VF Franchise Consulting

SaladStop! heading for Korea

Oct 5, 2017

Established eight years ago, Singapore food brand SaladStop! is about to launch into Korea.

It opens in Seoul next month, about the same time as its first non-Asia location, in Barcelona. The brand has 19 outlets across Singapore, 12 in the Philippines, three in Jakarta and four in Tokyo.

Co-founded by Adrien Desbaillets and his father Daniel, SaladStop! Is still a family affair. At 36, Adrienne is president while Daniel, 67, is director and chairman. Daniel’s sister Katherine handles marketing while her Paris-born husband Frantz Braha is business development manager, spearheading overseas franchising.

The Desbaillets are Swiss citizens who put down roots in Singapore 22 years ago. Daniel was previously a hotel executive. When Adrien returned to Singapore after working in China for a hotel investment company, he planned a chain of nutrition-conscious quick-service restaurants.

However, the says affordable, wholesome and nutritious were three options rarely found together in one meal, and he guessed that expats like himself were “craving a good salad”.

Father and son opened their first store in Marina Square, working with corporate chef Tony Tan.

All overseas locations have more or less the same core combos, but franchise holders modify them to suit local preferences.

In Singapore, the next stage of growth is a mobile app.

Source: Inside Retail Asia

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