From Niche To Nationwide: Tony Ahn’s Bakery Playbook

Since taking the helm at CJ Foodville USA in 2017, Tony Hunsoo Ahn has orchestrated one of the most impressive—and unconventional—growth stories in the U.S. food retail space. Under his leadership, Tous les Jours, a French-Asian bakery brand with Korean roots, has transformed from a niche concept into a fast-scaling powerhouse, posting a 40-percent compound annual growth rate and expanding to more than 150 locations nationwide.

And Ahn isn’t slowing down—with strategic investments in supply chain, digital transformation, and franchise support, he’s positioning the brand for even broader national reach. In the following interview, Ahn shares the playbook behind Tous les Jours’ reinvention, the leadership lessons drawn from a career that’s spanned continents and industries, and why the key to scaling a brand isn’t just about product or operations—but people.

Tell us about your efforts in growing the French-Asian bakery chain here in the U.S.

When I took on the role of CEO at CJ Foodville USA in 2017, I saw incredible untapped potential in Tous les Jours. While the brand already had a loyal following, it needed a strategic transformation to truly scale in the U.S. market.

My focus has been on three key areas: brand repositioning, operational excellence and aggressive expansion. First, we refined our brand identity, ensuring that Tous les Jours resonated not just with Korean-American customers, but with a broader U.S. audience. This meant enhancing product innovation, elevating quality standards and introducing more localized offerings while staying true to our French-Asian bakery roots.

Second, we overhauled operations. We invested in stronger supply chain management, streamlined store processes and digital transformation, particularly in point-of-sale systems and delivery integrations, to enhance efficiency and profitability.

Lastly, our expansion strategy was critical. We adopted a franchise-forward model, empowering business owners while ensuring consistent customer experiences across locations.

As a result, Tous les Jours has grown to more than 150 stores nationwide with 40 percent CAGR, and we’re continuing to scale at an unprecedented pace.

You bring more than 27 years of relevant leadership experience across an array of functions in sectors that span retail marketing, e-commerce, finance, investor relations and food service. What lessons have you learned across those functions?

My career has been defined by versatility—navigating multiple industries and disciplines has reinforced the importance of adaptability, data-driven decision-making and customer-centric thinking.

From retail marketing and e-commerce, I’ve learned that brand perception is everything. A brand must not only offer quality products but also foster emotional connections with customers through storytelling and digital engagement.

In finance and investor relations, I gained a deep appreciation for scalability and sustainable growth. A company cannot expand recklessly—every move must be calculated, balancing aggressive growth with financial discipline.

From food service, I’ve learned that operational efficiency and consistency define success. No matter how strong a brand is, if execution at the store level is inconsistent, customers will notice. That’s why at Tous les Jours, we invest heavily in franchisee support, training, and supply chain optimization.

The greatest lesson I’ve learned is that success is built on people. Whether it’s customers, franchisees or employees, empowering the right people and fostering a strong company culture is what drives sustainable growth.

Born and raised in South Korea, you have lived in various cities, including Tokyo, Jakarta and Los Angeles. How have your experiences working with people in more than 20 countries sharpened your insights and provided you with a global perspective?

Having lived and worked across diverse cultures, I’ve gained an invaluable global perspective on consumer behavior, business strategy and leadership. One of the biggest insights is that while each market has unique nuances, the core principles of brand success remain universal—quality, authenticity and customer connection.

Working in Japan taught me the importance of precision and attention to detail in product development. In Indonesia, I saw firsthand how localization and community engagement are key drivers of brand loyalty. In the U.S., I’ve witnessed the power of digital transformation and the need for constant innovation.

My multilingual ability has also helped me bridge cultural gaps in negotiations, partnerships and team leadership. Understanding different perspectives has allowed me to adapt Tous les Jours’ strategy to meet the expectations of a diverse U.S. customer base while maintaining the essence of our brand’s heritage.

Ultimately, my international experiences have shaped my belief that a truly global brand is one that feels local wherever it goes—and that’s exactly the path Tous les Jours is on.

What is the future for Tous les Jours?

The future of Tous les Jours is about expansion, innovation and brand evolution. We’re on track to reach 200 stores in the U.S. within the next few years, with a continued focus on strategic markets. Our franchise-driven model remains at the heart of this expansion, ensuring we scale while maintaining operational excellence.

A major milestone in our growth strategy is the recent opening of our Georgia-based production facility. This factory significantly enhances our ability to streamline supply chain operations, improve product consistency and support our growing network of stores. It’s a game-changer that allows us to meet increasing demand while maintaining the high quality our customers expect.

In addition to physical expansion, we’re also making bold moves in digital transformation. The launch of the Tous les Jours mobile app marks a pivotal moment for our brand, allowing us to enhance customer convenience, offer a seamless rewards program, and strengthen online ordering capabilities. This is just the beginning of our efforts to create a more connected and personalized experience for our customers.

Product innovation is also key. We will continue to introduce new, exciting pastries, beverages and seasonal offerings tailored to U.S. tastes, while staying true to our French-Asian bakery roots.

Ultimately, Tous les Jours is more than just a bakery—it’s a lifestyle brand that brings people together over high-quality, delicious baked goods. With our strategic expansion, operational advancements and digital innovations, we’re well on our way to becoming a household name across America.