[Opinion] How will Baek Jong-won overcome conflicts with franchisees at a sensitive moment?, by Kim Jong-sung
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| ▲ On June 3, Baek Jong-won released a video on his YouTube channel, ‘[My Eatery_Hong Kong Banjeom] You’ve been waiting long, your words were right…’ |
| ⓒ Baek Jong-won YouTube |
“I have to diss my own stuff.” (Baek Jong-won),
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| ▲ On June 3, Baek Jong-won released a video on his YouTube channel, ‘[My Eatery_Hong Kong Banjeom] You’ve been waiting long, your words were right…’ |
| ⓒ Baek Jong-won YouTube |
‘Very sweet, noodles not well cooked so it tastes bland.’
‘Even when eaten at the restaurant, the noodles are swollen, and the black bean sauce is clumped.’
‘Lack of black bean sauce, burned egg.’, “Baek Jong-won’s scrutiny didn’t end there. On June 3, he released a video titled ‘[My Eatery_Hong Kong Banjeom] You’ve been waiting long, your words were right…’. In this video, Baek Jong-won, along with his staff, personally sampled and evaluated the menu of ‘Hong Kong Banjeom.’ Additionally, the production team disguised themselves as mystery shoppers and visited various Hong Kong Banjeom locations across the country.”, ‘After a thorough check lasting over a month, various issues were raised. Receiving delivery food, Baek Jong-won had no choice but to acknowledge, ‘Your words were right.’ Disappointed, he felt a sense of self-deprecation, saying, “I have to diss my own stuff,” but then proceeded to give a candid assessment. He critiqued the texture of aged noodles, inconsistent seasoning in the black bean sauce, and the unpredictable quality of the sweet and sour pork.”, ‘In particular, after trying the Jajangmyeon and Jajangbap at the D branch, he commented, “It seems like this place created its own recipe.” Baek Jong-won expressed his intention to start a project where even franchisees could follow simple steps to produce satisfactory results by saying, “Because of places like this, well-run Hong Kong Banjeom establishments receive criticism.” This solution was revealed in a video titled ‘[My Eatery_Hong Kong Banjeom 2] We are still evolving’ on the 11th.”, ‘The production team, who pondered for a long time to find better improvement directions, mentioned that they are still in the process of change. Baek Jong-won installed monitors worth approximately 300,000 won in the kitchens of 283 Hong Kong Banjeom locations. Taking measures for franchisees to make food by watching recipe videos, headquarters’ support and re-education surprisingly had a positive effect, making Baek Jong-won proud of the outcome.’, ‘Baek Jong-won’s actions are very impressive. Although it may seem like he is self-dissing and cutting himself down, it is actually the opposite. It serves as an excellent marketing strategy that stimulates the curiosity of consumers who have recently turned away from Baek Jong-won’s restaurants. Moreover, by personally inspecting franchised stores and taking responsibility for re-educating franchisees, it shows his sense of responsibility as a leader.’, ‘Meanwhile, on the 17th, franchisees of ‘Yeon Don Bol Katsu,’ a brand under The Born Korea, took collective action, demanding a guaranteed minimum profit margin and filing complaints with the Fair Trade Commission. They claim that the headquarters attracted franchisees by presenting an expected monthly sales revenue of over 30 million won. The Born Korea responded by stating that there were no false or exaggerated claims when contracts were signed, providing objective and rational information on average sales, cost ratios, and profits at national stores.’, ‘The Born Korea, which owns 17 restaurant franchise brands, saw its sales increase by 45.5% to 410.6 billion won last year compared to the previous year. Operating profit decreased by 0.6% to 25.5 billion won, while net profit increased by 31% to 20.9 billion won during the same period. Based on these results, The Born Korea has begun the process of going public through an initial public offering (IPO). Baek Jong-won’s efforts in managing the brand can be seen as part of the reassessment of the company’s value.’, “At this sensitive juncture, the conflicts brewing between franchisees and The Born Korea are a difficult situation for the company. Moreover, it is reported that some Hong Kong Banjeom franchisees have rejected Baek Jong-won’s solution and refused to participate in filming. As the ‘do-it-all’ figure reviving declining local business districts, reviving traditional markets, and activating local festivals, how will Baek Jong-won overcome the current crisis?”, ‘Copyright(c) Ohmynews(Citizen Journalist), reproduction and redistribution prohibited’, Additional Note | , “This article is also published on Kim Jong-sung’s personal blog ‘Wandering Poet, Follow Your Path’ (https://wanderingpoet.tistory.com).”