[Should I Start a Business Too] 'Dakbokki' Chicken Plus, Taking on Major Brands with Unique Menu Items

Chicken Plus Rose Dakbokki.

[Asia Economy Reporter Moon Hyewon] Chicken Plus is a cost-effective franchise chicken brand in the chicken industry. It was established by experts in the food service industry, including a seasoned chicken developer and the founder of a famous Tteokbokki brand, with the meaning of adding happiness to customers' choices by offering various menus such as chicken and Tteokbokki at reasonable prices.

Yoo Minho, CEO of Chicken Plus, majored in accounting at university and obtained a franchise transaction specialist certificate before working for three years in the strategic planning team of a large chicken franchise. After gaining experience at other brands, he founded Chicken Plus in September 2016.

Chicken Plus achieved its 100th domestic store within one year of its brand launch in 2016 by emphasizing differentiated brand competitiveness and cost-effectiveness. It is the first brand to surpass 100 franchise stores within a year since Ddoraeorae in 2003, marking a 14-year milestone.

CEO Yoo said, “Customer satisfaction and franchise stabilization are our top priorities. We will strive to create Chicken Plus, where customers, franchisees, and headquarters are all satisfied, by further enhancing the cost-effectiveness of our chicken to maximize customer satisfaction and practicing win-win management that maximizes franchisee profits.”

◆The ultimate cost-effectiveness... Customer satisfaction is paramount = Chicken Plus sells chicken and side menus at reasonable prices. The price range for chicken menus is in the mid-10,000 KRW range, and the side menu Tteokbokki is 5,000 KRW. Customers can enjoy chicken and Tteokbokki for the price of one chicken at other brands, making it known as a highly cost-effective brand. Fresh chicken and ingredients are used through daily nationwide ingredient delivery (excluding remote and island areas).

◆Chicken specialty? Tteokbokki specialty? ... Diverse menus targeting customers' tastes = Chicken Plus was created by a chicken developer with over 20 years of experience and the founder of a leading domestic Tteokbokki brand. They strive to develop unique menus that can only be found at Chicken Plus, not available at other franchises.

A representative example is the ‘Chipul Back Rib’ and ‘Dakbokki.’ Launched in June, Chipul Back Rib is a menu using the ‘chicken back rib’ part, which has not been seen in chicken franchises before. The back rib is the rib meat attached to the bones on the chicken’s back and accounts for only 2.5% of a chicken weighing over 1.3 kg. It is a special part with a chewy texture and fun to tear apart, enhanced with the sweet and salty ‘Hot Choking’ sauce, making it perfect as a drinking snack.

Dakbokki is a menu combining chicken and rice cakes, offered in various flavors from spicy sauce to rose sauce targeting the MZ generation, allowing all age groups to enjoy it. Additionally, they offer various menus such as Hot Choking, Theater Edition Chicken, and single-serving menus.

Chicken Plus Chipul Back Rib.

◆K-Chicken expanding beyond Korea to the world = Chicken Plus operates 485 global stores and about 433 domestic stores (as of the end of last month) within five years of brand launch through a zero-fee franchise policy (no franchise fee, no royalty) and a data analysis-based business platform.

It is also rapidly growing in overseas markets. In particular, it introduced the ‘Master Franchise’ contract method, partnering with local companies familiar with the market to enable locals to start businesses without burden. Since entering Vietnam in 2019, it currently operates 52 overseas stores in Malaysia, Taiwan, Canada, Japan, and other countries.

Especially in Vietnam, it directly entered by establishing a local corporation and regularly holds business briefings to help prospective franchisees proceed more easily. With 40 operating stores, it ranks first among Korean chicken franchises in Vietnam.

◆Reducing startup burdens and leading win-win growth = Chicken Plus leads ‘win-win’ and ‘co-growth’ by continuously supporting franchise owners to reduce initial startup costs and secure stable income.

To minimize franchise owners’ startup costs, Chicken Plus avoids unnecessary interior construction for the franchise headquarters’ profit and aims to minimize costs when changes are necessary. The saved costs are invested in advertising and promotion to enable joint growth of franchisees and headquarters. Additionally, the headquarters provides free equipment support worth 10 million KRW for up to 10 years.

Also, to help even beginners operate smoothly, they support everything from business explanations and startup consultations to open operation support, continuous product management, sales management, and promotional marketing. In particular, management planning experts analyze operational know-how such as commercial area, marketing, service, quality control, and hygiene to conduct systematic training for franchisees, helping stabilize store operations.

After store opening, the headquarters actively supports hiring delivery staff to increase franchisee profits and assists inventory management through six-day-a-week deliveries. Furthermore, a regional branch manager system is operated. Branch managers are selected business owners from top-performing or excellent franchise stores in the area, providing close support for new startups and management within the region.