EP9: Training as Brand Strategy

In this episode of Back to Basics, Rachael Nemeth sits down with Suzie Tsai, CEO of Bonchon, who brings a rare and refreshing perspective to restaurant leadership, with over 25 years of experience in brand and marketing at companies like Chili’s, On the Border, and Brinker International.Now leading Bonchon through explosive growth—from 150 to 500 locations—Suzie shares how marketing instincts helped her zero in on what actually separates great restaurants from average ones: execution. And that starts with training.They delve into how Bonchon utilizes Opus to ensure consistency across its global, multilingual workforce, why community engagement is a make-or-break metric for franchise success, and how training is more than an operational tool—it’s a brand strategy.This episode explores the overlap between brand integrity, guest experience, and leadership development—and why in Suzie's view, marketers can’t afford to ignore what’s happening inside the four walls of the restaurant.Chapters00:00 Introduction to Suzie Tsai and Bonchon01:50 Rapid Expansion and Challenges in Restaurant Growth03:38 Understanding Brand Identity and Market Positioning05:35 Riding the Wave of Korean Culture09:11 The Importance of Training in Restaurant Success12:53 Marketing and Customer Experience15:47 Challenges in the Restaurant Industry18:23 Building Community and Local Engagement21:20 Franchisee Empowerment and Operational Flexibility23:50 Leadership Development and Team Dynamics27:34 Curiosity vs. Willingness to Learn31:33 Creating a Culture of Learning and Trust35:05 Final Thoughts and Lightning RoundAbout UsOpus is the leading training operations platform for multi-unit brands with frontline workforces, helping operators deliver consistent, engaging training that delivers measurable results. Trusted in thousands of locations across restaurants, retail, fitness, healthcare and consumer services, Opus customers include Smashburger, Craveworthy Brands, Let’s Play Soccer, Shipley Do-Nuts, Sound Fun Entertainment, Big Chicken, York Building Services, Gordon Ramsay Group, Jose Andres Group and more. Learn more at www.opus.soHave an idea or experience you'd like to share? Keep the conversation going with us on LinkedIn!