Kyochon F&B launches noodle chain in pivot away from its famous fried chicken

Industry

Published: 30 Mar. 2024, 07:00

Kyochon F&B launches noodle chain in pivot away from its famous fried chicken

Kyochon F&B's Memil Danpyeon restaurant brand. Memil Danpyeon translates to the tale of buckwheat. [KYOCHON F&B]

Kyochon F&B, best known for its iconic soy sauce fried chicken, is diversifying its offerings by launching a noodle chain as the fried chicken market has become highly saturated.

The restaurant's main offering is memil, or buckwheat, often found in makguksu (cold noodles).

“In exploring a brand that embodies artisan values with the 'most Korean' ingredients, we found inspiration in buckwheat, a once-cherished staple by those who endured hardships in the past,” said Harry Song, head of Kyochon F&B’s global business and new business development department, at a media briefing on March 21.

Memil Danpyeon's main menu includes memil makguksu (cold noodles) with perilla oil, memil jeonbyeong (crepes) and its special makgeolli. [SEO JI-EUN]

Memil Danpyeon, translating to the tale of buckwheat, debuted on Feb. 1 in the heart of the business district of Yeouido in western Seoul.

“While buckwheat dishes are also present in Japan, our aim is to deliver a uniquely Korean yet impactful narrative,” emphasized Song, highlighting the distinction between Korean makguksu, often mixed with perilla oil or gochujang, and Japanese soba noodles.

Memil Danpyeon's main menu features buckwheat noodles with sesame oil, jeonbyeong (buckwheat crepes) with seasoned thistle, chicken bulgogi hamburger steak and suyuk (steamed meat slices) made from hanwoo (Korean beef).

Every ingredient is meticulously sourced, with 100 percent buckwheat flour procured from Gangwon and broth made of premium hanwoo beef and chicken. The perilla oil comes from a long-standing mill in Paju, Gyeonggi, revered for its heritage spanning three generations.

Dishes are served in bangjja yugi, a type of brassware, made by Lee Bong-ju, whose traditional technique is No. 77 on Unesco’s Intangible Cultural Heritage List.

“While our makguksu may have a slightly milder taste, we've minimized the use of chemical additives to maintain its natural flavor,” remarked Song. “We've spent over two years perfecting the ideal combination, from ingredients to serving.”

In addition to offering traditional Korean cuisine, Memil Danpyeon complements its menu with makgeolli, or Korean rice wine, from Kyochon F&B's affiliate, available with 6 percent and 8 percent alcohol.

Memil Danyeon's first store in Yeouido, western Seoul [SEO JI-EUN]

Kyochon F&B's Yeouido Memil Danpyeon location is attracting more than 200 customers daily, including Chef Kim Han-song, currently based in New York. The company hopes to expand the chain internationally, pending its success, and is also eyeing a separate Korean dining brand.

Such diversification is in line with Kyochon's overarching goal to reduce its reliance on the saturated domestic chicken market; the fried chicken business is seen as having a low barrier to entry, and many Koreans are throwing their hats in the ring. The country's chicken franchise outlets numbered 29,305 in 2022, per Statistics Korea data.

Rising raw materials and declining delivery demand due to the current downturn in consumer sentiment are dealing a further blow to the industry.

“External challenges like the avian influenza outbreak in the past could be catastrophic if our business solely depends on chicken,” a spokesperson for Kyochon F&B said. “Therefore, we're actively exploring different paths to transform into a diversified dining enterprise.”

Genesis BBQ, another major chicken franchise in Korea, is likewise increasing profits through international expansion. bb.q boasts the largest number of Korean fried chicken franchise stores overseas, having opened more than 700 outlets across 57 countries since its U.S. debut in 2006.

BHC is broadening its culinary horizons through mergers and acquisitions beyond chicken. Its 2021 acquisition of Outback Steakhouse Korea continues to buoy its overall performance, especially with the recent introduction of the California-based chain Super Duper Burgers to Korea in late 2022.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]