F&B Branding Idea: Can Fried Chicken Be Luxurious? 'Puradak Chicken'

Fried Chicken, A Beloved Korean Staple

Fried chicken is one of the most loved dishes in Korea. The saying "People open a fried chicken shop after retirement" reflects how common chicken shops are across the country.

With big names like BBQ, BHC, Kyochon, and Kkanbu dominating the market, competition is fierce. Amid this, one brand has broken the mold with a bold differentiation strategy—Puradak Chicken.

Puradak: Where Prada Meets Chicken??

From its inception, Puradak grabbed attention with a unique approach. Its name evokes the luxury brand Prada, aiming to position itself as a premium brand that goes beyond simple delivery chicken to offer a gourmet dining experience.

(c) puradak chicken

1. Brand Concept

Puradak’s vision is to elevate fried chicken into the realm of high-quality cuisine. The slogan, "Chicken Becomes a Dish", underscores this ambition, setting itself apart from competitors with its premium messaging.

Notably, Puradak’s advertisements and marketing employ a refined and sophisticated visual storytelling approach, an unusual move in the chicken industry. This fresh approach resonated strongly with consumers.

(c) puradak chicken

2. Advertising Strategy - Choosing Jung Hae-in

Puradak’s TV commercials also stood out by taking a different path. The brand selected Jung Hae-in, a popular actor known for his soft-spoken and trustworthy image, as its model.

With the slogan "Don’t Eat the Common Stuff", Puradak successfully conveyed its premium identity. Unlike traditional fried chicken commercials, which often focus on humor, Puradak’s ads exuded a calm and elegant tone.

The campaign’s success was reflected in the viral phrase, "I can’t afford Prada, but I can afford Puradak,” which boosted brand recognition and made Puradak a household name.

3. Differentiated Packaging Design

Puradak completely redefined the image of chicken packaging:

• By using black-colored boxes with gold logos, it emphasized a luxurious feel.
• The brand introduced packaging inspired by cake boxes and dust bags, creating a high-value unboxing experience.

This elevated approach not only enhanced brand perception but also became a hit on social media platforms like Instagram, where hashtags like #PuradakVibes and #BlackChicken gained traction among younger consumers.

Puradak’s packaging, combined with its premium visuals, tapped into the growing trend of emotional consumption, where customers prioritize products that evoke feelings of value and sophistication.

(c) puradak chicken

4. Product Differentiation

Puradak’s distinctiveness is most evident in its cooking method:

• By adopting an oven-fried process, Puradak ensures the chicken remains juicy inside while achieving a crispy exterior.
• Popular menu items include Spicy Mayo Chicken and Black Garlic Chicken, as well as the premium bakery dessert, Black Croquant Choux, which has a loyal fanbase.

The brand frequently introduces seasonal limited editions and trendy flavors to keep customers curious and engaged. Puradak also collaborates with other industries to create innovative experiences aligned with its premium image.

5. Pricing Strategy - Boosting Average Spend Per Customer

Puradak has strategically priced its core chicken menu competitively, similar to or slightly lower than rivals. However, it drives higher revenue by offering high-quality sides and bakery items, increasing the average spend per customer without feeling excessive.

6. Promotional and Collaboration Strategies

Puradak leverages its chicken boxes as a centerpiece for creative marketing:

• Collaborations with Minions, Coca-Cola, and O!rolliday highlighted the brand’s premium and playful aspects.
• The Purartist Project, which featured exclusive box designs illustrated by brand ambassador Jung Hae-in, added an extra layer of exclusivity and emotional connection.

Conclusion - Leading Emotional Consumption with Puradak

Puradak has transcended the typical expectations of fried chicken by offering consumers a luxurious and sophisticated experience. Through its elegant packaging, distinctive advertising, and innovative marketing strategies, Puradak has carved out a unique position in the highly competitive chicken market. The slogan “Chicken Becomes a Dish” perfectly captures the brand’s ambition to redefine what fried chicken can be.