Theborn Korea Launches Franchise Business for American-Chinese Cuisine 'GoToWok'

The American-style Chinese cuisine specialty restaurant Go To Wok Seongsu Station branch by The Born Korea.
[Photo by The Born Korea]

Dobon Korea's American-style Chinese cuisine specialty restaurant GoToWok announced on the 27th that it will begin full-scale franchise recruitment starting next month.

GoToWok is an 'American Chinese food specialty restaurant' where customers can freely choose and enjoy various American-style Chinese dishes according to their personal preferences.

The menu starts with a basic base selection such as rice or noodles, and customers can quickly enjoy their meal by choosing and combining more than four different main dishes on the spot. Signature dishes include Golden Egg Fried Rice, Chow Chow Noodles, Orange Chicken, and Mala Chicken Wing Drumettes. The restaurant features a unique taste by applying traditional Chinese cooking methods combined with differentiated American-style recipes, creating a familiar yet new flavor.

To address the biggest concerns of many franchise owners?high labor costs and workforce management issues?GoToWok has actively introduced an ‘automated kitchen equipment’ system and implemented ‘operation simplification’ to realize a smart kitchen. From the brand planning stage, the focus has been on minimizing labor dependency while maximizing store operation efficiency, significantly lowering the entry barriers for prospective entrepreneurs, which is a major advantage.

The test store Seongsu Branch, which opened last year, attracted great attention from the start by riding the wave of the American Wave (American-style culture) trend mainly among the MZ generation. It boasts a high revisit rate by offering a distinctive brand concept, trendy Chinese cuisine, and consistently launching new seasonal and regular menu items. In particular, the freedom of food choice, reasonable prices, and quick food service have been praised for capturing the hearts of busy office workers and students.

A GoToWok representative said, “We are starting full-scale franchise recruitment after a long testing process from the brand planning stage to the present. As a brand that can satisfy both customers and franchisees with a system that allows convenient store operation, fast turnover, and a diverse menu lineup, we expect many franchise inquiries in the early stages.”