Kim Dong-seon, "We Will Deliver the Original Taste to Domestic Customers"
First Store with Two Floors to Open in Gangnam at the End of Next Month
Ahead of the domestic launch of the famous American hamburger brand Five Guys next month, Kim Dong-seon, Head of Strategy at Hanwha Galleria who led the brand acquisition, undertook on-site training. This is the first time Kim, who oversees Hanwha Galleria's new business strategy, personally participated in on-site service tasks including the cooking process.
Kim participated in on-site training for two days starting from the 24th of last month at two major Five Guys stores in Hong Kong. Currently, Five Guys stores operating in Asia are located in Hong Kong, Singapore, China, Malaysia, and Macau, making South Korea the sixth region for Five Guys' expansion.
Kim Dong-seon, Head of Strategy at Hanwha Galleria, is learning how to combine various types of toppings at a Five Guys store in Hong Kong at the end of last month. [Photo by Hanwha Galleria].
Hanwha Galleria explained that this training reflected Kim's determination to "enhance understanding of the brand through hands-on experience to provide better service to domestic customers."
Previously, key Korean Five Guys staff, including the first store manager in Korea, underwent six weeks of practical training and testing in Hong Kong. Hong Kong hosts Five Guys' Asia-Pacific headquarters and has high tourist demand, allowing interaction with customers from various countries. A Hanwha Galleria official stated, "(In Kim's case) although there was no mandatory training, as the person responsible for introducing the brand, he voluntarily participated in on-site experience to ensure the best service for domestic customers after the launch."
During the training period, Kim wore the red uniform and apron like regular staff. He experienced the entire process under the guidance of an on-site trainer, from preparatory tasks such as ingredient preparation to cooking patties and adding toppings. Kim showed great interest in the quality of the main ingredient, the patty, and the cooking process. Five Guys is known for not having freezers, timers, or microwaves in the kitchen and for making patties fresh daily using fresh ingredients.
After the training, Kim said, "Throughout the training, I truly felt the meaning of a handcrafted premium burger," adding, "I realized through this opportunity that the burger is much more meticulously crafted than I originally thought."
Having observed the site where cooking methods are repeatedly practiced and quality is checked to deliver consistently high-quality taste, Kim emphasized the same level of "dedication" for Five Guys in Korea. He said, "I was impressed by the quality control through repeated training, from the direction and number of times sauce is applied to the pressure applied when pressing the patty," and added, "We will pay special attention to maintaining quality so that the spirit of craftsmanship can be felt in domestic stores as well."
Hanwha Galleria plans to preserve the brand's origin in the U.S. as much as possible, from cooking methods to service. A Hanwha Galleria official said, "We have collaborated with Five Guys headquarters for a long time to replicate the local taste," and added, "Reflecting the results of this training, we will ensure that domestic customers receive 100% of the original Five Guys taste and service."
Meanwhile, the first domestic store, 'Five Guys Gangnam,' scheduled to open at the end of next month, will be located in the heart of Gangnam-daero between Gangnam Station and Sinnonhyeon Station in Seoul. The store will have a dedicated area of 618㎡ (184 pyeong) across two floors, with about 150 seats. To fully operate Five Guys, Hanwha Galleria established a wholly-owned subsidiary, FG Korea, on the 1st of this month.
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