Beard Papa surpasses 300 stores as it expands its hands-on sales model

Beard Papa has expanded to more than 300 stores, up from about 200 in 2020.

Staff fill cream puffs in front of customers, making the preparation part of the store experience.

The chain also offers limited-edition products in some months.

Its growth shows how a food retailer is using its shops and product variety to attract customers.