Since taking the helm at the CJ Foodville USA in 2017, Tony Hunsoo Ahn has tuned one of the most impressive and unconventional growth stories in the US food retail space. Under his leadership, Tous Les Jours, a French Asian bakery brand with Korean roots, has changed from a niche concept to a rapid powerhouse, listing a combined annual growth rate of 40%, expanding to over 150 locations nationwide.
And Ann has not slowed down strategic investments in supply chains, digital transformation and franchise support. He further positions the brand for a wider national reach. In the following interview, Ahn shares the playbook, not just people but people, as well as reinventing Tous Les Jours, lessons from leadership drawn from careers across continents and industries, and the keys to scaling brands.
Tell us about your efforts to grow a bakery chain in France and Asia here in the US
When I took on the CEO role at CJ Foodville USA in 2017, I saw incredibly undeveloped possibilities with Tous Les Jours. The brand already had loyal support, but it required strategic transformation to truly expand in the US market.
My focus is on three key areas: brand repositioning, operational excellence and aggressive expansion. First, we refined the brand's identity so that Tous Les Jours resonated with more US audiences, not just Korean-American customers. This meant strengthening product innovation, increasing quality standards and introducing more localized products while still remaining true to the roots of the Asian bakery in France.
Secondly, the operation was overhauled. To improve efficiency and profitability, we invested in stronger supply chain management, streamlined store processes and digital transformation, particularly in sales point systems and delivery integration.
Finally, our expansion strategy was important. They adopted a franchise forward model to empower business owners while ensuring a consistent customer experience across the location.
As a result, Tous Les Jours has grown to over 150 stores nationwide with a 40% CAGR, continuing to expand at an unprecedented pace.
It brings over 27 years of relevant leadership experience across a range of functions in the sector spanning retail marketing, e-commerce, finance, investor relations and foodservice. What lessons have you learned from these features?
My career is defined by versatility. Opening multiple industries and disciplines enhances the importance of adaptability, data-driven decision-making, and customer-centric thinking.
From retail marketing and e-commerce, I learned that brand recognition is everything. Brands need to not only provide quality products, but also promote emotional connections with their customers through storytelling and digital engagement.
In the relationship between finance and investor, I have earned a deep appreciation for scalability and sustainable growth. Companies cannot expand recklessly. All movements need to be calculated, balancing aggressive growth and financial discipline.
From foodservice, I learned that operational efficiency and consistency define success. No matter how strong a brand is, customers will notice if the store-level execution is inconsistent. That's why Tous Les Jours invests heavily in supporting franchisees, training and supply chain optimization.
The biggest lesson I've learned is that success is built on people. Empowering the right people and promoting a strong corporate culture, whether it be customers, franchisees or employees, is what drives sustainable growth.
Born and raised in Korea, you live in a variety of cities, including Tokyo, Jakarta, and Los Angeles. How have you worked with people from over 20 countries to sharpen your insights and provide a global perspective??
Living and working in a diverse culture, I have gained an invaluable global perspective on consumer behavior, business strategy and leadership. One of the biggest insights is that although each market has unique nuances, the core principle of brand success remains universal. Quality, reliability, and customer connection.
Working in Japan has taught me the importance of accuracy and attention to detail in product development. In Indonesia, we saw first-hand that localization and community involvement are key factors in brand loyalty. In the US, we witnessed the power of digital transformation and the need for constant innovation.
My multilingual ability has also helped me bridge the cultural gaps in negotiations, partnerships and team leadership. Understanding different perspectives has allowed us to adapt our Tous Les Jours strategy to meet the expectations of our diverse US customer base while maintaining the true essence of our brand's heritage.
Ultimately, my international experience shaped my belief that truly global brands are local brands wherever they are.
What is the future of Tous Les Jours?
The future of Tous Les Jours is about expansion, innovation and brand evolution. We are expected to reach 200 stores in the US in the next few years and are continuing to focus on strategic markets. Our franchise-driven model is at the heart of this expansion and ensures that it expands while maintaining operational excellence.
A major milestone in its growth strategy is the recent opening of the Georgia-based production facility. The factory will streamline supply chain operations, improve product consistency and significantly improve its ability to support a growing network of stores. This is a game changer that can meet the growing demand while maintaining the high quality that customers expect.
In addition to physical expansion, there is also a bold move in digital conversion. The launch of the Tous Les Jours mobile app shows a pivotal moment for our brand, increasing customer convenience, providing seamless rewards programs and enhancing online ordering capabilities. This is just the beginning of our efforts to create a more connected and personalized experience for our customers.
Product innovation is also important. While staying true to our Asian bakery roots in France, we will continue to showcase new and exciting pastries, drinks and seasonal offerings to suit our tastes.
Ultimately, Tous Les Jours is more than just a bakery, a lifestyle brand that brings people together on top of high quality, delicious baked goods. With strategic expansion, operational advancements and digital innovation, we are headed down our path to becoming a well-known name across America.
