This Local Korean F&B Bets That You’d Rather Have Your Food Hot And Fresh During The MCO, Here’s Their Idea
Since the MCO started, searches for ‘recipes’ and ‘Dalgona Coffee’ have hit the top 20 most searched terms on Google.
Dalgona Coffee can be done with a few simple ingredients, but, full actual meal recipes are not as simple as that, which is why many of us rely on food deliveries.
With phase 2 of MCO in action and deliveries are limited to 8 PM, you’re out of luck if you had a hankering for Korean food in the middle of the night.
One of the solutions? Get a 3-day meal kit delivered right to your doorstep, and this is what MyeongDong Topokki is doing with MDT Apron.
What Exactly Is MDT Apron?
In the package, you’ll find recipes with neatly arranged ingredients. So, you can cook meals such as Dakgalbi Chicken Deopbap, Beef Soondubu Jjigae and MyeongDong Topokki Odeng from the comfort of your home.
[gallery type="slideshow" ids="695489,695488"]While the concept isn’t new, it’s rare to find Korean dishes in other meal kit deliveries.
We spoke to Vincent Lua, the CEO of MyeongDong Topokki to find out what they’re doing differently since the MCO and to find out what MDT Apron is all about.
He said the idea came across his mind half a year ago, but he realised the market wasn’t ready back then. Because this was something he had already given a lot of thought to, when the MCO hit, all it took was 1 week to get everything ready.
Within the week, he said that they were able to get R&D done, packaging and subscription package thought out and reached out to logistics companies for deliveries.
“To comply with MCO, dine-in for all our outlets are closed, and only delivery/take-away services are available. The drastic drop in footfall undeniably impacted sales, but we managed to maintain it with the spike of delivery and MDT Apron.”
One of the major challenges faced is to get fresh ingredients to their customers.
To tackle that, Vincent told us they’re working with a few logistics companies and with the MDT Apron pre-order plan, they can ensure that customers will be getting fresh ingredients when it arrives on their doorstep.
Just Like Eating-In
In an average household, you wouldn’t have a lot of the base ingredients needed—most staples for Korean food include gochujang (red pepper paste), gochugaru (hot pepper flakes), and even kimchi.
If you’re not going to cook Korean food regularly, just to make one dish, you have to buy quite a few ingredients, and end up with excess.
Vincent also re-emphasised that MDT Apron meals are packaged in their Food Processing Centre and it adheres to the rules of food safety with quality ingredients.
We give our own secret recipe and ingredients to customers, ensuring they are able to cook 100% of the same taste as they dine-in at MyeongDong Topokki.
Vincent Lua, CEO of MyeongDong Topokki
However, if you’re worried about eating the same thing over and over again, Vincent told us their R&D team are looking to update the menu twice a week. They might bring in special dishes not on their normal menu too.
Instead of ordering delivery and potentially getting a meal that’s cold, MDT Apron gives you the ability to experience something new, by cooking your favourite meals and eating it fresh and hot, like you would when you dine-in.
They’re In It For The Long Run
Vincent said that he wants MDT Apron to expand across Peninsular Malaysia and to position the company as a leading tech firm in the F&B industry.
He also lauded the team’s adaptability for the swiftness of the MDT launch but said that it always has been the company’s culture to be flexible and adapt.
The ground staff were also prepped and informed about the new business plan because the company has always kept everyone updated on their vision and direction.
On the RM168 price tag, he assured us that the price is the same as what you would pay for at a MyeongDong Topokki outlet.
For example, if you’re paying RM10 for a Kimchi Topokki in the restaurant, it’ll be RM10 in MDT Apron. And there are several dishes in MDT Apron that are not on their original menu.
Instead of incurring delivery fees every time you order your food online, all you have to do is pre-order this meal kit and you’ll have 6 of your meals with just one delivery fee.
Since the launch of MDT Apron, they’ve gotten tonnes of inquiries and in a week, they’ve managed to sell up to 100 boxes of MDT Apron kits.
He said the team has received an overwhelming response from their customers, especially those that are far away from a MyeongDong Topokki outlet. Since they don’t have access to Korean food, ordering MDT Apron would be the best option.
Looking Towards The Future
Vincent believes that MDT Apron will be here to stay, even after MCO ends as he says that it is an ongoing strategy for the company.
He said that the customer’s purchasing behaviour will change to a healthier lifestyle, so eating out will not be the norm.
Instead, customers will look to cook from home and with this, they do not have to head out to the market to purchase ingredients. Everything is prepped for them and there is no food wastage.
In this current situation, it has been hard for many businesses to remain operational.
Vincent shared, “As an entrepreneur, we need to stay strong and be well prepared for any changes. We need to ensure the company is still moving forward with the company’s direction. There are strategies and tactics that need to be implemented accordingly in this situation.”
Persistence and [being] ready to change are important.
