June 11, 2025 • 35 mins
Bonchon CEO Suzie Tsai reveals how Korean fried chicken is taking over Middle America, with explosive growth from 150 to 500 planned U.S. locations. Discover the tech stack secrets driving higher sales through kiosks, why Gen Z customers are obsessed with authentic Korean flavors, and how this female CEO is revolutionizing the fast-casual space with bold expansion into unexpected markets like Arkansas and Utah. Plus, get insider insights on catering growth strategies, ghost kitchen operations, and why authentic spicy flavors are winning over traditional American palates.
FastCasual #KoreanFriedChicken #RestaurantGrowth
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Capital & Advisory: Are you a fast-casual restaurant startup or a technology innovator in the food service industry? Don't miss out on the opportunity to tap into decades of expertise. Reach out to Savor Capital & Advisory now to explore how their seasoned professionals can propel your business forward. Discover if you're eligible to leverage our unparalleled knowledge in food service branding and technology and take your venture to new heights.
Don't wait – amplify your voice or supercharge your startup's growth today with Savor's ecosystem of industry-leading platforms and advisory services. Visit https://www.savor.fm/capital-advisory
FastCasual #KoreanFriedChicken #RestaurantGrowth
Get Your Podcast Now! Are you a hospitality or restaurant industry leader looking to amplify your voice and establish yourself as a thought leader? Look no further than SavorFM, the premier podcast platform designed exclusively for hospitality visionaries like you. Take the next step in your industry leadership journey – visit https://www.savor.fm/
Capital & Advisory: Are you a fast-casual restaurant startup or a technology innovator in the food service industry? Don't miss out on the opportunity to tap into decades of expertise. Reach out to Savor Capital & Advisory now to explore how their seasoned professionals can propel your business forward. Discover if you're eligible to leverage our unparalleled knowledge in food service branding and technology and take your venture to new heights.
Don't wait – amplify your voice or supercharge your startup's growth today with Savor's ecosystem of industry-leading platforms and advisory services. Visit https://www.savor.fm/capital-advisory
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hello, and welcome back to another episode of Fast Casual Nation,
the podcast that started it all in the fast casual sector.
As you can see, I'm flying solo as my co
host Paul Baron is literally flying on an airplane as
we speak. But not to worry, we have an amazing
guest for you today. She will be talking about growing
her Korean founded fried Chicken brand in the US. So
stick around and we'll be right back.
Speaker 2 (00:41):
My name is Paul Baron. As the early pioneer in
fast casual, I've seen the industry evolve from just a
few operators to the most sought after segment by consumers
around the world. Now we're planning to shape its future.
Tap into decades of my expertise identifying the emerging brands
and tech winners in the space sabor capital. We'll be
(01:06):
fueling the next generation of fast casual innovation.
Speaker 1 (01:11):
And we are back and getrid ready to talk all
things growth with Susie Side, the CEO of bon Chan,
a brand with over four hundred and fifty global locations
and recently opened its one hundred and fiftieth US location. Welcome, Susie,
how are you?
Speaker 3 (01:27):
I'm great?
Speaker 1 (01:28):
Thank you well, we are so excited to have you
on today, so thanks for being here. Appreciate it, Thank you.
Speaker 3 (01:35):
For having me.
Speaker 4 (01:36):
Good to see you again. You look beautiful on stage
at Fast Casual.
Speaker 1 (01:40):
Oh, I appreciate that. Speaking of you guys were a
winner of the Fast Casual Top one hundred, So congratulations
for another year making the list.
Speaker 3 (01:49):
Thank you so much.
Speaker 4 (01:50):
It feels awesome to just you know, hear about our
brand and our brand buzzing and you know, being part
of Fast Casual.
Speaker 3 (01:59):
One hundred is such a great thing for us. So
thank you.
Speaker 1 (02:03):
Yeah, we have, we definitely had a good time for sure.
Like I mentioned earlier, you guys have just opened your
one hundred and fiftieth you know unit in the United States,
which is huge. So let's just kind of start there
and maybe talk to me about your growth plans for
their brand. I know you were opening in markets even
(02:24):
you know, kind of like Arkansas and places that might
not be it was culturally diverse with their cuisine, so
maybe you talk to us about how that I think
is showing that you know, the Asian cuisine is getting
even more you know run of the middle I guess
with with the palettes here. So what do you think.
Speaker 3 (02:42):
Yeah, you're exactly right.
Speaker 4 (02:43):
And you know, I mean you see all the food
trends that are happening, and you know, for US markets
like you know Arkansas, I mean we you know, are
Hensville location is doing amazing. We're opening our second one
in that market. So this kind of the Middle America
has been really great for us, and that is becoming
our priority markets that we want to go into. And
the reason why is because you absolutely right about just
(03:05):
you know, not having diversified Asian flavor restaurants that are
out there in those markets, but the consumers are wanting it.
You know, the consumers and young gen zs that we
target tend to die at. Our restaurants are very you know,
bold flavor driven and Asian flavor driven, especially Korean food
is trending so high that you know, we do really well,
(03:28):
and we do especially well in your universities and colleges.
Speaker 1 (03:32):
Love. So what other markets are you Like? I live
in the Midwest. I live in Kansas City, for example,
So are you guys looking I mean, you're almost here
between in Arkansas, So what do you think?
Speaker 3 (03:42):
Absolutely?
Speaker 4 (03:43):
Uh, you know, we are big in Colorado already, so
we are you know, getting into that area. We're definitely
looking at Indiana. We're looking at more in the Arkansas area.
Speaker 3 (03:54):
Uh.
Speaker 4 (03:55):
We love to go, you know, come see you in
you know, Kansas, Saint Louis, Kansas City, all of these
areas are key markets for US, and we're just looking
for great partners to join in.
Speaker 1 (04:05):
So what is kind of the ultimate US growth plan?
I mean, are you what's successed? Like, are you trying
to hit you know, a thousand units or two thousand
or what's the big picture?
Speaker 4 (04:15):
We love to hit five hundred units in the US
and thousand all together globally. We have about three hundred
and fifty restaurants internationally and you know, with the with
the you know, one hundred and fifty five, you know,
we're halfway there. And you know, the brand's just been
growing so rapidly in the past couple of years. We've
already had our I believe our thirteenth opening yesterday and
(04:37):
that's in Salt Lake City. We opened three restaurants already
in Salt Lake City in Utah, and that's another market
where you know, they really want Asian flavors Korean restaurants
and they're going to do really well. And that market
is just so beautiful. I saw the videos of our
restaurant out there in Salt Lake City and just with
the mountain view and you know, and just it looks
(04:59):
like our food going to do great in that market.
Speaker 3 (05:02):
That's awesome.
Speaker 1 (05:03):
So I was noticing, you guys have a lot of
different franchise models, So what goes into you know, what's
like the biggest square footage and like what's the smallest.
So what's our ranges here?
Speaker 4 (05:15):
You know, the smallest we have are the remote kitchens,
like the ghost kitchens. Our partner is Cloud Kitchens. In
those formats, we just have a handful of those, but
we have to be very strategic about where we go.
Brand awareness has to be there, density has to be high,
and you know, we really strategically place those remote kitchens
where we really need that can serve that market in
(05:35):
the traffic, especially with the delivery and and catering, but otherwise.
Speaker 1 (05:39):
Finds close to other hubs, like like the bigger kitchens.
So you kind of help with that or how does
that work?
Speaker 4 (05:46):
No, they can independently be operated, but they are near
other bonch on So for example, we are we have
a kitchen in the Denver downtown area, you know, may
not be suitable for a full restaurant. We have great
you know restaurants in that market, but just having that
you know, remote kitchen can serve quickly to that downtown
lunch guests or or or or even late night. So uh,
(06:09):
we're just we're very mindful where we put those, and
our and our ghost kitchens tend to be a little
bit larger because we do need the fryers in there
and and handle pretty heavy volume. But it's been more
of a strategic approach when we put ghost kitchens or
remote kitchens in those markets. Otherwise we have next smaller
model is what we call delcote delivery and uh uh
(06:31):
a delivery counter, pickup and delivery, and and those also
same thing. We have one near SMU in in Dallas,
and and that's a very convenient location right next to
the SMU campus that works out as a convenient pickup
and delivery location. And those are really small.
