Shopping Center Business is the leading monthly business magazine for the retail real estate industry.
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RETAIL REVIEW 50 • SHOPPING CENTER BUSINESS • December 2016 T he demand for fast-paced, innova- tive and health-conscious dining options continues to grow among consumers today. Millennials value waist- line-friendly meals on the go, and restau- rateurs are seeking to provide a variety of fast casual options to satiate the market. The latest restaurant to come onto the West Coast scene is Bibigo Fresh Korean Kitchen, a fast casual concept serving tra- ditional Korean rice bowls. The concept, which originated in South Korea in 2010, evolved to cater to Amer- ican tastes, moving from a more casual dining experience to a build-your-own assembly line. Today's iteration offers Bibimbap bowls, a traditional rice bowl found in Korean cuisine. "Our goal was to create the best build-your-own Korean concept delivering a fresh, healthy and unique experience," says Sarah Han, se- nior marketing manager of Bibigo. "A lot of different brands play on the build-your-own Asian category, but we really feel that Bibigo is a brand that em- phasizes healthy ingredients and delivers flavor," continues Han. "Other competi- tors blur together different Asian cuisine, and they mix tastes without a real cultur- al identity or consistency of flavor. We promise on delivering freshness and the flavors of Korean cuisine." The restaurants customizable Bibim- bap bowls allow the consumer to choose a base — with options like brown rice, kimchi rice, noodles or salad — followed by a variety of vegetables like kale and broccoli, fresh grilled protein, spicy and mild sauces and garnishes like a fried egg, crispy garlic or sesame oil. To bring a unique edge, Bibigo offers its bowl in an optional hot stone bowl heated up to 500 degrees. "Customers can choose our regular bowl, but we offer the option of hot stone," says Han. "The heated bowl makes the rice at the bottom Korean On The Go Fast casual restaurant Bibigo brings quick and authentic Korean dining to the West Coast. Katie Sloan Bibigo currently has four locations open in the greater Los Angeles area, three of which are mall-based with one full-sized location open near the University of Southern California. Bibgo offers customizable Bibimbap bowls featuring rice or noodles, vegetables and fresh grilled protein. Bibigo offers the option of a hot stone bowl, which is heated up to 500 degrees to keep the meal warm to the last bite.