BreadTalk outlines growth plans

In an aggressive growth strategy Singapore-born bakery chain BreadTalk is looking to strengthen its presence globally, with a special focus on Asian markets.

The global expansion plan will see the China market alone having more than 500 new outlets. Encouraged by the appetite of China's increasingly affluent consumers for trend-setting pastries, BreadTalk has planned to launch two more brands - Bread Society and The Icing Room.

"We believe these two brands will be well received when we launch these brands in Shanghai in 2013. Bread Society and The Icing Room have claimed a loyal following in Singapore with its unique concepts - Bread Society for its extensive selection of artisanal European-style breads created by Head Chef Atsushi Murata; The Icing Room for its fun DIY cake decorative services," Clara Lee, senior manager, brand development of BreadTalk told Marketing.

Moreover, from October onwards, outlets in Singapore, Beijing, Shanghai, Hong Kong, Malaysia and Thailand will also see a line up of new products and by the end of the year the offerings will extend to markets such as Indonesia, the Philippines, Vietnam, Sri Lanka, India and the Middle East.

Naming its growth strategy "Generation4", the bakery brand hopes to alter the way the fourth generation customers look at the brand.

The new stores will set itself apart with a more rustic feel and with a healthier menu, unlike its previous generation's look of diamond cut surface interiors that framed the displays.

It also came up with a new marketing tagline "Get Talking", working together with Crush Advertising for parts of the campaign. The public relations duties were handled by Touch Communications and digital duties by WebPuppies.

"To encourage trials, we are offering a series of launch specials in stores and on BreadTalk App. At this stage, we are focused on creating awareness on the new concept through various consumer touchpoints such as print, bus stop ads, digital and mobile application," Lee said.

The Generation4 outlets' look and feel will be filmed and showcased across websites and Facebook to elevate and share the new brand experience. Online contest are also held on the company's microsite to encourage public interaction.

For the health conscious and on the go consumers, iphone and ipad apps have been created to allow them to purchase coupons on-the-go and redeem them for products.