Speaker 1 (06:49):
Yeah, no seats in those, so just no seats in those.
Speaker 3 (06:52):
Yeah.
Speaker 4 (06:53):
We do have one next to in Cambridge near Harvard,
and those have some seats. They have common area seating
and they have kind of a food court and it's
right in the Harvard Square, so you know, people can
easy get it and and eat out. And that's a
beautiful setup that you know, we love that location. But today,
(07:13):
you know, we're really looking at you know, anything from
eighteen hundred to you know, maybe twenty two hundred. We
don't need a huge dining room, as you know, a
fast casual business, so much of it has become delivery
and all premise and and we're you know, we're we're
going in pretty tight. But we do need a pretty
good kitchen because we do need our fryers. We tend
(07:34):
to have sixty seven fryers in the back, and we
need flattops. Sometimes we have walks, so we do need
a pretty good kitchen size both walk ins.
Speaker 3 (07:45):
Otherwise, really dining room.
Speaker 4 (07:46):
We keep it kind of tight, but you know, make
sure that the experience comes through in any way our
guests wanted sure.
Speaker 1 (07:54):
So I was working, I was in some a little
bit of research yesterday and I noticed that you guys
had some bars. So there is some full service in
some area.
Speaker 3 (08:03):
Yeah, right, go.
Speaker 1 (08:05):
Ahead, Like what what makes you decide to put in
to put in those bar menus in some places but
not others?
Speaker 4 (08:10):
Well, we started with the bars. So when mister Saw,
our founder, created Bunshan, it was a full service, full
dying restaurant and it was more of a Korean restaurant
that served great Korean fried chicken. And because Korean fried
chicken has been trending, you know, while he opened this
amazing Korean restaurant twenty years ago, we became known for
(08:31):
the chicken and the sauces that he's invented. So that's
really been our model, uh, you know, day one. But
as the restaurant industry and how people dying had been evolving,
especially since the pandemic, we've really introduced started introducing the
flexible models, like the vast casual model, which we are
grown with today. So as far as bargoes, you know,
(08:52):
some of those older stores do have bars, which you
know there some of them have full bars, some of
them have smaller bars like our DC location, uh at
Navy R That one has a full bar, floor to ceiling,
beautiful location right next to where the Nationals play and
uh and and we love that. So sometimes it just
varies by market and where the needs are.
Speaker 3 (09:14):
Uh.
Speaker 4 (09:14):
I love you know having alcohol in our business because
it does drive those occasions. Friday nights and weekends, and
it just gives you know, our guests another reason to
come back and enjoy the food.
Speaker 3 (09:25):
And Korean food is.
Speaker 4 (09:26):
Meant to be consumed with beer or soju, right like
soji is becoming super popular. So you know, we love
having those options. Today when we look at our model
in a much smaller space, we don't really need to
build a full bar. We're not doing heavy on cocktails
per se, but we are able to. I love where
(09:46):
we can serve beer and sod you and really showcase
that we do have bar and we do have a
you know, alcohol offering is what we what we like
to see.
Speaker 1 (09:56):
Yeah, that's that's very interesting. And I saw that you
guys just opened in a hotel, is that right?
Speaker 3 (10:01):
Yes?
Speaker 4 (10:02):
That that uh, you know that's definitely you know, we
are our partner is an hotel operator, and you know
they they thought our you know, restaurant and our menu
would do great in their hotel. So that is uh,
that is Bloomington, Illinois. Yes, and and that that same
franchise partner is also looking at going into champagne, so
(10:22):
they're going growing with us.
Speaker 3 (10:24):
That is an interesting model. That is an all day bondschone.
Speaker 4 (10:27):
For both both the hotel guests and also also that
market because they have an exterior uh entrance and signage,
so it kind of works in that dual format.
Speaker 1 (10:38):
Awesome. So this will be the first bon Chom with
shamps on the menu. Well, guys, I mean it's just
the growth has been crazy. I know that you have
really been killing it the last year, and I know
that you've kind of changed your technology stack adding kiosks
and stuff. So do all the restaurants have kiosk Will
(11:01):
they have them? Or is it one of those things
where like the bar, you know, the bar situations may
not have kiosk, it's just for the delivery carry out
or do you see like kiosks fitting in everywhere?
Speaker 4 (11:12):
You know, kiosk is has been such a just a
really helpful tool for us. And and and again not
all restaurants are going to have it, and it's not
a mandatory. Our operators have an option to put the
kiosk in in the fast casual model kiosk where they
are great. So the all the new ones that were
(11:33):
opening have Kiosk at at least two, but they you know,
serve a very special need. Right number one, our guests
don't mind ordering from the kiosk, and in fact, we're
seeing that they're having a much better experience when they
order from the kiosk because they can really study the menu,
and in the kiosk menu, every menu item has a picture,
which is great detailed description that they can actually read
(11:56):
without having to look at the menu boards. So and
it gives some time to kind of make their own decision,
review the items and in their sort of own comfort,
right and especially gen Z's it's just you know, so
it's very intuitive for them and they don't even think
twice about, you know, do I need to order through
a human or do I just you know, look at
the screen and scroll and it feels very much similar
(12:18):
to a mobile experience. So it's been great for us
in that sense. And when we look at our kiosk
business versus cashier, kiosks do have higher check average, so
we do encourage it from that sense that that it
does help out. Now, when we go back to talking
about alcohol, one thing chios cannot do is serve alcohol
because or sell alcohol because we do have check ID,
(12:40):
so you know, but otherwise, really we haven't seen any limitations, but.
Speaker 3 (12:45):
Some of the chiosks.
Speaker 1 (12:46):
I think their technology working on now where they are
going to try to be able to check the IDs,
you know, like put in your license or whatever, so
that that could be.
Speaker 3 (12:53):
That could be absolutely.
Speaker 4 (12:55):
I mean, at some point it's just going to know
that it's me right to know, Hey, welcome back, Susy,
and you know, here's what you got last time, and
and and and things like that, so you know, I'm
sure we're getting there. And that's the best thing about
this technology of a kiosk is that you know, software
can be updated to take on anything new and different
and it's great a suggestive selling, it's you know, it's
(13:17):
just greatd just smooth experience, no glitches in that sense,
right it exactly you know, sends what the guest order
straight to the kitchen and we love that awesome.
Speaker 1 (13:27):
So when you are you mentioned that the check spin
is up. So I mean, these chaosks are great, but
they're not cheap. So can we talk ROI do you
have any nerd data stats to nerd out with me
about like you know, how long it takes to pay
for it with the add ons, or the check spins
are up such and such percent, or have you seen
any of that yet or is it too early.
Speaker 3 (13:50):
I think it is a little bit too early.
Speaker 4 (13:52):
But you know, for for most of our franchise partners,
when when we you know, uh, when we ask them
to sign up with this program, they really were not
that hesitant.
Speaker 3 (14:04):
And really, I think.
Speaker 4 (14:05):
What they're looking for was labor savings through Kiosk versus
really trying to you know, generate sales to pay or
or pay pay off the kiosk so and and and
and it's not really labor savings either, right, and but
at the same time, they're seeing you know, their check
grow and and and sales grow with Kiosks, while their
(14:28):
team member or the cashier or the front of the
house person can really engage with the guests, take care
of their dining room and not have to run around
back and forth. You know, they can really serve the food,
you know, they're not tied down at the counter, is
what we're seeing.
Speaker 3 (14:42):
And I think our operators are delighted by that.
Speaker 4 (14:44):
So hopefully, you know, all the sales that that it
is generating will definitely take care of the cost of
the kiosk. But because we offer it as a as
a system from from from our side, from the brand side.
The call to install and get get all the hardware,
and the really the monthly software costs is pretty much
(15:06):
in line with any sort of other platforms that are
out there.
Speaker 1 (15:09):
Yeah, I think it's really smart because like the gen Z,
I mean, that's what they want. And we have a
McDonald's up the street, and my fifteen year old makes
me drive him and sit in the car while he
goes in because he wants to use the kiosk because
he wants to customize it. He doesn't want to do
the drive through because he doesn't want to like tell
the cashier all the different things he wants because he
has very specific you know, there's like seven different customizations
(15:31):
on there. And so I mean I think I think
that I think you guys are onto something for sure.
