Theborn Korea said on the 22nd that it will introduce a new menu development project called the "menu development camp," in which franchise owners from each brand participate. The menu development camp is a collaboration model in which owners take part in brand-by-brand new menu development by Theborn Korea's culinary development department and actively reflect ideas based on on-site experience in the new menus.
The introduction of this menu development camp program is intended to reflect ideas from franchise locations from the development stage so that owners and headquarters can further improve the quality of the menus together. Until now, Theborn Korea explained, when developing new menus, the headquarters' culinary development department led the process, piloted the completed new menus, went through verification procedures, and then proposed them to each brand's owners.
The menu development camp will be held twice a year for each brand selected annually. Franchise owners who voluntarily apply to participate will be selected first, and to fully reflect individual opinions, it will be organized as a small group of around 10 people. The selected owners will then go through online orientations and offline meetings with the headquarters' culinary development department to propose ideas, take part in discussions, and participate in a tasting and evaluation session to select the final menus.
At that time, the culinary development department will develop menus that fit each brand's trends based on the menu development camp and plans to enhance menu completeness through a new internal tasting and evaluation method. After tastings with owners and refinement, the final menus will be confirmed. The confirmed menus will be piloted at select locations through recipe standardization. In particular, based on data analysis results such as customer reactions, sales changes, and market trends, they will be rolled out sequentially to stores nationwide.
The menu development camp has been underway since early Sept. with Richun Market, Rolling Pasta, and Hanshin Pocha. It will gradually expand to other brands in the future.
A Theborn Korea official said, "We introduced this menu development camp to create cost-effective menus that satisfy customers by adding owners' on-site experience to the headquarters' research and development expertise," adding, "We will continue to enhance customer satisfaction through ongoing menu innovation while strengthening brand competitiveness."