One grape is quietly becoming a menu-marketing superstar—and TOUS les JOURS is betting it can move pastry cases from coast to coast. The Korean bakery café brand just rolled out a limited-time Shine Muscat collection, turning a prized seasonal fruit into three familiar-but-new bakery creations available October 29 through November 25.
For operators watching the rise of Korean flavors in American foodservice, this is a textbook seasonal LTO play: tight window, a hero ingredient with built-in cultural cachet, and a spend-based incentive designed to lift the check.
What’s in the Shine Muscat Collection
The seasonal lineup leans on the Shine Muscat grape—known for its crisp texture, floral aroma, and naturally sweet, seedless flavor—across three items:
- Shine Muscat Paradise Cake (Petite): A petite, layered cake featuring juicy Shine Muscat grapes, sweet-tart strawberries, and soft, airy Cloud Cream.
- Shine Muscat Yogurt Croissant: A buttery, flaky croissant filled with juicy Shine Muscat grapes and refreshing yogurt cream for a bright, balanced flavor.
- Shine Muscat Vanilla Danish: A flaky square Danish topped with juicy Shine Muscat grapes and creamy Vanilla Cloud Cream speckled with real vanilla bean.
In Korea, Shine Muscat is a premium seasonal fruit—enjoyed fresh, gifted for special occasions, and folded into desserts. That gifting heritage is part of why it translates so well into a bakery format built around indulgence and celebration.
A Heritage-Driven Menu Strategy
TOUS les JOURS has consistently used its Korean roots as a product-development engine, and leadership framed this launch the same way.
“Our Korean heritage continues to inspire the flavors and ingredients we bring to our guests,” said Max Gallegos, Chief Marketing Officer of TOUS les JOURS. “With this seasonal collection, we’re highlighting Shine Muscat grapes, a beloved Korean fruit, in three bakery creations that bring something new to familiar favorites. It’s another way to share the flavors and traditions that inspire our menu while giving guests something special to look forward to this season.”
To drive trial and basket size, guests who spend $15 or more—including at least one Shine Muscat item—receive a complimentary Shine Muscat fruit cup while supplies last. The fruit cup carries an approximate retail value of $5.
Where to Find It
The collection is available at five participating TOUS les JOURS corporate bakery cafés: Brea, La Habra and Cerritos in California, and Union Street and Madison Square Park in New York.
TOUS les JOURS—French for “every day”—is owned by CJ Foodville. Since entering the US in 2004, the brand has grown to more than 200 bakery cafés nationwide, blending French baking techniques with Korean flavors. Globally, it operates more than 1,800 locations.
Why It Matters
This launch is a compact case study in how to run a high-impact LTO, and there are concrete takeaways for bakery, café, and QSR operators:
- Ride the K-food wave with a hero ingredient. Korean flavors keep gaining traction in US foodservice, and a single recognizable ingredient like Shine Muscat gives operators a clear story to merchandise—far easier to market than a vague “new seasonal menu.”
- New-on-familiar lowers the risk. Rather than inventing new formats, TOUS les JOURS layered the fruit onto proven favorites—a cake, a croissant, a Danish. That protects throughput and keeps execution simple for staff.
- Use spend thresholds to engineer the check. The $15 minimum plus a required collection item is a deliberate basket-building move. A low-cost giveaway (roughly $5 retail) can nudge add-on purchases without heavy discounting.
- Scarcity sells. A roughly four-week window and a limited five-location rollout create urgency and let the brand test demand before any wider expansion.
For procurement and menu teams, the broader signal is clear: premium, culturally resonant seasonal fruit is a differentiation lever worth planning sourcing around—especially as guests increasingly seek novelty and shareable, gift-worthy treats.
Want more on where bakery and menu innovation is heading? See our coverage of TOUS les JOURS and its Shine Muscat strategy and dig into the broader menu innovation trends shaping 2027.
Would a limited-time, heritage-driven LTO like this work on your menu? Tell us in the comments—and let us know which flavor you’d run first.
