In a move that can be determined as either the height of hubris or the proverbial roll of the dice, the parent company of Paris Baguette has decided to open up its newest location in the heart of Paris, France.

(Photo from Korean Herald)

Ah, notice the “Boulangerie” (French for “bakery”) sign a bit more prominently displayed than the “PB” or “Paris Baguette” signage.  Personally, I question the attempt to bring croissants infused with hot dogs to a population as finicky with their pastries as the French.  Then again, it couldn’t have been more offensive as opening up a Taco Bell in Mexico or a Pizza Hut in Italy.  Wait, there are no Pizza Huts in Italy.  Good thing too as it might create some anti-American backlash.

Asia observer Donald Kirk pens an interesting article over at Forbes with his take:

[SPC Group is]… opening a Paris Baguette, mais oui, in the heart of the city that provides its name.  Along with French restaurants that are truly French, Paris Baguette decided to compete where it’s likely to attract the most scrutiny and appraisal by knowledgeable customers.

[…]

The idea is to go beyond the chain’s Korean roots, to show it’s truly French, to match the most sophisticated, subtlest tastes of any French restaurant. In keeping with that approach, Paris Baguette is a little reluctant to publicize its history as a Korean company in the hands of a Korean billionaire, Hur Young-in,  chairman of  SPC

So, to “show it’s truly French” to French people in Paris, huh?  Okay, good luck with that Mr. Hur.