BreadTalk: Continuous innovation to keep the brand fresh

• Main Authors: LEE, Marcus, LIM, Caroline, MATHUR, Sarita, ZERRILLO, Philip C.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2016
• Subjects: Singapore; continuous innovation; mature growth stage; market entry; expansion; bakery; food and beverage; marketing; service quality; brand development; global brand management; localisation; differentiation; customisation; Asian Studies; Marketing; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/145; https://cmp.smu.edu.sg/case/1871
• Institution: Singapore Management University

The case is set in December 2012, and starts off with Joyce Koh, Senior Vice President of Brand Development at BreadTalk, contemplating the company’s future brand strategy. The BreadTalk Group was a leading Singapore-based bakery and restaurant chain, which consisted of eight different brands that w...