To be a distinctive global brand was the desire of BreadTalk group. They needed a brand system to crystallise the group’s philosophy, vision, mission and guidelines in order to fire away in regional expansion.
Its massive expansion in Singapore attracted a great amount of attention from overseas potential franchisee. We partnered with BreadTalk in creating a brand and franchising system to increase growth into the regional market, which involved systemising the brand and operations.
We redesigned the workflow of each organisational function. This created a system of training for staff and potential partners.
Today, BreadTalk Group operates 18 countries, replicated in more than 60 cities in China and soon to be reaching a target of 1,000 outlets worldwide. We also served their other brands, such as Food Republic and Toast Box, over its stellar growth years.