– Targeting global… AI solutions also applied to store operations
The first store of the fast food brand 'Slamburger', launched by food tech company Control M (CEO Won Jong-kwan) targeting the global market, officially opened in Gangnam on the 5th. Slamburger is a new type of K-burger brand that showcases the harmony of traditional Korean ingredients and American-style handmade burgers, with the vision of 'a burger for the world containing K-food'.
The signature menu items, such as The Slam Chicken Burger (gochujang), Crispy Galbi Burger (soy sauce), and Beef Burger, are characterized by their modern reinterpretation of the unique Korean taste of 'sweet and salty' and 'spicy and sweet'. They also sell coleslaw with fermented soybeans and rice balls (chicken, pork ribs, mix) that can be eaten as a rice bowl instead of bread. The menu was developed over a period of about six months with the participation of a Korean chef who works at a European-style fine dining restaurant.
Slamburger is a brand that started out with the global market as its target from the beginning, riding the K-food craze. Its target is the global MZ generation who love Korea and Korean food. Accordingly, before opening its first store in Korea, it is marketing by operating a 'Slam Club' in Seoul targeting domestic and international MZ generations. It is recruiting 50 club members and providing them with vouchers worth 100,000 won and Slamburger goods, and having them act as Slamburger ambassadors.
Slam Burger consists of the 'The Burger Line (cost-effective)' that emphasizes the original taste of meat and the 'Slam Line (premium)' that includes aged kimchi coleslaw.
Won Jong-kwan, CEO of Control M, said, “Mexican food like CHIPOTLE is loved in many countries including the United States, but there is no fast food brand that has succeeded in globalizing with K-food yet.” He added, “Starting with the K-food burger, we will challenge the global market by creating menus that creatively reinterpret Korean food.”
ControlM is also planning to launch 'RestoGenie', an AI-based generative solution that can digitalize the entire restaurant operation process, including delivery, marketing, and data management, to increase efficiency along with the operation of Slamburger, within this month, and apply it starting with Slamburger stores. RestoGenie will include around 10 functions that are essential for restaurant operators, such as analyzing the effectiveness of the recently rapidly increasing delivery app and determining appropriate advertising costs.
Control M, established in 2022, develops and operates the Restogeni platform, operates its own F&B including Slamburger, and operates a food material factory in Gimpo, Gyeonggi-do. Recognizing Restogeni's growth potential targeting the domestic restaurant business market estimated at 1 million and the expandability of K-food content, it has attracted a total of 2 billion won in investment from Translink Investment, MYSC, etc.
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