Paris Baguette Opens New Texas Location

The Richardson location is part of an aggressive North American expansion strategy, with a goal to reach 1,000 units in the United States by 2030. This growth is supported by a significant investment in infrastructure, including a new $200 million, 267,000-square-foot manufacturing and distribution hub in Burleson, Texas, which is expected to create around 450 jobs. Driving this expansion is a franchisee-focused model. The company provides extensive support to its partners, including assistance with site selection, store design, and marketing. The ideal real estate is described as a 3,000-square-foot end cap with outdoor seating in a lifestyle or upscale fast-casual center, demonstrating a strategic approach to location intelligence. To boost customer engagement and repeat visits, Paris Baguette recently revamped its digital platforms, including a new mobile app and a "PB Rewards" loyalty program. The program, which has surpassed one million members, allows customers to earn points on all transactions, including online and in-app orders, for redemption on various menu items. The company partnered with restaurant technology firm Olo to enhance its online ordering capabilities. The brand is also experimenting with new technologies to streamline operations and meet evolving consumer demands. In at least one New Jersey location, the company has tested climate-controlled smart lockers for contactless order pickup, allowing customers to retrieve pre-orders by scanning a QR code. In a move to increase global brand awareness, Paris Baguette has entered into a partnership with the French football club, Paris Saint-Germain. This collaboration includes a global digital ad campaign featuring the team's star players, which is being promoted in the United States, Europe, and Southeast Asia.