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Unlimited Korean beef restaurant start-up with superior quality beef taste without burdens
CEO Lee, Sang-Soo of A Whole Cow all in one Musso

Love to meat by Koreans is something else. Not only traditional holiday, anniversary and birthday but also company dining, eating meats is the first choice out of them. Especially, beef is the best menu on the go. Although folksy and most popular meat is pork or chicken these days but the beef is the most beloved meat among them. 

Hanwoo 1+ quality ‘premium level beef’ catches customers’ favor 
Beef is second to none on the menu for dining out for people, however, it is not saying that the most demanding menu regardless of popularity. There must be a difference but generally the price of beef is around 30,000~40,000 won, which is triple times of the price of pork belly. Beef has plenty of juice from the meat, tender texture and unique flavor in depth for the advantages Korean people like, it is still difficult to access to eat though. However, it seems to have a change. The one is ‘A Whole Cow all in one Musso’, which is an unlimited premium quality of BBQ franchise that gets more popular. 

You can have 3 kinds of beef menu such as ribs, marbled beef, oyster blade and 2 kinds of pork such as short plate and marbled pork neck without limit at the price of 18,900 won. They are providing an awesome quality of imported beef and this is a premium beef since they receive them from the farm directly. As for pork meat, they use iberico black pork bred in a natural way, which is famous for taste and nutrition. Because of that, they are boasting their outstanding price with value and it was upside down on the concept. CEO Lee, Sang-Soo of A Whole Cow all in one Musso explained, “Customers nowadays have some strict standards on taste as much as the reasonable cost. It is not a time chasing after the price only. The low price doesn’t have any attraction more. We are trying to make customers enjoy the real beef’s taste and juiciness out of it by using 100% of fresh beef.” In addition, he set the rule of that people can eat friendly-environment vegetables as much as they want at the self-corner. Besides, customers can enjoy side menus like kimchijjigyae, soybean paste stew and cold noodle only at the price of 4,000 won. This is why everybody here is happy. 

The secret of their own distribution system and minimum of margin 
A boom of unlimited meat restaurants was when it was during the IMF period, which was the early millennium era. People liked to enjoy the meat freely at the low price. But, the standard got higher and more people don’t mind paying more for the qualified beef at the moment. For that reason, it is rare to find some successful unlimited BBQ restaurants now. Negative effect of a long economic crisis made unlimited pork belly restaurants have the price of 15,000 won at average and it makes the cost-effectiveness of Musso us amazed. The secret of giving some surprise to the industry is that they have their own distribution system built to minimize unnecessary expenses. They established a distributing company ‘Bareun Meat’ so that they could supply a good quality of beef to each franchise by selecting and importing. This is the main reason they could have the price. CEO Lee said, “As there are 4 or 5 steps from farm to table and this is the major reason of expensive beef at the end. Because of the complex system, it makes a big difference of margins occurred between raw price and customer price. For that, we are running the system that can deliver directly throughout our own distribution.” Other than that, there is no running fee and loyalty as burdens, which is another secret. 

Brand with conscience and principles open a new way for the successful start-up
Currently, Musso has 30 franchises over the nation in 8 months after opening officially. It is a fast growth within 5 month if it counts since they started the franchise business aggressively. Not only franchises in Seoul, Incheon and Suwon like some metro cities, but also franchises in Busan, Daegu, Daejeon, Gumi, Cheonahn, Paju, Wonju, Pohang and Mokpo such satellite cities are positioned evenly. Also, despite of the low price, it sometimes crashed the daily sales of 15 million won based on 165 square meter store. Now, they are preparing for restaurants in Ulsan and Yangsan. CEO Lee addressed, “Most of all, I think many customers recognize our philosophy of ‘taste first’. We want to keep the rule of selling only great quality of beef from now on. And, we are developing the special sauces to make some difference from others with focus.” 

In addition, CEO Lee, Sang-Soo of A Whole Cow all in one Musso said, “The difference between popular restaurants and unpopular ones is from staff’s service after all. So, we will do the best for customers that would like to come to get satisfied any time.” He also emphasized to check out the sales and commercial supremacy by showing the action before just saying. He wants to make the franchise brand that anyone can trust. Everybody thinks of the start-up for being independent. We are better waiting for Musso to go forward with getting credit and principles without thinking of the profit on the spot. 



 


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