Capstone Update #2

What I have accomplished so far

- I conducted interviews with two individuals: my grandmother, who owns a Korean BBQ
restaurant, and the owner of Gina's Sandwich and Coffee. These interviews provided valuable
insights into the restaurant industry.
- To differentiate my restaurant from others, I conducted comprehensive research and
successfully identified the solution to this challenge.
- I extensively researched the menus of various Korean BBQ restaurants to draw inspiration and
compare offerings.
- I paid attention to how dishes should be described in the menu design, ensuring they are
enticing and informative.
- As a result of these efforts, I finalized my restaurant's menu and created a visually appealing
design for it.

What I plan to accomplish by the end of the week

- My goals for the coming week are to complete my menu recipe research and finalize the menu
recipes. Additionally, I will determine the types of side dishes that will be served in my
restaurant.
- I am also eager to commence work on the marketing aspects, such as creating a logo, designing
a signboard, and crafting social media posts and posters.

My needs (materials, time, space, mentor etc.)

- I would need my mentor (my grandmother) to ask for special recipes of hers.
- I'm aware that I'll require a significant amount of time to dedicate to achieving my goals for the
upcoming week. Time is a critical resource I'll need to manage effectively.

Challenges I encountered and how I have overcome them

- While working on my capstone project, I noticed that even though I spent considerable time on
the project, my initial plan was unrealistic (too many components to work on in limited time).
Unfortunately, I decided to narrow my plan but always do my best.
- I struggled to figure out the template for my menu design. Finally, I decided to go with a simple
template.
- Since I do not have a formal knowledge on menu design, I struggled when creating a menu
design. I had to consider so many aspects than I thought. However, I overcame it by conducting
extensive research to compensate for my lack of knowledge in this area.
Pictures/Video evidence of my progress

3. First Interview

For the second week, as I planned earlier, I was determined to work on the interview
and Menu / Recipe.

First, I created possible interview questions for each mentor, my grandmother (Korean
BBQ restaurant owner) and Gina’s sandwich and coffee owner.

After writing the interview questions, I made an appointment with my grandmother by

asking her when she is available for calling.

During our call, I asked around 20 questions, almost everything about her business,
even the smallest details to consider every aspect when creating a business model.

Here is evidence of calling her. Our first interview took almost 1 hour. While calling her,
not only the interview questions, we went into the deep side of conversation, talking
about how she struggled to support her family for a long time. I felt an indescribable
feeling that I can live without much financial worry because of her sacrifice for us. It was
a great opportunity to know her more and love her more. It made me think a lot more
about how she sacrificed herself for our family’s comfort.
Of course, since we could not speak English, I made both the Korean and English
version of the interview questions and translated her responses into English to show my
proof for this interview. As I translated her response, I added more explanation about
her restaurant’s menu, since my teacher needs to be aware of how Korean Pork BBQ
looks because I’m referencing her menu and recipe for my business model.

Interview with my grandmother (Korean Pork BBQ Restaurant Owner)

1. When did you start operating your own Korean BBQ restaurant?

I started when I was 25. This year I turned 70, so I have been operating this restaurant
for almost 40 years.

2. When did you start to make a profit?

It’s a long story. I started my own business by spending around 90 thousand dollars.
Since I started with a small business, I could fund my business with my own money
without getting help from a bank, etc... For the first decade, I couldn’t really make a lot
of money. All of the money was used as soon as I earned it for our life costs, rent, food,
etc. I made around 1000 to 2000 dollars monthly. But everything changed when I
moved to the capital city of Seoul in Korea after operating my business for 20 years.
Prior to moving locations to Seoul, we operated in a low-traffic area, so we had a small
customer base. After 20 years of operating my first small business, I decided that I
could take on the challenge of running a restaurant in Seoul with a larger customer
base. The key to my success in Seoul was my selection of ingredients: particularly,
high-quality meat that was fresh, delicious, and cost-effective. It started to become
popular among people. Decisively, our restaurant was also featured in a broadcasted
television program that introduces delicious restaurants to people. After that broadcast,
my business suddenly became even more popular. Almost right after moving to Seoul,
from the age of early 60, I started to make more than 200 thousand dollars in net
income (five hundred thousand dollars for an operating profit). In detail, around 20% of
my total profit was for taxes; fees for food and hiring was about 300,000 dollars yearly.
The rent and maintenance cost was about 3500 dollars per month. Also, the electricity
charge was about 1200 dollars per month during winter and summer (air conditioner,
heater) and 500 dollars during spring and fall. Lastly, the gas charge was about 600
dollars per month.

