SPC Samlip Introduces US Icon Eggslut Following Shake Shack in Korea... Strengthening Food Service Business

CEO Hwang Jong-hyun: "Food Business Synergy... Strengthening Brand Management and Global Business"
SPC Samlip Implements LA Headquarters' Bun Originality with 75 Years of Baking Expertise

[Asia Economy Reporter Choi Saeng-hye] Former SPC Group Vice President Heo Hee-soo's carefully introduced famous California sandwich brand from the U.S., 'Eggslut,' will land in Korea on the 10th. Following the success story of the East Coast's famous 'Shake Shack,' SPC plans to strengthen its foodservice business in earnest.

On the 7th, SPC Samlip announced that the first Eggslut store will officially open at 10 a.m. on the 10th at Starfield COEX Mall Millennium Plaza. Eggslut is a fine-casual brand that elevates egg sandwiches to an art form in the culinary field, showcasing the "slow aesthetics" using eggs and premium ingredients by a chef with a fine dining background. It is famous for its egg sandwiches that reinterpret brioche buns, eggs, and sriracha mayo sauce. Since 2011, it has operated stores in the U.S., the U.K., Kuwait, and Japan. Although the launch was delayed when former Vice President Heo stepped down from management, continuous support and the management's determination led to the exclusive license agreement with Eggslut Holdings, the Eggslut headquarters, in Korea last February.

The signature menu includes the 'Fairfax,' a sandwich topped with brioche bun, scrambled eggs, caramelized onions (sweetly saut?ed onions), and sriracha mayo (a sauce made by mixing sriracha hot sauce and mayonnaise), priced at 7,800 KRW, and the 'Slut,' which is mashed potatoes and sous vide (a cooking method where food is sealed in a plastic bag and cooked in lukewarm water for a long time) poached eggs served on a baguette, priced at 6,800 KRW. They also sell orange juice (5,500 KRW) that pairs well with various sandwich menus.

SPC Samlip replicates the manufacturing equipment, recipes, and ingredients at the same level as the U.S. Eggslut LA flagship store to present the authentic taste and quality domestically. The key ingredient, eggs, are sourced from domestic farms certified for animal welfare with "cage-free" eggs. With 75 years of baking technology, SPC Group closely collaborated with the headquarters from raw material testing to finished products to enhance the product's completeness, preserving the originality of LA brioche buns.

The foodservice industry expects Eggslut to quickly settle in the domestic market based on SPC Group's successful launch experience of Shake Shack in 2016. It is said that Eggslut's U.S. headquarters chose SPC Group as its domestic business partner due to its stable foodservice competitiveness and the success of Shake Shack's domestic business. SPC Group grew the first domestic store in Gangnam into the world's top-grossing store.

To provide consumers with a unique experience, Eggslut's virtual store, created in collaboration with 'Zepeto,' a 3D avatar platform with 150 million users worldwide, will open simultaneously. Within the virtual reality world of the avatar platform Zepeto (a kind of game accessible by installing an app), there is an Eggslut store where game users can visit with their avatars. Avatars can purchase Eggslut items just like buying game items.

SPC Samlip has also acquired the operating rights for Eggslut's business in Singapore and plans to open the first store next year. Using the global business hub Singapore market as a foothold, the company aims to grow into a global food company. In the virtual launch video released online that day, Hwang Jong-hyun, CEO of SPC Samlip, stated, "Through the introduction of Eggslut, we will further expand the 'fine casual' market, which is becoming a new trend in dining culture, while strengthening synergies with SPC Samlip's food business, brand management, and global business."