The Collection
TOUS les JOURS, the Korean-French bakery café chain owned by CJ Foodville, is activating a limited-time Shine Muscat collection across five corporate locations in California and New York, running October 29 through November 25. The three-SKU lineup marks the brand's latest seasonal push centered on ingredients with strong cultural resonance in its home market.
The collection comprises a Shine Muscat Paradise Cake (Petite) layered with strawberries and Cloud Cream, a Shine Muscat Yogurt Croissant filled with yogurt cream, and a Shine Muscat Vanilla Danish topped with vanilla bean cream. Participating locations span Brea, La Habra, and Cerritos in California, plus the Union Street and Madison Square Park outposts in New York — a footprint that keeps the trial tightly controlled within corporate-operated stores before any broader rollout consideration.
Why It Matters
Shine Muscat grapes occupy a premium tier in Korean produce markets, frequently commanding elevated price points and appearing in gifting contexts during harvest season. Their crossover into U.S. bakery formats is a calculated play on the widening mainstream interest in Korean food culture — the same consumer tailwind that has lifted Korean convenience-store snacks, rice cakes, and soft-serve formats into specialty retail and foodservice channels across North America. For TOUS les JOURS, which operates more than 200 U.S. bakery cafés and more than 1,800 globally, limited-time offerings anchored in Korean seasonality serve a dual purpose: they drive traffic among existing guests and signal menu authority to a broader audience curious about Korean flavors. The LTO strategy aligns with wider bakery-café trends that use short-window exclusivity to generate urgency and social content without committing to permanent menu expansion.
Promotional Mechanics
To support the launch, TOUS les JOURS is offering a complimentary Shine Muscat fruit cup — carrying an approximate retail value of $5 — to guests who spend $15 or more on a transaction that includes at least one collection item, while supplies last. The threshold incentive is designed to lift average check size while introducing the raw fruit alongside the finished bakery applications, reinforcing the ingredient narrative. "Our Korean heritage continues to inspire the flavors and ingredients we bring to our guests," said Max Gallegos, Chief Marketing Officer of TOUS les JOURS. "It's another way to share the flavors and traditions that inspire our menu while giving guests something special to look forward to this season."
The five-location scope is consistent with how the brand has historically piloted seasonal programs before evaluating wider distribution across its franchised and corporate network. Operators in the specialty bakery-café segment are watching consumer uptake on Korean-origin ingredients closely, as sustained demand could justify supply-chain investment in consistent sourcing. Whether TOUS les JOURS extends Shine Muscat SKUs beyond this window will likely depend on throughput data from the participating stores during the four-week run.
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.
