By Rachel Sim

GEORGE Quek's motto for Breadtalk is 'Seek change, seek ideas, seek to differentiate'.

Now celebrating its ninth anniversary, the award-winning homegrown brand is already associated with Singapore alongside long-established icons such as Changi Airport and Singapore Airlines.

Over the last nine years, Breadtalk has grown from humble beginnings to a household name. It has put Singapore on the international retail map at the World Retail Awards, the Oscars of the retail industry. Breadtalk has seen a year of success despite a sluggish economy.

'I never imagined that Breadtalk would grow so rapidly in the last nine years,' says Mr Quek, who is the chairman. 'But we are fortunate to have achieved so much in such a short span.'

When asked about his recipe for success, he is quick to point out that it isn't just about the products. 'We're not just a bakery. We are selling a brand.'

The boutique concept first made waves when Breadtalk entered the market in 2000, revolutionising bakeries all over Singapore. Breadtalk outlets stood out against the cosy warmth of the heartland bakeries with their sophisticated store layouts, and also sprung up in some of Singapore's most fashionable retail malls.

Instead of the typical wooden shelves, the bread is encased in glass boxes much like that of a jewellery gallery. 'We want to showcase each piece of bread as a piece of art,' says Mr Quek.

Who would have thought that bread could be a piece of art? According to Mr Quek, that's how it is. 'Bread can talk to you. Each piece of bread is unique and has a voice that can be seen in the fun and intriguing stories behind it.'

An advocate of the pursuit of fresh ideas and creativity, he believes that it is important for his people to venture beyond and be inspired by the many intricate cuisines of the world and to bring these tastes home.

His views were reflected in the recent 'Japan travel blog' range, nine breads infused with traditional Japanese tastes such as red bean and bonito fish, inspired during a recent month-long sabbatical by master chef Loo in Japan.

From the delicate palates of the Japanese to the fusion of Thai green curry in their breads, Breadtalk's product range encapsulates many flavours of the world.

In conjunction with milestone events, Breadtalk also releases themed breads. During US President Barack Obama's inauguration last year, Obunma, a pizza bun with cheese that reflected Mr Obama's ability to gel the different cultures together and US as a melting pot of cultures, was created. On a similar note, Ferraberri, a danish shaped like a racing car topped with fresh strawberries, commemorated the landmark Formula One night race in Singapore.

These one-of-a kind creations are unique to Breadtalk and the constant creation of new and more flavourful products is Breadtalk's way of staying ahead and dealing with the counterfeit market in China, where it expects to open up to 550 stores by 2012 in over 30 provinces and cities.

Mr Quek's experience is as cosmopolitan and diverse as his range of breads, which resemble a mini globe. Having spent 30 years in the food and beverage (F&B) industry, he has proven to be an invaluable source of inspiration for the brand. However, he attributes the brand's success to the efforts of his team, most of whom have vast experience in the F&B or retail industries.

Sector-wise, local bakeries have benefited from Breadtalk's entry into the market. 'We are trend-setters and have driven home players to improve,' says Mr Quek. 'When we entered the market, the smaller bakeries in the housing estates were pushed to upgrade themselves to stay competitive and the concept of modern design in our bakery is reflected in many of these upgrades.'

When asked if it made any further impact locally, he quips: 'We've certainly provided business for the glass industry.'

Glass is common to all Breadtalk outlets and is a key feature of the brand's display and store front in line with its vision to be the foremost, international, trend-setting lifestyle bakery brand.

Breadtalk is well on its way to achieving its vision, given its robust growth and rapid expansion.

Just recently, the company upgraded its listing to the SGX main board, trading alongside blue chip companies. On the new listing, Mr Quek says: 'It is an achievement to be proud of. The criteria and transparency required is more stringent and thus gives our investors and consumers more confidence in our brand.'

He also believes that Breadtalk's new listing will open up doors for funding of its long-term expansion plans.

Despite the current economic climate, Breadtalk has no intention of slowing down its growth and aims to have 1,000 outlets globally by 2012.

In fact, while others choose to tighten purse strings, it has taken the opposite approach by offering customers more value for less. Consumers can also benefit from the concurrent ninth anniversary promotions such as 10 buns for $9, and $9 off whole cakes.

Singaporeans living abroad can look forward to having a taste of home as this homegrown brand is fast placing itself on the world map.

While China is earmarked as a key territory for expansion, the western world is not off the radar either. An agreement with a master franchise has been signed for Breadtalk to move into 12 Middle Eastern countries. It has already made its presence known in Bahrain and plans to enter Saudi Arabia by the end of this year.

Mr Quek believes that the success of the Middle Eastern franchise will give them confidence to break into the European market in the near future.

While attention has been turned towards the west and China, other parts of Asia will not be neglected as Breadtalk also plans to roll out outlets in Vietnam and increase market share in Hong Kong.

This article was first published in The Business Times.