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다음달 초, 프랑스의 정통 제과, 제빵 브랜드 “라 브리오슈 도레”가 한국에 상륙한다.
이는 국내 제빵 제과업계를 대표하는 빠리바게트와 빠리크라상을 운영하는 SPC그룹에 대항할만한 새로운 경쟁자의 등장을 예고하고 있다.
상당기간 한국 시장을 눈여겨본 라 브리오슈 도레는 전세계에서 두 번째로 큰 규모의 제과 및 카페 체인점 브랜드로 매일 신선한 “프랑스식” 빵과 과자를 제공하며 유명세를 떨치고 있다.
라 브리오슈 도레는 여의도에 첫 매장을 오픈할 예정이며, 이는 한국 뿐 아니라 동북아시아를 통틀어 처음이다.
한 업계 관계자는 “맛과 트렌드 모두를 갖춘 브리오슈 도레는 SPC그룹의 제빵, 제과 업체에 큰 경쟁상대로 부상할 것,”이라며 향후 국내 시장의 경쟁구도의 재편성을 예고했다.
지금까지 한국에서 외국 제과 브랜드가 성공한 사례는 없었다.
폴, 기욤 등의 비교적 고급 이미지를 가진 브랜드는 물론, 오봉팽과 같이 대중적인 브랜드도 이렇다할 발자취를 남기지 못했다.
라 브리오슈 도레는 아직 가격대는 알려져 있지 않지만 최대한 한국실정에 맞는 합리적인 수준으로 결정될 것으로 관계자들은 전했다.
현재 국내 제빵, 제과시장은 SPC의 빠리바게트가 80% 가량의 시장점유율로 굳건한 1위를 고수하고 있으며 뚜레쥬르가 약 20%로 그 뒤를 따르고 있는 점을 볼 때 라 브리오슈 도레의 최대 경쟁상대는 SPC그룹이 될 것으로 보인다.
(코리아헤럴드 김지현 기자)
<관련 영문 기사>
French chain to take on Paris Baguette
SPC Group better watch out as its leading bakery brands Paris Baguette and Paris Croissant are about to face some stiff competition from a new kid on the block by the name of La Brioche Doree.
La Brioche Doree, which literally means golden brioches, is a major French chain of bakery and cafe restaurants.
It’s now preparing to launch officially in Korea next month. The store, which is to be located in Yeoido, will be the first La Brioche here and also in Northeast Asia.
“La Brioche Doree will become major competition for the SPC brands, particularly the upscale Paris Croissant, which compete in the same bracket,” said one industry watcher who wished to remain anonymous.
The sheer breadth of the French chain is enough to be intimidating, as the chain has worldwide operations and is the second largest bakery-cafe chain in the world. It’s run by the Le Duff Group of France.
Restaurants run by Le Duff cater to up to 510,000 customers on a daily basis.
Industry watchers, however, note that none of the overseas brands, including the likes of Paul, Guillaume or Au Bon Pain, have been significantly successful here.
"Most have opted to maintain just a small number of outlets as a sort of a boutique," said one industry watcher.
Paris Baguette and Paris Croissant are currently the top two players in Korea.
Paris Baguette currently is No.1 in the local market with a market share of almost 80 percent.
The brand is followed by CJ’s Tous Les Jours that takes one-fifth of the market.
All this may change, industry watchers say, with the entrance of La Brioche Doree, which is determined to make a dent.
The launch may also be a chance for SPC Group to rethink its plans for entering the French market in the near future.
“Over the next three to five years, SPC has plans to enter France,” one SPC official told The Korea Herald.
Some in the French community here, however, appeared to be less than confident in the move, saying that while the taste of Paris Baguette is not too bad, the brand does not have any French nuance or resonance in the way it operates or reaches out to the consumers.
“The ambience of the Paris Baguette or Paris Croissant stores is no way near similar to the bakeries in France,” said one French expatriate.
By Kim Ji-hyun (jemmie@heraldcorp.com)
French chain to take on Paris Baguette
SPC Group better watch out as its leading bakery brands Paris Baguette and Paris Croissant are about to face some stiff competition from a new kid on the block by the name of La Brioche Doree.
La Brioche Doree, which literally means golden brioches, is a major French chain of bakery and cafe restaurants.
It’s now preparing to launch officially in Korea next month. The store, which is to be located in Yeoido, will be the first La Brioche here and also in Northeast Asia.
“La Brioche Doree will become major competition for the SPC brands, particularly the upscale Paris Croissant, which compete in the same bracket,” said one industry watcher who wished to remain anonymous.
The sheer breadth of the French chain is enough to be intimidating, as the chain has worldwide operations and is the second largest bakery-cafe chain in the world. It’s run by the Le Duff Group of France.
Restaurants run by Le Duff cater to up to 510,000 customers on a daily basis.
Industry watchers, however, note that none of the overseas brands, including the likes of Paul, Guillaume or Au Bon Pain, have been significantly successful here.
"Most have opted to maintain just a small number of outlets as a sort of a boutique," said one industry watcher.
Paris Baguette and Paris Croissant are currently the top two players in Korea.
Paris Baguette currently is No.1 in the local market with a market share of almost 80 percent.
The brand is followed by CJ’s Tous Les Jours that takes one-fifth of the market.
All this may change, industry watchers say, with the entrance of La Brioche Doree, which is determined to make a dent.
The launch may also be a chance for SPC Group to rethink its plans for entering the French market in the near future.
“Over the next three to five years, SPC has plans to enter France,” one SPC official told The Korea Herald.
Some in the French community here, however, appeared to be less than confident in the move, saying that while the taste of Paris Baguette is not too bad, the brand does not have any French nuance or resonance in the way it operates or reaches out to the consumers.
“The ambience of the Paris Baguette or Paris Croissant stores is no way near similar to the bakeries in France,” said one French expatriate.
By Kim Ji-hyun (jemmie@heraldcorp.com)
![[From the Scene] Monks, Buddhists hail return of remains of Buddhas](http://res.heraldm.com/phpwas/restmb_idxmake.php?idx=652&simg=/content/image/2024/04/19/20240419050617_0.jpg&u=20240419175937)
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