3. Can you introduce your restaurant’s menu?

Yes, of course, there are mainly three types of pork belly in our restaurant. There is
frozen pork belly, fresh pork belly, and fresh pork belly with an extra layer. They all look
similar but have a distinct difference in taste. Frozen pork belly is usually thinner and
more chewy than fresh ones. Though fresh ones are more expensive than frozen ones,
they are thicker and more juicy. But this is a general thing. Each person has a different
preference for pork belly.
For another menu, that has a good combination with pork belly BBQ, we have Korean
steamed Eggs (Gyeranjjim), fried rice, and Korean cold noodles (Naengmyeon). For
drinks, we have Coke, sprite, and different types of alcohol such as soju, beer, and
makgeolli. Side dishes of kimchi, seasoned chives, seasoned bean sprouts, garlic,
pepper, and ssamjang (spicy sauce for Korean BBQ) are coming along the menu.

For the price of each menu, in Canadian dollars, for 180 grams (amount for one person)
of frozen pork belly, it’s 10 dollars, and 13 dollars for fresh ones. Steamed eggs and
Korean cold noodles are $5, and the fried rice that we apply to the grilled plate is $2 per
person. Coke and Sprite are $2 for cans, and each alcohol is $5.

4. How did you come up with the recipes for the beach menu?
Since my target is young people whose age is usually from 20 to 30, I focused on the
recipe of seasoned chive (side dish) to be spicy, salty, and sweet which the majority of
young Koreans prefer (intense flavor). First, I invented three types of recipes for
seasoned chives. During the first month of operation, I tested my recipe by giving all
three types of side dishes and asked which one was the best. Then, after one month, I
finalized the recipe for seasoned chives which had the best popularity. For most of the
other menus, I utilized my knowledge and experience of food while being a mother.

5. How did you plan for interiors, furnishings, appliances, cooking utensils, table
settings, and various systems such as the water supply or ventilator of the
restaurant?
I bought everything at the marketplace by myself. Through my acquaintance, who works
in the architecture field, I hired two people to work on interiors. The systems, such as
the water supply and ventilator, were already built in before I moved in.
 6. Considering the size of your restaurant, how many appliances did you order
when you started your business in Seoul?
Korean BBQ grill: 60, Table: 16, long sofa for the sides of the restaurant, chair: 32,
scissors: 50, tongs: 50, spoon and chopsticks set: 100, cups for water(steel): 150, glass
cups for beer: 100, glass cups for soju: 100, side dishes: 200, refrigerators: 5, set of
plates for side dishes: 100

7. Where do you get your food (meat, vegetables, drinks)?

For meat, everyday morning, I go to Burcher’s and select the meat that has a good
quality. After I select, they deliver the meat to my restaurant. I have tried direct supply
from a meat company, but the quality was not always good so I decided to choose this
way in order to maintain the good quality and freshness of meat. I purchase all kinds of
vegetables from the trader who always passes my restaurant with the truck that carries
full of vegetables in the morning. Also, the truck that carries drinks and alcohol passes
once a week and I can order how many boxes I need.

8. How did you assign the role to workers?

Since Friday, Saturday, and Sunday are the busiest days, there are 4 to 5 workers.
There are 1 or 2 workers in the kitchen and 2 to 3 workers in the hall. For workers who
work full time, they work from 11 am to 11 pm while part-time is 5 pm - 11 pm.

9. Have you faced any hardship while operating your business?

Yes, I faced several hardships while operating my business. One of the hardest things
was that it was hard to maintain kindness to every customer who was even treating me
rudely. Also, it was hard to be consistent when I did not make a lot of profit.

10. What type of advertisement did you use for your restaurant?
My restaurant was on the broadcasting channel that introduced delicious restaurants
through the TV twice. That was effective in gaining more customers. However, it also
had a disadvantage in that my frequenters did not have space to eat when there were
whole lines of people trying to eat there.

11. What is your expectation of Korean’s dining culture for the restaurant industry?
I anticipate that Korean dining culture will continue to evolve, with an increasing number
of people choosing to dine out. This shift may be driven by factors such as the
convenience of eating at restaurants, the rising cost of individual ingredients for home
cooking, and the desire to experience diverse culinary offerings.

12. Can you give me some tips when operating a Korean BBQ restaurant?
Certainly, operating a successful Korean BBQ restaurant requires attention to several
key factors. First and foremost, ensure that the food you serve is not only delicious but
also fresh and cost-effective. Additionally, understanding your target customer base is
crucial. Consider their age, preferences, and the overall dining experience you aim to
provide. Exceptional customer service is paramount in the restaurant industry; treating
your patrons with kindness and respect can foster customer loyalty. When starting your
restaurant venture, it's advisable to begin with your own resources and gradually
expand as your business grows. This approach reduces the financial risk associated
with borrowing from banks, especially if you're just starting out.

