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Seoul Brothers: Korean Goes Fast-Casual
We recently helped refine and launch, Seoul Brothers Korean Grill, a fastcasual concept based in Pasadena, Calif. The founders, brothers Alex and Andrew Hong, had a very close personal connection to the authentic dishes that initially inspired them, so the firm's task was to help them translate these culinary inspirations into a scalable concept with broad appeal for both Korean food aficionados and the uninitiated. The menu-development process took into account five main attributes The Culinary Edge addresses when bringing a cutting-edge concept to market.
1. Craveability
In any concept, the food must be appealing and
fill a need. For Korean food, the traditional sweet, grilled meat
balanced with spicy chile and garlic offered a delicious option that is
easily understood, but minor tweaks to sugar and salt helped ensure
that this spoke to the American palate.
2. Inclusiveness
In an upscale, business-centered section of
Pasadena, Calif., the lunch crowd would provide an important target
customer. In order to compete here, an operator needs to offer both
fast service and an easy-to-understand menu that has something for
everyone. The menu needn’Äôt be long or complex but thoughtful in
addressing potential concerns and eating styles.
3. Authentic Approach
To a Korean, panchan, the myriad
small plates that accompany almost any meal, provide a yardstick to
measure both the skill and generosity of an establishment. At Seoul
Brothers, panchan make up the toppings for embellishing the grilled
meat and rice combinations, adding an colorful display with which
diners can customize their meal. For those new to Korean dining, this
creates an active display; for the experienced diner, it is reassurance
that the traditional approach is understood.
4. One Step, Not Two
Grilled Korean steak would be delicious
on a salad or in a sandwich, but for Seoul Brothers, this leap to
fusion did not make sense. While we might sway meat-and-potatoes
eaters to try a Korean-style steak, teaching them to accept Korean
and then fusion is two steps too far from their comfort zone.
5. Operational Scalability
Keep it simple. Consistency and
quality are key to growing a concept grow quickly and profitably.
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Click here for coverage in "Flavor & The Menu" on Korean food trends, and The Culinary Edge's work with Seoul Brothers. (pdf) |