Mexicana Chicken's Start-Up Policy Focused on "Sustainability"

Presenting a Path to Operational Stability in an Uncertain Market

As the franchise market approaches a saturation phase, the decision-making criteria of prospective entrepreneurs are changing. Whereas choices once centered on the "most popular menu" or "trendy concept," they are now increasingly based on practical questions such as "Can this be operated over the long term?" and "Is stable profit guaranteed?"

In line with this trend, Mexicana is pursuing a start-up strategy that focuses on stable profitability and sustainable operations for franchisees, rather than short-term expansion races, leveraging the know-how accumulated through many years of field-oriented management and the trust in its brand.

Throughout this period, Mexicana Chicken has steadfastly maintained its unique brand identity despite rapid changes in dining trends, the shift in consumption patterns toward delivery, and the emergence of new competing brands. Centered on its symbolic status as the "Master of Seasoned Chicken," the company has preserved the completeness of its products based on solid fundamentals, while consistently expanding its product lineup to offer customers a sense of "novelty."

As can be seen from the launch of differentiated flagship products such as "Chi Filling" and "Wasak Khan," these attempts at "novelty" have had positive effects, including expanding the customer base and securing loyal customers. This has in turn significantly contributed to higher brand awareness and improved profitability, leading to an increase in inquiries about new franchise openings and business conversions.

Mexicana Chicken is also refining its consulting and support system for franchise operation management in a way that enhances franchisees' "execution capability" and "sustainability," not only at the start-up stage. Under the banner of "Profitable Trade Area, Prepared Franchisee," the company is strengthening its store-by-store management and coaching framework to both select locations that can generate high profits and improve franchisees' understanding of franchise operations and their management capabilities. In the early stages after opening, Mexicana provides a support structure that quickly creates conditions allowing franchisees to focus solely on operations. Thereafter, it offers a close consulting process by matching professional staff from headquarters, with the aim of boosting profitability through improved responsiveness to local commercial conditions and enhanced operational efficiency.

Industry observers view Mexicana's strength as its focus on reinforcing consumer trust and the long-term operational capabilities of its franchisees, rather than pursuing aggressive expansion in the number of outlets, thereby solidifying the underlying health of the brand.

Jang Hojin, Head of Store Development at Mexicana's Sales Division, said, "Mexicana has always regarded a win-win structure in which headquarters, franchisees, and customers grow together as its core value in formulating its start-up policies," adding, "We will continue to do our utmost to make Mexicana the 'brand chosen first' by securing long-term operational stability for our franchisees and enhancing consumer satisfaction."