MOORE, OK – In a move that signals a transformative shift in the premium bakery-cafe sector, Paris Baguette, the globally recognized franchise renowned for its artisanal pastries and community-centric atmosphere, has officially opened its first-ever drive-thru location. Situated at 2120 Riverwalk Drive in Moore, Oklahoma, this landmark cafe represents the brand’s 346th North American location and its 62nd opening in 2024 alone. By integrating the convenience of a drive-thru with the high-quality standards of a traditional French-inspired bakery, Paris Baguette is positioning itself to capture a larger share of the "on-the-go" consumer market while maintaining its reputation for craft and quality.
The Main Facts: A New Chapter for the Global Bakery Giant
The opening of the Moore, Oklahoma, location on November 3rd marks more than just a new storefront; it serves as a pilot for a modern service model intended to broaden the brand’s accessibility. Historically, Paris Baguette has been defined by its "neighborhood bakery" feel—a place where guests linger over hand-crafted cakes and steaming lattes. However, the Moore location introduces an innovative format that preserves this core experience within the cafe while offering a streamlined, high-efficiency drive-thru for commuters and busy families.
The Moore cafe is the second Paris Baguette to open in Oklahoma, highlighting the brand’s aggressive push into the American Heartland. The facility was designed with a dual-purpose layout: a warm, inviting interior for traditional patrons and a sophisticated drive-thru lane optimized for speed without sacrificing the integrity of the product. This hybrid model allows the brand to serve its signature croissants, baguette sandwiches, and specialty coffees to a demographic that prioritizes time-efficiency.
Under the leadership of CEO Darren Tipton, Paris Baguette has undergone a rapid evolution. With over 340 locations currently operating in North America and a staggering 600 more in various stages of development, the Moore opening is a critical data point in the company’s broader strategy to become the leading bakery-cafe franchise in the Western Hemisphere.
Chronology: From New York Inspiration to Oklahoman Innovation
The journey to the Moore drive-thru began several years ago through the entrepreneurial vision of Mike Issa and Moe Touffaha. As seasoned veterans of the restaurant industry with an extensive portfolio of IHOP franchises, Issa and Touffaha were looking for a brand that offered a unique value proposition—something that combined the scalability of a major franchise with the "soul" of a boutique bakery.
- The Discovery (Pre-2022): While visiting New York City, Issa and Touffaha encountered Paris Baguette. They were struck by the brand’s commitment to quality—bakers and cakers working on-site to produce fresh goods daily—a stark contrast to many competitors who rely on frozen, par-baked products.
- The First Venture (2022): Recognizing an untapped market for premium bakeries in the Midwest, the partners signed a development agreement. They opened their first Paris Baguette in Wichita, Kansas, in 2022. The success of this location proved that the brand’s "neighborhood" appeal resonated deeply with Midwestern consumers.
- Regional Expansion (2023-2024): Building on their Wichita success, Issa and Touffaha expanded their footprint into Albuquerque, New Mexico, and further into Oklahoma. Each opening solidified their standing as premier franchise partners within the Paris Baguette ecosystem.
- The Moore Milestone (November 3, 2024): The culmination of their growth strategy led to the Moore opening. This location was selected specifically to test the drive-thru format, given the high-traffic patterns and commuter-heavy demographic of the Oklahoma City metropolitan area.
- Future Projections (2025-2027): The partners are not slowing down. Development is already underway for a second New Mexico cafe and a new entry into Lee’s Summit, Missouri, both of which are slated to open by 2027.
Supporting Data: Trends Driving the Drive-Thru Revolution
The decision to implement a drive-thru model is backed by significant industry data. Since 2020, the "quick-service restaurant" (QSR) and "fast-casual" sectors have seen a dramatic shift in consumer behavior. According to industry reports, drive-thru orders now account for upwards of 70% to 80% of sales for brands that offer the service.
For Paris Baguette, the data suggests several key advantages to this model:
- Increased Throughput: By decoupling the purchase process from the seating capacity, the Moore location can handle a significantly higher volume of transactions during peak morning hours—the "breakfast rush" that is vital for bakery-cafes.
