Eggslut considers localized menu items: founder

Jeff Vales / Courtesy of SPC Group

By Kim Jae-heun

Eggslut Co-Founder and CEO Jeff Vales said the sandwich seller is considering adapting its menu to use local ingredients.

“As we've continued to grow our brand abroad, we are learning more about the local flavor of each region. We are looking into the possibility of adding some local specials,” Jeff Vales said in a recent written interview with The Korea Times.

At the Korean branch, there are currently six sandwiches on the menu which are the same as you will find in Eggslut restaurants in other parts of the world including the United States, England, Japan and Kuwait.

Vales said Eggslut will focus on the consistency of all its products it offers for now but in the future, the fast food franchise can adopt new items using local foods. However, he didn't elaborate regarding the possibility of opening a second restaurant in the country.

“I hope it will be soon. I absolutely plan on visiting. Unfortunately, with everything going on, traveling has become a little difficult. But I look forward to going to Korea and experiencing everything it has to offer,” Vales said. Eggslut opened its first Korean egg sandwich restaurant at the COEX, one of the hot spots in the affluent Gangnam area, July 10.

Vales knew significant amount of guests visiting Los Angeles were coming from Asia ― and especially from Korea, but he didn't know 300 people would line up outside from 6:30 in the morning on the first day of its opening.

“We were informed of the significant turnout the location received,” said Vales through an email interview with The Korea Times, Monday. “Because we were unable to physically attend, we received numerous photos and were able to track a lot of the activities on our social media channels.”

The CEO said his company's general interest in the country began with several tourists reaching out about the possibility of opening in Seoul, while finding the right partner made it possible for Eggslut to open its ninth restaurant in the world.

“There have been multiple tastings, samplings, R&D, etc. to work through the difficulty with replicating the brand abroad. We've spent a lot of time learning who we are as a brand and the things that remain incredibly vital to our success,” Vales said.

The chief executive said Eggslut's ultimate goal is to focus on maintaining the brand standard and to ensure the restaurants are offering high-quality food that is prepared with fine-dining techniques and service. “From our beginnings as a food truck, we had no intention or idea we'd be able to come this far. We want to offer a memorable experience for a guest that will keep them coming back to dine with us,” Vales replied.