How a Utah restaurant went from a food truck to a global presence
Cupbop started with a single food truck, and now owners have a chance to show America the food that transformed their business from a truck to a company with over 100 locations. (cupbop)
Estimated reading time: 6-7 minutes
SALT LAKE CITY — Doc Kwon left an investment banking career in New York City to work for the Utah-based food truck he used to frequent — and he couldn’t be happier about it.
“I never expected that I would indulge in a meal, but it is probably the only meal I would have ever indulged in,” Kwon said.
That food truck was Cupbop, a Korean BBQ joint specializing in Korean BBQ served in a single cup.
“I really got to know Cupbop when the Cubop truck first debuted back in 2013, and their first location was at the Gallivan Center,” Kwon said. “I came to know about the Cupbop truck as a customer. I was a fan of Cupbop. I used to go every week.”
Kwon, who moved to the US from Korea at the age of 11, said that he had a “very good understanding” of both Korean and American cultures and that when he first tried Cupbop, he thought, “It’s a product that you can buy from the national side.” can take.”
After seven years in the hustle and bustle of the New York financial landscape, Kwon was “itchy” to try something new. In the midst of searching for his next move, he remembered Cupbop.
“I was like, ‘Oh, Cupbop, I should take that national. I can definitely help do that,'” Kwon said.
Simultaneously, he reached out to Jang Song, the owner of Cupbop, whom he had come to know after being a loyal customer for a while.
growing wardrobe
When Qwon joined Song, Cupbop was still more of a local business, with 10 stores at the time.
“It was getting to a point where you had to take some important steps to take it to the next stage and really become a business,” Kwon said. “Taking that route, to be able to set the foundation, to be able to scale the company.”
With his experience as an investment banker, Kwon said he understands the struggles of companies the size of Cupbop and thinks he can help.
Dok Qwon, left, and Jung Song, right, jump in the air for a photo during a business trip in South Korea. Cupbop started out as a single food truck, and now they will have the chance to show America the food that has transformed their business from a truck to a company with over 100 locations around the world. (Photo: Cupbop)
On the other hand, he had a lot to consider—including whether he really wanted to give up a lucrative career to embark on this new journey.
“You get paid a lot being an investor in New York, and all that, but I was like, ‘You know what? There are a lot of people in hedge funds in New York who are super rich, but nobody got done. Is able to take a Korean food concept and turn it into a national quick-service restaurant brand… I can be a part of that journey,'” Kwon said.
After a series of discussions, Kwon officially joined Song and Kapbop, where he now serves as Chief Operating Officer.
Cupbop now has more than 36 brick-and-mortar locations in the United States between Utah, Idaho, Arizona, Colorado, Nevada and Oklahoma, as well as more than 100 Cupbop stores in Indonesia.
Song attributes the growth of his business to a passionate and loyal customer base.
“We have some of the most loyal customers,” Song said in a statement.
Sustaining the Cupbop Culture
With a clear goal of growth and expansion, Qwon said Cupbop is trying to stay close to the roots that allowed them to build such a strong customer base.
“We place so much emphasis on our culture,” Kwon said. “Culture is above all when we’re in the room with all of our leaders and managers and everyone at Cuebop.”
The culture Qwon speaks of is Song’s spirited nature and his dedication to excellent customer service that initially drew Qwon to Cupbop and “what a truck is called.”
“This crazy truck is with a bunch of Asians who are just screaming and dancing,” Kwon said with a laugh. “That was so fresh.”
He said that in the early days of Cupbop, Song would be disappointed when he saw long lines for other food trucks and no one was lining up for their Korean BBQ in a cup.
So, Song started shouting, dancing—he used to be a breakdancer in a past life—and enthusiastically interacting with customers to draw some attention to his food truck.
There are long lines of customers waiting to try Cupbop at the Gallivan Center in Salt Lake City. Cupbop started out as a single food truck, and now they will have the chance to show America the food that has transformed their business from a truck to a company with over 100 locations around the world. (Photo: Cupbop)
“That’s how the truck really started getting attention,” Kwon said.
Kwon said this enthusiasm and focus on customer service was a way not only to attract more business to Song, but also to counter Asian food stereotypes.
“Orthodox Asian restaurants, you know, usually we think there’s a hole in the wall – (the) food is good but it’s dirty, the service sucks – it’s just the stereotype we can’t escape,” Kwon said. said. “He wanted to break it all down.”
Now, Cuebop puts the emphasis on energy, emphasis, “a little crazy” and top-tier customer service that includes giving out extra ingredients or free appetizers to new customers.
“When it involves everyone at the store level, making a purchase at every single store, it gets very difficult, but it’s something we’ll never give up,” Kwon said. “He is the heart and soul of Cupbop.”
‘Shark Tank’ and the future of Cupbop
Even with success in some international markets, Kwon said that Cupbop is now focused on continuing its US expansion efforts.
“If you go national in America, you’re already global — that’s what works,” Kwon said.
He and Song are always in talks about how to get more exposure, he said. One day, Song approaches him with the idea of trying to get into the popular fundraising show, Shark Tank, where budding entrepreneurs try to convince a panel of six industry veterans, also known as “Sharks”. Known For – Including Barbara Corcoran, Mark Cuban, Lori. Greiner, Robert Herjavec, Daymond John and Kevin O’Leary – to invest in their business idea.
He applied and a few months later the Shark Tank team invited Cupbop to appear on the show.
“It was a very, very long process. But we started showing up, and so we filmed last September,” Kwon said.
Appearing on Shark Tank, Kwon said he was looking for increased exposure to appearing on a popular national television show, but also to soak up any advice from a panel of highly successful business-minded people.
Menu items from Cupbop are featured. Cupbop started with a single food truck, and now they’ll have the chance to show America the food that transformed their business from a truck to a company with over 100 locations around the world. (Photo: Cupbop)
“Shark Tank and Shark bring something to the table that no traditional (investor) brings. You immediately build a brand, and it’s so powerful,” Kwon said.
“It was such a crazy experience,” Song said. “I’ve never been on a reality TV show, and it’s great to see everything happening behind the scenes.”
Despite their regional and global expansion, Qwon said that Cupbop is forever grateful for their Utah customer base that helped them grow.
“We are very fortunate that we started here, and we are very grateful to all of our customers everywhere, but especially in Utah, where we started, and is absolutely our home ground,” Kwon said.
Those interested in watching the appearance of Cupbop’s Shark Tank can do so by tuning in to ABC on Monday, May 2 at 8 p.m. MDT.
“My dream with Cupbop has always been to take it to the moon,” Song said. “We want everyone in the universe to try Cupbop and experience our culture through our food.”
Logan Stefanich is a reporter with KSL.com, covering Southern Utah communities, education, business and military news.
