"Changing Everything" Baek Jongwon... 5 Billion KRW Support for Franchisees

Announcement of Franchisee Mutual Growth Support Measures on May 2

The Born Korea, operated by CEO Baek Jongwon, will invest a total of 5 billion KRW to promote mutual growth with its franchisees.

On May 2, The Born Korea announced a set of support measures for mutual growth with its franchisees.

First, the company will completely waive royalties for all franchisees across all brands for three months. This measure is intended to uniformly reduce the fixed cost burden for franchisees. In addition, during Family Month in May, a unified promotion will be conducted at all franchise locations, with the head office covering the entire cost. Key ingredients for each brand will also be supplied at special discounted prices.

Baek Jongwon, CEO of Theborn Korea. Photo by Kang Jinhyung

Within this month, CEO Baek plans to hold a series of on-site meetings in various regions across the country to listen to the difficulties faced by local franchise owners and discuss possible solutions.

The Born Korea also plans to prepare and announce additional sales revitalization measures next month.

Previously, on April 15, The Born Korea released a statement titled "We Will Change Everything Now," declaring, "We will make every effort to restore customer trust through fundamental organizational and operational innovation." This action was taken in response to recent controversies, including hygiene issues, violations of the Farmland Act and other laws, and an executive's "drinking interview" incident.

At that time, the company stated, "Beyond apologies and explanations, we will undertake innovation with a sense of urgency to fulfill our responsibilities as a listed company and regain trust," and promised, "We will thoroughly rectify all the issues that have been raised intensively this year, which were wrong or insufficient, and ensure a complete transformation."