Korean bakery chains are firmly establishing themselves across the U.S.

Paris Baguette opened its first American outlet in 2005 and now has 147 shops in 30 states. Rival Tous le Jours, which opened its first U.S outlet a year earlier, now has 102 in 26 states.

Their stores multiplied by more than 70 percent over the last four years.

Paris Baguette's sales almost doubles last year and its U.S. subsidiary achieved its first profit in the first half of this year. Tous les Jours has already made a profit every year since 2018, and in the first half this year operating profit surged 250 percent on-year.

What is the secret to their success?

The main factor seems to be that they cater to a wider variety of tastes than other U.S. bakery chains, which tend to specialize in things like doughnuts or bagels. Korean chains sell 300 to 400 products in a country where such European-style patisseries are not common.

"Due to the low population density in the U.S., it's difficult for businesses to offer hundreds of different types of baked goods considering the logistical complexities of supplying and managing raw materials."

Big U.S. bakeries sell just a handful of bread varieties and instead rely on sandwiches, soups, salads and other meals. Their varieties of cakes are also limited.

The layout is also appealing. Korean chains group their wares around the center of the store, while American bakeries tend to keep them behind the counter.

"If they don't have to wait in line for their turn to place their order with the cashier, customers can take their time selecting bread or cake," a Paris Bakery staffer said. The Korean chains are also introducing open kitchens that give customers an alluring glimpse of their products being freshly baked.

Paris Baguette and Tous les Jours opened their first U.S. shops in Korean neighborhoods but have now boldly spread out to other suburban areas and malls, and non-Korean account for more than 70 percent of customers in many shops.

Both chains aim at 1,000 shops across the U.S. and Canada by 2030, opening new opportunities for them beyond the saturated Korean market.