Baekdabang New Menu Daepa Cream Potato Latte Explanation Amid Complaints
Baek Jong-won, CEO of The Born Korea, recently apologized over the controversy surrounding the menu item 'Daepa Cream Potato Latte' released at Paik’s Coffee.
On the 26th, in a video released on the YouTube channel 'Baek Jong-won,' Baek Jong-won apologized, saying that the new menu item, Green Onion Cream Potato Latte, is causing controversy. [Image source=YouTube capture]
In a video released on the YouTube channel 'Baek Jong-won' on the 26th, Baek visited one of the Paik’s Coffee stores operated by The Born Korea. Regarding the new menu item Daepa Cream Potato Latte, CEO Baek said, "There have been many opinions posted recently on online communities, so I felt I needed to address this," and added, "I heard that part-time workers are having a very difficult time because of the Daepa Cream Potato Latte." He then said, "I developed this menu," and joked, "Do you think Baek Jong-won always succeeds?" He continued, "I apologize to the customers. I am sorry to the part-time workers who work tirelessly. I am sorry for developing the Daepa Cream Potato Latte," offering an apology.
The Daepa Cream Potato Latte is a beverage made by mixing potato paste into milk to create a potato latte, topped with a green onion-flavored cream called Daepa Cream. The unique combination sparked online buzz from the moment of its release, and those who tried it gave mixed reviews, saying it was a taste that would divide opinions. In particular, the warm version was considered somewhat like a soup, while the cold version was seen as having a high entry barrier. However, some consumers even directly complained to part-time workers, saying the taste was unpleasant, which led CEO Baek to issue an apology and explanation.
However, it turns out that this menu was intentionally created by CEO Baek to support local farmers. In fact, Paik’s Coffee regularly releases new seasonal menu items using various agricultural products with the aim of coexisting with local farms. CEO Baek explained, "I thought about how to help the green onion and potato farmers, so I created a menu using potatoes and green onions." Although the Daepa Cream Potato Latte is classified as a beverage, it was actually designed as a meal replacement. However, he emphasized repeatedly, "When I tested it, I said not to make an iced version. But I approved it. I apologize."
In the video, CEO Baek also showed himself tasting the iced Daepa Cream Potato Latte. He said, "It’s okay, so why is this happening? It’s because of the prejudice against green onions," and expressed regret, saying, "I should have removed green onion from the name." He added, "I’m not forcing myself to say it’s delicious just because I approved this menu; it really is okay," and "If I make something that tastes bad, I say it tastes bad." He also gave a tip to drink the Daepa Cream Potato Latte with a straw to eat the potato chunks together. CEO Baek further said, "Actually, I approved it thinking the response would be good, but since the reaction isn’t favorable, it might be discontinued," but also expressed hope, saying, "You never know. If the response improves after this video, we might re-release it next year with a different name to support the potato and green onion farmers."
Meanwhile, The Born Korea, operated by CEO Baek, runs over 20 dining brands including Paik’s Coffee, Hong Kong Banjeom, Saemaeul Sikdang, Hanshin Pocha, and Yeokjeon Udon, as well as The Born Hotel in Jeju. The Born Korea prepared for an IPO in 2018 with a valuation of 300 billion KRW but halted the process due to stagnant performance. The IPO was temporarily postponed amid the COVID-19 pandemic but is recently reported to have resumed communication with securities firms aiming for a listing within the year.
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