YAHOO POLL: Jinjja Chicken is Singaporean – does it matter to you if it's not Korean?
In a recent interview with the Straits Times, co-founder Bernard Tay revealed he started the restaurant chain in 2015 and along the way decided he would not correct any assumptions the brand was South Korean. He was worried customers would react negatively if he did, and it would risk the Jinjja Chicken brand being labelled as inauthentic.
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If authenticity is a huge factor for Korean foodies in Singapore, there would be plenty of Korean restaurants run by Koreans to choose from instead of Jinjja Chicken.
The F&B business is a tough unforgiving environment and rental prices continue to hurt businesses whether they are authentic or not.
Jinjja Chicken struggled initially but today operates 8 outlets in Singapore, generating about $10 million annually and employing 170 staff. "It is time to let people know that we are proudly 100% owned by Singaporeans. We are a Singaporean brand and we are also doing well overseas," Tay said.
So we want to know: Does it matter to you if Jinjja Chicken is Singaporean?
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