Bibigo

We Chose “BIBIGO”

Restaurant “BIBIGO” is a brainchild of CJ’s “Korean Cuisine to the World” and in BIBIGO, customers can custom-design their own bowl of BIBIM-BAP (further explained later). We chose BIBIGO because it is becoming a popular place for many Koreans and foreigners as ‘BIBIM-BAP’ is becoming one of the favorite Korean dishes by foreigners. Other reason is that BIBIGO is currently aiming to expand its number of culinary outposts to one thousand international locations by year 2015.(currently they hold 4 restaurants oversea) We thought it was a great opportunity to benchmark BIBIGO’s global marketing strategy and see how they actually implement the theories we have learned from the textbook to the real world.

Custom-design and modern atmosphere is the key

When we decided to analyze BIBIGO, We all went to the restaurant in Kwang-Hwa-Moon together to try it. We expected something special that it’s attracting so many foreigners but we were surprised that there were way more Koreans than foreigners. So our initial thought that BIBIGO would mainly target foreigners was shattered. So why would Koreans visit BIBIGO? Unlike other Korean food restaurant, BIBIGO provides variety of styles of rice (main ingredient of BIBIM-BAP) to choose from; BIBIGO rice, BIBIM-Bap or Hot stone BIBIM. Moreover, rice is not your only option you can also select toppings and sauces (just like in the “SUBWAY”). Custom-design was there magic key to both foreigners and Koreans. Not to mention foreigners not all Koreans like BIBIM-BAP due to the unfavorable toppings; foreigners’ case would be worse. BIBIGO has done an excellent job in satisfying many different customers with different backgrounds and tastes by its various kinds of topping. Furthermore, unlike many Korean restaurants’ traditional interior design and ambience, its modern style interior design and ambience has also attracted foreigners because those things are much familiar to most of the foreigners. Of course some...