Uncle Park's Bibimbap Founder Fu Wei: Local Cuisine Going National Requires Four "Standardizations"

Ask AI · How does Uncle Park’s Bibimbap address the challenge of industry homogeneity through standardization?

On March 24, the 2026 China Catering Industry Festival and the 35th HCC Global Catering Industry Expo, co-hosted by the World Federation of Chinese Catering and Hongcan Network, kicked off at the Hangzhou International Expo Center. Fu Wei, the founder of Uncle Park’s Bibimbap, shared how the brand has opened over 1,300 stores nationwide at the “2026 China Snack Fast Food Development Forum.”

△Fu Wei, founder of Uncle Park’s Bibimbap

He first pointed out that the current period is a golden age for the development of the bibimbap sector. By 2025, the bibimbap market is expected to exceed 120 billion yuan, with a year-on-year growth rate of 7.1%. Moreover, nearly 60% of the consumer group is made up of young people aged 19 to 35, indicating strong post-consumption potential. However, alongside rapid growth, issues such as product homogeneity, low-price competition, and supply chain misalignment have inevitably emerged.

In this context, Uncle Park’s Bibimbap has implemented four types of “standardization” to tackle these challenges: supply chain standardization, product standardization, operational standardization, and management standardization. With these four standards in place, Uncle Park’s Bibimbap has successfully addressed pain points in brand scaling, promoting high-quality growth while rapidly expanding.

Specifically, Fu Wei used signature dishes like the Beef Stone Pot Bibimbap and the Extra Crispy Chicken Leg Stone Pot Bibimbap as examples to illustrate how the brand continuously innovates based on the regional culinary heritage of bibimbap. Specifically, Uncle Park’s Bibimbap collaborates with research institutions, using market research as a foundation to target different scenarios, seasons, and demographics, achieving “monthly new products,” which has resulted in higher repurchase rates and a broader customer base.

Finally, he stated that local specialty dining holds enormous market potential, and the key to success lies in having standardized operational capabilities. This operational capability is reflected not only in brand building but also in the ability to form relationships of “coexistence, symbiosis, and win-win” with company employees, franchise partners, suppliers, and others. Looking ahead, Uncle Park’s Bibimbap plans to open 5,000 stores over the next eight years and establish itself as a leading global brand in bibimbap cuisine.

Author: Hongcan Editorial Department