Krazy Bird's strategy to stir up the Korean fried chicken craze in Australia

Its concept takes its inspiration from Korean takeaway culture.

With eight locations across NSW, Krazy Bird targets to build 100 stores in the next few years across Australia, with aims to not just build branches in big cities but target rural areas as well.

In a quick interview with the CEO and founder of Krazy Bird, Jack Choi, he said he aims to make the concept of takeaway Korean fried chicken the next big thing in Australia, armed with his more than 10 years of experience in the fast-food and restaurant industry.

Jack shared the story of how Krazy Bird began, his experience as a kitchen hand before becoming a chef, and his decision to launch Krazy Bird and make Korean fried chicken the next go-to of Australians when getting takeouts.

Can you share with us your background and experience in the fast-food industry before starting Krazy Bird? What's the story there? 

Jack: I am from Pohang, a small city in South Korea, and came to Australia in 2012 as a working holiday visa holder. As soon as I arrived in Brisbane, I started looking for a job, which turned out to be a kitchenhand job in a Korean restaurant. That was the starting point of my first career in hospitality in Australia. Later, I became a chef in a Korean restaurant and worked for six years as a chef in various Korean restaurants. After this, I wanted to learn about Western food, so I worked for a year in a French restaurant and another year in an Australian hotel pub. Those experiences taught me about multicultural food and customers.

What inspired you to start Krazy Bird, and why did you choose the concept of Korean fried chicken?

I was inspired by my childhood. When I was a kid, I really loved Korean fried chicken. For me, it’s not only tasty food, but also a happy time with good people I love, like family and friends. I wanted to serve tasty food and happy time to customers, and that's why I started Krazy Bird. 

Our concept is not like typical Korean restaurants in Australia; we are not serving complicated Korean food and there is no dining service. Instead, we offer a takeaway service, which is originally an old Korean culture where parents take away fried chicken for their children when they finish work and enjoy time with all family members. And for birthday parties, the main food is always fried chicken, enjoyed with friends. 

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Our concept is all about creating happy memories with good people. So, we say, "Good food for good people, we are Krazy Bird," and this sentence is at every single store.

What sets your Korean fried chicken apart from other fried chicken brands in the market?

I developed all the recipes for our menu, and our sauces and powders are made in a factory in Korea using my recipe, which makes the taste an original version of Korean fried chicken and street food. Our serving system is also easy, simple, and fast. We are not selling just fast food; it's good food served quickly.

What can you say about the fried chicken market in Australia?

The fried chicken market in Australia is a popular and competitive segment of the fast food industry, with major chains such as KFC and McDonald's dominating the market. However, smaller independent outlets offering unique and innovative flavours have been gaining popularity. 

The market is valued at approximately AUD 20.4 billion, with fried chicken being one of the most popular items. There is a growing interest in healthier and more sustainable fast food options, which has led to an increase in demand for grilled and baked chicken alternatives. The COVID-19 pandemic has also affected the way that fried chicken outlets operate, with a shift towards online ordering and delivery services.

As the CEO of Krazy Bird, what have been your biggest challenges so far, and how have you overcome them?

My biggest challenge is introducing Krazy Bird to many customers in Australia, and making Korean fried chicken and street food become more popular food options like sushi, tacos, and Chinese stir-fried noodles.

The fast-food industry is highly competitive. What strategies do you use to stay ahead of the competition? 

First, I would focus on delivering high-quality and consistent products to our customers. This would involve using fresh ingredients and ensuring that our cooking methods are consistent across all of our outlets. Then I would prioritize customer service and strive to create a positive and memorable experience for our customers. This would involve training our staff to provide excellent service and ensuring our restaurants are clean and welcoming.

Third, I would stay up to date with industry trends and adapt to changes in consumer preferences. For example, I would explore the possibility of offering more vegetarian or plant-based options to cater to the growing demand for healthier and more sustainable fast food. Fourth, I would leverage technology to improve efficiency and convenience for our customers. This could involve implementing mobile ordering or delivery options to make it easier for customers to order and receive our products.

Lastly, I would focus on building a strong brand identity and marketing our products effectively to stand out in a crowded market. This could involve using social media and other digital marketing channels to reach a wider audience and create a loyal customer base.

Could you tell us about your top three menu items and how you came up with them?

Our top three menu items are the Sweet Sticky Chicken, Chicken Mayo Rice Bowl, and Soy Garlic Chicken. These were chosen as my personal favourites and were among the first menu items that I created and tried when developing the menu for Krazy Bird.

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How do you maintain the quality and consistency of your products across all Krazy Bird outlets?

At Krazy Bird, we maintain the quality and consistency of our products through a rigorous process. Our sauces and powders are made in a factory in Korea, whilst our chicken is trimmed and marinated in a central kitchen in the local area before being sent to all our stores. We also have strict manuals for every single store, and our headquarters supervisors regularly and randomly check each store to provide advice and guidance.

What is your long-term vision for Krazy Bird in Australia?

Our goal is to open 100 stores across Australia, in order to serve our food and share our culture not only in big cities but also in rural areas.

What advice would you give aspiring entrepreneurs who want to start a fast-food business in Australia?

Starting a fast-food business is not an easy path, and if your goal is only to make money, you may give up easily. It's important to have a big picture in mind and to create a clear outline of your goals before taking the first step. I cannot give much advice as I am also on my own journey, but it's important to remember that it's just the beginning and to take things one step at a time.