Speaker 3 (15:36):
Yeah, I totally get it.
Speaker 4 (15:38):
And you know, some people just want to be kind
of in their space and and and get in and
you know, and and get their food and get out,
which totally makes sense, you know, and for us, we're
also making sure that there's someone always there sometimes you know,
people do need with navigation or if they're looking for something.
Uh and and I love you know, we still want
to make sure that we're hospitable, so you know, we
(16:00):
make sure that our you know, our server, our cashiers,
you know, they're always welcoming the guests acknowledging that they're there.
They can certainly go to the Kiosk and order the
food and then acknowledge that, okay, the order has been.
Speaker 3 (16:10):
Received, will take care of you. Right.
Speaker 4 (16:12):
So, I think the human still needs to be near Kiosk,
with the Kiosk, and especially in a restaurant service space
to really serve that guests, right.
Speaker 1 (16:23):
Absolutely. Well, you guys, so you're into Kiosk. So what
other ways have you changed your tech stack this year?
Speaker 4 (16:30):
No? Yeah, in the past year, you know, before we
were able to bring the Kiosk in, we really had
to update our online ordering platform. So we partner with
Olo and you know, from my past experience at Chile's,
we have Alo and on the order we had Olo
and OLO has been the leading platform when it comes
to online ordering. And for us, whenever we're making tech changes,
(16:51):
we tend to go with the guys who are proven
and I get it, you know, cost, you know is
always it's going to be a little bit higher, but
I think you pay you get what you pay for
and I think we've learned some hard lessons in the past,
you know, going very small, So going with somebody small
doesn't necessarily make sense for us. And you know, I
want to go with a partner who's proven and who
(17:13):
has a great set of you know, restaurants that they
already serve. And I make sure that you know, we're
not piloting something. In fact, we're just you know, rolling
out what's already proven that and I don't mind.
Speaker 1 (17:25):
Great So and then with that online ordering, I'm assuming
you know, I saw that catering is growing. It was
like by fifty percent or something last year, so that's
really great. So I'm assuming that some of that technology
is helping in the catering system as well.
Speaker 4 (17:40):
Absolutely, yeah, And we would love to do more of it,
you know, seamless integration and to direct catering in our business.
Right now, our partner is easy cater you know, which
you know makes great sense for us, and and we'll
continue to you know, evolve it. And we're actually growing
our catering menu because we're seeing huge demands and a
lot of the Korean issues. People want to be able
(18:01):
to serve in larger portions. So that's been a great thing.
But I think it's really the you know, Korean food
that's becoming very popular in the catering space, and there
are not that many players out there, and that there
are not that many players that can actually do catering
about Korean food, right, Korean barbecue, you have to do
it in person and with the grow in front of you.
(18:22):
So you know that in that case, our food really
makes sense and they travel well, they serve well. And
we're also seeing that it's often such a delight for
some of these you know people in an office setting
or you know organizations that order because they're used to
getting sandwiches and pizzas and Mexican and you know, you
know that's great too, but you know when they see
(18:42):
Korean fried chicken and they see you fried rice andch
it and it's such a delight for them.
Speaker 1 (18:48):
Great. So I was I was gonna ask you about
that because for catering, especially in office, you know, you
think of sandwiches and pizzas, so have you kind of
had to teach customers that no way, you know, Korean
fried chicken is a really good option. Or I mean, like,
how how are you getting the word out about that?
And teaching them.
Speaker 4 (19:05):
Yeah, you know, it's I think, uh, the easy Caator
does a great job of, you know, promoting how to
you know, do how to order bonch on. We put
together some packages that are really easy. We also have
boxes that are individualized so whoever's ordering can understand, Hey,
you know not maybe everybody doesn't want you know, fried chicken,
so what are some of the ways. But we do
(19:26):
encourage getting you know, some protein and then you know
some sort of a fried rice renodle on the side.
And we have a lot of side dishes like you know,
uh like kimchi and bad dish and and coal slats.
So I think, you know, the thing about our food
is that you can look at it and you can
kind of categorize. Okay, I see some entrees, I see
some appetizers, and I see you know, lots of great
(19:48):
you know chicken options, right, So it's not so hard
to approach from that sense, you know, when even when
you're ordering from a big group, and we do throw
in some you know, ideas of hey, this feeds this
many people and whatnot. So uh, I think we made
it you know, approachable in that sense on how to
sort of you know, put together a great selection of
(20:10):
menu items in catering, and in addition to that, we
have an extended team that really sells catering for us.
So it's part of our local restaurant marketing approach and
we really go into the communities and you know, this
all B to B right and oftentimes we partner with
the local schools or universities and hospitals. So you know,
we're trying to really grow, put our name out there
(20:33):
and grow and be available when people are looking for
ways to feed a lot of people.
Speaker 1 (20:38):
Are you seeing that customers ordering catering are coming and
ordering directly from Bonjoon or are they doing it more
on third part like the third party apps.
Speaker 3 (20:46):
They are mostly doing it on easy cater.
Speaker 4 (20:49):
We do have some you know, party platters and things
that are on bunch on dot com as well, so
we see a balance of both. But what we're really
pushing right now is through through easy cater.
Speaker 1 (20:58):
So because I think some times some brands want that
direct orders, but you guys are okay with I mean,
it monetarily makes sense for them just to keep ordering
through Asyketer as opposed to going straight to Bondhan.
Speaker 4 (21:12):
You know, for now, it is I think we'd love
to have our you know, direct channel indicating business, so
we're happing into.
Speaker 1 (21:18):
It well, and speaking of like third party for delivery
and things too, are you on all the third party apps?
And how I know a lot of restaurants see that
as like, you know, something they have to do, not
necessarily something that they want to do, They kind of
have to be there. So what are your guys's viewpoints
when it comes to third party delivery?
Speaker 4 (21:37):
We feel the same way, however, you know, we are
more on the proactive side of partnering with door Dash, hn,
Uber East and even now grow Ups. So you know,
all all of those channels are important for us, especially
as we grow. And and interestingly, you know gen zs
love eating fried chicken at home or off premise, right,
(21:59):
so that all premise business is really growing for us,
especially the deliveries are growing for us, and we're embracing it.
You know, there's really no reason to kind of go
against it at this point, even though we are we
would love to get more people on bunch on dot
com and order directly from us, but you know, we said, hey,
we'll be wherever our guests are looking for us, and
(22:21):
and we'll embrace every channel. One thing interesting about the
third party channels is that you do really have to
pay to play, So it's becoming a media channel for
us where we do have to invest heavily into all
three channels and also the fourth channel even easy heter right,
So we're I think, you know, we recognize that our
(22:41):
guests are there, and we do really have to push
to make sure that our brain shows up when they're
looking for us.
Speaker 1 (22:46):
Do you have any advice for restaurants who are trying
to negotiate those prices. I know that you know, I've
heard core stories where they're thirty percent and everything. I
think it's getting a little bit better from what I'm hearing,
But what are your thoughts on that.
Speaker 4 (23:00):
You know, I think really the only advice I have
is that, you know, work with them and you know,
like we've worked directly with Door Dashed and let them
know what our in our investments are going to be.
I mean, we know from fees, you know, they're pretty
high and they really do you know, hard our margins
(23:21):
from that sense at the same time, and there's top
fine growth with these channels, so we work directly with them,
we commit to them on how much marketing spend that
we're going to have with them, and then they do
sort of in their way, come back to something, you know,
at the table to negotiate whether it's better rate or
you know, giving something back to us on the marketing side.
(23:42):
So I think it's a constant talking and negotiation. But
you know they are absolutely ready to go in there
with you with the merchants, and I think more restaurants
we have, more leverage we have and in just getting
you know, better everything from those guys.
Speaker 2 (23:57):
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Speaker 1 (25:32):
See you there, Well, let's switch gears and talk menu innovation.
I know you guys have some ltos coming up, and
I just want to and I know your chef correct
me if I'm wrong, but I think he moved from
Korea to Dallas. So how has that been having him
you know, local and working on new innovations and new
flavors and what are you guys testing out there?
