Core Insights - BAKER & SPICE celebrates its 15th anniversary in 2025, marking a significant milestone with over 100 direct-operated stores in China, showcasing its steady growth in the premium dining market [1][2] - The brand has evolved from a small bakery to a comprehensive dining brand, expanding its product offerings to include a diverse range of categories such as main dishes, artisanal baking, and specialty coffee [2][11] - The operational model combines central workshops with localized research and development, ensuring high standards across all stores, which has facilitated rapid national expansion [3] Company Development - Founded in 2010 in Shanghai, BAKER & SPICE started as a 40 square meter bakery and has since expanded its footprint across major cities in China, including Beijing and regions like Guangdong and Southwest China [2] - The brand has experienced a counter-trend growth, adding over 60 stores from 2022 to 2025, despite an overall slowdown in the restaurant industry [2] Product and Service Innovation - BAKER & SPICE emphasizes fresh ingredients and a "baking + dining" model, focusing on health-conscious European-style baked goods, including low-sugar options like Danish croissants and olive oil bread [4][10] - The introduction of the "Flavor Map" IP in 2024 represents a unique culinary exploration, differentiating the brand in a homogenized market by offering diverse regional flavors [8] Customer Engagement and Future Outlook - To celebrate its anniversary, BAKER & SPICE launched promotional activities across its stores, offering special meal sets and discounts to enhance customer engagement [11] - The company aims to continue refining its product matrix and expanding into new markets while maintaining its commitment to quality and innovation in the premium dining sector [11]