HOMEGROWN bakery chain PrimaDeli is eyeing a bigger share of the consumer pie with a new concept store targeted at affluent, urban consumers.

Unlike PrimaDeli bakeries which have assorted local favourites targeted at heartlanders, its upmarket sister PrimaDeli Express has more exotic flavours, such as French pastries and other Western treats on offer for its upscale clientele.

'With this, we aim to present a fresh new look and taste to meet the ever-changing needs of urban consumers,' said Pansy Wong, deputy-general manager of Prima Food Pte Ltd (PrimaDeli Division).

Just six months in the making, the company has already opened its first outlet in the form of a 248 sq ft kiosk at 313@somerset that has artisanal breads, sandwiches, salads, waffles, pastries and desserts.

Its mainstay will be its personal take on the traditional Belgium waffle with its array of 19 different fillings, said Ms Wong. Unlike how the Americans consume waffles for breakfast, the majority of Singaporeans view waffles as snacks, she said. PrimaDeli Express hopes to sell the novel idea of serving waffles as a main course here.

Despite the previous food poisoning alarm in 2007, PrimaDeli seems to have bounced back strongly. Ms Wong said that 'sales has remained strong over the years', although she declined to give figures. This backs PrimaDeli's confidence and high hopes for PrimaDeli Express.

PrimaDeli aims to open other corporate-owned outlets - one at Nex, an upcoming mall located at Serangoon Central, and another in the East - by end 2010. There are also plans to expand overseas.

'Going forward, we plan to bring the PrimaDeli Express franchise concept to countries within South-east Asia and to China within the next five years,' Ms Wong said.

PrimaDeli has so far invested $200,000 in PrimaDeli Express and the concept will be franchised once proven successful. Interested franchisees can expect to pay $120,000 to set up the outlet. This includes a $25,000 franchise fee, equipment and construction fees. In addition, there is a 2 per cent royalty fee.

Other countries in Asia that PrimaDeli Express hopes to venture into includes India and Vietnam.

On the possibility of future food price increases, PrimaDeli Express said that it is confident of maintaining stable prices, as seen from PrimaDeli's constant prices despite the recent downturn in economy.