BreadTalk and Its Continued Expansion

BreadTalk and Its Continued Expansion

Founded in April 2000, BreadTalk entered Singapore’s traditional bakery industry with a unique positioning: it was projected as a professionally run business; its stores were located in the major malls in central parts of Singapore; the kitchens were open plan so customers could see how the bread was made; and its products were a fusion of traditional bakery favourites with a modern twist. 

BreadTalk prided itself on having a culture of “creative differentiation” – and strived to stay “fresh” by continuously changing and adapting to consumer demand, and “relevant” by offering localised and customised products with something for everyone.

BreadTalk store | thelocalsociety
BreadTalk store | thelocalsociety


To this end, the company launched a new range of products every six months in line with seasonal trends, social events, and festivals. For instance, BreadTalk outlets sold panda-shaped products to raise funds for the victims of the Sichuan earthquake and rocket-shaped products to celebrate China’s first astronaut in space.

Having established a robust brand at home – 20 thriving outlets in just two years – BreadTalk began to consider expanding its footprint to other countries in the region. In its first year alone, the company had received over 1,000 inquiries for franchising from firms in Singapore as well as other Southeast Asian countries.

Now, the BreadTalk Group is in 17 countries in Asia and the Middle East, operating nearly 1,000 stores in all with brands such as BreadTalk, Toast Box, Food Republic, Din Tai Fung and Song Fa Bak Kut Teh.

Reported by the Straits Times,  BreadTalk Group will form a S$3 million joint venture with Japan’s largest rice wholesaler Shinmei Corp. The 115-year-old Kobe-based company, which is also Japan’s largest exporter of rice with a 30 per cent share, owns the Genki Sushi chain of conveyor belt sushi restaurants.

BreadTalk | breadtalk
BreadTalk | breadtalk

The joint venture firm, known as BTG-Shinmei Venture, will be incorporated in Singapore and begin operations next month. The BreadTalk Group holds a 66 per cent stake, while Shinmei owns the remaining 34 per cent, the two companies announced on Dec 22, 2017.

This is the BreadTalk Group’s first partnership with a trading company, and comes a year after the two firms began talks. With this venture, the group eyes cost savings for customers, entry into new markets such as the United States, Europe and Japan, as well as a new revenue stream in the selling of ingredients.

Shinmei owns a variety of businesses in rice and processed foods, seafood, fruits and vegetables, as well as in companies dealing with food logistics.

BTG-Shinmei Venture will then provide these products to the BreadTalk Group, which already uses premium Japanese ingredients, including Shinmei brand rice, but hopes to introduce more items that tap high quality produce grown by farmers in rural Japanese agricultural regions. These include Hokkaido, where Shinmei has a big footprint.

Beyond Shinmei’s strong presence in Japan, the company also hopes to leverage Shinmei’s presence to expand into the US market, where the Japanese firm opened a production facility in Sacramento, California, in 2015.

Source : The Straits Times | Singapore Business Review | International Enterprise Singapore


Akhyari Hananto

I began my career in the banking industry in 1997, and stayed approx 6 years in it. This industry boost his knowledge about the economic condition in Indonesia, both macro and micro, and how to More understand it. My banking career continued in Yogyakarta when I joined in a program funded by the Asian Development Bank (ADB),as the coordinator for a program aimed to help improve the quality of learning and teaching process in private universities in Yogyakarta. When the earthquake stroke Yogyakarta, I chose to join an international NGO working in the area of ?disaster response and management, which allows me to help rebuild the city, as well as other disaster-stricken area in Indonesia. I went on to become the coordinator for emergency response in the Asia Pacific region. Then I was assigned for 1 year in Cambodia, as a country coordinator mostly to deliver developmental programs (water and sanitation, education, livelihood). In 2009, he continued his career as a protocol and HR officer at the U.S. Consulate General in Surabaya, and two years later I joined the Political and Economic Section until now, where i have to deal with extensive range of people and government officials, as well as private and government institution troughout eastern Indonesia. I am the founder and Editor-in-Chief in Good News From Indonesia (GNFI), a growing and influential social media movement, and was selected as one of The Most Influential Netizen 2011 by The Marketeers magazine. I also wrote a book on "Fundamentals of Disaster Management in 2007"?, "Good News From Indonesia : Beragam Prestasi Anak Bangsa di dunia"? which was luanched in August 2013, and "Indonesia Bersyukur"? which is launched in Sept 2013. In 2014, 3 books were released in which i was one of the writer; "Indonesia Pelangi Dunia"?, "Indonesia The Untold Stories"? and "Growing! Meretas Jalan Kejayaan" I give lectures to students in lectures nationwide, sharing on full range of issues, from economy, to diplomacy Less
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