Nationwide store 2-week 'Discount Event'…Some menu items at half price
Baek Jong-won, CEO of D’Boryun Korea, who has faced repeated controversies, is making efforts to revitalize the atmosphere through a large-scale discount event. D’Boryun Korea announced on the 10th that it will hold a 'May Unified Discount Event' at its brand stores nationwide for about two weeks from the 13th to the 25th of this month.
The discount event involves providing discounts on specific menu items on designated dates by brand. For Insang Seolleongtang, there will be a discount of 3,500 won on Seolleongtang on the 13th and 20th, while Hong Kong Banjum will discount Jajangmyeon by 2,600 won through SKT T Day on the 14th.
Hanshin Pocha will offer half-price Hanshin Dakbal on the 14th and 21st, and Rolling Pasta will discount Carbonara by 4,400 won on the 15th and 22nd. Saemaeul Restaurant will discount menus related to Yeoltan Bulgogi on the 16th and 23rd.
Participating brands also include Je Sunsikdang, Seongseong Restaurant, Baek Jong-won's Original Ssambap, Dolbaegi House, Mijeong Noodles, Hong Kong Bunsik, Lee Chun Market, Bac's Beer, Yeokjeon Udon, Makiorum, Bonga, and Yeondong Bolkatsu. However, the coffee specialty brand Paik Dabang is excluded from this event.
D’Boryun Korea stated through its website, “Please check the event details for each store and brand in advance before visiting,” adding that “it may end early due to stock depletion and business hours.”
Repeated controversies over origin and hygiene…Police investigation underway
This discount event comes at a time when various allegations surrounding CEO Baek and D’Boryun Korea have been intensifying. Issues such as the ingredient content of citrus-flavored beer, controversies over the origin labeling of soy sauce and doenjang, and exposure of scenes using imported chicken in YouTube videos have deteriorated public sentiment.
In particular, there has been a complaint regarding the use of Vietnamese shrimp in the 'Deopjook' menu while the advertisement claimed it was 'domestic' and 'wild-caught.' As a result, the Gangnam Police in Seoul have filed charges against CEO Baek and D’Boryun Korea for violating the Food Labeling and Advertising Act and are currently investigating.
In addition, there are multiple issues under investigation, including allegations of misleading origin labeling in advertisements for Paik Dabang's sweet potato bread and the use of industrial metal cooking utensils at regional festivals.
At the center of the crisis in 'The God of Business'…Damaged brand image
In the past, CEO Baek gained public trust as he was known as 'The God of Business' through various broadcast programs and dining brands. However, recently, the brand image has been significantly shaken due to issues related to origin labeling, the opacity of food ingredient supply systems, and hygiene-related controversies.
Insiders interpret that CEO Baek is trying to restore consumer trust and invigorate stores through this discount event. However, there are also forecasts that the fallout on future brand management could be amplified depending on the results of the police investigation.
Image sources: Baek Jong-won, CEO of D’Boryun Korea / News1, YouTube 'Baek Jong-won paik jong won'