Speaker 3 (25:56):
Yes, Chef Jay, Chef j Park.
Speaker 4 (25:59):
He's been a long time global chef for bonch On
and and because we're in nine under countries, he's been
really busy, you know, launching new countries and and making
sure all the you know, all of banch On Food
is great out there, but you know, US is really
the growth market and and he he sees that and
and our founder mister Saul you know, Jay works very
(26:19):
close with him. And because we still use all of
mister SAAL's recipes and the sauces that he's invented day one,
the frying techniques and all. So, uh, Jay has you know,
relocated to the US and welove it. Before he was
going back and forth, you know, doing innovation with us,
but also serving the needs of our of our international markets.
But he's really operating from here as he's based, while
(26:41):
he can still serve all of the international franchisees. So
having him here has been great because now we're able
to really put together a consistent pipeline of flavor innovation,
and the one that we launched recently is our brugal
Gey platform brugle gay rice brougo ge a sir fright
oudon and the uh, the oh my gosh, why do
(27:04):
I forget the u Bogogley double key so double key share.
Speaker 3 (27:09):
And I'm not going to ask now is it or
spell it? And that is okay.
Speaker 1 (27:13):
I was going to try to do up there, and
I thought maybe if I just put it out there,
she'll take it over.
Speaker 3 (27:18):
Isn't that funny?
Speaker 4 (27:19):
And and and it's usually red and spicy and and
it's one of those kind of you know, if you
see any muckbuk, you know, people eat it on the
muck bank and and yeah, it's it's a it's a
very well done street food. I grew up eating it
in Korea and and uh, and we usually only have
a spicy version of it, but shift Jay recently developed
with a Broogoley, a non spicy Brogogley flavor.
Speaker 3 (27:41):
So it's doing really well.
Speaker 4 (27:42):
And you know, we haven't done a platform like this,
uh in a while while. We've done some samplers and
we've done uh the corn dog and you know, we
introduced some new sauces as well as the very popular
careeran donut. We really haven't done kind of a you know,
uh like flavor driven platform. So just start first one
and it's doing great, so we plan on launching another
(28:04):
one in August. It may be involving something like kimchi,
which everybody loves, and potentially bacon and.
Speaker 3 (28:12):
The combination of pork and gim che is really great.
Speaker 1 (28:15):
So the chef have to kind of water down these
recipes at all for like the American palate compared to
you know, in other parts of the world where they
might be a little bit more daring.
Speaker 4 (28:29):
No, yeah, American palette lives up to I mean they
you know, we are you know, as you know, we
want to be known as Korean restaurant, Korean food that
Americans love, and the whole point is to not water
it down. And if you taste it our spicy chicken,
it actually is spicy. And you know, I really don't
(28:51):
appreciate when somebody calls something out as spicy or puts,
you know, peppers on there, and then I try and
I go, that was okay, right, if you're going to
cast something spicy commit to.
Speaker 1 (29:00):
Being spicy, right, give me on a sign and come on.
Speaker 4 (29:04):
You know, other chicken guys have fire or or you know,
dynamite or something with the explosion, right, and and we're
not to that point. We're kind of a good spice.
But it still does even makes my head sweat, and
I love that. So, no, we don't water anything down.
We really push him to make sure that we you know,
we stay as authentic as possible. But you know, great
(29:27):
thing about Korean food is is also becoming very global
and and and there's a lot of sort of the
infusions that are happening in the flavor. So and we're
embracing all that. But again, we are Korean, but we're
also Korean America because we started in New York. So
that gives us a little bit more of kind of
the room to you know, have difference for the you
know flavors and and fusion items. But when it comes
(29:48):
to you know, delivering on a bruval gear or can
we say no, stay as true as.
Speaker 3 (29:52):
Possible because that's what our guests want.
Speaker 1 (29:55):
Right amazing. Well, before I let you go, I want
to chat a little totally switch here and talk about
women in the c suite. I mean, I think we've
talked about I know I talked about this all the
time for the decade that I've been here. I do
feel like it's getting better. There's more females in the
leadership roles in the rush On industry, but we're still
not a parody. Every year, I write a story on
(30:16):
March eighth, which is International Women's Day, interviewing women. My
goal is one day to not have to write that
because it won't be a novelty anymore. But what do
you how do you feel about that? Do you think
it's getting better? And what can we do as an
industry to be more open to women and you know,
and women of color too.
Speaker 4 (30:34):
It is getting better, and you know, just the fact
that I'm here and that I'm here talking to you
about our business, and and it's you know, it's been amazing.
I think it's really been the last couple of years.
We're seeing more men into C suites and and you know,
leadership roles and and and I love it whenever I see,
you know, a new CEO and it's a you know,
female name, It's like, that's that's that's wonderful. And and
(30:56):
as as you are so involved, and you are such
an advocate of you know, women leadership in the restaurant business.
We need more of you, and we need more of
each other, is what we're seeing. And I love, you know,
attending events, I love mentoring, I love just staying connected
because I think the reason why we're here today and
we're becoming better is because we are becoming advocates of
(31:17):
each other and supporting one another. And I think we
just have to stick together and keep it going, you know.
I just and and I think more women are not
being shy about it, you know. And I think we're
kind of telling people that, you know, there's no real
secret other than to say that you know you want
the job, that you deserve the job, that you can
do the job right.
Speaker 3 (31:37):
And and uh.
Speaker 4 (31:38):
And I think it's the confidence that that we're you know,
instilling in each other that's really helping us grow into
more of these these roles.
Speaker 1 (31:45):
Yeah, I think it's been especially the last couple of years.
I think I've seen a lot of women bringing other
women up.
Speaker 3 (31:51):
You know.
Speaker 1 (31:52):
It used to be like there's only room room for one,
but now we're like, no, I want to help you, you
and help me, you know, I have an amazing mentor
in our CEO. She's awesome, and so I'm hoping, you know,
I want to be a mentor to other people. And
I mean, do you do you have a mentor that
that you look to?
Speaker 4 (32:07):
But if yours, my goodness, I have so many, and
you know they're all on my you know, my phone,
text messages away and and it's it's great, right, you know,
as you know Karen stats that.
Speaker 3 (32:19):
I love her.
Speaker 1 (32:20):
I call her my one of my mens, even though
I'm not in the rustaurant industry, but she helped me
like kind of understand. So she's a lot of people's
mentors and she's.
Speaker 4 (32:29):
She is and and and you know, she runs a
couple of organizations on mentoring and leadership and and and
it's it's so amazing. And she's the busiest retire woman
I know, right, and she's always like just texting, right,
And that's so And I think just the comfort of
knowing that somebody like that is out there for you,
that you can call them any time, uh with you know,
(32:49):
and and share and ask about a new thing. And
I think it's become that you know, that's uh, you know,
function I went to with other women leaders. It was
so open, we were so just embracing one another. And
I've you know, collected more phone numbers from from that
meeting than ever and it just felt so good. And
and I think we're kind of you know, letting letting
(33:11):
ourselves be and letting ourselves be vulnerable, and and the say, hey,
we're going to intentionally connect with one another, stay together
and you know really uh promote each other and cheer
for each other. And that's happening all the time. And
and and because of advocates and because you know, you
you cover these stories and you share these stories.
Speaker 3 (33:30):
And you let me have a platform. It's it's been amazing.
Speaker 1 (33:34):
Yeah, I think it's it's I think what you said
about vulnerability is really important because I think we over
the years have been taught that we have to be
perfect and have everything together and that is kind of
kept us down, I think. And now that we're being
more open and saying, you know, I suck at this,
and what do you do? How can we help each other?
I think that's really we're coming along. We're coming a
(33:54):
long way.
Speaker 4 (33:55):
We are, and hey, you can ask you know, my
team here and my people here. I'm a mom all
day and I'm not ashamed of that, and I don't
want any other moms here to be ashamed of that.
We are who we are, and you know, I'm not gonna,
you know, walk around here pretending like I'm not you know,
not somebody else. But I think a lot of women
are feeling much more comfortable in their own skin at
(34:15):
a workplace and just you know, being who they are,
letting the emotions be. Restaurant business is emotional, and you
know this, right, This is not you know, you hide
your feelings way, No, it's the fires going on all
the time.
