News > Business

Korean food company CJ to open Bibigo Bar and Dining in Soho

By Emma Eversham , 10-Aug-2012

Related topics: Business, Venues, Restaurants

Korean food company CJ has announced plans to open a restaurant in Soho this autumn that will specialise in Korea's national dish, bibimbap.

The 86-cover London restaurant, which is currently open under trial, marks a change of direction for CJ

The 86-cover London restaurant, which is currently open under trial, marks a change of direction for CJ

Bibigo Bar and Dining will officially open on Great Marlborough Street on 1 September where the menu, created by head chef and former MasterChef Korea judge Leo Kang, will include bibimbap alongside grills and other Korean delicacies. 

The 86-cover London restaurant, which is currently open under trial, marks a change of direction for CJ, which has so far specialised in running quick service restaurants and selling branded food products in retail. 

"We saw great potential in the London market for Korean food because we recognised that London people are open to new food and culture, said Bibigo brand manager Haejin Choi. 

"But because people are not very familiar with Korean cuisine, we thought that with only quick service bibimbap we couldn't fully introduce ourselves and Korean food properly, so we opened a dining restaurant as our first [venture in the UK]."

Expansion

Bibigo London is expected to be the first of many restaurants planned for CJ in the UK under the new brand. Choi said sites for expansion were already being looked at and that the company expected to open more restaurants by the end of this year and into next. 

"We aim to become the best-known and also preferred Korean restaurant brand in the UK within a short amount of time," added Choi.

"We also want to expand our brand with quick service bibimbap in the near future."

Bibimbap literally means 'mixed meal' or 'mixed rice' and combines rice, vegetables and a chilli paste called gojuchang. Beef, raw fish or tofu can be added and often it is topped with a fried egg. 

CJ is known as South Korea's largest food companies and has had a presence in the US since 1978. It's move to the UK follows the arrival of Kimchee in Holborn last year, the restaurant launched by the group behind Wasabi. 

BigHighlights

Top 10 things to do and see at Hotelympia 2014

Top 10 things to do and see at Hotelympia 2014

Hotelympia is fast approaching and the hospitality industry getting ready to descend on the ExCel centre in...

Roux Scholarship 2014: In Pictures

Roux Scholarship 2014: In Pictures

Tom Barnes, sous chef at Simon Rogan’s two-Michelin-starred L’Enclume in Cartmel, has won the 2014 Roux Scholarship....

National Restaurateurs’ Dinner 2014: in pictures

National Restaurateurs’ Dinner 2014: in pictures

The 27th National Restaurateurs’ Dinner (NRD) took place at the Dorchester on Tuesday, helping raise over £80,000 for...

Travellers’ Choice: Top 10 UK tourism hotspots

Travellers’ Choice: Top 10 UK tourism hotspots

London is the third-best travel destination in the world, according to TripAdvisor’s sixth annual Travellers’ Choice awards...

#AskMark: Our inspiring Twitter Q&A with Mark Sargeant reviewed

#AskMark: Our inspiring Twitter Q&A with Mark Sargeant reviewed

Whether it was his advice for young chefs, his memories of working with Gordon Ramsay or his...

Business Profile: Ping Pong

Business Profile: Ping Pong

Ping Pong’s change-of-location strategy and design brief move it a step closer to bringing dim sum to...

Find us on Facebook

Digital Edition - Restaurant Magazine

Access to the Restaurant Magazine digital edition