How to improve the promotion of Korean beef barbecue, bulgogi, for international customers. An application of quality function deployment

Quality function deployment (QFD) is a product development technique that translates customer requirements into activities for the development of products and services. This study utilizes QFD to identify American customer’s requirements for bulgogi, a popular Korean dish among international customers, and how to fulfill those requirements. A customer survey and an expert opinion survey were conducted for US customers. The top five customer requirements for bulgogi were identified as taste, freshness, flavor, tenderness, and juiciness; ease of purchase was included in the place of tenderness after calculating the weight requirements. Eighteen engineering characteristics were developed, and a ‘localization of bulgogi menu’ is strongly related to the other characteristics as well. The results from the calculation of relative importance of engineering characteristics identified that the ‘control of marinating time’, ‘localization of bulgogi menu’, ‘improvement of cooking and serving process’, ‘development of recipe by parts of beef’, and ‘use of various seasonings’ were the highest contributors to the overall improvement of bulgogi. The relative importance of engineering characteristics, correlation, and technical difficulties are ranked and integrated to develop the most effective strategy. The findings are discussed relative to industry implications.

• QFD (quality function deployment) is applied to improve the promotion of bulgogi.
• Taste, freshness, flavor, tenderness, and juiciness are important attributes.
• Ease of purchase of bulgogi is an attribute to be improved.
• Localization of bulgogi menu is a primary engineering characteristic.