The LTO
TOUS les JOURS, the CJ Foodville-owned Korean bakery café chain with more than 200 U.S. units and 1,800 globally, is running a limited-time Shine Muscat collection from October 29 through November 25 at five participating corporate locations in California and New York. The three-item lineup — a petite layered cake, a yogurt-filled croissant, and a vanilla Danish — each feature Korean Shine Muscat grapes, a premium seasonal fruit valued for its floral aroma, crisp texture, and natural sweetness.
The collection is available at the brand's Brea, La Habra, and Cerritos locations in California and its Union Street and Madison Square Park cafés in New York. To drive trial, guests who spend $15 or more on a ticket that includes at least one Shine Muscat item receive a complimentary Shine Muscat fruit cup — a roughly $5 retail value — while supplies last.
Korean Flavor as Menu Strategy
The LTO reflects a deliberate daypart and identity play for TOUS les JOURS as it competes in the crowded U.S. bakery-café segment against both domestic chains and a growing roster of Korean-inspired concepts. "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, pointing to the collection as a vehicle for surfacing culturally specific ingredients within otherwise familiar bakery formats.
Shine Muscat grapes carry meaningful consumer recognition in Korean and Korean-American markets, where the variety commands premium positioning as a gifting fruit and upscale dessert ingredient. Introducing the grape in pastry formats — rather than as standalone produce — extends its occasion range and supports check-building at the café counter.
Operator Context
Limited-time offerings in the bakery-café segment have become a reliable lever for driving trial and social engagement without committing to permanent menu complexity. For a brand at TOUS les JOURS' stage of U.S. expansion, keeping LTOs within corporate-operated units allows tighter quality control and provides a proving ground before potential franchisee rollout. The five-location scope here also limits ingredient procurement risk on a specialty import like Shine Muscat, which is subject to seasonal availability and supply chain variability.
The Shine Muscat collection arrives as Korean culinary influences continue to gain traction across the broader foodservice market, from convenience-store snacks to fast-casual menus, giving TOUS les JOURS a timely platform to reinforce its point of differentiation. For operators tracking LTO performance benchmarks in the specialty-bakery channel, the brand's bonus-item promotional mechanic — spend threshold plus complimentary SKU — is worth noting as a traffic-conversion tactic tied directly to the featured product.
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.