Vincent Lua, CEO of MyeongDong Topokki
Exploring New Ventures, MyeongDong Topokki’s CEO Bares It All On What Being An Entrepreneur Means
Malaysia is a cultural melting pot and home to multiple races and ethnicities. Because of that, we’re spoilt for food choices, ranging from nasi lemak to tacos and kebabs. There’s just too many to choose from.
Our country also doesn’t shy away when it comes to embracing new trends. We had a period where coffee shops, KBBQs (Korean Barbecue) and bubble tea shops were popping up everywhere.
That’s when Vincent Lua, the CEO of MyeongDong Topokki, found an unexplored market for Korean street food.
When he visited South Korea, he fell in love with the bright lights and street food that they have. But, when he got back to Malaysia, he realised Klang Valley lacked shops selling Korean street food.
He was determined to change that, thus MyeongDong Topokki was born.
We caught up with Vincent to get a behind-the-scenes look on the operation of MyeongDong Topokki and his personal journey as an entrepreneur.
It’s More Than Just Topokki
On the inspiration of the name, Vincent said it came from a combination of Myeongdong street, known for their food and fashion, and topokki is the king of street food in Korea.
He then said the perception that they only sell topokki is unfounded.
“KFC sells more than just fried chicken, and Burger King sells more than just burgers.”
When he first started, MyeongDong Topokki only had a few menu choices—and that was a problem because Malaysians do not like to consume street food every day.
So, they solved the problem by designing dishes based on the local tastes with additions such as Deopbap (rice with toppings), Jjigae (Korean stew) and Ramyun (noodles).
Innovation Is Key To Sustainability
“In order to stay sustainable, restaurants have to grow and innovate. Innovation is our company’s core value and the key to our survival and success,” said Vincent.
When it comes to changing up the menu, he said they have to constantly keep an eye out on global trends and remove obsolete items because simply listening to the market is not good enough.
And speaking of markets, MyeongDong Topokki looks to expand to Indonesia which is home to the world’s largest population of Muslims.
With research indicating that the global halal food market will reach US$ 2.9 trillion by 2024, it makes perfect sense for the brand to capitalise on this as they’ve recently just obtained their halal certification from Jakim in 2019.
From just a small kiosk in Sunway Pyramid, MyeongDong Topokki has grown massively, spanning 40 outlets (23 operational, 17 in construction/renovation) nationwide in 6 years.
They even have a food processing centre capable of preparing products and ingredients for 100 outlets.
As millennials make up the bulk of their customers, they designed their outlets to be insta-worthy with bright neon lights, lively décor and an open concept kitchen.
Vincent also said that millennials prefer things to be fast and instant, so their fast-casual concept caters perfectly to that audience.
According to Vincent, he says that each MyeongDong Topokki branch sells about 1,000 bowls of topokki a day, but that didn’t come without its own set of challenges.
Climbing Up The Entrepreneur’s Path
Vincent recalls when he first started, debt was piling up because business was slow.
“There was a lot of pressure and tension, which could make someone unable to sleep or even have the appetite to eat. To overcome this, a person has to have strong perseverance and they’ll have to constantly find solutions to solve these issues.”
He then said that the brand no longer bears any short or long-term debt and they’re cash-flow positive for expansion.
Getting the team to be on the same mission and vision posed a challenge too, but if everyone is on the same page, they can build a strong sense of teamwork to support the growth of the brand.
Originally a banker, he always had a thirst for business. Even before his banking days, he invested in small scale businesses that boosted his selling skills, which is a vital skill for entrepreneurs.
In 2011, he decided to leave his job as a banker and dive into the property industry as a full-timer.
However, he soon realised that the property market has reached its peak and the prices started to become stagnant, with little business.
But in 2014, one of his friends recommended him to start up a fitness business in one of his unused properties. Heeding the advice, he started the business and fast-forward to today, it has become one of the largest fitness chains in Sarawak.
Lessons To Learn
It wasn’t always roses though. There was an instance during his banking years where he ventured into a business of selling USB drives.
He bought them in bulk from an online seller but was scammed. He thought he was buying 32GB drives, but instead, he got 4GB drives.
“We made a loss from this and from that experience, I learnt one of my first lessons in business—to focus on the details.”
He went on to say that his childhood wasn’t the easiest one, even though he came from a well-to-do family.
Losing his dad early in his childhood and watching his mother shoulder the responsibilities drove him to think of ways to help his mother.
Learning to be independent and not rely on his parents was one of the lessons he learnt. He then said that the experience built him to be stronger and more persistent.
“Entrepreneurship is not what it always looks like on the outside. Many wouldn’t know about the sleepless nights and endless stress. You have to be well-prepared to handle the ups and downs of the business. You also have to be persistent, as success doesn’t come instantly. Because of that, many people give up. But, it will always be a fun and exciting journey.”
– Vincent Lua, CEO of MyeongDong Topokki
- Find out more about MyeongDong Topokki here and connect with Vincent on Instagram @vincentlua or on LinkedIn.
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Featured Image Credit: MyeongDong Topokki
