EP 9: Training as Brand Strategy

In this episode of Back to Basics, Rachael Nemeth sits down with Suzy Tsai, CEO of Bonchon, who brings a rare and refreshing perspective to restaurant leadership—with over 25 years of brand and marketing experience at companies like Chili’s, On the Border, and Brinker International.

Now leading Bonchon through explosive growth—from 150 to 500 locations—Suzy shares how marketing instincts helped her zero in on what actually separates great restaurants from average ones: execution. And that starts with training.

They dive into how Bonchon is using Opus to ensure consistency across a global, multilingual workforce, why community engagement is a make-or-break metric for franchise success, and how training is more than an operations tool—it’s a brand strategy.

This episode explores the overlap between brand integrity, guest experience, and leadership development—and why in Suzy’s view, marketers can’t afford to ignore what’s happening inside the four walls of the restaurant.

Chapters

00:00 Introduction to Suzy Sigh and Bonchon
01:50 Rapid Expansion and Challenges in Restaurant Growth
03:38 Understanding Brand Identity and Market Positioning
05:35 Riding the Wave of Korean Culture
09:11 The Importance of Training in Restaurant Success
12:53 Marketing and Customer Experience
15:47 Challenges in the Restaurant Industry
18:23 Building Community and Local Engagement
21:20 Franchisee Empowerment and Operational Flexibility
23:50 Leadership Development and Team Dynamics
27:34 Curiosity vs. Willingness to Learn
31:33 Creating a Culture of Learning and Trust
35:05 Final Thoughts and Lightning Round

About Us
Opus is the hospitality training platform purpose-built for the frontline. Train 100% of your team in 101 languages on the job to quickly get them up the productivity curve. With full visibility across your workforce, you get the frontline business intelligence needed to drive your business. 

Have an idea or experience you'd like to share? Keep the conversation going with us on LinkedIn!