Speaker 3 (34:29):
And I love that.
Speaker 4 (34:30):
And I think women tend to thrive in this, right
especially the moms you know, who has to handle all
the things all day logistically, like we're just better at managing.
Speaker 5 (34:40):
Sometimes these chaos, for sure, absolutely, and I think women
are really good at using all of those skills, sets
and talent in every way, especially in the work place
where you know where we have to make a lot
of decisions all day.
Speaker 4 (34:56):
Exactly.
Speaker 1 (34:57):
Well, Susie, it has been such a pleasure. Thank you
so much for We're stopping by Fast Casual Nation, and
to all our listeners and viewers, if you haven't subscribed,
please hit the button if you want to check us out,
see our faces, and check out some of the delicious
food we've been talking today with Susie. You can check
us out on YouTube just search Fast Casual Nation. And
while I'm making plugs, please go visit fastcasual dot com
(35:20):
where we can give you all your daily news. So
thanks and have a great week. We will see you
next week back on Fast Casual Nation.
Hello, and welcome back to another episode of Fast Casual Nation,
the podcast that started it all in the fast casual sector.
As you can see, I'm flying solo as my co
host Paul Baron is literally flying on an airplane as
we speak. But not to worry, we have an amazing
guest for you today. She will be talking about growing
her Korean founded fried Chicken brand in the US. So
stick around and we'll be right back.
Speaker 2 (00:41):
My name is Paul Baron. As the early pioneer in
fast casual, I've seen the industry evolve from just a
few operators to the most sought after segment by consumers
around the world. Now we're planning to shape its future.
Tap into decades of my expertise identifying the emerging brands
and tech winners in the space sabor capital. We'll be
(01:06):
fueling the next generation of fast casual innovation.
Speaker 1 (01:11):
And we are back and getrid ready to talk all
things growth with Susie Side, the CEO of bon Chan,
a brand with over four hundred and fifty global locations
and recently opened its one hundred and fiftieth US location. Welcome, Susie,
how are you?
Speaker 3 (01:27):
I'm great?
Speaker 1 (01:28):
Thank you well, we are so excited to have you
on today, so thanks for being here. Appreciate it, Thank you.
Speaker 3 (01:35):
For having me.
Speaker 4 (01:36):
Good to see you again. You look beautiful on stage
at Fast Casual.
Speaker 1 (01:40):
Oh, I appreciate that. Speaking of you guys were a
winner of the Fast Casual Top one hundred, So congratulations
for another year making the list.
Speaker 3 (01:49):
Thank you so much.
Speaker 4 (01:50):
It feels awesome to just you know, hear about our
brand and our brand buzzing and you know, being part
of Fast Casual.
Speaker 3 (01:59):
One hundred is such a great thing for us. So
thank you.
Speaker 1 (02:03):
Yeah, we have, we definitely had a good time for sure.
Like I mentioned earlier, you guys have just opened your
one hundred and fiftieth you know unit in the United States,
which is huge. So let's just kind of start there
and maybe talk to me about your growth plans for
their brand. I know you were opening in markets even
(02:24):
you know, kind of like Arkansas and places that might
not be it was culturally diverse with their cuisine, so
maybe you talk to us about how that I think
is showing that you know, the Asian cuisine is getting
even more you know run of the middle I guess
with with the palettes here. So what do you think.
Speaker 3 (02:42):
Yeah, you're exactly right.
Speaker 4 (02:43):
And you know, I mean you see all the food
trends that are happening, and you know, for US markets
like you know Arkansas, I mean we you know, are
Hensville location is doing amazing. We're opening our second one
in that market. So this kind of the Middle America
has been really great for us, and that is becoming
our priority markets that we want to go into. And
the reason why is because you absolutely right about just
(03:05):
you know, not having diversified Asian flavor restaurants that are
out there in those markets, but the consumers are wanting it.
You know, the consumers and young gen zs that we
target tend to die at. Our restaurants are very you know,
bold flavor driven and Asian flavor driven, especially Korean food
is trending so high that you know, we do really well,
(03:28):
and we do especially well in your universities and colleges.
Speaker 1 (03:32):
Love. So what other markets are you Like? I live
in the Midwest. I live in Kansas City, for example,
So are you guys looking I mean, you're almost here
between in Arkansas, So what do you think?
Speaker 3 (03:42):
Absolutely?
Speaker 4 (03:43):
Uh, you know, we are big in Colorado already, so
we are you know, getting into that area. We're definitely
looking at Indiana. We're looking at more in the Arkansas area.
Speaker 3 (03:54):
Uh.
Speaker 4 (03:55):
We love to go, you know, come see you in
you know, Kansas, Saint Louis, Kansas City, all of these
areas are key markets for US, and we're just looking
for great partners to join in.
Speaker 1 (04:05):
So what is kind of the ultimate US growth plan?
I mean, are you what's successed? Like, are you trying
to hit you know, a thousand units or two thousand
or what's the big picture?
Speaker 4 (04:15):
We love to hit five hundred units in the US
and thousand all together globally. We have about three hundred
and fifty restaurants internationally and you know, with the with
the you know, one hundred and fifty five, you know,
we're halfway there. And you know, the brand's just been
growing so rapidly in the past couple of years. We've
already had our I believe our thirteenth opening yesterday and
(04:37):
that's in Salt Lake City. We opened three restaurants already
in Salt Lake City in Utah, and that's another market
where you know, they really want Asian flavors Korean restaurants
and they're going to do really well. And that market
is just so beautiful. I saw the videos of our
restaurant out there in Salt Lake City and just with
the mountain view and you know, and just it looks
(04:59):
like our food going to do great in that market.
Speaker 3 (05:02):
That's awesome.
Speaker 1 (05:03):
So I was noticing, you guys have a lot of
different franchise models, So what goes into you know, what's
like the biggest square footage and like what's the smallest.
So what's our ranges here?
Speaker 4 (05:15):
You know, the smallest we have are the remote kitchens,
like the ghost kitchens. Our partner is Cloud Kitchens. In
those formats, we just have a handful of those, but
we have to be very strategic about where we go.
Brand awareness has to be there, density has to be high,
and you know, we really strategically place those remote kitchens
where we really need that can serve that market in
(05:35):
the traffic, especially with the delivery and and catering, but otherwise.
Speaker 1 (05:39):
Finds close to other hubs, like like the bigger kitchens.
So you kind of help with that or how does
that work?
Speaker 4 (05:46):
No, they can independently be operated, but they are near
other bonch on So for example, we are we have
a kitchen in the Denver downtown area, you know, may
not be suitable for a full restaurant. We have great
you know restaurants in that market, but just having that
you know, remote kitchen can serve quickly to that downtown
lunch guests or or or or even late night. So uh,
(06:09):
we're just we're very mindful where we put those, and
our and our ghost kitchens tend to be a little
bit larger because we do need the fryers in there
and and handle pretty heavy volume. But it's been more
of a strategic approach when we put ghost kitchens or
remote kitchens in those markets. Otherwise we have next smaller
model is what we call delcote delivery and uh uh
(06:31):
a delivery counter, pickup and delivery, and and those also
same thing. We have one near SMU in in Dallas,
and and that's a very convenient location right next to
the SMU campus that works out as a convenient pickup
and delivery location. And those are really small.
Speaker 1 (06:49):
Yeah, no seats in those, so just no seats in those.
Speaker 3 (06:52):
Yeah.
Speaker 4 (06:53):
We do have one next to in Cambridge near Harvard,
and those have some seats. They have common area seating
and they have kind of a food court and it's
right in the Harvard Square, so you know, people can
easy get it and and eat out. And that's a
beautiful setup that you know, we love that location. But today,
(07:13):
you know, we're really looking at you know, anything from
eighteen hundred to you know, maybe twenty two hundred. We
don't need a huge dining room, as you know, a
fast casual business, so much of it has become delivery
and all premise and and we're you know, we're we're
going in pretty tight. But we do need a pretty
good kitchen because we do need our fryers. We tend
(07:34):
to have sixty seven fryers in the back, and we
need flattops. Sometimes we have walks, so we do need
a pretty good kitchen size both walk ins.
Speaker 3 (07:45):
Otherwise, really dining room.
