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pp.801-807
The objectives of this study were to develop Korean dishes acceptable for quick-service Korean food restaurant franchising operations in the U.S. and to test consumer preferences of 6 Korean dishes developed. One hundred American consumers evaluated beef(Bulgogi), pork(Jeyuk-bokkeum), chicken(Dagkalbi), noodles with seasoned vegetables(Japchae), braised tofu(Dubujorim), and stir-fried kimchi (Kimchi-bokkeum). Consumer preferences for color and aroma of the three dishes(Bulgogi, Jeyuk-bokkeum and Dagkalbi) were not different with most indicating they liked these attributes. Bulgogi was preferred over Dagkalbi and Jeyuk-bokkeum was least acceptable. Consumers rated the flavor of the Bulgogi from a little too mild to just right while both the Dagkalbi and Jeyuk-bokkeum were rated from just right to too strong. Overall acceptance was inversely related to spiciness. Bulgogi and Dagkalbi were ranked significantly higher than Jeyuk-bokkeum with Bulgogi receiving a slightly higher score. Overall acceptance was higher for the Japchae than the Kimchi-bokkeum. Dubujorim was intermediate and not preferred or disliked more than either of the others. Consumers rated the flavor of the Japchae and the Dubujorim higher than the Kimchi-bokkeum, indicating that the flavor of the Kimchi-bokkeum was too strong. Almost half indicated both the Dubujorim and Kimchi-bokkeum were slightly or much too hot. The Japchae and the Dubujorim were ranked equally high and significantly higher than the Kimchi-bokkeum. We suggest that control of spiciness is a main factor to develop Korean dishes acceptable for quick-service Korean food restaurant franchising operations in the U.S.
