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A revolution in the market of handmade hamburgers by youthful ambition

Yeon Je-gwang, president of Caf? Bugmac 


Krazeburger has become the centerpiece in domestic market of handmade burgers since the company¡¯s first-ever launch in 1998. But its head office Kraze International applied for a corporate rehabilitation for the reason of worsening financial strength with its future business direction in a maze. Not only the huge-fund Johnny Rockets, which marched on behind a large enterprise¡¯s brand power, but other latecomers like Golden Burger republic, VIPs Burger, etc. are also barely surviving. Regarding this, Lee Sang-heon, president of Startup Management Institute, explained, ¡°Handmade burger is hard to become a popular market. One reason is the high prices against product quality.¡± However, one young CEO has challenged the handmade-burger market showing a slower growth by recent material superiority of giant franchise enterprises. He is leading the second current of the handmade burger market and we met President Yeon Je-gwang of Caf? Bugmac. 


Specializes only the strengths of fast food and high-end handmade burgers

It was kind of an established opinion that while tasty handmade burger is expensive, cheap franchise burger is harmful to the body. But Yeon Je-gwang, president of <Caf? Bugmac> located at Sangil-dong, says he wanted to defy this fixed idea about burgers. ¡°I was making frequent business trips to New York, New Zealand, Canada, etc. working in another line of business, when I was surprised to find such a big number of diverse handmade burger houses as our country¡¯s restaurant of boiled rice. It could be divided into fast food and high-end manmade burgers, so I hit upon an idea about making the good taste of handmade burgers with a price of fast food.¡± Before starting his own business, President Yeon looked around for famous handmade burger houses to try the taste and even worked as personnel in some shops, but there seemed to be nothing to mention any knowhow¡¯s of them. Rather, looking at the meat coming in a minced, frozen state and no fresh vegetables, he had a growing doubt ¡°Can this be a real handmade burger?¡±   

This is why the <Caf? Bugmac> insists on 100% Korean-made for all ingredients including beef, pork, chicken, etc. For patty that sways over the quality of handmade burgers, too, he occasionally kneads fresh meat in person, seasoned and baked it on the grill to get rid of the fat. He didn¡¯t choose the exotic hot taste for special sauce but based it on powdered red pepper and Cheongyang red pepper familiar to the palate of Korean people. The most outstanding is the menu of an unusual concept, which includes seasoned galbi burger, chicken galbi burger, pork cutlet burger, Carbonara burger, salmon steak burger, crispy burger, etc. ¡°The hottest item is seasoned galbi burger and chicken galibi burger. People look pleasantly surprised at this kind of hot taste. Actually, the idea of the palate agreeable to Koreans isn¡¯t anything unusual. But it seems no one has ever made an attempt at it.¡± The highly popular side menu of a fried potato has the response of being tastier than any handmade potato chip restaurant, while the recently added menu of cheese stick, biscuit and wing bong are boasting of their supreme flavor. For beverages, being equipped with diverse coffees and beers, it is possible to enjoy the coffee, burger and beer simultaneously as the brand name suggests. This kind of beautiful handmade burger¡¯s unit price starts from 4,900 won, which is little different from the franchise burger called a junk food. The practical set menu also starts with 6,000 won, which is no less than a revolution in the market of handmade burgers.          

Emerges as a new way for a small-capital startup 

Franchise business has been in president Yeon¡¯s scenario since he opened the shop. He was carefully anticipating that it would be possible just in one year or more because he was so confident about the quality and taste he served. ¡°It¡¯s earlier than I expected that they began to flood inquires about the franchise. I am now earnestly thinking about the franchise business, but not expanding the business hurriedly I am planning to go slowly and substantially about a franchise with a focus on shops under direct management.¡±

Before starting the franchise business, president Yeon contacted the head offices of the existing famous fast foods and cafes to survey their membership fees, interior cost, etc. Their average asking expenses were a big amount of 900 million won in Seoul city for a size of 40 Pyeong. On analysis of estimates, it was seen that they were all taking exorbitant profits from the interior part. However, aiming at a small-capital startup for anyone, he never had a mind to take advantage of the shop owners through incidental expenses such as interior design except for good-quality educational expenses and reasonable membership fees. Fortunately, president Yeon had his knowhow when he put interior work on the head office. At that time, President Yeon had been looking around interior companies that asked large amounts of money when he hit upon the idea about many artists residing at Moonrae-dong. The unique interior of Food Trailer Feeling was actually completed not by a specialist but at the hand of an installation artist. By a creative approach worthy of the 30¡¯s young CEO, he is planning to keep lowering innovatively the interior expenses for member shops. 

Franchise <Caf? Bugmag> has the biggest asset that the cooking process is not so difficult or complex that anyone who may first challenge the restaurant business is able to start business. However, the business requires one¡¯s pride in the food and mentality of enjoying this kind of food culture. As the head office is in charge of delivering the sauce, which is the essence of taste, the member has only to strictly abide by the manual of the head office. Another advantage is that the menu is loved by all age groups. ¡°I don¡¯t want a standardized relationship between the head office and a franchise member. I want a family in horizontal relationship capable of smooth communication.¡± He is in the midst of developing a new menu and planning to launch Sprout burger, Rice galibi burger and Eel burger one after another serving the traditional tea of fruit punch, not carbonated, as a side beverage. Saying that he won¡¯t be ready to compromise with the honest taste, President Yeon Je-gwang gives many people the reason to expect that his ambitious spirit will work in the home of burgers, too, over the national border.    


                 



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