Paris Baguette, a South Korea–based bakery café chain operated by SPC Group that sells breads, pastries and coffee through a franchise-driven model, is expanding further into suburban U.S. markets as it looks to build scale in a fragmented industry dominated by local operators.
The company is preparing to open a new location this summer in Severna Park, a residential community near Baltimore, reflecting a broader push into neighborhood retail areas where demand for specialty bakeries remains steady but supply is limited.
The move comes as global food chains increasingly target suburban U.S. markets, where consistent foot traffic from nearby residents can support repeat business. Paris Baguette has been building a cluster of stores across Maryland, including in Frederick, Annapolis and Bethesda, and is now extending that footprint into adjacent communities to strengthen local market coverage.
The Severna Park store will be operated by an existing franchisee who decided to expand after outperforming expectations at a nearby location. The company’s growth model relies heavily on such reinvestment from proven operators, allowing it to scale while maintaining operational consistency.
Rather than focusing solely on rapid nationwide expansion, SPC Group appears to be shifting toward a strategy centered on deeper penetration within specific regions, particularly in the U.S. Northeast, where suburban density and consumer demand align with its bakery café format.
North America has emerged as a key growth engine for the company. Following record performance last year, Paris Baguette is targeting 400 stores in the region this year and plans to open an additional 150 locations. Over the longer term, it aims to reach 1,000 stores across North America by 2030, positioning itself as a larger player in the U.S. bakery café market.
