Breadtalk Analysis

PROFILE OF THE COMPANY

The Mission of the Breadtalk was to lead a new lifestyle culture with new, innovative changes and creative differentiation to craft products with passion and vibrancy.

The Vision was to establish BreadTalk as the foremost international, trend-setting lifestyle bakery brand.

BreadTalk Pte Ltd, is a private limited company incorporated in Singapore under the Companies Act on 24 April 2000. It was founded by Dr. George Quek, Chairman of the BreadTalk Pte Ltd and Katherine Lee, Deputy Chairman of the BreadTalk Pte Ltd.

In April 2000, Dr. George Quek, first conceptualised "BreadTalk when he saw an opportunity for starting a bakery selling freshly baked breads and buns which are visually creative and attractive.

On 1 July

As the operations continued to grow, and in preparation for franchising plans, BreadTalk have set up a central kitchen and shifted the corporate headquarters to KA FoodLink, Kampong Ampat in September 2001.

Over the last two years, BreadTalk have introduced many new varieties of breads, buns, cakes and pastries and now having launched of more than 100 bakery items.

It also has become a distinctive household brand owner that has established its mark on the world stage not only in bakery but also restaurant and food atrium footprints. Its brand portfolio comprises BreadTalk®, Toast Box, Food Republic, Din Tai Fung, The Icing Room, Ramen Play and Carl’s Jr China.

BRAND VALUE AND COPORATE IDENTIFY

BreadTalk have invested on about S$500,000 for each outlet they set out, using contemporary interior design to create a unique and comfortable environment. It also created a very unique shopping experience for their customers. From the full glass panels of the shop front to the white display shelves and neatly arranged appliances in the open concept

To promote volunteerism, McDonald have unveiled its new Corporate Social Responsibility rogramme in October 2011.

McDonald launched its first employee social responsibility initiative, with about 200 employees bringing fun and happiness to the people from the Movement for the Intellectually Disabled of Singapore (MINDS) schools and Spastic Children’s Association of Singapore (SCAS) through a series of visits and activities.

Known as “McDonald’s Cares”, this long-term programme will see about 3000 employee volunteers giving back to the Singapore community through corporate- and restaurants-led activities. To kick off the launch, over 500 children from MINDS schools and SCAS under the Children’s Charities Association learnt valuable life skills through fun games designed by McDonald’s employees. A highlight of the “McDonald’s Cares” outreach was a special “McHappy Wall” painting activity which McDonald’s employees and the children engaged in side by side.

PROPOSAL COPORATE SOCIAL RESPONSIBILITY FOR