|▲ Brother Twisted Doughnut / CEO Seo Jun-ho|
Twisted doughnut is a commonly enjoyed street snack in South Korea. The outside is crispy and inside tender with a light chewy feel. Many twisted doughnut brands have come and gone within such a short period of time but some of them survived with unparalleled taste and Brother Twisted Doughnut is one of them.
Launched in 2018, the brand rose to fame when comedian Lee Young-ja regretted badly of not finding it at a highway resting area which aired on a TV show. But there was reason that Lee ardently wished to taste it again because of its unique taste and good price. A doughnut only costs you 700 won ($0.58) and 3 for 2,000 won.
Unlike other twisted doughnuts, Brother uses sticky rice instead of flour and reduced the ripening time to 15 minutes for optimum crispiness and tenderness as well as easy digestion. Even when it gets cold, it becomes alive with original taste when microwaved for 20 to 30 seconds.
Thanks to this unique taste, Brother currently is running 30 stores of which 12 are in highway resting areas. 10 more stores are also soon to open. The reason behind this fast growing in number is affordable initial capital to join a business which is less than 40 million won ($33,000). No royalty is needed except membership fee and training fee.
Average daily sales of Brother is around 800,000 won ($668) on weekdays and 5 million won ($4,179) on weekend when in highway resting area. To keep the sales in balance in each store, Brother keeps at least 2km distance between the stores.
Taking this accelerating number of stores as a momentum, CEO Seo Jun-ho is ambitiously pushing forward his target of 50 stores within the year alongside global opening in the US, Philippines and Vietnam as soon as the virus is contained.
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