Last week, I got the chance to moderate this super cool event called “Behind the Growth”. Honestly, it was one of those moments where you realize how much goes on behind the scenes to make a brand click with people—especially when it’s a global name like Paris Baguette trying to win hearts here in Indonesia.
What Hit Me About Paris Baguette’s Story
Hearing Oliver Yan, the Head of Marketing at Erajaya Food & Nourishment, spill the beans on their journey was eye-opening. Paris Baguette isn’t just popping up stores randomly—they’re seriously blending their global vibe with local flavor. And I mean that literally, from tweaking the sweetness of their pastries to fit Indonesian tastes, to making their stores feel like a cozy hangout spot you actually wanna chill in.
For over hundreds of discussions with local and international brands I’ve had, this is what really stuck with me:
customers remember the experience they have with a brand far longer than they remember the price they paid.
That line is still in it and hits home hard. It’s not just about selling bread; it’s about making people feel something every time they step in or order online.
What I Took Away
Localization Ain’t a One-Time Thing
Oliver made it clear—localization isn’t just a box to tick. It’s a constant hustle. They’re always listening, tweaking, and adapting based on what customers say and what the market throws at them. That kind of agility? That’s how you stay relevant.
Customer Experience = The Whole Package
It’s not just the product or the service—it’s every little thing. From the vibe in the store to the way staff greet you, to how easy it is to order online or get help. In food and beverage, the emotional connection and convenience. Game changers.
Growth with a Human Touch
Paris Baguette’s fast expansion isn’t just about numbers. It’s smart moves like picking the right spots, mixing up the menu to keep things fresh, and making sure customers keep coming back because they feel valued. That balance of strategy and heart? Super inspiring.
The F&B world is wild—fast, competitive, and always changing. What this event hammered home for me is that technology, human connection, and local know-how have to work together to create experiences that stick. Price? Nah, that’s just the starting point. It’s the experience that seals the deal.
Moderating this event was like a crash course in what really makes a brand tick. The biggest nugget I’m walking away with is this “customer experience is the ultimate differentiator“. It’s what turns a global brand into a local favorite and keeps people coming back for more.