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Tous Les Jours Opens Its 1st and 2nd Mongolian

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Tous Les Jours Opens Its 1st and 2nd Mongolian Stores in Succession

Running the Largest Number of Stores in the Largest Number of Countries,
CJ Foodville's Tous Les Jours Opens Its 1st and 2nd Stores in Mongolia

- Tous Les Jours has opened its 1st and 2nd Mongolian stores a fortnight apart from each other. The two stores have successfully entered the Mongolian market, generating more than twice the amount of estimated sales.
- Efficient management with promising prospects: among all Korean bakeries, Tous Les Jours has the largest number of stores through master franchise agreements, etc. and is operating in the largest number of countries.

Tous Les Jours, the first Korean bakery to enter the Mongolian market, has opened its 1st and 2nd stores in Ulaanbaatar, Mongolia, laying the groundwork for conquering global bakery markets.

Freshness-filled bakery Tous Les Jours (www.tlj.co.kr) announced on the 15th that it opened its 1st and 2nd stores a fortnight apart from each other in Ulaanbaatar, the capital of Mongolia. Tous Les Jours' entry into the Mongolian market is the first achievement after it signed a master franchise agreement with a local Mongolian company this past May. It is very significant in that this is the first time a Korean bakery opened a store in Mongolia.

With the opening of its Mongolian stores, Tous Les Jours has made a Korean brand known in the Mongolian market, which is mainly populated by local brands, and has also established a bridgehead for spreading its brand further into Central Asia. Tous Les Jours's 1st and 2nd Mongolian stores were set up in a major commercial area of Ulaanbaatar, the capital of Mongolia. The 1st store opened in the center of a gourmet street lined with upscale Mongolian restaurants and pubs. It is a large store that covers an area of 160 pyeong and is equipped with 109 seats, and the front of its building is decorated with Tous Les Jour's own brand identity, exposing and drawing attention to the brand in a highly effective way. An official from the company noted, "The first day of opening was very cold, at minus 23 degrees Celsius, but the store became flooded with as many as 2000 customers and eventually achieved sales of 10 million won. The people's welcoming of the opening of a Tous Les Jours store was obviously felt."

The 2nd store opened on the first floor of Shangri-La Mall, which is located next to Ulaanbaatar's Shangri-La Hotel where the 2016 Asia-Europe Meeting (ASEM) Summit took place this past July. The 2nd store proved to be popular, attracting more than twice the number of estimated customers. The store is situated in a mall affiliated with one of Ulaanbaatar's most luxurious hotels, and its location is expected to facilitate the spread of Tous Les Jours' excellence farther and wider.

Among all Korean bakeries, Tous Les Jours is operating in the largest number of countries and owns the largest number of stores. Tous Les Jours flexibly employs master franchising (MF: a business method whereby the owner of the brand name hands over the control of the franchising activities in a specified territory to an entity and then receives fees and royalties from the entity), and the company is regarded as running the most successful and efficient business model. Tous Les Jours landed its first franchise agreement in the U.S. in 2009. In the case of China, the company entered the markets of the country's major cities on its own while entering those of 11 provinces and autonomous regions through MF. In addition, Tous Les Jours entered the Vietnamese and Indonesian markets on its own while entering the Philippine, Malaysian, and Cambodian markets through MF.

A CJ Foodville official said, "Our overseas business which has been running since 2004 has recently begun to gain some noticeable momentum. We have a long way to go compared to the world's top global brands, but as a bakery brand representing Korea, we will push forward our business more aggressively to become a towering leader in global markets."

As of November 15, Tous Les Jours runs a total of approximately 270 stores spanning 8 countries, including China, USA, Vietnam, Indonesia, Cambodia, Philippines, Malaysia, and Mongolia.

Reference - The Status of Tous Les Jours' International Expansion

특별상 (Special Categories)
Year Expansion status
2004 Enters an overseas market for the first time. Opens a Tous Les Jours store in Los Angeles, United States.
2005 Enters China's Beijing market.
2007 Enters Vietnam's Ho Chi Minh market.
2010 Signs master franchise agreements in Philippines and Malaysia
2011 Enters Indonesia's Jakarta market. Signs a master franchise agreement in Cambodia.
2012 Opens the first Tous Les Jours store in Cambodia. Enters China's Tianjin and Shanghai markets.
201년 Enters China's Weihai and Suzhou's markets. Signs master franchise agreements in China's Sichuan province, Henan province, Shanxi (山西) province, Shaanxi (陝西) province, and Fujian province,
2014 Signs master franchise agreements in China's Zhejiang province, Xinjiang Uygur autonomous region, and Shandong province.
2015 Signs a master franchise agreement in Hebei province. Opens a direct-owned store in Guangzhou. Signs master franchise agreements in Guizhou province and Jilin province. Opens its 200th overseas store
2016 Signs a master franchise agreement in Mongolia, the first Korean bakery to do so). Opens the 1st and 2nd stores in Mongolia in succession.