Los Angeles Chinese eagerly anticipate the grand opening of J&G Fried Chicken, known as “Ji Guang Xiang Xiang Ji” in Chinese. The Taiwan-based fried chicken chain’s first North American branch has been postponed multiple times due to waiting for business permits and related licenses. The opening celebration is scheduled for April 27 and 28, where the first 100 customers can choose one of four complimentary items (chicken sandwich, freshly squeezed orange juice, classic J&G Fried Chicken, pearl milk tea), and also have the chance to win surrounding merchandise.
J&G Fried Chicken’s U.S. director, Chen Gui Ling, mentioned that the brand is a well-known name in Taiwan for over 50 years, with 380 branches in mainland China. She believes that Taiwanese food and beverage ventures investing in the United States is a natural trend as companies are always seeking the next location for expansion. With its large consumer potential, the U.S. market has been a focus for the company. Despite making plans before the pandemic, the store only recently landed in Hacienda Heights, a hub for the Chinese community in Los Angeles.
To gain insights into the American market, J&G Fried Chicken conducted months of research before officially opening the store. By visiting local popular eateries, experiencing American fried chicken dining models, and observing customer preferences, the first overseas branch was strategically placed in the Chinese community of Hacienda Heights. The second branch is set to open in Irvine, Orange County, with plans for further expansion to different cities across the U.S. tailored to American consumer habits.
After touring various cities in the U.S., J&G Fried Chicken developed a variety of fried chicken burgers catering to American tastes. In addition to the classic original flavor from Taiwan, new options include pomelo-flavored fried chicken burger and smoked salmon fried chicken burger, with budget-friendly combo meals. Chen Gui Ling hopes to attract more customers by offering discounts and promotions.
Highlighting that Asian cuisines have been lacking a main dish category, Chen Gui Ling emphasized the importance of reinforcing the “main course” in the U.S. market. Additionally, distinguishing the American-style fried chicken, J&G Fried Chicken fries with a “wet powder” technique and offers unconventional items like fried chicken cartilage and fried squid, which may be time-consuming to prepare but add unique flavors, enhanced by fresh onions for aroma and to prevent greasiness.
Another unique feature of J&G Fried Chicken is the sale of “fried vegetables,” prepared using a Japanese tempura method to retain the natural taste of vegetables. Despite being more complex, this differentiation in product offerings like sweet fried green beans and fried zucchini has impressed many consumers.
The collaboration between J&G Fried Chicken and 85°C Bakery Cafe opens up the Taiwanese food industry’s “Eastern expansion” in the market. Although Taiwanese food businesses face challenges venturing into the U.S., with the assistance of partners like 85°C Bakery Cafe in site selection, compliance with California regulations, and staff recruitment, J&G Fried Chicken’s progress in Los Angeles has been more stable. Despite the initial setback in obtaining licenses before the grand opening, Chen Gui Ling remains optimistic and promises to reward customers with better service and cuisine.
Beyond introducing fried chicken burgers that blend Taiwanese and Japanese influences, J&G Fried Chicken has also partnered with the Taiwan bubble tea brand “TPLUS.” The vibrant bubble tea scene in Los Angeles is a battleground for Taiwanese beverage chains, yet Chen Gui Ling believes each Taiwanese beverage offers unique characteristics. “TPLUS” orange juice not only evokes nostalgia for Taiwanese immigrants but also attracts health-conscious beverage enthusiasts.