Beard Papa, the Japanese-owned specialist bakery operator, is looking to rollout its cream puff concept across England with 20 stores planned by 2010. The group, which currently has two outlets open in England, has secured two new sites as part of plans to open predominantly in shopping centres. The company will open a 613sq ft site in Highcross in Leicester in September and a 335sq ft site in the Bullring in Birmingham later in the year. Existing outlets are located on London's Oxford Street and in the Bluewater shopping centre, in Kent. The group of Far East investors who acquired the master franchise rights for England in August 2006, are only currently allowed to open outlets in England, although they are in negotiations to expand their portfolio to the rest of the UK and Ireland as well. Willlem Pupella, the managing director of Beard Papa England, said that the venture had been successful in Asia and the US and that he was confident that it would also work here in the UK as it had no real competitors. He said that the concept, which is based on freshly baked choux pastry filled with fresh custard, would work best as part of a retail mix rather than based in a food court, as it was something people bought as an enjoyable treat as opposed to an outright food occasion. There are 300 Beard Papa outlets around the world.