Darren Tipton, CEO of Paris Baguette North America, considers his chain to be the Willy Wonka of bakery-cafés, one that’s known for selling cakes that are as light, bright and airy as the ambiance of its cafes.
But Paris Baguette, which is classified as a sandwich chain in Technomic’s Top 500 Chain Restaurant Report, is seeing momentum on the savory side of its menu, too.
“Sandwiches and salads are continuing to grow,” said Tipton, who became CEO in January 2020 after about 18 months as COO and VP of operations.
In fact, Paris Baguette grew faster than any other chain in the sandwich category in 2023, according to Technomic, with U.S. sales of $353.4 million, up 38.5% from the year before, and unit growth rose 31.4%.
The chain now stands at No. 133 on the annual ranking, up from No. 159 last year.
And sandwiches currently make up just 15% of sales at Paris Baguette, with cakes being the menu leader, meaning there’s significant opportunity for growth in that area, he said.
It has been a time of much growth and reinvention for the North American arm of the brand, which began in South Korea in 1988 before coming to the U.S. in 2005.
“We reset the brand values, mission and vision,” Tipton said. “For me, that’s a differentiator. It’s about meaningful connections and having best-in-class products.”
Earlier this year, the company re-tooled its C-suite, promoting a number of executives as it positions itself for steady growth.
“We’re growing, it’s a lot of moving parts,” he said. “You need the right team in place.”
There are about 4,500 Paris Baguettes around the world, though the North American operation is its own division. It ended 2023 with 155 locations, currently has 170 cafes and is on a mission to hit 1,000 units by 2030. That’s a tall order, but Tipton is not daunted, saying he has seen “massive interest” in the brand. There are currently 60 Paris Baguette locations in various stages of construction in 31 states.
Stores are about 3,000 square feet, with some as large as 5,000 square feet, he said. The average check is about $18.
Next year, the chain plans to expand to Mexico, he said.
As the chain grows, it is also exploring menu innovation.
Being a bakery, Paris Baguette differentiates itself from traditional sandwich concepts with the diversity of breads on offer. There’s an Egg Salad Sandwich on pillowy milk bread, a Turkey Club on a crunchy French baguette, a Ham Egg and Swiss on a flaky croissant and many more.
New this summer is a Chicken Bacon Ranch Baguette limited-time offer, to go with the concept’s seasonal cakes and lattes.
“It’s so important to stay ahead of the trends and innovate,” he said.
Covering all three dayparts, Paris Baguette’s sandwich sales are “consistent all the way through the day,” Tipton said.
But Paris Baguette is currently underrepresented in catering, he said, something the company is working to rectify. Its menu of breakfast and lunch sandwiches will help drive that program as it goes through a revamp.
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