▲ Midam / CEO Yongchul Jo

[Flour and Gluten]
Flour is the main ingredient of bread and noodle. The reason flour is used widely is because it has excellent processing ability despite the gluten it contains. Gluten is known to cause inflammation in the intestine, indigestion and skin trouble. Nutrition-wise, flour also is not as good as other healthy ingredients. For this reason, more and more Koreans nowadays seem to eat gluten-free breads and noodles. 

[Mimidang]
Mimidang is a gluten-free fusion rice noodle bar franchise introduced by Midam. Because it is made with the rice produced by Midam, no gluten is contained in all menus. Some of the popular menus to name are chicken, tonkatsu, seafood, pad thai, bun cha and buckwheat noodle. All food made and served at Mimidang is gluten-free and preservatives-free. The buckwheat noodle in particular contains black rice, black beans and black sesame to maximize its healthiness. Noodles are pleasantly chewy unlike the Vietnamese rice noodle that is easily cut and spread. The pork used for tonkatsu is high grade pork and it boasts excellent texture and taste. Management-wise, the head offices provides training, sales management, operation, marketing, order and receive, logistics including delivery and other patty works for members bars. Each bar is equipped with order and delivery system, GPS-based order system, robot serving and CCTV and the membership fee and royalty are zero. The system is networked between the bars nationwide for systematic management and respond. 13 bars have opened business including Seoul, Daejeong, Daegu, Busan and Jeju as of October 2021. 

[First One, Only One, Best One]
Yongchul Jo, CEO of Midam, worked for Nongshim for more than 30 years during which he built extensive knowledge, knowhow and experience. He developed rice noodle and this of his technique and business acumen was a great asset for him to establish Midam. In 2019, he also launched Mimi F&B to push forward franchise in earnest and introduced the gluten-free rice noodle bar franchise Mimidang. Apart from his 30 year experience in Nongshim, he ascribes the success of Mimidang to his management philosophy ‘First One, Only One, Best One’. According to Jo, Mimidang is the first, only and best Korean restaurant that uses all-around gluten-free menus.

[Collaboration]
Recently, Mimidang joined hands with a chicken brand God of Dak. Jo is ambitious to expand his business scope to drinks and snacks through this collaboration. Another reason for this collaboration is that if one thing goes closed, the other still survives so the risk of business can be reduced in times of economic down turn or by unexpected events. If the collaboration turns out successful, Jo said that he would start launching Mimidang hybrid brands in earnest according to its type of food: rice noodle, buckwheat, pasta and Chinese. “I also plan to introduce meal kit and manless store business home and abroad.” (PowerKorea) 

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