13. Lastly, do you want to say anything?

I want to express my gratitude for the opportunity to be interviewed today. It has been a
valuable experience, allowing me to reflect on my life journey and share insights from
my career in the restaurant industry. Thank you.

For the next step, I emailed the owner of Gina’s sandwich and coffee shop to ask how
the interview would work for her, and she replied that it would be perfect if I send her
interview questions then she can either record or type her responses and email back to
me.
Hence, I emailed my interview questions to her and several days later, I received her
responses! I felt so much thanks to her:)

I sent back an email expressing my thankfulness about her devotion to my project.

Since Mrs. Kim was more comfortable with replying in English, I also worked on
translating her response into English:) I was surprised at how detailed and thoughtful
the advice she gave me.

Interview with owner of Gina’s Sandwich and Coffee

14. Can you briefly introduce yourself?

Hi. My name is Gina and I’m operating Gina’s Sandwich and Coffee Cafe in Maple
Bridge.

15. Once you took over the sushi restaurant and transformed it into a cafe, did you
undertake any renovations or remodeling of the space?
Yes, since it was a sushi restaurant before I took over, I had to go through the
remodeling process of the place. While I didn't make significant structural changes like
altering the major walls, I focused on a thorough reorganization to ensure a clean and
organized layout for the cafe.

16. Where did you purchase the additional supplies such as furnishings, appliances,
and cooking utensils?
There is a place to buy commercial purpose furnishings such as refrigerator, oven, or
grill, both new and used. I prioritized the purchases based on importance, opting for a
mix of new and used items. For smaller appliances and cooking utensils, I mostly used
online sources for procurement.

17. Where did you get the food supply?

I used to use a delivery company, or buy it from Costco or the wholesale club, where
lots of owners use it.
 18. While operating your restaurant, how many percent of tax among your total profit
do you pay?
Tax in Canada is divided into GST and PST. I pay GST once a three months which is
5% of my total profit and I report PST twice a year and taxes are paid only when sales
occur for items determined by the main government.

19. How much percentage is for raw materials in the cost of food?
It's about 30-35%.

20. How much percentage of total profit do you get as a net profit?
My net profit is about 30% of my cafe’s total profit.

21. On the menu, did you put both English and Korean?
No, I only wrote English.

22. Do you speak in Korean when Korean people come into your cafe? Do you use
English for the first time?
Unless a customer speaks in Korean to me first, I always speak in English to them. This
is because it would be awkward if I talk in Korean to a person who is not Korean and
some Korean is more familiar with English than Korean.

23. What kind of marketing strategy did you use for your cafe?
When I first opened my cafe, I ran a promotional event where customers who
purchased a coffee received a free sandwich. I selected this approach to showcase the
taste of my sandwiches because, to attract customers to my cafe, I wanted them to
have the opportunity to try my sandwiches first-hand.

24. Did you face any hardship while operating your cafe?
Running a business involves more than just its outward aspects. It entails managing
various accounting tasks and sometimes even personally handling purchasing. This can
be physically demanding, but I understand that the business can't be shut down within a
day or two. Therefore, I prioritize taking care of my physical well-being. If I ever find
myself lacking sleep, I make sure to get to bed early on the following day or engage in
moderate exercise during my day off to refresh and rejuvenate.

25. Do you have your own secret to creating regular customers?

I have a tendency to remember most customers who have visited my cafe even once.
Often, I can recall the specific menu they ordered during their first visit. Remembering
customers when they return for a second time or more is appreciated by most, and it
helps build a sense of familiarity. For those who become regulars and their faces are
familiar to me, I make it a point to ask for their names. This way, when they return, I can
greet them by name, creating a welcoming and personal atmosphere. In fact, I have
quite many regular customers who have come to know each other's names and greet
each other when they visit.

26. How did you come up with the recipes of your food?
Yes, I explored numerous delicious places and often turned to online resources like
YouTube for recipes. I experimented with these recipes, making modifications by
incorporating elements that tasted great and omitting those that didn't quite fit. Through
this iterative process, I was able to refine and finalize my own set of recipes.

27. How did you come up with the price of the food?
I set the price by calculating the cost of raw materials at 30% of the total price of food.

28. How did you do the menu design for your cafe?
I delegated the task to a company to handle it. When you're launching a business, there
are numerous tasks and considerations to juggle, so it's essential to set your priorities
and strike a balance by entrusting certain aspects to capable professionals while
managing others yourself.

29. Does your cafe also operate the delivery service?

Yes, I’m using Uber eats, Skip the dish, and Door dash mainly.

30. Can you give advice to people who want to start operating their own business in
the food industry?
Launching a food business in Canada involves obtaining various permits and submitting
numerous documents. Despite the initial challenges, some entrepreneurs may find
themselves experiencing regret before even opening their establishment. However, it's
important to note that the competition in the restaurant industry in Canada is not as
fierce as it is in Korea. Anyone can establish a restaurant and succeed by prioritizing
food quality and excellent customer service. I'd like to emphasize that, even though it
may be somewhat challenging initially, persistence will eventually lead to better days
ahead.

