Tous les Jours Deploys Coffee Expert to Asia
The bakery chain is tasking a champion barista with developing locally tailored drink menus for its Asian operations.
Updated on Oct. 29, 2026 in Coffee
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CJ Foodville has deployed award-winning beverage specialist Alexandra Hager to Asia to conduct market research and strengthen drink competitiveness. Hager will tailor menu offerings to local consumer trends across the seven Asian countries where the company operates.
Why it matters
The company aims to differentiate its offerings from existing brands by integrating local ingredients and Korean bakery characteristics into its beverage lineup. This strategy seeks to provide consumers with unique, region-specific menu options.
Alexandra Hager joined the brand in 2018 and secured a first-place finish in the coffee cocktail category at the 2022 U.S. Coffee Championships. The company currently maintains a retail footprint spanning seven Asian countries.
The players
Alexandra Hager
She is an award-winning beverage specialist and champion barista who joined the company in 2018.
CJ Foodville
This company operates the global bakery chain Tous les Jours and manages its international beverage strategies.
Oatly
This food and drink company specializes in oat-based products and collaborated on the development of the Gochujang Caramel Latte.
The details
Hager will tour various Asian markets to analyze local consumer preferences and synthesize these insights with the company's existing bakery expertise. The brand's U.S. menu currently includes innovative items like the Tiramisu Latte and the Oatly-collaborated Gochujang Caramel Latte.
Timeline
Alexandra Hager joined Tous les Jours in 2018.
Hager won the U.S. Coffee Championships in 2022.
CJ Foodville announced the deployment on October 29, 2026.
Alexandra Hager begins her research across Asia on October 30, 2026.
Culture Shift
This move follows the broader industry trend of the localization of global fast-casual menu offerings to better align with regional consumer palettes. By tailoring beverages to local markets, brands seek to move beyond standardized global menus and increase market relevance.
Consumers in the targeted Asian markets can expect to see new, locally-inspired beverage options appearing on their menus as the research results are implemented. These changes are designed to cater specifically to regional tastes rather than relying on a one-size-fits-all global menu.
The takeaway
Companies expanding internationally often find that product success depends on the ability to blend signature brand identity with local culinary customs. For global travelers and food enthusiasts, these regional menu experiments offer a unique way to experience how national brands adapt to new environments.
Further reading
Learn more about the latest innovations in the industry on the Coffee page.
Source note: This article includes information reported by Business Korea.
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Do you prefer when international food chains offer menus specifically tailored to local flavors?
