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Tous Les Jours, a South Korean bakery franchise company owned by CJ Foodville, is opening five new stores in Cambodia as part of its global expansion. It was reported that CJ Foodville and the Express Food Group (EFG) signed a new master franchise agreement for the new outlets to start operations by this year.
Partnership with EFG
Tous Les Jours announced its latest deal with EFG, a Cambodian restaurant franchise company, on Monday, April 29. According to The Korea Economic Daily, CJ Foodville first entered the Cambodian market in 2011. Under the new master franchise agreement, it aims to strengthen its local brand power in the territory while boosting its foothold in Southeast Asia.
Through its partnership with EFG, Tous les Jours opened its first two outlets in Cambodia. The new branches in Phnom Penh were launched last week in Kam Puchea Kroum and Toul Tom Poung. These are the first locations for CJ Foodville's French-inspired restaurant-bakery brand.
Strategic Locations in Cambodia
The Korea Herald reported that the new stores feature a hybrid cafe-bakery concept. Customers are offered a wide variety of bakery products, with more than 400 items in the selections.
The Kam Puchea Kroum is located in Phnom Penh's commercial area, while the Toul Tom Poung outlet is within the residential zone. Three more branches are expected to open before 2024 ends.
"The new leap in Cambodia is significant in that it provides a bridgehead for expansion to nearby Southeast Asian countries," Maeil Business News Korea quoted a CJ Foodville official saying in a statement. "We will also lead a new K-bakery trend in Cambodia based on differentiated product power and business performance already proven in Southeast Asia such as Vietnam and Indonesia."
Photo by: Curlyrnd/Wikimedia Commons (CC BY-SA 4.0)
