasions and seasons, along with other gift-worthy treats and catering.
In fiscal 2024, Paris Baguette boasted sales of $462 million in the U.S., a more than 30% increase, with 197 units, a 27% increase. The average unit volume last year was $2.8 million, according to the Top 500 Restaurant Chain report by Technomic, a Restaurant Business sister brand.
That AUV has grown to close to $3 million this year, Tipton said, despite the fact that Paris Baguette has kept menu price increases to a minimum—about 1.5% twice a year over the last several years.
Paris Baguette in September broke ground on a new $160 million manufacturing facility in Texas that will support the planned growth. Tipton said it should be up and running by mid 2027.
There, the chain plans to invest in technology that will allow for automation to play a bigger role to simplify operations and boost volume.
Paris Baguette is know for its variety. | Photo by Lisa Jennings
Paris Baguette’s proprietary dough for breads and pastries is made centrally and shipped to bakeries for shaping, molding, proofing and baking in house, he said.
For a franchise brand, Tipton admits it’s complex. Bakers come in between midnight and 3 a.m. to ensure products are baked fresh, and the company offers a lot of training and support because, he said, quality is key.
Consumers may be pulling back spending on food away from home, but they still feel they deserve affordable luxuries, like a $2 or $3 cookie or pastry with their coffee, or an elaborately decorated cake for a special event.
“It’s a unique model. They have a tray and they can pick what they want,” he said. “I really think we have something for everyone.”
