The Korean dining and social experience is looking to appeal to British franchisees as it expands internationally
When walking down the streets of Seoul you’re bound to find groups of friends tucking into fried chicken while drinking beer and soju (a Korean spirit). It’s part of the country’s social culture – and a ritual that inspired Sojubar to open its doors 5315 miles away in the Netherlands, and soon to be in the UK.
“We wanted to have a similar place that we could enjoy and feel ourselves in Europe,” says Feng Chen, managing director at Sojubar. Joined by founder, Tommy Leung, the duo have recognised a gap in the market for authentic Korean cuisine which is neither in the upper echelons of fine dining, or the fast food joints that fried chicken has become synonymous with.
Instead, the restaurant’s polished interior and simple but trendy menu aspires to create thriving social spot. “You know you’ve just finished up your work, you’re with your colleagues or friends and you want to start the weekend on a good note, so you invite them to have a quick bite to eat and a drink,” explains Feng.
The chicken and beer concept
The menu mainly comprises Korean fried chicken with varieties such as spicy sweet, honey butter, and garlic soy. However, staples including bibimbap, kimbap, mandu, and bingsu are also available and easy for a minimal kitchen team to construct quickly – an efficiency that Feng believes sets Sojubar apart from competitors.
“One of our unique selling points is that our restaurants have a quick service back end,” says Feng. “So, that’s the way we drive down the cost. But if you sit in our restaurants, the front end will feel like a full-service restaurant.”
The team have doubled down on financial efficiencies, particularly when it comes to sourcing Asian products. “We import a lot directly from Korea, so that’s how we can offer a more competitive price than what other restaurants can purchase at,” says Feng. “We have our supply chain built up pretty much in-house.”
European expansion
Sojubar’s supply chain is an advantage that franchisees will have access to when joining the franchise network. It’s an opportunity the team hope will attract UK-based entrepreneurs seeing as the brand has big growth goals.
“We have very large ambitions,” confirms Feng. “We just signed a franchise in Brussels, Belgium, and we also signed with Dusseldorf and Berlin in Germany. We’ve also signed a master franchise in the Turkish market.”
Now, with international development coming to fruition, the UK is a key goal and Sojubar are willing and ready to support the right candidate open multiple locations across the country.
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