Paris Baguette Marketing

Well known in Korea with over 3,600 units, this bakery and cafe restaurant brand came to Push with the stated goal of developing 1,000 units in 10 years in the United States. Using primary consumer research and ethnographic studies, we developed the restaurant’s brand strategy and positioning of “your neighborhood bakery and cafe” where we tapped into nostalgia, community and purpose. While the restaurant brand had existing applications, it needed to become more US-centric, not only in its graphic and written standards, but also its service and hospitality metrics. In rebranding this multi-unit chain, we used our Brand Convergence Model to visit countless cafes where we audited every consumer touchpoint and we met with the executive and global leadership teams to understand their stated goals for the brand.

We designed an entirely new graphic approach, designed new restaurant interiors by partnering with Zebra, developed new creative assets, created new uniforms , developed digital menu boards and developed all their marketing materials used across all media platforms as well as designed the US and Canadian websites to engage and entice guests. We also developed a cause-driven approach with Loved Baked In, our purpose driven opportunity to truly exemplify the neighborhood bakery.