MORE THAN JUST OPENING STORES

Katsubi’s journey began in New Zealand in 2002, with a simple idea: to provide fresh, satisfying food that customers could enjoy as part of everyday life. Today, the Katsubi restaurant brand boasts 25 stores across the country, continuing to expand while staying focused on the food and values that have shaped the business from the beginning.

Founder Max Kim outlines the three simple words which sit at the centre of Katsubi’s food philosophy and brand identity.

Fresh reflects Katsubi’s focus on fresh ingredients and carefully prepared food. Healthy represents the range of choices available, including fresh salads and vegetables alongside its Korean and Japanese inspired hot food and meal options. And Tasty is at the heart of everything Katsubi serves – food should be satisfying, flavourful and enjoyable.

“For a growing franchise network, maintaining those standards across our many different locations is crucial,” says Max. “Customers visiting Katsubi in Auckland, Christchurch or elsewhere in New Zealand should be able to recognise the same food quality and brand experience.”

Max is also proud that Katsubi’s growth has continued despite a challenging period for the hospitality sector. “Over the past year, we’ve opened four new stores in Botany, Ponsonby, Newmarket, and Commercial Bay. These marked an important step into some of Auckland’s most recognised and competitive dining and commercial destinations, introducing Katsubi to new customer groups and expanding its presence beyond its established locations.”

But Max says that, for Katsubi, growth is not simply about increasing the number of stores. “We have been carefully selecting opportunities that strengthen the brand and provide a solid foundation for future development.”

Focus on the regions

While Auckland remains an important part of Katsubi’s network, the brand is increasingly looking beyond its original home market. Mr Choi, manager of the Riccarton store, says Christchurch customers have really responded well to Katsubi’s unique fresh and healthy style. 

“We have a strong base of regulars coming back for their favourite dishes. We also get customers trying Katsubi for the first time, so there is always an opportunity to introduce them to something new and tasty. Having plenty of choice makes it easier to cater to different customers and occasions.”

Listening to customers

After several years in Riccarton, the store has also developed strong relationships with its surrounding community.

“We see the same faces regularly,” says Mr Choi, “and there is a real sense of familiarity. Being part of the local community is not always about doing something big. Sometimes it is simply being a reliable local business that people know and enjoy coming to.”

That connection with customers extends beyond the everyday dining experience. Last Christmas, Katsubi introduced an inaugural Wish Box event across its stores nationwide, connecting with customers at a time when some people in the community can sometimes be feeling very much alone. Customers were invited to share a wish or a heartfelt story about themselves or someone special. From the entries received, Katsubi selected meaningful stories and provided free catering to help make those occasions more special. 

Looking ahead

Katsubi Richmond is scheduled to open in November and there are opportunities still available in regional towns across the country.

Max is proud that Katsubi’s franchise structure provides clear recipes, food preparation standards, operating procedures, staff training and brand guidelines. Katsubi provides franchise partners with practical operational support, and strong systems create a consistent foundation while allowing individual franchise partners and store teams to bring their own experience and understanding of their local market.

And Max believes that opening a new store is only the beginning. “Building a strong team and earning customers’ trust is what turns a new location into a successful long-term business. That is what ‘More Than Just Opening Stores’ means for Katsubi: continuing to grow, while making sure every new store is built on strong foundations for the journey ahead.”  

See this advertorial on page 18 of Franchise New Zealand magazine Year 35 Issue 03

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