Oseyo

A fast-growing part of the Pacific Northwest. Well-funded, short on time, and oddly underserved.

What the data made obvious

A Clear Market Gap

Seattle*

Population

775,000

AVG Income (Per Family, Per Year)

$122,000

Households with Children

283,640

Restaurants PER 10K Residents

36.2

More independent and varied options per neighborhood

Eastside*

Population

580,000

AVG Income (Per Family, Per Year)

$138,000

Households with Children

208,610

Restaurants PER 10K Residents

12.8

Fewer independent options per neighborhood

A System of Complementary Skills

In product, we call this ownership. Here, it was survival. I put together a system of people with complementary skills - each accountable for a different kind of failure when decisions left the whiteboard.

This only works if risk has an owner.

Goun

Airline Operations experience

Operations & Execution

What breaks first

Ryan

Multinational Retail

Retail Constraints

What’s truly possible

Jeong

Airline Operations experience

Menu & Craft

Flavor = Memory

Me

Model & System Design

System Architecture

How it all holds together

Designed to Learn

In product, we call this learning velocity. In food, it’s the difference between guessing and surviving.
These gaps weren’t ignored—they were discovered, one day at a time, in the real world.

Checked = the only things we knew at the start.

“Learn-it-all, not know-it-all.”

We avoided being know-it-alls. The work demanded something else.

Korean cultural wave

Demand Already in Motion

Many restaurants begin with conviction: “People will love my food.”But demand creation is rarely the hard part — proving it is.
Instead, I started from a simpler question: Where was curiosity already unlocked?

Korean culture had already crossed that threshold.

The Structural Tailwinds

Cultural momentum

Korean culture was already mainstream in the U.S.Taste, aesthetics, and curiosity were familiar long before the menu existed.

Demand didn’t need to be created. Only met.

Eastside’s disadvantage

High-income, time-poor families. Plenty of food — very little variety once you remove chains.

A real gap, not a crowded battlefield.

Visible quality gap

Frozen imports favor scale over flavor — a compromise repeat customers quickly detect.

Quality became the fastest differentiator.

Less Guesswork

cross 40+ years in food, systems, and retail, we brought pattern recognition.

Fewer unknowns hiding in plain sight.

The primitive

Kimbap: The Core Unit

Kimbap Korean Rice Roll) became the core format for testing demand, flavors, and combinations without expanding operational complexity.

Portable by default

Designed for movement — no reheating, no setup, no operational friction.

Nutritionally complete

Carbs, protein, greens, and fats balanced in a single unit.

Visually expressive

Color, texture, and cross-section create instant appetite and natural shareability.

Composable by nature

Ingredients combine and recombine without breaking the format, allowing variety without operational complexity.

We didn’t launch a finished concept.

We launched a testing system.

Every item had to earn its place on the final menu before scaling.

Korean tradition.

Market-adapted.

Fast — without shortcuts.

Reality-Tested

Built in Public. Refined by Data.

Items Tested (6 Months)

34

Items Retained in Final Menu

15

Average 2nd- Order Rate (Final Menu)

82%

Designing for Retention

We measured what customers did next — not what they said first. A 60% second-order rate became the graduation threshold.

Items that crossed it stayed. Everything else rotated out.

The Experimentation Loop

Retention told us what worked.

The next step was building a system to discover it faster.

What survived became the core

One Core. Multiple Formats.

With a proven set of core ingredients — balanced proteins, vegetables, and signature seasonings — we built a foundation customers trust. That base delivered consistent results and ~70% baseline reorder confidence.

From there, expanding into bowls and boxes wasn’t reinvention. It was extension.

Shared Production Backbone

One unified production system — proteins, vegetables, sauces, and assembly flow — powers rolls, bowls, and boxes alike, ensuring consistency, speed, and operational clarity.

Controlled SKU Expansion

New formats don’t require reinvention. They extend existing ingredients and workflows, adding only minimal incremental SKUs while preserving purchasing leverage and inventory discipline.

Margin Integrity by Design

Because each format extends from the same tested core, food costs remain predictable, labor inputs stay balanced, and margins remain stable as the system scales.

