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Our Concept

A staple in the diet of many in Asia, BreadTalk honours the art of bread-making by giving life to their novel creations since its inception.
In the continual process of creativity and innovation, BreadTalk's evolution and growth as an internationally recognized bakery brand over the last 12 years has been encapsulated through three distinctive Generations.
And now, BreadTalk is proud to unveil the Generation4 Concept, championed in the campaign 'Get Talking', a global initiative that aims to alter the way customers see, feel and taste the brand.

BreadTalk Gets You Talking

The enhanced brand encounter is best encapsulated in its ubiquitous campaign tagline "Get Talking", embodied in multiple changes that will capture the attention of even the most discerning bread connoisseurs - revived rustic chic interiors and a repertoire of over 50 novel recipes conceptualised with the input of international bakery consultants within its Research & Development team.

"BreadTalk changed the way consumers enjoyed bread, spearheading the trend of a bread culture in 2000. After 12 years and 3 generations on, Generation4 is our latest concept to connect with our customers with enhanced lifestyle options. Through our 50 new and healthy recipes, refreshed store concept and engaging platform, we are confident that the new concept will continue to inject living and enrichment to our customers' lives across all cities, with a strong focus on the growing market of China," says George Quek, Chairman of BreadTalk Group Ltd.

Combining rustic charm with contemporary appeal, BreadTalk's revised menu is boosted with over 50 new creations. The exciting Euro bread series, developed by the finest consultants and research and development team worldwide, harnesses the taste and quality of European breads and incorporates them with a variety of Asian flavours, such as drunken longan, black sesame, spinach and sweet potato.

BreadTalk's newly introduced toasts, Chia Seed Toast, Soya Toast and Pumpkin Toast, have recently been awarded the Healthier Choice Symbol by Singapore's Health Promotion Board (HPB), a testament to BreadTalk's unwavering commitment to provide better-for-you choices. Through the widespread accessibility of BreadTalk stores worldwide, BreadTalk is committed to bringing wholesome products to its customers, wherever they may be.

Our global footprints

In the years, we have flapped our wings across 15 countries, leaving our mark with more than 500 boutique bakeries, 40 food atriums and restaurants, supported by global staff strength of 7000 employees. We have a shared vision to be an international trend-setting lifestyle brand. To this end, we have taken bold strides in introducing new food culture with revolutionary changes and ingenious differentiation. Our products are also crafted with passion and vibrancy to the highest quality. We are confident that our strategies will lend us a distinct competitive advantage and a platform for continued growth.