By reading through her responses I got a valuable insight of how the food business
works. It was an invaluable experience for me!

That was how my first and second interview worked. I’m planning to have a few more
interviews if it’s needed since as I proceed with this project, I would have more and
more questions to ask or to get advice about my progress.

When working on interviews, I noticed that every job takes longer than I thought even
though I was working very hard. For that reason, I started to consider narrowing my plan
if necessary. But of course! I promised myself to do my best in my limited time.

4. Menu / Recipe

Before researching recipes, I determined that I need to research the menu of other
Korean BBQ restaurants in Canada. Not only the type of menu but I also noticed that I
need to research the type of side dishes and how much the price is.
I realized that there are tons of menus for most Korean BBQ restaurants in this area
and the prices are very high. I think the reason for the excessive cost is since the cost of
food is way more expensive in Canada and it’s harder to get the meat. However, rather
than trying to be similar to those restaurants, I tried to maintain my grandmother’s
principle that the menu should be simple, and the cost must be cheap with good quality.
So, I'm going to keep my restaurant unique by having just a few original menu items.
After doing more research on the menu for different restaurants and looking for their
side dish type also, I finalized my menu components.

For the BBQ, I decided to just use a Korean name because it would be awkward if I
translate it into English. However, I'm going to add a simple explanation for customers
who are not familiar with Korean names!

I also researched about the price, and I realized that the cost of Korean BBQ in Canada
is almost 2 to 3 times higher than Korea, but to keep the principle of my grandmother,
and since my restaurant has specialty on a simpler menu, I am determined to keep the
price of our restaurant cheaper.

Pork B.B.Q 돼지고기 바베큐

- Frozen Samgyeopsal 냉삼겹살 (Frozen and sliced pork belly, non-marinated)
$19
- Samgyeopsal 생삼겹살 (Sliced pork belly, non-marinated) $22
- Ogyeopsal 생오겹살 (Sliced pork belly with an extra layer, non-marinated) $22

Korean Cuisine 식사류

- Gyeranjjim 계란찜 (Korean steamed eggs) $8
- Kimchi Bokkeum Bap (Kimchi fried rice) $12
- Doenjang Jjigae 된장찌개 (Soybean soup with vegetables & tofu) $12
- Kimchi Jjigae 김치찌개 (Spicy Kimchi soup with pork & tofu) $12
- Sundubu Jjigae 순두부찌개 (Spicy soft tofu soup with seafood & pork) $14

Cold Noodles 냉면류

 - Mul Naengmyun 물냉면 (Buckwheat noodle in cold beef broth) $13
- Bibim Naengmyun 비빔냉면 (Spicy cold buckwheat noodle) $13

Others 기타류
- Bowl of Rice 공기밥 $2.50

Beverages 주류 및 음료

Korean Spirits
- Makgeolli 막걸리 (Rice Wine) 6% alc. Vol. 750mL $18
- Chum Churum Original Soju 처음처럼 소주 17.8% alc. Vol. 360ml $17
- Chum Churum Classic Soju 처음처럼 소주 20.1% alc. Vol. 360ml $17
- Chamisul Fresh Soju 참이슬 소주 17.8% alc. Vol. 360ml $17
- Chamisul Classic Soju 참이슬 소주 20.1% alc. Vol. 360ml $17
- Chung Ha (Cold Sake) 청하 13% alc. Vol. 360ml $17

Beer
- Cass (Korean Beer) 4.5% alc. Vol. 330ml $7
- Kokanee 5% alc. Vol. 341ml $7
- Canadian 5% alc. Vol 341 ml $7

Beverage
- POP (Coke, Diet Coke, 7up, Canada Dry) $2.75
- Nestea $3.5

My grandmother always believed in keeping things simple. She felt that having too
many items on the menu meant higher prices because you needed more staff to handle
all the ingredients. So, if we stick to a smaller, core menu, we can keep our food prices
lower since we won't need as many staff members. This way, we can offer good-quality
food at cost-effective prices, which is our unique way of attracting customers. It's our
marketing strategy.

After figuring out the menu with prices considering various aspects by researching tons
of Korean BBQ restaurants in Canada, I worked on actual Menu design by using Canva.

I struggled to select a menu template because most templates that look good needed to
be paid. I did some research on Korean BBQ restaurant’s menu to get some ideas.
By spending considerable time, I finished my design on the menu.

Also, I determined the name of restaurant as BOKDONI (복돈이). In Korean, the two
syllables BOK and DON have a meaning of luck and pork.