Korean dishes fuel sales surge at Gami Chicken
Australians embrace healthier food options post-pandemic.
With a reported 172% increase in sales of healthier Korean individual menu items and a 152% jump in total sales of their bargain delights from June to December 2023, Gami Chicken's embrace of traditional Korean dishes has proven to be a winning formula.
Executive Director Jun Lee said that the brand's strategic pivot has not only captivated health-conscious consumers but also significantly boosted the bottom line.
"The pandemic has accelerated a shift towards healthier eating habits in Australia," Lee said.
He explained that this shift, coupled with economic pressures like inflation and interest rate hikes, has led consumers to be more discerning with their dining choices, gravitating towards options that offer both nutritional value and financial sensibility.
Gami Chicken's response to this trend involved a deep dive into the culinary roots of Korea. "We realised that we needed to start by redefining what a healthy option means for our customers," Lee said.
This exploration led to the rediscovery of traditional Korean dishes that naturally align with contemporary desires for balanced meals rich in vegetables, proteins, and grains. By leveraging these traditional recipes, Gami Chicken has tapped into a growing demand for meals that are not only healthy but also imbued with cultural authenticity and flavour.
“We actually had to start from redefining what a healthy option means for Gami. And then we actually found some answers from our Korean traditional dishes because we are a Korean food brand, and we found some solutions from our roots,” he said.
The restaurant's strategy extends beyond menu adjustments. Facing a broader industry challenge of workforce shortages, Gami Chicken is pioneering the use of kitchen automation and collaborative robots.
Lee said that the introduction of robots in the kitchen represents a forward-thinking approach to maintaining the consistency and high quality of Gami Chicken's offerings, even as the brand scales up to meet increasing demand.
“It's not only because of saving the course, but there's a lot more aspects such as food safety, and also there's a growing trend of having a workforce shortage. So in order to respond to those matters, we are trying to adapt kitchen automation solutions,” he said.
