The Move

TOUS les JOURS, the Korean-French bakery café chain owned by CJ Foodville, is rolling out a three-item Shine Muscat collection at five corporate locations in California and New York from October 29 through November 25. The collection — a layered petite cake, a yogurt croissant, and a vanilla Danish — centers on Shine Muscat grapes, a premium Korean variety prized for their floral aroma, crisp texture, and natural sweetness. A complimentary Shine Muscat fruit cup is offered on purchases of $15 or more that include at least one collection item, valued at approximately $5.

The five-location footprint — Brea, La Habra, and Cerritos in California, plus Union Street and Madison Square Park in New York — is a deliberate test-and-learn structure. By confining the collection to corporate-operated cafés rather than franchised units, TOUS les JOURS retains supply-chain control over a specialty ingredient with limited domestic availability and can measure attach rates and average check lift without variables introduced by franchisee execution.

Why Operators Should Watch This

Shine Muscat grapes have been a consistent trending search term in Asian-American food media for several years, but their appearance in a formal U.S. bakery LTO at this scale is notable. For operators tracking menu and beverage trends, this is a signal that Korean culinary ingredients — long established in QSR through items like gochujang sauces and Korean corn dogs — are moving up the format ladder into premium baked goods and café dayparts.

The scarcity structure also carries clear marketing logic. A 27-day window across five stores creates genuine urgency without requiring a national supply commitment. The spend-threshold gift-with-purchase mechanic is a straightforward check-average tool: setting the bar at $15 encourages guests who might purchase a single pastry to add a beverage or a second item. For bakery-café operators and daypart-focused food brands, that kind of attach-rate engineering embedded in a seasonal campaign is worth modeling.

TOUS les JOURS operates more than 200 U.S. locations and more than 1,800 globally, which means this five-unit rollout represents a fraction of its domestic estate. That deliberate restraint is instructive — it treats the collection as brand intelligence gathering rather than a revenue play. Data on unit sales mix, social engagement, and guest response at controlled corporate stores can inform a wider franchisee rollout or a reformulated product for the following season.

What It Signals

For agencies and growth teams working with emerging food brands, the Shine Muscat campaign illustrates how culturally specific ingredients can anchor a content-ready LTO without heavy media spend. A distinctive-looking fruit with strong visual appeal — bright yellow-green grapes on laminated pastry — is inherently shareable, and the campaign's Instagram presence via @touslesjoursusa is positioned to capture organic reach from both Korean-American audiences and food-curious consumers. Operators building brand launch packages around specialty or heritage ingredients would do well to study the format: small geographic footprint, clear cultural narrative, a low-friction trial incentive, and a defined sell-through window.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.