Shab-Olday Plans U.S. and Thailand Expansion with K-Shabu Strategy
Creatrip Team
a month ago
Song Myung-ju, the new CEO of All Day Fresh, says Shab-Olday (Korean shabu-shabu franchise) will push into overseas markets next year, targeting Thailand and the United States. The chain was sold in April to Jollibee Foods for about 130 billion won; Song, who has global experience from Samsung, aims to leverage that network and Jollibee’s presence (Philippines) for further expansion. He reasons that Thailand’s culture of boiling or blanching food makes shabu-shabu acceptable despite the heat, and that rising interest in K-food and K-culture makes the U.S. an attractive market. Domestically, Shab-Olday will focus on raising its repeat-visit rate (currently 18%) by emphasizing seasonal fruit-based “core” menus and varied dessert offerings like the recent “Mango All Day,” aiming to offer family-friendly dining with shabu-shabu as a main differentiator from competitors like Ashley and Vips.
