Paris Baguette rises to occasion with bakery app

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Paris Baguette rises to occasion with bakery app

Here’s a fresh idea: Paris Baguette now has an app function that notifies users when breads, pastries and cakes are ready - hot out of the oven.

Its “Happy Hour” app will update participating customers every hour. It started informing users Monday.

Not all shops will offer the service, only those with delivery service. That’s about 80 percent of the chain’s 3,000 locations.

Paris Baguette started its home delivery service in September 2018.

The opening of the mobile sales channel allows the company to gather information on what bread is available where. It could keep track of production and inventory.

Before, it was hard for the company keep to know when bread and other products were being made by franchisees.

The digital platform provided the data for the live update service.

For Korea’s largest bakery chain, offering updates on freshly baked products is a move intended to strengthen its position in the delivery market.

Bread may not be the most popular delivery food, especially when compared to fried chicken and jajangmyeon, or black bean noodles.

But Paris Baguette’s home deliveries via the app are up 15 fold since 2018.

“The basic for all home delivery food is that it’s order-based, meaning the cooking starts once the delivery call is made. But bakeries have a limit to offering that level of speed due to the product’s nature.

We thought sharing information on fresh products was something we can do to overcome this,” explained SPC, Paris Baguette’s parent company, in a statement.

For its next step, the company plans to allow customers to check freshly baked products at the nearest store using location-based technology.

BY SONG KYOUNG-SON [song.kyoungson@joongang.co.kr]

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