Fatal Floss: Breadtop Outbakes BreadTalk Down Under

ByMarkport
Left: Breadtop in Hobart | Right: BreadTalk in Hong Kong

BreadTalk is a well-loved bakery brand in the Philippines. Like many Filipinos, I’ve enjoyed its pork floss buns, Asian-inspired cakes, and modern store experience. So when I first arrived in Australia in 2019 and came across Breadtop, I was genuinely confused. The logo used the same white and orange colours, the store layout was nearly identical, and the products looked and tasted familiar — I honestly thought they were the same company.

It turns out I wasn’t the only one. The comparison between Breadtop and BreadTalk has sparked years of discussion among customers and branding professionals. Beyond the surface, this case offers a powerful reminder that trademark protection is territorial and that even first movers globally can find themselves locked out locally.

BreadTalk was founded in Singapore in 2000 and quickly became an iconic brand throughout Asia and the Middle East. Its modern self-service bakery model was fresh and distinctive at the time. Just two years later, in 2002, Breadtop opened its first store in Melbourne. It followed a similar concept — and a strikingly similar brand identity, from packaging and product range to store layout and colour scheme.

Here’s where the trademark history gets interesting:

  • BreadTalk applied for trademark protection in Australia on 1 August 2002.
  • Breadtop applied for its trademark shortly after, on 25 September 2002. Although it received an adverse examination report, it appears to have successfully overcome the objection. The details of that process remain unpublished.

Since then, Breadtop has expanded aggressively, with locations across Melbourne, Sydney, Brisbane, Adelaide, Canberra, Perth, and Darwin. It now dominates the Asian-style bakery space in Australia.

Meanwhile, BreadTalk has expanded into over 15 countries, including China, Indonesia, Hong Kong, Malaysia, Thailand, Vietnam, the Middle East, and the Philippines. However, it has never launched in Australia — despite securing trademark registration here over 20 years ago.

Why? Because the local market has already been saturated by a highly similar brand — Breadtop.

Although BreadTalk still holds a valid Australian trademark, it would be entering a market where its brand identity has already been diluted. Consumers already associate the name, store design, and products with Breadtop. The confusion would be so strong that BreadTalk would effectively be forced into a corner.

If it wanted to enter Australia now, BreadTalk may have no choice but to rebrand — an ironic twist, considering that it came first.

A Missed Opportunity

This situation also reflects a major missed opportunity. Breadtop’s popularity clearly demonstrates that there is strong demand in Australia for the type of products BreadTalk built its brand on. Had BreadTalk moved earlier, it could have:

  • Established its own stores and captured market share directly, or
  • Licensed the BreadTalk brand to Australian operators — possibly even to the founders of Breadtop.

Instead, Breadtop seized the opportunity, registered its mark, built the customer base, and now owns the commercial goodwill associated with that bakery concept in Australia.

WHAT IT MEANS FOR YOUR BUSINESS

This is a clear lesson for any business looking to expand: Previous success in multiple countries does not guarantee local recognition in a new market like Australia. If you wish to grow your brand internationally, trademark protection must be early, strategic, and followed through with market entry. Filing a trademark application isn’t enough — a competitor can take the space if you don’t move fast enough.

At Markport™, we help SMEs and entrepreneurs build and protect marketable brands through responsible trademark management and creative brand design. Our services include:

  • Trademark registration in Australia, New Zealand, and the Philippines
  • Risk assessments and clearance checks
  • Legal advice for brand expansion and licensing strategies
  • Brand design to support distinctiveness and legal protection

Get in touch with us to protect your brand before the opportunity slips away.