Letting bread do the talking

•  Singaporean bakery boutique franchise BreadTalk opens in Sri Lanka

By Cheranka Mendis

Singapore boutique bakery chain, BreadTalk yesterday launched its service in Sri Lanka with an investment of Rs. 400 million, opening the largest boutique bakery in its international portfolio.

At the opening of BreadTalk outlet in Sri Lanka with chefs from left Director FoodBuzz (Private) Limited Raquel Yaseen Wijemanne, (behind from left) Head of operations BreadTalk Sri Lanka Adrian Sugunasekara,  Managing Director FoodBuzz (Private) Limited Raquel Yaseen Wijemanne, Yatila Wijemanne, CEO, ASEAN Bread Talk Pvt Ltad James Quek and Senior vice president Franchise BreadTalk Pvt Ltd – Pix by Daminda Harsha Perera

Located at Union Place, Lipton Circus, BreadTalk is targeted at the general market and provides a wide variety of breads, toasts and cakes. Spread across 300 square metres, the new bakery is the largest in its international chain, with outlets usually built on a space of 100-120 square metres. Sri Lanka also marks the 15th market expansion for the franchise, which has over 400 bakeries throughout Asia and Middle East.

BreadTalk is locally managed by FoodBuzz Pvt. Ltd., which was established in 2011 to spearhead the franchise in Sri Lanka. Foodbuzz Managing Director Yatila Wijemanne stated that the idea of bringing Breadtalk to Sri Lanka was a dream of the company’s founder Muzaffar Ali Yaseen, who tasted a steam cake from BreadTalk for the first time in 2001.

“His primary dream was to bring this to Sri Lanka. However, the first attempt in bringing the franchise down failed in 2001 due to the non-favourable political and social environment of Sri Lanka.”

Fuelled by the growth and socio-political setting at present, the second attempt was greeted positively by the Singaporean company.

Wijemanne noted that the investment for the project had been channelled towards development of the state-of-the-art central ‘see-through’ kitchen with modern technological integration, improving logistical efficiencies and the distribution network, outlet and skill development and training of human capital. “This is the first time a lifestyle boutique bakery has entered the local market. Given the high quality toasts, buns and cakes offered at BreadTalk, the breads really do speak out. We are sure that the products will undeniably delight the market.”

BreadTalk ASEAN CEO James Quek, who was present at the opening, noted that BreadTalk was not just another bakery. “Here it is about buying a brand,” he added.

BreadTalk opening

He noted that together with FoodBuzz, the boutique bakery will be able to create a new bread culture in the country, which all people can enjoy. Towards this end, chefs at the bakery have created a ‘Seeni Samboomerang,’ especially for the local palate.

“Every brand has a signature product and at BreadTalk it is Flosss. Enjoyed by people all over the world, we have sold over 50 million Flosss products and according to our records, every 10 seconds one Flosss is sold in the world,” Quek said.

The aim is to make one Flosss each second, he said. The Flosss includes egg cream, which holds the Flosss onto the bun, which again is said to be a BreadTalk speciality.

Among other unique products offered, there are also green tea toasts and buns as well as a green tea cake identified as ‘Macha Macha’. The Japanese light cheese cake is also one of their very own. All items are baked in the ‘see-through kitchen’.

“Consumer needs have changed and they no longer want to buy a piece of bread but want the entire experience – to look at every piece of bread on the shelf and talk to it and then make a pick. And at BreadTalk, this is what it is all about.”