Street food, which had many limitations such as quality inconsistency and hygiene concerns, is transitioning to a standardized system.
“Just the smell of this bread reminds me of the front of my school when I was young.”
This is a common comment from customers visiting Egg Seoul stores. However, egg bread has long struggled to shake off its image as a "street food." The flavors varied from store to store, and hygiene practices were inconsistent. While a familiar snack, it was considered a distant prospect for premium bakeries and overseas expansion.
Things began to change when Red Tie CEO Jeong Seung-hwan launched Egg Seoul in 2023. He introduced two types of bread, the egg-shaped "Seoul Egg Bread" and regular egg bread, offering a familiar yet novel experience. He established a system that ensured all stores adhered to the same standards for dough, toppings, and baking. He enhanced quality by using antibiotic-free eggs, and he balanced each topping to achieve both flavor and texture.
“What matters is not the simple snack itself, but the sincerity and satisfaction you feel when you take a bite.”
This is CEO Jeong Seung-hwan's explanation. In fact, customers say, "One is enough to satisfy." This is the result of our commitment to providing a high-quality, full-bodied bakery. As store expansion progresses rapidly, quality control has become increasingly important. While some processes have been automated for efficiency, the balance of flavor and texture remains a constant, requiring careful inspection by hand.
"The essence of Egg Seoul lies in the warmth of precise processes," he says. Even as the company expands, he maintains a principle of never compromising on the standard of taste.
Their localization strategy is also noteworthy. By adding various fillings to their Seoul Egg Bread, they developed menus that reflect the unique characteristics of each region. Even though each store sells the same menu, they operate with a design that reflects the local sensibility.
“This kind of detailed differentiation is Egg Seoul’s competitive edge,” explains CEO Jeong Seung-hwan.
The overseas market response was unexpected. While familiar to Koreans, the fact that it was a new menu item for international customers actually worked as a strength. At overseas pop-up events, questions like "What kind of food is this?" naturally sparked conversation. Even at catering events, egg bread became a medium of communication.
“I often see scenes where egg bread sparks conversations between people and naturally builds relationships,” said CEO Jeong Seung-hwan.
Technology adoption is also progressing in stages. We're standardizing the dough, baking, and topping processes to create an automated production process that ensures consistent flavors across all stores. Collaboration is also underway with companies that offer AI-powered smart vending machines and automation solutions.
“Technology is not just a convenience, but a new touchpoint that allows brands to continuously communicate with more customers,” he explained.
Relationships with partners and collaborators are also highly valued. While store expansion and overseas expansion have led to a variety of conflicts of interest, Egg Seoul maintains its principle: "True success hinges on shared growth." Egg Seoul transparently shares its brand philosophy and quality standards with all partners, and its structure prioritizes collaborative resolution of issues rather than assigning blame.
He believes that “this kind of trust-based collaboration has made Egg Seoul’s consistent quality and image possible.”
Brand operations revolve around three key words: Comfort, Nostalgia, and Made in Korea. At every weekly meeting, we review how we've achieved these values. All decisions, including design, menus, and content, are guided by these three principles. This internal system ensures brand consistency.
The criteria for decision-making in crisis situations are also clear.
"Principles take precedence over emotions," says CEO Jeong Seung-hwan. His principle is simple: "Does this decision provide the best service to the customer?"
The more uncertain the situation, the more he strives to share all information transparently. This is because he believes trust lasts longer than certainty. He envisions Egg Seoul three years from now: a global K-food brand. His goal is to make Korean soul food, egg bread, available everywhere in the world. "I want to live up to my belief that the most Korean thing is the most global thing," he said.
Street food, once hampered by quality inconsistencies and hygiene concerns, is now establishing itself as a bakery brand, expanding into overseas markets through standardization systems and premium strategies.
The changes CEO Jeong Seung-hwan is making with egg bread are attracting attention as an example of how to make something familiar new.
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