Speaker 4 (07:46):
We keep it kind of tight, but you know, make
sure that the experience comes through in any way our
guests wanted sure.
Speaker 1 (07:54):
So I was working, I was in some a little
bit of research yesterday and I noticed that you guys
had some bars. So there is some full service in
some area.
Speaker 3 (08:03):
Yeah, right, go.
Speaker 1 (08:05):
Ahead, Like what what makes you decide to put in
to put in those bar menus in some places but
not others?
Speaker 4 (08:10):
Well, we started with the bars. So when mister Saw,
our founder, created Bunshan, it was a full service, full
dying restaurant and it was more of a Korean restaurant
that served great Korean fried chicken. And because Korean fried
chicken has been trending, you know, while he opened this
amazing Korean restaurant twenty years ago, we became known for
(08:31):
the chicken and the sauces that he's invented. So that's
really been our model, uh, you know, day one. But
as the restaurant industry and how people dying had been evolving,
especially since the pandemic, we've really introduced started introducing the
flexible models, like the vast casual model, which we are
grown with today. So as far as bargoes, you know,
(08:52):
some of those older stores do have bars, which you
know there some of them have full bars, some of
them have smaller bars like our DC location, uh at
Navy R That one has a full bar, floor to ceiling,
beautiful location right next to where the Nationals play and
uh and and we love that. So sometimes it just
varies by market and where the needs are.
Speaker 3 (09:14):
Uh.
Speaker 4 (09:14):
I love you know having alcohol in our business because
it does drive those occasions. Friday nights and weekends, and
it just gives you know, our guests another reason to
come back and enjoy the food.
Speaker 3 (09:25):
And Korean food is.
Speaker 4 (09:26):
Meant to be consumed with beer or soju, right like
soji is becoming super popular. So you know, we love
having those options. Today when we look at our model
in a much smaller space, we don't really need to
build a full bar. We're not doing heavy on cocktails
per se, but we are able to. I love where
(09:46):
we can serve beer and sod you and really showcase
that we do have bar and we do have a
you know, alcohol offering is what we what we like
to see.
Speaker 1 (09:56):
Yeah, that's that's very interesting. And I saw that you
guys just opened in a hotel, is that right?
Speaker 3 (10:01):
Yes?
Speaker 4 (10:02):
That that uh, you know that's definitely you know, we
are our partner is an hotel operator, and you know
they they thought our you know, restaurant and our menu
would do great in their hotel. So that is uh,
that is Bloomington, Illinois. Yes, and and that that same
franchise partner is also looking at going into champagne, so
(10:22):
they're going growing with us.
Speaker 3 (10:24):
That is an interesting model. That is an all day bondschone.
Speaker 4 (10:27):
For both both the hotel guests and also also that
market because they have an exterior uh entrance and signage,
so it kind of works in that dual format.
Speaker 1 (10:38):
Awesome. So this will be the first bon Chom with
shamps on the menu. Well, guys, I mean it's just
the growth has been crazy. I know that you have
really been killing it the last year, and I know
that you've kind of changed your technology stack adding kiosks
and stuff. So do all the restaurants have kiosk Will
(11:01):
they have them? Or is it one of those things
where like the bar, you know, the bar situations may
not have kiosk, it's just for the delivery carry out
or do you see like kiosks fitting in everywhere?
Speaker 4 (11:12):
You know, kiosk is has been such a just a
really helpful tool for us. And and and again not
all restaurants are going to have it, and it's not
a mandatory. Our operators have an option to put the
kiosk in in the fast casual model kiosk where they
are great. So the all the new ones that were
(11:33):
opening have Kiosk at at least two, but they you know,
serve a very special need. Right number one, our guests
don't mind ordering from the kiosk, and in fact, we're
seeing that they're having a much better experience when they
order from the kiosk because they can really study the menu,
and in the kiosk menu, every menu item has a picture,
which is great detailed description that they can actually read
(11:56):
without having to look at the menu boards. So and
it gives some time to kind of make their own decision,
review the items and in their sort of own comfort,
right and especially gen Z's it's just you know, so
it's very intuitive for them and they don't even think
twice about, you know, do I need to order through
a human or do I just you know, look at
the screen and scroll and it feels very much similar
(12:18):
to a mobile experience. So it's been great for us
in that sense. And when we look at our kiosk
business versus cashier, kiosks do have higher check average, so
we do encourage it from that sense that that it
does help out. Now, when we go back to talking
about alcohol, one thing chios cannot do is serve alcohol
because or sell alcohol because we do have check ID,
(12:40):
so you know, but otherwise, really we haven't seen any limitations, but.
Speaker 3 (12:45):
Some of the chiosks.
Speaker 1 (12:46):
I think their technology working on now where they are
going to try to be able to check the IDs,
you know, like put in your license or whatever, so
that that could be.
Speaker 3 (12:53):
That could be absolutely.
Speaker 4 (12:55):
I mean, at some point it's just going to know
that it's me right to know, Hey, welcome back, Susy,
and you know, here's what you got last time, and
and and and things like that, so you know, I'm
sure we're getting there. And that's the best thing about
this technology of a kiosk is that you know, software
can be updated to take on anything new and different
and it's great a suggestive selling, it's you know, it's
(13:17):
just greatd just smooth experience, no glitches in that sense,
right it exactly you know, sends what the guest order
straight to the kitchen and we love that awesome.
Speaker 1 (13:27):
So when you are you mentioned that the check spin
is up. So I mean, these chaosks are great, but
they're not cheap. So can we talk ROI do you
have any nerd data stats to nerd out with me
about like you know, how long it takes to pay
for it with the add ons, or the check spins
are up such and such percent, or have you seen
any of that yet or is it too early.
Speaker 3 (13:50):
I think it is a little bit too early.
Speaker 4 (13:52):
But you know, for for most of our franchise partners,
when when we you know, uh, when we ask them
to sign up with this program, they really were not
that hesitant.
Speaker 3 (14:04):
And really, I think.
Speaker 4 (14:05):
What they're looking for was labor savings through Kiosk versus
really trying to you know, generate sales to pay or
or pay pay off the kiosk so and and and
and it's not really labor savings either, right, and but
at the same time, they're seeing you know, their check
grow and and and sales grow with Kiosks, while their
(14:28):
team member or the cashier or the front of the
house person can really engage with the guests, take care
of their dining room and not have to run around
back and forth. You know, they can really serve the food,
you know, they're not tied down at the counter, is
what we're seeing.
Speaker 3 (14:42):
And I think our operators are delighted by that.
Speaker 4 (14:44):
So hopefully, you know, all the sales that that it
is generating will definitely take care of the cost of
the kiosk. But because we offer it as a as
a system from from from our side, from the brand side.
The call to install and get get all the hardware,
and the really the monthly software costs is pretty much
(15:06):
in line with any sort of other platforms that are
out there.
Speaker 1 (15:09):
Yeah, I think it's really smart because like the gen Z,
I mean, that's what they want. And we have a
McDonald's up the street, and my fifteen year old makes
me drive him and sit in the car while he
goes in because he wants to use the kiosk because
he wants to customize it. He doesn't want to do
the drive through because he doesn't want to like tell
the cashier all the different things he wants because he
has very specific you know, there's like seven different customizations
(15:31):
on there. And so I mean I think I think
that I think you guys are onto something for sure.
Speaker 3 (15:36):
Yeah, I totally get it.
Speaker 4 (15:38):
And you know, some people just want to be kind
of in their space and and and get in and
you know, and and get their food and get out,
which totally makes sense, you know, and for us, we're
also making sure that there's someone always there sometimes you know,
people do need with navigation or if they're looking for something.
Uh and and I love you know, we still want
to make sure that we're hospitable, so you know, we
(16:00):
make sure that our you know, our server, our cashiers,
you know, they're always welcoming the guests acknowledging that they're there.
They can certainly go to the Kiosk and order the
food and then acknowledge that, okay, the order has been.
Speaker 3 (16:10):
Received, will take care of you. Right.
Speaker 4 (16:12):
So, I think the human still needs to be near Kiosk,
with the Kiosk, and especially in a restaurant service space
to really serve that guests, right.
