GFFG Invests in Pie Specialty Store 'Pie in the Shop'... Joint Menu Development

GFFG announced on the 20th that it has signed a strategic investment agreement with the pie specialty store 'Pie in the Shop,' operated by the F&B company Billionaire Stores, and will participate in menu development and the opening of the second branch in Sinyongsan.

Various pie menus displayed on the first floor of Finder Shop Yeonnam Branch, Mapo-gu, Seoul.
[Photo by Finder Shop]

Billionaire Stores is a multi-brand dining company operating 14 brands, including Gyeongyang Katsu, launched in 2018. Last year, it achieved sales of 10 billion KRW by consecutively introducing new concept dining brands such as Pie in the Shop, Yomi Udon Gyoza, and Le Pain de Paris & Brunch House.

Going forward, GFFG plans to integrate the technical expertise of its bakery specialty brands, Noted, Bakery Blair, and Minute Papillon, to establish an efficient system for product production, including menu development, mass production, and production advancement for Pie in the Shop.

Located in Yeonnam-dong, Mapo-gu, Seoul, Pie in the Shop has attracted attention as a 'hot place' on social media since its opening, thanks to its differentiated interior featuring a planter space and a DJ zone with a DJ booth. It is currently receiving collaboration proposals from various distribution channels and showcased its signature menu through a pop-up store at Shinsegae Gangnam last year.

With this investment as a turning point, GFFG plans to leverage its brand operation know-how to develop and discover best-selling menus for Pie in the Shop and secure a leading position in the domestic pie bakery market. To this end, it will participate in the opening of Pie in the Shop's second branch in Sinyongsan and collaborate in various areas including ▲brand planning ▲product research and development ▲marketing ▲interior design ▲design ▲logistics & production.

Lee Junbeom, CEO of GFFG, said, “We highly evaluated Pie in the Shop’s competitiveness, which features a complex cultural space realized through distinctive store interiors and a diverse lineup of pie products that bring out the flavor and texture of butter bars.” He added, “We expect that this investment will create a synergy effect that maximizes the competitiveness secured by both companies.”

The new menu jointly developed by GFFG will be available at Pie in the Shop’s second branch in Sinyongsan starting this May.

This content was produced with the assistance of AI translation services.