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Tous Les Jours, the bakery-cafe chain operated by South Korea’s CJ Foodville, is expanding further in Indonesia to secure a more prominent footing in the country’s market. On Wednesday, Feb. 28, the bakery’s parent company, the CJ Group, suggested it is well on its way to achieving its goal as it already has more than 60 stores in the region.
Gradual Expansion in the Indonesian Market
According to The Korea Herald, the number of Tous Les Jours branches in Indonesia exceeded the 60 mark after opening the Bandung store in the southeast part of Jakarta. It was revealed that initially, the CJ Group focused on opening Tous Les Jours outlets around the capital city of Jakarta, but later on, it decided to diversify.
Thus, the food company opened TLJ outlets in other major cities, including Bali, Medan, Bekasi, Tangerang, and Bandung. It has been aggressively building stores, and since November 2023, it has already inaugurated eight new locations nationwide.
Success in Indonesia
Seoul Economic Daily reported that Tous Les Jours’ apparent success and continuous growth in the Indonesian market was attributed to the brand’s unrivaled position as a premium bakery. It has also offered various uncommon products and services in the area but still reflects local characteristics.
Indonesians also love that Tous Les Jours’ products are all “freshly baked.” This campaign has helped the company gain immense popularity as a high-end bakery, unlike the local bakeries that often mass-produce their bread products.
“Based on the business capabilities we have accumulated so far, we have successfully established ourselves in the Indonesian market and are opening stores at a faster rate than before,” an official of CJ Foodville said in a statement. “We are promoting Tous Les Jours’ competitiveness as a premium K-bakery in the Asian market, and starting with Indonesia, we will do our best for this expansion.”
Photo by: Tous les Jours Website
