10% Increase Year-on-Year... Recent Store Opening in the Philippines
Currently Expanded to 10 Countries Including Hong Kong, USA, Japan
Localized Customization Worked... "We Will Promote Korean Food Culture"
Oven-cooked food franchise Goobne is sailing smoothly overseas.
G&Food, the operator of Goobne, announced on the 17th that its overseas branch sales last year increased by 10% compared to the previous year, reaching 30.5 billion KRW.
Starting in Hong Kong in 2014, Goobne currently operates 44 stores in 10 countries overseas as of last year, including the United States, Japan, China, and Malaysia. After successfully turning a profit in 2021, the cumulative profit and loss also turned positive last year, establishing a stable business structure. A Goobne representative said, "We plan to accelerate our overseas market expansion by gradually increasing the number of overseas stores to 100 by 2025."
Opening of ‘Bonifacio 1st Store’ in the Philippine Financial City
Goobne entered the Philippines on the 1st of this month. The first store was opened in Bonifacio (BGC), a large shopping mall in Taguig City, Metro Manila, a representative financial business city in the Philippines. Bonifacio Shopping Mall is a regional landmark always bustling with affluent locals and tourists with high purchasing power, and is regarded as the best location in the food service industry.
At the Bonifacio 1st store, Goobne’s best-selling chicken such as Original, Volcano, and Soy Garlic, as well as various meal menus, are offered. The most popular menu so far is ‘Soy Garlic,’ tailored to local tastes.
The region where Goobne’s overseas business has achieved the greatest success is Hong Kong. While focusing on key commercial districts in Hong Kong, the operation of a ‘Central Kitchen’ that supplies processed ingredients adapted to local logistics to each store has maintained consistent quality and improved store operation efficiency. Additionally, the casual dining restaurant style, where families, couples, and anyone can comfortably enjoy, has gained high popularity among locals.
Localization Strategy Worked... Menu Adjusted to Consumer Preferences
The reason Goobne successfully settled in overseas markets is primarily attributed to the development of localized customized menus. To maintain brand identity, Goobne initially offered the same menu as in Korea but deleted or added some items according to consumer preferences in each country. Analyzing the flavors preferred by most overseas consumers, Goobne launched the sweet ‘Soy Garlic’ and the sweet and salty ‘Honey Aglio’ chicken with added crispiness, which have recorded the highest sales in Southeast Asia.
A Goobne representative said, "Through upgrading the casual dining concept verified in the Asian region, we will continuously release menus that enhance the dining concept beyond a chicken specialty store, providing a space to experience Korean food culture. We are also promoting expansion into a restaurant where not only young people who love Hallyu but also their families can visit together."
Distinctive marketing strategies also drove overseas sales growth. In the United States, the second-largest market by sales, influencer marketing using TikTok was conducted, imprinting a young, dynamic, and trendy brand image on consumers and attracting their visits. Due to the continuous increase in store visitors, sales at U.S. branches in the first half of this year rose approximately 160% compared to the same period last year.
Besides marketing, the U.S., which values healthy eating habits, tends to prefer oven-baked chicken like ‘Gochu Basasak’ rather than heavily seasoned menus common in Asian regions.
Side Menus Account for 30% of Total Sales
Side menus have also greatly contributed to the increase in Goobne’s overseas market sales. Sales from side menus account for about 30% of total sales, showing strong consumer interest. As visits from locals wanting to enjoy Korean food culture increased, Goobne strengthened side menus with representative Korean dishes such as tteokbokki, rolled omelet, and jeon (Korean pancakes) in addition to chicken. This significantly increased side menu orders, impacting overall sales.
Jung Tae-yong, CEO of G&Food, said, “Thanks to the support of overseas consumers, we are achieving good results by sequentially opening new branches. We will continue to target overseas markets with menu development tailored to local tastes and differentiated marketing, while establishing ourselves as a representative brand that also promotes Korean food culture.”
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