CJ푸드빌의 비빔밥 전문 브랜드인 “비비고”가 최근 런던 소호점의 프리미엄전략을 수정하기로 전격 결정했다.
CJ의 한 고위관계자는 “파인다이닝을 표방하며 유럽에 처음으로 매장을 열었지만 한식에 대한 현지의 낮은 인지도로 시행착오를 겪었다”며 “음식가격을 낮추는 등 전략을 새롭게 하기로 했다”고 코리아헤럴드에 밝혔다.
비비고는 지난해 7월 런던올림픽 개막에 맞춰 고급레스토랑이 밀집해 있는 소호지역에 매장을 열었다. 세계적인 레스토랑과 경쟁하며 영국 미식가들을 직접 공략하겠다는 전략이었다.
하지만 아직까지 한식에 대한 현지인들의 인지도가 떨어지는데다가 높은 가격대 때문에 초기 포지셔닝에 실패했고 최근까지 고전하고 있다. 주요메뉴들의 가격은 8-16 파운드(1만3천원-2만7천원)로 런던 현지의 다른 패스트푸드점들에 비해 약 두배 비싸다.
CJ는 최근 소호점이 “2014미슐랭가이드” 런던판에 등재되는 등 음식자체에 대한 현지 평가는 나쁘지 않다고 보고 늦어도 내년 초부터는 가격정책 등을 수정해 새로운 전략을 시행할 예정이라고 이 관계자는 설명했다. (코리아헤럴드 김지현, 이지윤 기자)
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CJ shifts gears for Bibigo in U.K.
CJ Foodville, the operator of Bibigo, a popular restaurant chain specializing in bibimbap, has drastically changed the strategy for its London outlet, company officials said.
“We had originally entered the market with the concept of fine dining, but we decided this is not going to work,” a high-ranking CJ official told The Korea Herald.
Previously, Bibigo had mainly offered fusion Korean cuisine, but it has now moved onto more conventional and traditional dishes.
CJ Foodville's public relations team explained that the decision stemmed from the growing number of customers who wanted to taste authentic Korean dishes.
Bibigo London is CJ's first European outlet that opened in July last year.
Under the name Bibigo Bar and Dining, the restaurant serves dishes priced from 8 pounds to 16 pounds ($13-$26), while lunch specials go for around 9 pounds. The prices are about double those at fast-food stores in London.
But now, a wider variety of appetizers is available for cheaper prices. The restaurant was also redecorated to take on a more casual look.
Food critics online had said that while Bibigo offers a great dining experience, the food was overpriced, which CJ apparently took into consideration.
“It seems like CJ may have gone a bit overboard due to its success and put unrealistically high prices on some of the dishes," said one watcher who declined to be identified.
Nevertheless, Bibigo this year entered the list of the prestigious Michelin Guide.
CJ Foodville is a part of CJ group, the nation’s No. 1 food company. It operates Bibigo restaurants both at home and abroad, with overseas stores located in key areas in the U.S., U.K. and Asia, including in China, Indonesia and Singapore.
By focusing on bibimbap, a traditional dish consisting of rice and various condiments and vegetables, CJ has made an international name for itself with Bibigo.
Industry watchers say that the hallyu wave also gave Bibigo a leg-up.
By Kim Ji-hyun and Lee Ji-yoon
(
jemmie@heraldcorp.com)
