Patented "Rising Pizza" and Unmanned Store Innovation
Franchising, Exports, and Expansion Breathe New Life into the Local Economy
Frozen pizza, pizza slices, rising pizza... Are you familiar with a company that started in a rural area and is now taking on the global market?
Goryeong County, a small city in the southwestern part of North Gyeongsang Province, is well known as the site of the ancient Daegaya kingdom. In recent years, however, it has been struggling with a declining population and industrial stagnation. Yet, in one quiet corner of its agricultural industrial complex, a young manufacturing company is breathing new life into the local economy with its bold ambitions.
This is MS Food (CEO Jeon Haemyung), which began as a specialist in pizza dough production and has since expanded its business to include finished frozen pizzas. After relocating and expanding its headquarters to Goryeong County in 2018, the company has steadily strengthened its position in the domestic pizza market through continuous technological innovation and production automation.
Recently, the company has accurately read the trends of the times-"making meals more convenient, and starting a business with minimal capital"-and is actively pursuing a three-pronged business diversification strategy: franchise operations, exports, and the expansion of a second factory.
MS Food has swiftly responded to changes such as the rapid growth of the frozen and ready-to-eat food market following COVID-19, the increase in single-person households, and the spread of unmanned stores amid labor shortages.
This bold approach is more than just corporate growth. In a county of just over 30,000 people, MS Food's new investment of 10 billion won and the creation of more than 60 jobs have made it a symbolic model of how local manufacturing can reach the global market.
MS Food is now actively launching a franchise business specializing in pizza slices. Reflecting the surge in demand for small and convenient menu items due to the rise of solo diners and single-person households, the company has designed a low-capital startup model that can be operated even in small stores.
Currently, MS Food is operating two antenna shops (test stores) in Seoul to test consumer response and refine its manuals. Based on these results, the company plans to provide prospective franchisees with a stable and efficient startup package.
In addition, MS Food is preparing to launch a franchise business using an unmanned pizza system. The biggest advantage is the automation of ordering and cooking processes, which significantly reduces labor costs. This new business model is attracting attention as an alternative for a wide range of aspiring entrepreneurs, including those with interrupted careers, office workers, and soon-to-be retirees, who may be concerned about the initial investment and operation.
The competitiveness of this business comes from MS Food's patented "rising pizza." It is highly regarded for overcoming the limitations of frozen pizza by delivering a freshly baked, soft texture with just oven cooking-no defrosting required. Industry insiders have praised its innovation, saying, "You can enjoy restaurant-quality taste and quality at home."
MS Food has also set its sights beyond Korea, making a full-fledged entry into overseas markets. In July, the company signed a frozen pizza export contract worth 5 billion won with Vietnamese distributor AZIZI. This achievement is considered a concrete result of the Southeast Asian trade delegation sent by Goryeong County last year.
Previously, in 2023, MS Food built brand recognition in the Vietnamese market by exporting about 3 billion won worth of products through its first contract with a major local supermarket chain. The latest deal greatly expands the scale of its business based on this previous track record. Industry observers see this as evidence of MS Food's continued growth and global competitiveness.
Furthermore, three types of "Ashley Homestrong" pizzas, produced under contract in partnership with Eland Farm & Food, are set to enter 17 Southeast Asian countries through global distributor Costco. This is significant not only as a simple export but also as a strategic foothold in the global premium frozen pizza market.
The expansion of a second factory to support business growth is also accelerating. In June, MS Food acquired a 3,960-square-meter (1,200-pyeong) site near its headquarters in Ssangnim-myeon, Goryeong County, and is investing about 10 billion won to establish a dedicated production line for "rising pizza."
Once the second factory is completed, annual production capacity is expected to more than double, enabling the company to reliably meet both domestic franchise and export demands.
The new plant, scheduled to begin operation in June next year, is projected to produce 10 million pizzas annually, generate 35 billion won in sales, and create over 60 new jobs. The completion of the second factory will also facilitate supply to special overseas markets such as the halal market, further accelerating the company's global expansion.
CEO Jeon Haemyung emphasized, "We will prioritize hiring local talent and actively utilize human and material resources to become a company that grows together with the community," adding, "We will take the lead in providing quality jobs and revitalizing the local economy in a sustainable way."
Having started as a specialist in pizza dough production, MS Food is now expanding into finished frozen pizzas, franchises, and overseas markets, continuing its journey "from the local community to the world."
The small pizza factory that began in Goryeong County is now a growth model that leverages local human and material resources to reach both domestic and international markets, demonstrating the potential of regional manufacturing.
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