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Korean Franchise _ Didim Food out of business every day. Last year, Didim invested KRW6 billion in a manufacturing factory equipped with a cutting edge automated system. And with the perfectly built infrastructure, Didim has truly become the leader in the Korean franchise business, staying at the top in all the three major aspects: manufacturing, Skirtmeat The Leader among Korean Meat Franchises, Didim Food The outside view of New Mapo Skirtmeat restaurants in Korea Seasoned ribs of beef Ribs of beef Back ribs I n the past, Mapo (located in the Gangbuk area of Seoul) was the last stop of the trams and intra-city buses on the southwest line. Many Seoulites have memories of going to the area to have some grilled meat with a drink. The franchise shop New Mapo Skirtmeat revives the memories of Mapo that many people cherish. And Didim Food, the company that operates the franchise, is knocking on the door of China. distribution, and the franchise system. Enjoy Eating Various Types of Meat Including Skirtmeat, New Mapo Skirtmeat In fact, in 2008 Didim Food closed its bamboo food franchise, Bamboo House, that it had operated since 1999 in order to focus on the pork franchise. Didim benchmarked a famous skirtmeat restaurant in Incheon City and decided to put skirtmeat at the center of the menu for its new franchise business. Skirtmeat is low in fat and has a chewy taste. The concept of Didim franchise restaurants is creating a place where anyone can comfortably enjoy a drink. That’s how New Mapo Skirtmeat was born. It now accounts for over 80 percent of Didim Food’s annual sales. The restaurants have become so popular that the company was able to open 412 New Mapo Skirtmeat restaurants throughout Korea. Lee Bum-taek, President of Didim Food, explained, “The key to our popularity is the fact that consumers can taste various kinds of meat and many different meals at a New Mapo Skirtmeat franchise.” In New Mapo Skirtmeat restaurants, in addition to The inside view of New Mapo Skirtmeat restaurants in Korea Great Gooey Meat in the Skirtmeat Restaurants “New Mapo Skirtmeat” Over 400 Franchises in KoreaFirst Overseas Franchise in Qingdao Perfect Balance of Three Elements: Franchise System, Manufacturing, and Distribution Didim Food is running more than 400 stores around Korea under three brands: New Mapo Skirtmeat, Drum Camp, and Tiger Stone Chitterlings. The figure is unprecedented in the Korean franchise industry, given that a lot of restaurants open and go 36 Korea AgraFood Issue 206 Nov. 2012 37
Korean Franchise _ Didim Food in Korea, and then we will enter the US food franchise market.” Didim keeps on growing. Plus Information Meat process factory skirtmeat, people can enjoy eating various meat dishes and other types of Korean food: samgyeopsal (grilled pork belly), dwaeji-galbi (grilled spareribs), deung-galbi (baby back ribs), sogalbi-sal (grilled beef ribs), bibimbap (rice mixed with vegetables and beef), naengmyeon (cold noodles), kimchi-jjigae (kimchi stew), guksu (Korean noodles), and so on. Another delicacy is the egg crust cooked over a hot grill. It tastes especially good when garnished with meat, kimchi, and seasoned green onion. Becoming Famous in ChinaWill Open Three More Stores With the opening of a franchise store in Qingdao, China this June, Didim Food is starting to make inroads into overseas markets. Several dishes were added to the menu of the Qingdao restaurant: nakjibokkeum (stir-fried octopus), haemul-pajeon (seafood and green onion pancake), galbi-tang (short rib soup), yukgaejang (spicy beef soup), haejangguk (hangover soup), and some others. The meat dish menu is the same as in Korea. The overseas restaurants of Didim generally use locally grown high quality ingredients, but the sauces (including galbi sauce and the seasonings for stir-fried dishes) are brought from Korea to minimize the difference between the taste of the same dishes in Korea and abroad. So far, the first Chinese restaurant has been a great success. About 90 percent of the customers of New Mapo Skirtmeat in Qingdao are locals. As the restaurant is becoming popular with the Chinese people, Didim is planning to open three more franchise stores in China (in Beijing and other cities). Mr. Lee said, “We will launch a new high-end franchising brand soon. The first restaurants will open Who Is Mr. Lee, the Person Behind Didim’s Success? What keeps Didim growing is Mr. Lee’s long experience in the food business. When he was just 20 years old, he opened his own street cart bar. Only two years later, he obtained a business license and opened an indoor cart bar. The first crisis came when the chef of the bar suddenly quit five months after the business opened. Mr. Lee had to close down, but one thing he learned was that understanding food culture and cooking skills are the key to success in the franchising food industry. After completing his mandatory military service, Mr. Lee worked as a cooking assistant at a galbi restaurant for two years. There he gained the knowledge he needed to establish his own business. He decided to get more experience at a large restaurant for another year and finally opened his restaurant, Bamboo House, in 1999 (at the age of 27). Bamboo House became the matrix for New Mapo Skirtmeat. As his first restaurant was gaining popularity, Mr. Lee hit his stride and entered the franchise food business. In 2003, he established a factory that supplied and distributed ingredients to his franchisees. Based on his abundant experience, Mr. Lee was able to launch another franchising brand, New Mapo Skirtmeat, in 2008. Since then, the franchisees have been growing like mushrooms. Sales of New Mapo Skirtmeat reached KRW35 billion last year on account of steady investment in manufacturing and establishing the distribution system for the new brand. Inquiries Didimfood Tel +82-32-819-6870 Fax +82-32-815-6870 Website www.didmfood.co.kr Qingdao branch of New Mapo Skirtmeat restaurants 38 Korea AgraFood Issue 206 Nov. 2012 39
Page 1 and 2: The Monthly Magazine of Korean Agri
Page 3 and 4: Exporting News Winners of Global Ma
Page 5 and 6: Theme _ Korean Processed Rice Foods
Page 7 and 8: Buy Korean Food 132 buyers from 26
Page 9 and 10: K-Food Trend The Secret of KARA’s
Page 11 and 12: K-Food Trend Additional Information
Page 13 and 14: Fresh Food _ Sweet Persimmon The wh
Page 15 and 16: Fresh Food _ Sea Mustard Delicious
Page 17: It’s New ! It’s New ! Mushroom
Page 21 and 22: Interesting Story of Hansik Gimjang
Page 23 and 24: Special _ Gangnam Style Gangnam Sta
Page 25 and 26: Special _ Gangnam Style Fairs Korea
Page 27: Lesson 13 Let’s try Korean! [[

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