- Market Penetration: The drive-thru format allows Paris Baguette to compete directly with coffee giants like Starbucks and Dunkin’, as well as fast-casual competitors like Panera Bread, who have long utilized drive-thrus to capture morning commuters.
- Real Estate Versatility: The success of the Moore model opens the door for Paris Baguette to consider "out-parcel" locations and suburban strip centers that might not have been viable for a traditional, sit-down-only cafe.
Globally, Paris Baguette operates over 4,000 units. In North America, the brand’s growth trajectory is among the steepest in the industry. By opening 62 cafes in 2024 alone, the brand is maintaining a pace of more than one opening per week, a testament to the robustness of its supply chain and the high demand from prospective franchisees.
Official Responses: Leadership on the Brand’s Evolution
The leadership team at both the corporate and franchise levels views the Moore opening as a defining moment for the brand’s identity in the United States.
Moe Touffaha, co-owner of the Moore franchise, emphasized the community aspect of the new format. “We’re incredibly excited to have opened our doors in Moore and bring Paris Baguette to the community,” Touffaha stated. “This opening is especially exciting because we’re introducing a new drive-thru format for the brand, giving guests another way to enjoy the products they love. We’ve been looking forward to this day for a long time, and are excited to be a part of the Moore community.”
From the corporate perspective, CEO Darren Tipton highlighted the strategic importance of adaptability. “This opening represents an exciting next step for Paris Baguette as we continue to evolve our bakery-cafe experience and find new ways to meet guests where they are,” said Tipton. “The drive-thru gives us an opportunity to bring the same freshly baked products, warm hospitality, and everyday joy our guests expect from Paris Baguette to even more people. We’re proud to reach this milestone alongside Mike and Moe and excited to see how this new format helps us continue growing in communities across North America.”
These statements underscore a shared philosophy: innovation must not come at the expense of the brand’s core mission—providing a "warm, welcoming bakery-cafe experience that creates joy for all."
Implications: Redefining the Premium Bakery Category
The introduction of the drive-thru model has profound implications for the future of Paris Baguette and the broader bakery-cafe industry.
1. Operational Complexity vs. Customer Convenience
The primary challenge for Paris Baguette in a drive-thru environment is maintaining the "artisanal" quality of its products. Unlike a burger or a standard cup of coffee, many of Paris Baguette’s offerings—such as delicate fruit tarts or custom-made sandwiches—require careful handling. The Moore location’s success will depend on its ability to execute high-speed service without compromising the visual and culinary standards that define the brand.
2. Franchisee Recruitment
By proving the viability of a drive-thru, Paris Baguette becomes an even more attractive option for multi-unit franchise operators. Investors like Issa and Touffaha, who have experience with high-volume brands like IHOP, are increasingly looking for concepts that offer diverse revenue streams. A drive-thru model significantly de-risks the investment by providing a safety net against fluctuations in dine-in traffic.
3. Competitive Posturing
Paris Baguette is no longer just a "specialty bakery"; it is now a direct competitor in the "convenience" space. This move puts pressure on other premium bakery brands to modernize their service models. If Paris Baguette can successfully deliver a "croissant and a latte" through a car window with the same quality as an in-store purchase, it sets a new benchmark for the industry.
The Road Ahead: 600 Units and Beyond
As Paris Baguette looks toward 2027 and the opening of its next wave of cafes in Missouri and New Mexico, the Moore drive-thru will serve as the blueprint. The brand’s mission remains focused on its expert staff of bakers, cakers, and baristas, but its delivery methods are becoming increasingly sophisticated.
With a pipeline of 600 units and a growing presence in major markets across the U.S. and Canada, Paris Baguette is well on its way to achieving its goal of becoming the premier bakery-cafe destination in North America. The Moore, Oklahoma, location stands as a testament to the brand’s ability to honor its heritage while embracing the future of American consumerism.
For those interested in the brand’s expansion or franchise opportunities, the company continues to invite inquiries through its dedicated portal, OwnaParisBaguette.com, as it seeks to replicate the Moore success story in suburban and urban centers nationwide.
