Bibigo, the Korean fast food concept, owned by CJ Corp, one of South Korea’s largest food manufacturers, plans to open four more sites in London.
The concept, which recently opened its second site at the former Naamyaa unit in Islington, will extend its estate in the capital to six before turning its attention to other major UK cities.
The group’s European expansion is being overseen by Hy Park, who believes that the intrinsically healthy nature of Korean food will boost the brand’s expansion prospects.
He told M&C Report’s sister publication Restaurant: “Korean food is being talked about a lot but most of the people serving it are picking elements and combining them with other cuisines. The intention at Bibigo is that it’s quite similar to what you’d get in Korea, although we have made a few adjustments to suit the UK palate. Eventually the customer will want to taste the genuine article as their understanding of the cuisine grows.”
“Korean food is balanced. We eat a lot of meat but it’s always partnered with vegetables, and the health benefits of kimchi are well-known.”
The group made its debut in Soho’s Great Marlborough Street at the start of 2013.
The concept started as a small chain of Korean restaurants but has since expanded to include sites in Singapore, Beijing and Los Angeles.
Bibigo serves bibimbap, acorn jelly salad, jellyfish and shrimp salad, ginseng orange salad and other traditional Korean dishes, with some recipes modified for British consumers.
The brand recently launched a retail offer in the UK in selected supermarkets.