Speaker 1 (16:23):
Absolutely. Well, you guys, so you're into Kiosk. So what
other ways have you changed your tech stack this year?
Speaker 4 (16:30):
No? Yeah, in the past year, you know, before we
were able to bring the Kiosk in, we really had
to update our online ordering platform. So we partner with
Olo and you know, from my past experience at Chile's,
we have Alo and on the order we had Olo
and OLO has been the leading platform when it comes
to online ordering. And for us, whenever we're making tech changes,
(16:51):
we tend to go with the guys who are proven
and I get it, you know, cost, you know is
always it's going to be a little bit higher, but
I think you pay you get what you pay for
and I think we've learned some hard lessons in the past,
you know, going very small, So going with somebody small
doesn't necessarily make sense for us. And you know, I
want to go with a partner who's proven and who
(17:13):
has a great set of you know, restaurants that they
already serve. And I make sure that you know, we're
not piloting something. In fact, we're just you know, rolling
out what's already proven that and I don't mind.
Speaker 1 (17:25):
Great So and then with that online ordering, I'm assuming
you know, I saw that catering is growing. It was
like by fifty percent or something last year, so that's
really great. So I'm assuming that some of that technology
is helping in the catering system as well.
Speaker 4 (17:40):
Absolutely, yeah, And we would love to do more of it,
you know, seamless integration and to direct catering in our business.
Right now, our partner is easy cater you know, which
you know makes great sense for us, and and we'll
continue to you know, evolve it. And we're actually growing
our catering menu because we're seeing huge demands and a
lot of the Korean issues. People want to be able
(18:01):
to serve in larger portions. So that's been a great thing.
But I think it's really the you know, Korean food
that's becoming very popular in the catering space, and there
are not that many players out there, and that there
are not that many players that can actually do catering
about Korean food, right, Korean barbecue, you have to do
it in person and with the grow in front of you.
(18:22):
So you know that in that case, our food really
makes sense and they travel well, they serve well. And
we're also seeing that it's often such a delight for
some of these you know people in an office setting
or you know organizations that order because they're used to
getting sandwiches and pizzas and Mexican and you know, you
know that's great too, but you know when they see
(18:42):
Korean fried chicken and they see you fried rice andch
it and it's such a delight for them.
Speaker 1 (18:48):
Great. So I was I was gonna ask you about
that because for catering, especially in office, you know, you
think of sandwiches and pizzas, so have you kind of
had to teach customers that no way, you know, Korean
fried chicken is a really good option. Or I mean, like,
how how are you getting the word out about that?
And teaching them.
Speaker 4 (19:05):
Yeah, you know, it's I think, uh, the easy Caator
does a great job of, you know, promoting how to
you know, do how to order bonch on. We put
together some packages that are really easy. We also have
boxes that are individualized so whoever's ordering can understand, Hey,
you know not maybe everybody doesn't want you know, fried chicken,
so what are some of the ways. But we do
(19:26):
encourage getting you know, some protein and then you know
some sort of a fried rice renodle on the side.
And we have a lot of side dishes like you know,
uh like kimchi and bad dish and and coal slats.
So I think, you know, the thing about our food
is that you can look at it and you can
kind of categorize. Okay, I see some entrees, I see
some appetizers, and I see you know, lots of great
(19:48):
you know chicken options, right, So it's not so hard
to approach from that sense, you know, when even when
you're ordering from a big group, and we do throw
in some you know, ideas of hey, this feeds this
many people and whatnot. So uh, I think we made
it you know, approachable in that sense on how to
sort of you know, put together a great selection of
(20:10):
menu items in catering, and in addition to that, we
have an extended team that really sells catering for us.
So it's part of our local restaurant marketing approach and
we really go into the communities and you know, this
all B to B right and oftentimes we partner with
the local schools or universities and hospitals. So you know,
we're trying to really grow, put our name out there
(20:33):
and grow and be available when people are looking for
ways to feed a lot of people.
Speaker 1 (20:38):
Are you seeing that customers ordering catering are coming and
ordering directly from Bonjoon or are they doing it more
on third part like the third party apps.
Speaker 3 (20:46):
They are mostly doing it on easy cater.
Speaker 4 (20:49):
We do have some you know, party platters and things
that are on bunch on dot com as well, so
we see a balance of both. But what we're really
pushing right now is through through easy cater.
Speaker 1 (20:58):
So because I think some times some brands want that
direct orders, but you guys are okay with I mean,
it monetarily makes sense for them just to keep ordering
through Asyketer as opposed to going straight to Bondhan.
Speaker 4 (21:12):
You know, for now, it is I think we'd love
to have our you know, direct channel indicating business, so
we're happing into.
Speaker 1 (21:18):
It well, and speaking of like third party for delivery
and things too, are you on all the third party apps?
And how I know a lot of restaurants see that
as like, you know, something they have to do, not
necessarily something that they want to do, They kind of
have to be there. So what are your guys's viewpoints
when it comes to third party delivery?
Speaker 4 (21:37):
We feel the same way, however, you know, we are
more on the proactive side of partnering with door Dash, hn,
Uber East and even now grow Ups. So you know,
all all of those channels are important for us, especially
as we grow. And and interestingly, you know gen zs
love eating fried chicken at home or off premise, right,
(21:59):
so that all premise business is really growing for us,
especially the deliveries are growing for us, and we're embracing it.
You know, there's really no reason to kind of go
against it at this point, even though we are we
would love to get more people on bunch on dot
com and order directly from us, but you know, we said, hey,
we'll be wherever our guests are looking for us, and
(22:21):
and we'll embrace every channel. One thing interesting about the
third party channels is that you do really have to
pay to play, So it's becoming a media channel for
us where we do have to invest heavily into all
three channels and also the fourth channel even easy heter right,
So we're I think, you know, we recognize that our
(22:41):
guests are there, and we do really have to push
to make sure that our brain shows up when they're
looking for us.
Speaker 1 (22:46):
Do you have any advice for restaurants who are trying
to negotiate those prices. I know that you know, I've
heard core stories where they're thirty percent and everything. I
think it's getting a little bit better from what I'm hearing,
But what are your thoughts on that.
Speaker 4 (23:00):
You know, I think really the only advice I have
is that, you know, work with them and you know,
like we've worked directly with Door Dashed and let them
know what our in our investments are going to be.
I mean, we know from fees, you know, they're pretty
high and they really do you know, hard our margins
(23:21):
from that sense at the same time, and there's top
fine growth with these channels, so we work directly with them,
we commit to them on how much marketing spend that
we're going to have with them, and then they do
sort of in their way, come back to something, you know,
at the table to negotiate whether it's better rate or
you know, giving something back to us on the marketing side.
(23:42):
So I think it's a constant talking and negotiation. But
you know they are absolutely ready to go in there
with you with the merchants, and I think more restaurants
we have, more leverage we have and in just getting
you know, better everything from those guys.
Speaker 2 (23:57):
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Speaker 1 (25:32):
See you there, Well, let's switch gears and talk menu innovation.
I know you guys have some ltos coming up, and
I just want to and I know your chef correct
me if I'm wrong, but I think he moved from
Korea to Dallas. So how has that been having him
you know, local and working on new innovations and new
flavors and what are you guys testing out there?
Speaker 3 (25:56):
Yes, Chef Jay, Chef j Park.
Speaker 4 (25:59):
He's been a long time global chef for bonch On
and and because we're in nine under countries, he's been
really busy, you know, launching new countries and and making
sure all the you know, all of banch On Food
is great out there, but you know, US is really
the growth market and and he he sees that and
and our founder mister Saul you know, Jay works very
(26:19):
close with him. And because we still use all of
mister SAAL's recipes and the sauces that he's invented day one,
the frying techniques and all. So, uh, Jay has you know,
relocated to the US and welove it. Before he was
going back and forth, you know, doing innovation with us,
but also serving the needs of our of our international markets.
But he's really operating from here as he's based, while
(26:41):
he can still serve all of the international franchisees. So
having him here has been great because now we're able
to really put together a consistent pipeline of flavor innovation,
and the one that we launched recently is our brugal
Gey platform brugle gay rice brougo ge a sir fright
oudon and the uh, the oh my gosh, why do
(27:04):
I forget the u Bogogley double key so double key share.