Expansion without operational drift

Extending the System

In product development, once the foundation is stable, expansion comes through features — not reinvention.

Ramen, banchan, and drinks extend the same platform — broadening the experience while strengthening the system against shifting demand.

Self-Service Ramen Bar

Ramen extends dayparts — increasing visit duration without introducing operational complexity.

+22%

longer lunch and evening visits

Korean Side Dishes (Banchan)

Banchan turns a single order into a layered experience — increasing perceived value and encouraging exploration without changing the core workflow.

+18%

increase in average order value when at least one side is attached

Korean Soft Drinks

Drinks create lightweight return triggers — small, familiar favorites that turn one visit into the next.They attach effortlessly to any order without adding operational complexity.

+14%

increase in attach rate per transaction

Behavior over Personas

Contexts That Breathe

In product design, you don’t design for “users.” You design for behaviors.

I approached food the same way — designing formats that match how people actually eat across the week: lunch break, takeout night, picnics, default dinner.

One core system. Multiple real-world contexts.

Lunch Break

Fast, clean, wholesome.

Family Takeout

Customizable, shareable.

Balanced Eating

Transparent, balanced.

Gatherings & Picnics

Stackable, designed for many.

Weeknight Fallback

Reliable, no-decisions dinner.

Food Explorers

Rich, visual, flavors hunting.

Moments Mapped to the System

The primitive holds because it adapts to real-world behavior without changing the system underneath.

Frequency Validates the System

QSR Magazine notes that visit frequency is the primary predictor of unit-level profitability.

Trial

Returning within 14 days

46%

Quick-service industry avg: 25–35%

Signals early integration into routine, not novelty-driven trial.

Habit

Average monthly visits

2.3

Fast-casual category benchmark: 1.5–1.8

Supports weekly rotation cadence.

Social Expansion

Group orders originating from solo visits

63%

Demonstrates social expansion of the format

Format scales socially without structural change.

* Based on 12-month POS data (Square/Toast), n = X,XXX transactions

Single-Unit Performance

This timeline shows how one location scales the same way a product does — through sequential unlocks. We move from validated pilot demand to full retail operations, then layer in improvements like expanded hours, better order composition, higher-margin mix, and recurring catering.

Each step compounds on the last, turning early traction into a stable, predictable monthly revenue engine.

Revenue (Single Retail Location)

Year 1

$1.14M

Year 2

$1.65M

Year 3

$2.15M

Stable revenue ramp driven by retention + visibility.

Profitability Profile

Above-Industry Margins

Gross Margin

~53%

COGS

~47%

Pre-Tax Net Income

~35%

Industry typical: 55-65% COGS

Cost Structure Discipline

Operating Leverage by Design

Labor

8-9%

Lease

4%

POS fees

3.25%

Other OpEx

2-3%

Fixed costs intentionally constrained to preserve margin at scale.

Pricing Power

Margin Headroom Built-In

Below Comparable Retail

~25%

Core Item Margins

50-65%

Structural room for gradual price adjustment

Consumer trust first. Pricing leverage second.

Break-Even Buffer

Build to Survive Before it Scales

Monthly Break-Even

$48K-67K

Contribution Margin

50-57%

Stabilized Monthly Sales

~$95K

Revenue exceeds break-even, preserving cushion.

Designing Repeatable Memory

Memory isn’t accidental. It’s engineered through systems that scale.

Modular Primitives

UI Primitives

Ingredients

Data Models

Layouts

Workflows

Service rituals

Throughput by Design

Traffic Expectancy

Order Volume

Concurrency

Parallel Prep

Usage Spikes

Peak Bursts

Repeatable Experiences

Default States

Order Volume

User Flows

Prep Consistency

Component Libraries

Core Ingredients

Repetition builds recognition. Recognition builds trust.

“A brand is easier to remember when it asks less of your brain.”

Modular Layout System.

Adapts to imperfect spaces without redesigning the experience.

Design System Tokens → Fixture & Material Standards

Cost Discipline by Design.

Durable materials keep costs predictable and scalable.

Performance Budgeting → Cost Ceilings

90% Standardized Materials.

Easy to recognize, easy to source, and easy to repeat.

