SPC Group Opens Paris Baguette PLQ Mall Store in Singapore
– Opens a new store in PLQ Mall located in eastern Singapore… more than 600 guests visit the store, more than twice average revenue of other Paris baguette stores in Singapore
– Plans to open new locations including a new flagship store, accelerating expansion in Singapore and Southeast Asian markets
SPC Group announced on August 25 that it has opened a Paris Baguette PLQ Mall store location within the Paya Lebar Quarter Mall in the center of eastern Singapore.
Located on the ground floor of the mall, the 80-seat store sees 600 customers a day on average despite the COVID-19 pandemic. Also, the store’s revenue is more than twice the average revenue of other Paris Baguette stores in Singapore.
This is due to the brand power of Paris Baguette that has been accumulated for years within the city-state, as well as consumer confidence in its quality, strategic location choice, and marketing effort.
The PLQ Mall store has installed an LED display panel on the storefront and shows messages such as ‘just baked’ and ‘menus hot from the kitchen,’ so that customers can pick and choose fresh items. It also has a system in place called ‘Island Display’ whereby customers can pick up pastry items on their own with a tong and tray. For interior design, navy blue and gold, Paris Baguette’s brand colors, are used liberally, creating a warm and comfortable ambiance.
An SPC official said, “Despite COVID-19, major Paris Baguette stores in Singapore are putting up very good performances. We will accelerate our expansion plans in Southeast Asia in the second half of the year by launching a new flagship store and new regular stores.”
Since its entry into the Singaporean market in 2012, SPC Group has opened ten Paris Baguette stores in major commercial districts while the group’s Shake Shack has operated six stores in the city-state after securing an exclusive business contract. The group is moving aggressively in the city-state, designating Southeast Asia as a third global growth pillar after the United States and China.