Speaker 3 (27:09):
And I'm not going to ask now is it or
spell it? And that is okay.
Speaker 1 (27:13):
I was going to try to do up there, and
I thought maybe if I just put it out there,
she'll take it over.
Speaker 3 (27:18):
Isn't that funny?
Speaker 4 (27:19):
And and and it's usually red and spicy and and
it's one of those kind of you know, if you
see any muckbuk, you know, people eat it on the
muck bank and and yeah, it's it's a it's a
very well done street food. I grew up eating it
in Korea and and uh, and we usually only have
a spicy version of it, but shift Jay recently developed
with a Broogoley, a non spicy Brogogley flavor.
Speaker 3 (27:41):
So it's doing really well.
Speaker 4 (27:42):
And you know, we haven't done a platform like this,
uh in a while while. We've done some samplers and
we've done uh the corn dog and you know, we
introduced some new sauces as well as the very popular
careeran donut. We really haven't done kind of a you know,
uh like flavor driven platform. So just start first one
and it's doing great, so we plan on launching another
(28:04):
one in August. It may be involving something like kimchi,
which everybody loves, and potentially bacon and.
Speaker 3 (28:12):
The combination of pork and gim che is really great.
Speaker 1 (28:15):
So the chef have to kind of water down these
recipes at all for like the American palate compared to
you know, in other parts of the world where they
might be a little bit more daring.
Speaker 4 (28:29):
No, yeah, American palette lives up to I mean they
you know, we are you know, as you know, we
want to be known as Korean restaurant, Korean food that
Americans love, and the whole point is to not water
it down. And if you taste it our spicy chicken,
it actually is spicy. And you know, I really don't
(28:51):
appreciate when somebody calls something out as spicy or puts,
you know, peppers on there, and then I try and
I go, that was okay, right, if you're going to
cast something spicy commit to.
Speaker 1 (29:00):
Being spicy, right, give me on a sign and come on.
Speaker 4 (29:04):
You know, other chicken guys have fire or or you know,
dynamite or something with the explosion, right, and and we're
not to that point. We're kind of a good spice.
But it still does even makes my head sweat, and
I love that. So, no, we don't water anything down.
We really push him to make sure that we you know,
we stay as authentic as possible. But you know, great
(29:27):
thing about Korean food is is also becoming very global
and and and there's a lot of sort of the
infusions that are happening in the flavor. So and we're
embracing all that. But again, we are Korean, but we're
also Korean America because we started in New York. So
that gives us a little bit more of kind of
the room to you know, have difference for the you
know flavors and and fusion items. But when it comes
(29:48):
to you know, delivering on a bruval gear or can
we say no, stay as true as.
Speaker 3 (29:52):
Possible because that's what our guests want.
Speaker 1 (29:55):
Right amazing. Well, before I let you go, I want
to chat a little totally switch here and talk about
women in the c suite. I mean, I think we've
talked about I know I talked about this all the
time for the decade that I've been here. I do
feel like it's getting better. There's more females in the
leadership roles in the rush On industry, but we're still
not a parody. Every year, I write a story on
(30:16):
March eighth, which is International Women's Day, interviewing women. My
goal is one day to not have to write that
because it won't be a novelty anymore. But what do
you how do you feel about that? Do you think
it's getting better? And what can we do as an
industry to be more open to women and you know,
and women of color too.
Speaker 4 (30:34):
It is getting better, and you know, just the fact
that I'm here and that I'm here talking to you
about our business, and and it's you know, it's been amazing.
I think it's really been the last couple of years.
We're seeing more men into C suites and and you know,
leadership roles and and and I love it whenever I see,
you know, a new CEO and it's a you know,
female name, It's like, that's that's that's wonderful. And and
(30:56):
as as you are so involved, and you are such
an advocate of you know, women leadership in the restaurant business.
We need more of you, and we need more of
each other, is what we're seeing. And I love, you know,
attending events, I love mentoring, I love just staying connected
because I think the reason why we're here today and
we're becoming better is because we are becoming advocates of
(31:17):
each other and supporting one another. And I think we
just have to stick together and keep it going, you know.
I just and and I think more women are not
being shy about it, you know. And I think we're
kind of telling people that, you know, there's no real
secret other than to say that you know you want
the job, that you deserve the job, that you can
do the job right.
Speaker 3 (31:37):
And and uh.
Speaker 4 (31:38):
And I think it's the confidence that that we're you know,
instilling in each other that's really helping us grow into
more of these these roles.
Speaker 1 (31:45):
Yeah, I think it's been especially the last couple of years.
I think I've seen a lot of women bringing other
women up.
Speaker 3 (31:51):
You know.
Speaker 1 (31:52):
It used to be like there's only room room for one,
but now we're like, no, I want to help you, you
and help me, you know, I have an amazing mentor
in our CEO. She's awesome, and so I'm hoping, you know,
I want to be a mentor to other people. And
I mean, do you do you have a mentor that
that you look to?
Speaker 4 (32:07):
But if yours, my goodness, I have so many, and
you know they're all on my you know, my phone,
text messages away and and it's it's great, right, you know,
as you know Karen stats that.
Speaker 3 (32:19):
I love her.
Speaker 1 (32:20):
I call her my one of my mens, even though
I'm not in the rustaurant industry, but she helped me
like kind of understand. So she's a lot of people's
mentors and she's.
Speaker 4 (32:29):
She is and and and you know, she runs a
couple of organizations on mentoring and leadership and and and
it's it's so amazing. And she's the busiest retire woman
I know, right, and she's always like just texting, right,
And that's so And I think just the comfort of
knowing that somebody like that is out there for you,
that you can call them any time, uh with you know,
(32:49):
and and share and ask about a new thing. And
I think it's become that you know, that's uh, you know,
function I went to with other women leaders. It was
so open, we were so just embracing one another. And
I've you know, collected more phone numbers from from that
meeting than ever and it just felt so good. And
and I think we're kind of you know, letting letting
(33:11):
ourselves be and letting ourselves be vulnerable, and and the say, hey,
we're going to intentionally connect with one another, stay together
and you know really uh promote each other and cheer
for each other. And that's happening all the time. And
and and because of advocates and because you know, you
you cover these stories and you share these stories.
Speaker 3 (33:30):
And you let me have a platform. It's it's been amazing.
Speaker 1 (33:34):
Yeah, I think it's it's I think what you said
about vulnerability is really important because I think we over
the years have been taught that we have to be
perfect and have everything together and that is kind of
kept us down, I think. And now that we're being
more open and saying, you know, I suck at this,
and what do you do? How can we help each other?
I think that's really we're coming along. We're coming a
(33:54):
long way.
Speaker 4 (33:55):
We are, and hey, you can ask you know, my
team here and my people here. I'm a mom all
day and I'm not ashamed of that, and I don't
want any other moms here to be ashamed of that.
We are who we are, and you know, I'm not gonna,
you know, walk around here pretending like I'm not you know,
not somebody else. But I think a lot of women
are feeling much more comfortable in their own skin at
(34:15):
a workplace and just you know, being who they are,
letting the emotions be. Restaurant business is emotional, and you
know this, right, This is not you know, you hide
your feelings way, No, it's the fires going on all
the time.
Speaker 3 (34:29):
And I love that.
Speaker 4 (34:30):
And I think women tend to thrive in this, right
especially the moms you know, who has to handle all
the things all day logistically, like we're just better at managing.
Speaker 5 (34:40):
Sometimes these chaos, for sure, absolutely, and I think women
are really good at using all of those skills, sets
and talent in every way, especially in the work place
where you know where we have to make a lot
of decisions all day.
Speaker 4 (34:56):
Exactly.
Speaker 1 (34:57):
Well, Susie, it has been such a pleasure. Thank you
so much for We're stopping by Fast Casual Nation, and
to all our listeners and viewers, if you haven't subscribed,
please hit the button if you want to check us out,
see our faces, and check out some of the delicious
food we've been talking today with Susie. You can check
us out on YouTube just search Fast Casual Nation. And
while I'm making plugs, please go visit fastcasual dot com
(35:20):
where we can give you all your daily news. So
thanks and have a great week. We will see you
next week back on Fast Casual Nation.
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