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Walking and growing together
CEO Park Sang-tae of Monster Bread

Enjoying authentic American street food in Korea

The movie ‘Chef (2014)’ is a story about a chef working in a first-class restaurant launches a food truck business. What attracts our eye apart from the story in the movie is the grill sandwich. The sandwich is also known as Cuban sandwich because the Cuban laborers immigrated to Florida between late 19th and early 20th centuries normally ate it for lunch. It is made with cheese, roast beef, vegetables and various sources on Cuban bread. This American street food has been widely enjoyed by many Americans but we can also enjoy it today on the streets of Korea thanks to the passion and effort of CEO Park Sang-tae of Monster Bread. The core menu ‘Grilled Cheese Sandwich’ of Monster Bread is made of Cheddar, Gouda and Mozzarella cheese, fresh vegetables, herbs and potato with bacon, chicken, chili and beef as toppings. You can enjoy the sandwich with a huge 1 liter ‘Chang Soda’-added fresh juice, an Energy Punch (energy drink) or a milk shake made of premium ice cream and low fat milk. “Street food is all about speed and fun. But I added specially developed sources and balanced ingredients to maximize the healthy part of the food” explains Park. 

Creating a food trend through franchising 
The popularity of Monster Bread is rapidly spreading. Since the launching of a franchise last July, Park has opened 7 branch stores in Ilsan, Bucheon and Incheon and 8 more stores are opening within this month and 6 more next month. Park used to be a chef working in New York and Spain and has many experiences in franchise business. His colleagues and staff are also industry specialists who have more than 15 years of experience in the field. “A franchise business is like reproduction business. My success must also be the success of branch stores and we can realize this through an effective management system” says Park. For the last one year, Park has exerted his utmost effort in building this effective management system of distribution, ordering and training and his success today is the result of hardworking but not of luck. He takes direct control of running the business from development of menus, opening a branch to management support. He tries to generate profits from sales of each branch rather than membership fee and costs of opening a branch and listening and reflecting the ideas of store owners, therefore, is a must. “Walking and growing together is my management philosophy. We set up a common goal and work together to achieve it in mutual trust. I don’t want to be called as the somewhat rigid word CEO but rather a captain to give a sense that we are in the same boat” says Park. As the captain of Monster Bread, Park gives a thorough analysis on commercial areas, menus and food supplies so that store owners can focus on managing the store. “You have a low risk of loss as you can open a store with a little capital. Our ‘1 Store 2 Concepts’ allows you to run the store as ‘Monster Bread’ during the day and ‘Monster Pub’ during the night and it will bring you more and steady profits” explains Park. When asked about future plan, Park answered “I’m planning to open 86 branch stores within the year and to launch a spin-off brand ‘Monster Grill’ in near future. I’m sure that our meticulous market analysis and creative ideas will bring a bigger success.” 


Á¤½ÃÁØ ±âÀÚ  jungsijun@naver.com
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