CJ launches food delivery brand “Bibigo To Go” in UK

CJ CheilJedang opens a Bibigo pop-up store in Shoreditch. [Courtesy of CJ CheilJedang]

South Korea’s CJ CheilJedang is accelerating the expansion of its European food business by officially launching a delivery service in the United Kingdom. The company unveiled its delivery service brand, Bibigo To Go on Monday, with the goal of expanding the scope of its K-food business and enhancing accessibility to Korean food culture for local consumers.

Bibigo To Go operates in collaboration with a local UK delivery franchise company, Peckwater Brands, and is currently available on major local delivery platforms, including Uber Eats, Deliveroo, and Just Eat. The menu is based on Bibigo products available in the UK, and before its official launch, the service operated a dedicated delivery app about six weeks under the name “Demo Brand,” during which it fine-tuned recipes, pricing, and other elements according to customer preferences.

As a result, Bibigo To Go introduced an array of menu items, including hot sauce “Hotjang,” incorporating K-flavor in the form of gyoza, plant-based dumplings, chicken, tteokbokki, and japchaeh, with the menu to be updated every six months. Customer review data accumulated on delivery platforms will be used for future menu development. To boost brand awareness, CJ CheilJedang also opened a Bibigo pop-up store in Shoreditch, a popular location in central London. The pop-up store, which will be open for a month, is an opportunity for the company to engage with local consumers and map out future business expansion.

At the pop-up store, exclusive menu items, such as frozen gimbap and kimchi spring rolls that are not yet available through distribution channels, will be offered to customers.