Component Libraries → Repeatable Materials

Fast to Build. Easy to Scale.

Fewer custom decisions mean faster rollout and expansion.

Deployment Framework → Store Rollout Model

Scaling Through Modularity

Consistency of material becomes consistency of memory.

Accent Color Token

HEX

#FED241

RGB

254 / 210 / 65

Pantone

1235 C

CMYK (Coated)

0 / 17 / 74 / 0

OKLCH

L: 0.86 C: 0.17 H: 92°

Accent color only. Not used for text or critical UI elements to maintain WCAG contrast standards.

Polished Concrete

Uses the existing slab — durable, low maintenance, and reduces long-term upkeep.

White Subway Tile

Durable, easy to clean, and highly reflective — brightens spaces and scales across high-traffic environments.

Laminate or Composite

Warm, tactile contrast without the cost or maintenance of solid wood — stable, repeatable, and easy to source.

From System to Space

The system becomes the space customers walk into.

Standardized prep counter

Modular service line

A Corner That Feels Like Home: Neighborhood scale. Everyday familiarity.

Built to Scale — By Design

Standardized materials, repeatable systems, and predictable build costs.

The Human System

Trust Begins With the Team

In hospitality, trust lives in small moments — how a guest is greeted, how a meal is prepared, how a problem is handled. Loyalty grows from consistent care.

That consistency starts internally. When teams feel trusted and supported, they create trust for customers. Culture becomes part of the operating system.

Annual turnover target: <25% vs ~70% QSR industry norm

Small Systems That Build Trust

• Quarterly bonuses tied to consistency and teamwork

• Free meals and tastings to deepen product understanding

• Recognition tied to customer reviews

• Short skill sessions on service and cultural storytelling

• Milestone acknowledgements celebrating tenure and growth

Oseyo — 어서 와

“Oseyo” is the greeting you hear when entering a restaurant in Korea — a warm invitation that means “please come in.”

I designed the Oseyo identity to express that feeling of welcome: warm, clear, and culturally grounded while remaining highly functional across both digital and physical environments.

The goal was a mark that feels friendly and modern, built on simple geometry that scales from small digital icons to large storefront signage.

Soft Geometry

Rounded forms and balanced strokes echo the shape of rice rolls and fresh ingredients — reinforcing warmth and approachability.

Cultural Subtlety

A simple geometric structure subtly references a kimbap slice — four ingredients arranged around a central cross — creating a cultural signal without relying on literal motifs.

Clarity at Every Scale

The mark remains legible and recognizable across a wide range of contexts — from small digital icons and packaging labels to large storefront signage.

System-Friendly Structure

The identity is built from simple geometric primitives so it extends easily across packaging, signage systems, UI elements, and interior graphics without losing consistency.

Color as a Signal

Oseyo Yellow acts as a clear visual signal — energetic, warm, and instantly recognizable across digital and physical environments.

Balanced Playfulness

While the identity remains clean and structured, subtle softness and optimism keep the brand feeling welcoming rather than rigid.

14 Months.
The System Holds.
Loyalty Compounds.

I approached Oseyo like a product — define primitives, reduce complexity, measure throughput, and iterate deliberately.

Over 14 months, the results compounded — not from a single launch moment, but because the system held under load.

Growth wasn’t accidental. It was designed.

Total Gross Sales

$109,500

First 14 months of operation

Total Net Profit

$50,370

46% contribution margin

Retail vs Catering

65% / 35%

Steady avg ratio last 6 months

MoM Sales Avg

23%

Avg Monthly Growth

Revenue Growth

22x

From launch month

The System Held.
Now It Scales.

2025 — System Validation

A digital-first restaurant model operated through online ordering and local delivery.

Read reviews

5.0

Repeat Purchase Rate

92%

AVG Monthly Growth

23%

Private + SBA Capital Raised

$720,000

2026 — Retail Expansion

Flagship Retail & Corporate Catering

• First flagship retail location

• Production scaled for higher throughput

• Corporate catering across Eastside tech campuses

Corporate Clients

You’re here to evaluate how I think — not what I’ve shipped.

I built one of my own.

This is Product Design. With nowhere to hide.

Same Design Instincts. Clear Air.