Tous Les Jours expansion plan in China

1 min readUpdated May 26, 2025Jan 4, 20177:00 AM

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Korean group CJ Foodville has opened two Tous Les Jours cafes in Chongqing with plans to expand further into China’s inland cities.

CJ Foodville is running its Tous Les Jours business in China in the form of direct ownership and master franchise. It already has stores in Beijing, Chongqing, Guangzhou, Shanghai, Suzhou, Tianjin and Weihai. It has master franchise chains in 10 provinces plus stores under a master franchise contract in Xinjiang autonomous territory. At the end of December it had a total of 140 stores in China.

Tous Les Jours expansion plan in China

A company official says the aim is to open more than 100 locations in China this year, and more than 1000 by 2020. “With the opening of the Chongqing location, we are set to move into the western part of China.”

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What this means

CJ Foodville's aggressive inland China expansion for Tous Les Jours appears a savvy move to capture burgeoning consumer demand in underserved regions. Their dual direct ownership and master franchise model, already deployed across 10 provinces and Xinjiang, offers flexibility to penetrate diverse markets quickly. This strategy directly pressures local and international rivals who have focused predominantly on coastal megacities, such as Panpuri's existing 16-store Asian expansion which includes China. The risk lies in maintaining brand consistency and supply chain efficiency across such a vast territory. The goal of over 1000 stores by 2020 is ambitious, significantly outpacing the 140 stores at December's end, but aligns with high-growth strategies seen with Carrefour's 300 mini-store plan in Indonesia. We should track their store count progression in late 2024.

Rajiv Menon · Retail News Asia newsroom

Questions & Answers

What is CJ Foodville's current strategy for operating Tous Les Jours cafes in China?

CJ Foodville is operating its Tous Les Jours business in China through a combination of direct ownership and master franchise agreements. This dual approach allows for varied expansion methods across the country.

How many Tous Les Jours stores did CJ Foodville have in China at the end of last year?

At the end of December, CJ Foodville had a total of 140 Tous Les Jours stores operating across China. These are spread across various cities and provinces, including those under master franchise agreements.

What are CJ Foodville's expansion targets for Tous Les Jours in China for this year and by 2020?

A company official aims to open more than 100 new Tous Les Jours locations in China this year. The longer-term goal is to have more than 1000 stores operational in China by the year 2020.

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