Tous Les Jours, Cambodia Renovated... Aiming for Revival with 'Premium'

EFG Foodservice Franchise Company Signs MF Agreement
"Opening 5 Stores Within the Year... Accelerating Southeast Asia Business"

Tous Les Jours, operated by CJ Foodville, is undergoing a revamp in Cambodia to expand its dominance in the Southeast Asian market.

On the 29th, CJ Foodville announced that it has signed a master franchise (MF) agreement with EFG, a global dining franchise company, for the Cambodian market. EFG operates over 100 stores across several countries including Cambodia, Laos, and Myanmar, possessing excellent business capabilities and a solid local infrastructure.

Tous Les Jours entered Cambodia in 2011 through a partnership with the food and beverage company CBM. CJ Foodville plans to make a fresh leap forward in the Cambodian market, which has faced difficulties since COVID-19, by terminating the existing MF contract and signing a new one.

Cambodia, which has recorded an average annual growth rate of 7% over the past 20 years, is a country with high growth potential based on its young workforce. A CJ Foodville official stated, "We plan to strategically operate stores through a major renewal in partnership with EFG to become the number one premium bakery brand in Cambodia."

First, they will simultaneously open the 1st and 2nd stores in the capital Phnom Penh, signaling a new beginning. They have strengthened the premium brand image by applying Tous Les Jours’ latest BI and sophisticated interior design, and will offer a differentiated experience with a cafe-style bakery concept providing more than 400 types of bread.

The 1st store, Tous Les Jours Kam Puchea Kroum, is located in a prime commercial area of Phnom Penh, near various entertainment facilities, Phnom Penh Royal University, and the Cambodia University of Technology, attracting a large flow of people. The 2nd store, Toul Tom Poung, is situated in a residential area with traditional Cambodian markets, attracting not only locals but also many tourists, making it a promising location to capture the market as a K-bakery brand.

Based on this new entry into Cambodia, CJ Foodville plans to prove its brand competitiveness in the Southeast Asian market and accelerate business expansion. They aim to open more than five stores in Cambodia within this year and gradually expand into new regions.

A CJ Foodville official said, "This new leap in Cambodia is significant as it establishes a foothold for expansion into neighboring Southeast Asian countries. Based on the differentiated product strength and business achievements already proven in Southeast Asia, including Vietnam and Indonesia, we will lead a new K-bakery trend in Cambodia as well."

Meanwhile, Tous Les Jours operates over 400 stores in seven countries including North America (the U.S. and Canada), Indonesia, and Vietnam, based on a solid domestic business foundation. Its overseas business is accelerating growth by showing increasing profit margins every year.

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