South Korea’s CJ Foodville has signed a master franchise agreement with Express Food Group to scale TOUS les JOURS across Cambodia, with three further outlets expected to open before the end of 2024
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EFG has opened two TOUS les JOURS outlets in the capital city Phnom Penh | Photo credit: Express Food Group
South Korean bakery chain TOUS les JOURS has re-entered the Cambodian market with new master franchisee Express Food Group (EFG).
Parent company CJ Foodville first launched TOUS les JOURS in Cambodia in 2011 and operated dozens of outlets before exiting the market during the pandemic. EFG kicked off the new franchise partnership with two TOUS les JOURS outlets in the capital city Phnom Penh’s Kampuchea Krom and Toul Tompoung districts.
EFG is expected to open a further three TOUS les JOURS stores in Cambodia by the end of 2024.
CJ Foodville said its return to Cambodia forms part of a broader strategy to accelerate outlet growth in east Asia. The business currently operates 1,300 TOUS les JOURS stores in its native South Korean market, alongside 200 outlets in China, 55 in Indonesia, 37 sites in Vietnam and 18 in Mongolia.
“We are delighted to partner with Express Food Group to introduce TOUS les JOURS back to Cambodia. We share EFG’s commitment to quality and believe that TOUS les JOURS’ delicious offerings will resonate with our consumers,” said Kim Jea Young, CEO, CJ Foodville.
Founded in South Korea in 1997, TOUS les JOURS now operates more than 1,750 stores globally. Alongside its East Asia presence, the bakery chain has stores in the US and Canada.
Headquartered in Phnom Penh, EFG Holdings operates franchised foodservice brands across Cambodia, Myanmar and Laos. Its café brands in Cambodia include Australia’s The Coffee Club and US donut and coffee chain Krispy Kreme.