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Top 500: The Korean-born bakery-café chain is growing its presence in the U.S., with sales and unit count increasing significantly year over year. TOUS LES JOURS TAPS INTO TREAT CULTURE TO THRIVE IN A COMPETITIVE SEGMENT
BY PATRICIA COBE
PATRICIA.COBE@INFORMA.COM
T ous les Jours describes itself as a Korean-French fusion bakery, originating in South Korea like its closest rival, Paris Baguette (No. 112 in Technomic’s Top 500 ranking of the largest U.S. restaurant chains.) But Regina Schneider, CMO of the chain’s North American operations, doesn’t see that rivalry as a roadblock to growth. “We’re both niche players and it’s almost like a race, to try to see who can expand fastest in the U.S.,” she said. “But I think it just increases the awareness of the category. There still is a huge opportunity for consumers to really understand this Korean- French fusion pastry lineup.” Los Angeles-based Tous les Jours offers an extensive selection of baked goods, all made fresh daily in each of its more than 160 U.S. cafes, which Schneider estimates will number 200 by year’s end. The signature is the brand’s Cloud Cake, which comes in flavors including strawberry, mango, green tea and mocha, all artistically decorated with fresh fruit and other edible garnishes. “There’s a lot of attention to detail and ‘wow’ factor in the cakes, but the actual flavor, the level of sweetness and the texture are also very differentiated,” said Schneider. All the cakes can be purchased whole or by the slice, the latter to motivate customers to sit in the cafes for a treat break. The average location has 20 seats. “We’re really striving to create a beautiful, warm
environment that encourages people to sit and stay,” she added. Tous les Jours also offers a large assortment of French-Korean-inspired pastries, such as guava Danish, strawberry croissants and yuzu pie, along with more familiar almond croissants and pain au chocolat. “We have 300 menu items in our assortment, and every store carries at least 100, so there’s a broad range,” said Schneider. “Additionally, we differentiate by serving a number of items that are a traditional Korean format, like the coffee bun and milk bread. People go out of their way for these.” There are also savory pastries and sandwiches and an expanding beverage menu. A number of drinks are Asian-influenced, with choices like ube latte and honey lavender matcha latte, along with more mainstream espresso drinks and teas. “We’re seeing a
huge increase in sales of beverages, and in iced beverages in particular,” she added. The all-day menu and ambiance feed into the burgeoning “treat culture” trend. “Today’s consumers are really looking for those small, affordable, everyday indulgences that provide moments of joy and don’t necessarily require a special occasion,” said Schneider. She believes that for Millennials and Gen Z in particular, the aesthetics of products are often as important, if not more important, than the flavor. “So we really strive to deliver these beautiful treats that aren’t just treats from a flavor standpoint, but that make you feel special, just because they’re so beautifully made and packaged,” she added. “You can walk away feeling like you had a really special moment.” The aesthetics have also turned the menu items into Instagram darlings, and that, in turn, reinforces their treat culture cred.
LOS ANGELES-BASED TOUS LES JOURS OFFERS AN EXTENSIVE SELECTION OF BAKED GOODS, ALL MADE FRESH DAILY IN EACH OF ITS MORE THAN 160 U.S. CAFES.
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RESTAURANT BUSINESS JULY 2025
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