Opening of 1st Branch in Gangnam on the 26th
Burger Prices from 13,400 to 17,400 Won
15 Toppings, Up to 250,000 Flavor Combinations
Operating Over 15 Stores Within 5 Years
"I have tried many burgers in Gangnam Station several times, and honestly, there is no place that feels like a competitor in terms of quality."
Kim Dong-seon, Head of Strategy at Hanwha Galleria, said at a media briefing held on the 22nd at Five Guys in Gangnam-gu, Seoul, "It feels like just yesterday that I visited the U.S. headquarters without any plan, and now the store is opening, which is very moving." He added, "Five Guys is a brand that has devoted decades of effort solely to hamburgers and French fries, with craftsmanship-level dedication. We will do our best to maintain originality and quality so that this dedication can be conveyed to domestic customers as well."
At a media briefing held on the 22nd at Five Guys in Gangnam-gu, Seoul, Kim Dong-seon, Head of Strategy at Hanwha Galleria, is delivering a greeting. [Photo by Lim Chun-han]
Hanwha Galleria’s subsidiary, FG Korea, will open the first Five Guys store in Korea on the 26th in Gangnam. The store is located between Gangnam Station and Sinnonhyeon Station, with a net area of 618㎡, spanning two floors and featuring about 150 seats. Upon entering, the striking white and red interior, symbolizing Five Guys, immediately caught the eye.
On the first floor, peanut oil and sacks of potatoes are displayed, representing Five Guys’ identity. Behind them are the order counter and open kitchen, where employees were busy working in their respective areas. It takes about 8 minutes to complete one burger. While customers wait after ordering, peanuts are provided free of charge, just like in U.S. stores.
The stairs leading to the second floor are adorned with white and red lights, giving a so-called "hip" vibe. Upstairs, there are many seats for two or four people. The walls are decorated with letters and pictures related to Five Guys. On one side, forks, knives, tissues, wet wipes, and sauce containers are arranged, and customers can enjoy unlimited refills of soft drinks from the soda machine.
The Five Guys menu includes basic burgers, cheeseburgers, bacon burgers, and bacon cheeseburgers, with two beef patties as the standard. There is a separate "Little" menu with one patty, making a total of eight types. Regular burger prices range from 13,400 KRW to 17,400 KRW. When ordering a typical set menu consisting of a burger, fries, and a drink, the minimum price is 24,200 KRW. Oh Min-woo, CEO of FG Korea, emphasized, "The prices are set 13% lower than the U.S. mainland and 17% lower than the Hong Kong directly operated store. Although 10-15% higher than other brands, we believe the size, quality, and all aspects justify the price."
Five Guys offers 15 free toppings such as grilled mushrooms, tomatoes, and jalape?os. Customers can order their own customized burgers according to their preferences, resulting in up to 250,000 different burger styles. The toppings are delivered fresh daily under refrigeration. The store does not have freezers, microwaves, or timers. This ensures the best taste with handmade patties made daily, bread baked fresh and delivered five times a week, and fries cut from fresh potatoes and fried in 100% peanut oil. A store representative said, "Fresh bread is brought in every morning and sold out the same day," adding, "We prepare to sell about 1,500 units on the opening day based on sales forecasts."
At a media briefing held on the 22nd at Five Guys in Gangnam-gu, Seoul, Ian Ross McKenzie, Vice President of Five Guys Asia Pacific, is explaining the 'calibration' process. [Photo by Lim Chunhan]
Five Guys conducts "calibration" twice a day to check the condition of ingredients and cooking processes. This process ensures consistent taste and quality by checking raw materials and the state of French fries cooking each time. Ian Ross McKenzie, Vice President of Five Guys Asia Pacific, explained, "French fries are fried in three stages: pre-cook, resting, and final cook. Pre-cook is the stage of cooking the inside, resting lasts from as little as 30 seconds to as long as 2 hours, and final cook is to cook only the surface of the fries."
Five Guys started in Virginia, USA, in 1986 and began overseas expansion in 2002. Currently, it operates about 1,800 stores in 23 countries including the UK, France, and Germany. Korea is the sixth country in Asia after Hong Kong, Singapore, China, Malaysia, and Macau. FG Korea plans to operate more than 15 stores within the next five years. CEO Oh said, "We are comprehensively reviewing major distributors, road shops, and Hanwha Group’s internal assets," adding, "We are preparing to open stores in locations that can introduce Five Guys to the largest number of customers at the right time."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
