Daerun - Dookki Tteokkbokki

Industry: Food & Beverage / Franchise Operations

Date of Visit: October 20, 2025

📍Location: 경기 성남시 수정구 성남대로 1540 DM빌딩 2층

Brand Concept & Identity

Section by: Lucy Lee 

This visit to Daerun company was an opportunity to gain a deeper understanding of how a Korean traditional restaurant brand evolved from simple ideas, growing from a single shop into an international franchise with more than 240 markets in Korea and an additional 180 markets around the world. The visit resonated with me personally, as I have always been interested in how innovative ideas mature into influential companies that shift broader viewpoints. Throughout the visit, I recognized Dookki, Daerun's most successful brand, is not just a business similar to others but a centered franchise known for its interactive dining experience that directs the other business into success.

During the tour, I saw Dookki’s open buffet layout where customers choose rice cakes, sauces, and toppings to create their own dishes. What stood out was how Dookki was able to establish a highly qualified, clean, and systematic organization, with every ingredient in its place. Dookki’s method of allowing the customers to make their own tteokbokki, while also limiting the cost of maintaining the business environment, created a strong, memorable identity.

Operations & Workplace Structure

Section by: Lauren Park 

During the company tour, we were able to explore the three different floors of the company building. The first floor was primarily for the creation of new recipes and also contained a kitchen area where new employees were trained, while the second and third floors were mainly comprised of employee offices. The building was modern and well-organized, featuring vibrant pops of orange that matched the Dookki logo, adding a sense of warmth and enthusiasm.

This visit to Daerun Company provided valuable insights into the Food and Beverage industry and how companies can successfully expand and adapt to different markets. Before this visit, I hadn’t known much about this industry, but I had wondered how restaurant businesses were able to tap into markets in multiple countries and adjust their menus to appeal to consumers worldwide. Dookki, a tteokbokki franchise with over 400 locations worldwide, helped me develop a much deeper understanding of these strategies.

Leadership & Global Strategy

Section by: Joelle Kim 

The CEO of Daerun company, Mr. Nam, gave us a brief presentation about the company, which was packed with impressive statistics. It was surprising to see how the Dookki restaurant I loved when I was young was not only loved in Korea but also worldwide, now in over 13 different countries.

One of the most memorable pieces of information that he shared with us was about the change in cost before and after COVID-19. Prices have risen significantly since the 2019 COVID-19 pandemic, and people struggle to pay their taxes. However, there was one country where its Dookki restaurant maintained the same price before and after: Vietnam. To me, this was truly heart-warming because this showed that the Dookki franchise and the owners don’t only care about the profit they make and for their goods, but they also care about informing other countries about our Korean culture and how wonderful it is. 

Overall Reflection

Section by: Doha Yeo 

Through this visit, I gained a deeper understanding of the Food & Beverage field and how restaurant businesses operate and successfully expand their brands. Even before this visit, I had always been curious about the business aspects of restaurants; how they grow, manage investments, maintain quality across multiple branches, and much more. This experience enabled me to understand the connection between kitchen management, brand strategy, work environment, and production of new recipes.

This visit was very helpful, particularly for me, as I am aspiring to major in business marketing. Seeing the behind-the-scenes side of such a well-known franchise gave me personal motivation and encouragement to just believe and act on whatever comes to mind.