SunAtFood rises to fame with a unique trendy menu

SunAtFood is a popular Korean company in the food industry. They started their journey in 1996. Nevertheless, they are currently operating 5 brands in 5 countries. This includes serving over 270 different items on various menu across 14 locations both local and international. Mad for Garlic and Bistro Seoul are two of their famous chains across Hong Kong, Singapore, Taiwan and Macao. The Head Director of Global Business Dept. for these two brands, Mr.Ted Park, tells us how SunAtFood rises to fame with a unique trendy menu.

1. How did you enter in the franchise business?

SunAtFood started restaurant business since 1996. With more than 20 years operating multiple F&B concepts and brands, SunAtFood has become one of most recognized restaurant group with brands such as ‘MadforGarlic’, ‘BistroSeoul’, ‘TexasdeBrazil’, ‘SichuanHouse’ and ‘ModernNulang’.

2. Where and how did the idea of your concept come from?

Our idea of concept always starts from our R&D kitchen as we sincerely believe that quality food and service are key essential for the success of restaurant business.

3. What inspired the brand name?

‘MadforGarlic’, as its brand name literally reveals, is garlic inspired concept. We have more than 40 kinds of creative menus using garlic. Our signature menus are Garlic Snowing Pizza, Garlicpeno Pasta, Garlic Sizzling Rice and Garlic Steaks.

In ‘Bistro Seoul’, our brand name represents Korean dining place where we reinterpret original Korean cuisine in modern and trendy style.

4. What makes your brand different from your competitors?

‘MadforGarlic’ is one of kind concept with its 40 plus unique and creative menus of our own. Garlic is main element to bring all essence of casual fine dining experience together and its distinctive concept makes it stand out as one of most successful franchise made in Korea.

Mad for Garlic

Also, our ‘BistroSeoul’ offers authentic and traditional Korean food in modern style and ambience. Even those who are not familiar with Korean food can enjoy true Korean dining experience at comfortable dining set up.

Bistro Seoul

5. What are the essential qualities that you look for in a franchisee?

We always prefer long term partnership and mutual success. Most importantly, we need our partner’s passion and understanding in restaurant business and trend as well as their confidence in our brands.
Although our brand identity should stay regardless of geographic location, the roll out strategy and localization is also very important and respected to penetrate and embrace the market.

6. How long does it take, on average, for your franchisee to realize their investment?

It’s difficult to judge by numbers. Usually, our ‘potential’ franchisee from different country approaches us with certain level of understanding and confidence after they already complete their preliminary research about our brands. Once both parties acknowledge the good will of partnership, things can be finalized within 3-6 months period

7. What was the major challenge you faced in your career, and how did you overcome it?

Every opportunity is new challenge and vice versa. We are more excited about our future growth in global market and hope to share our success and value with great partners (franchisee)

8. How does your business day start?

Every morning, I receive and reply numerous emails and phone calls from our global business partners. Also, I arrange my flight for my regular visits to our oversea business locations in Singapore, Hong Kong and Taiwan. Although Covid19 completely changes my routine, I plan to make more visits to new potential oversea markets as soon as current travel restriction would be lifted down.

9. What was your best moment throughout your franchise career?

Bistro Seoul Dining Area

As Korean company, we felt very proud when we opened our first ‘Bistro Seoul’ location in Hong Kong.

Later we opened another location in Macau as well.
‘Bistro Seoul’ is contemporary Korean cuisine and we are proud to serve our own food culture to those who is not even familiar with what Korean food is.

10. Where do you see your brand in the next 5 years?

Our ultimate goal for our brands ‘MadforGarlic’ and ‘BistroSeoul’ for next 5 years is to expand into new territories of countries and major cities including U.S, mainland China and the Middle East.
We wish to explore and develop for our brands to be available in wider markets in the world.

11. Any tip for the reader who wants to be in franchisee business?

Franchise is still very attractive business model if you find right brand and partner to support. If you are looking for new franchise opportunity, you should study thoroughly so you make right choice of your brand. We are here to help.


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