Singaporean bakery chain BreadTalk has expanded its long-standing Thai relationship.

BreadTalk and Thai company Minor Food Group (MFG) will establish a 50:50 joint venture company, BTM Thailand, to operate the bakery business under the BreadTalk brand in Thailand.

It marks the first collaboration between BreadTalk and MFG since the latter’s 11 per cent investment in BreadTalk Group in Singapore in 2013.

The BreadTalk Group first entered Thailand in 2005. Today, it has 23 company-owned bakery outlets under the brands of BreadTalk and Toast Box as well as two franchised Din Tai Fung outlets and three self-operated Food Republic food atria.

While the BreadTalk Group will support BTM Thailand as brand owner and provide technical know-how, BTM Thailand will leverage on MFG’s established platform in Thailand, such as supply chain management, legal, franchising, outlet expansion and property management.

With the combination of BreadTalk’s strong brand recognition and MFG’s profound knowledge of Thailand, BTM Thailand sees vast growth potential over the next few years with new outlet expansion, initially with the company-owned business model and later with franchised model.

“With MFG as our strategic partner, we will be able to accelerate BreadTalk’s store growth in Thailand. The partnership will enhance operational excellence and further extend our brand presence with MFG’s strong F&B expertise and local network,” says George Quek Meng Tong, chairman of BreadTalk Group.