BreadTalk

About BreadTalk Group

Founded as a bakery brand in Singapore in 2000 and listed on the SGX in 2003, BreadTalk has rapidly expanded to become an award-winning F&B Group that has established its mark on the world stage with its bakery, restaurant and food atrium footprints. With close to 1,000 retail stores spread across 15 territories, its brand portfolio comprises BreadTalk, Toast Box, Food Republic, Din Tai Fung, Bread Society, Thye Moh Chan, The Icing Room, Carl’s Jr. in China and RamenPlay. The Group has a network of owned bakery outlets in Singapore, PRC, Malaysia, Hong Kong and Thailand as well as franchised bakery outlets across Asia and the Middle East. It also owns and operates the world-renowned Din Tai Fung restaurants in Singapore and Thailand, as well as the award-winning Food Republic food atria in Singapore, China, Taiwan, Hong Kong and Malaysia.[www.breadtalk.com]

Milestones

Other Markets - Indonesia

BreadTalk opened its first outlet in Jakarta, Indonesia in 2003. [18]

Other Markets - Philippines

BreadTalk opened its first outlet in May 2004 at the Glorietta 4, Makati City.

Food Republic 大食代

BreadTalk Group's Food Republic foodcourts in Singapore are situated in renowned shopping malls such as Wisma Atria, Vivocity and Suntec City. Overseas, there are food courts in Hong Kong (also in Silvercord of Canton Road, Tsim Sha Tsui), the People's Republic of China, Malaysia, Taiwan and Thailand [19]

Toast Box 土司工坊

BreadTalk Group operates the Toast Box concept, which is a kampong kopitiam-style coffee houses serving mainly coffee and kaya toast among other more modern snacks. These Toast Box outlets are typically attached to a main BreadTalk outlet or in a Food Republic food court. There have been stand-alone stores in recent years. In 2016, '1933 by Toast Box' was also set up in Capitol Piazza. [20]

RamenPlay 拉面玩家

RamenPlay is Japanese ramen restaurant and is a collaboration between BreadTalk Group and Sanpou Co. Ltd, a Japanese company.[21]

Din Tai Fung 鼎泰丰

BreadTalk Group is the franchisee of Taiwanese Xiao Long Bao restaurant, Din Tai Fung (鼎泰豐 for Singapore and Thailand). It opened its first restaurant in the upscale Paragon shopping mall and has opened other outlets in the island, including one in Bishan and another in the basement annex of Raffles City. Din Tai Fung has 3 branches in Thailand. It was announced that BreadTalk Group has also been awarded the franchise to operate Din Tai Fung in the United Kingdom. This was the result of successful partnerships and the positive reputation that BreadTalk Group has had in managing the franchise in Singapore and Thailand.

The Icing Room 蛋糕细语

The Icing Room is the first-ever "Design-It-Yourself" cakes and pastry shop. [22]

Thye Moh Chan 泰茂栈

BreadTalk Group preserved the legacy of this 70-year old Teochew bakery through its acquisition in 2013. [23]

Bread Society 麦子仓库

Bread Society embraces traditional artisanal baking techniques using highly nutritious ingredients. [24]

Carl's Jr. 卡乐星

Four Carl's Jr. outlets were formed in Shanghai and Nanjing in the People's Republic of China with the partnership of BreadTalk Group Limited, Aspac F&B International Pte Ltd, Star Food Pte. Ltd.

BreadTalk Group was awarded the franchise license from U.S. hamburger chain Carl's Jr. in March 2009. As of 16 December 2012 in Shanghai, has six branches, one in Nanjing, a total of seven stores and plans to open a chain of 100 restaurants in China in 2016.

Sanpoutei 三宝亭

BreadTalk Group continued to partner the Sanpou Group to expand its variety of ramen shops in Singapore. Since 2014, Sanpoutei, which specialises in Niigata-style shoyu ramen has been operating in Holland Village. Another outlet in Shaw Centre was subsequently added, in line with the successful product reception in Singapore. [25]

Controversies

In August 2015, BreadTalk stopped selling soya milk previously labelled "freshly prepared" as they confirmed (after being confronted with photographic evidence) that the product was repackaged Yeo's soya milk packet drink. Prior to investigations, the company had initially denied that they were misleading customers. After the details had gone viral online, Breadtalk eventually apologised for its actions. On 7 August 2015, the Consumer Association of Singapore warned Breadtalk they would pursue action if the practice continued.

Breadtalk's China franchise was also accused of selling food with expired ingredients, although such a claim has yet to be proven. Seemingly contaminated wheatmeal and butter two years past its expiry date were among discoveries claimed by an undercover reporter at Hangzhou Guangqi Trade Co, in the eastern city of Hangzhou.

In March 2015, BreadTalk pulled buns commemorating Mr Lee Kuan Yew off shelves after receiving flak from the public. Although the proceeds from sale of the buns were meant for charitable purposes, poor communication of intentions led to the misunderstanding. BreadTalk apologised publicly on its Facebook page.