OG Chick’n – Brand Story, Philosophy & Culture
1. Brand Story: A Street-Originated Passion
The name OG Chick’n takes inspiration from “OG,” originally short for Original Gangster, a term rooted in street culture symbolizing authenticity, persistence, and staying true to oneself. We’ve redefined it as Original Goodness—our commitment to flavor, quality, and service. OG Chick’n was born from a passion for Korean fried chicken and a deep respect for multicultural fusion.
Our founder, having lived in Germany, Korea, and China, experienced firsthand the richness of various food cultures. He realized that although there were many fried chicken restaurants, few truly captured the crispy, rich, sweet-and-spicy essence of authentic Korean fried chicken. Thus, the idea was born—to create a place that keeps the traditional flavors alive while embracing local characteristics and modern service.
In 2023, OG Chick’n quietly opened its doors in Düren, Germany. From the very beginning, we sourced our ingredients with the highest standards, developed our own unique recipes and marinating methods, insisted on fresh preparation, and designed our own brand image and digital systems to offer an efficient and friendly dining experience.
Despite being a young brand, OG Chick’n has never forgotten its roots. We want every bite of chicken to reflect the love and care behind it—just like that unforgettable first bite of great fried chicken.
2. Brand Philosophy: Soulful Fried Chicken from the Streets
At OG Chick’n, we believe food isn’t just nourishment—it’s an emotional connection, a cultural transmission, and a lifestyle. Our brand philosophy is built on four pillars:
1. Original
We never copy—we create. From the flavor of our chicken and the blend of our sauces to our restaurant design and brand visuals, we prioritize originality and differentiation. When customers walk into OG Chick’n, we want them to feel, “This place is different,” and to remember the unique experience we deliver.
2. Quality
The soul of fried chicken lies in the crunch and the juiciness. We use fresh, high-quality chicken, scientifically marinated and cooked at precise temperatures to achieve a crispy outside and juicy inside. Our sauces are crafted from multiple herbs and spices—preserving Korean roots while adapting slightly to local tastes—creating flavors that are both authentic and widely appealing.
3. Speed
Fast food doesn’t have to mean “just okay.” We strike a balance between speed and quality by leveraging digital systems for ordering, kitchen prep, and delivery. This ensures every order is delivered quickly and with optimal taste.
4. Street
OG Chick’n is grounded in street culture. We’re inspired by hip-hop, graffiti, skateboarding, parks, and street markets. This culture represents freedom, expression, and authenticity. You’ll see this vibe in our store design, packaging, and social media presence. We aim to be a brand that stands with young people.
3. Brand Culture: Love, in the Smoke and Sizzle
A great restaurant isn’t just about taste—it’s a space for connection, a stage for cultural fusion. OG Chick’n’s brand culture can be understood on three levels:
1. Team Culture: The Crew Is Family
We are a young, diverse, and passionate team. Our crew includes people from different countries—students, entrepreneurs, and full-time staff. Everyone not only helps run the restaurant but contributes to building the brand. We encourage every team member to voice ideas and suggestions, whether it’s about menu innovations or improving operations. If it’s valuable, we’ll implement it.
We believe that respected and empowered employees are the ones who truly pass that passion on to customers. We offer proper training and growth opportunities—team members rotate through various roles from ordering to kitchen to delivery—to understand the whole system and build well-rounded skills. Our goal: every staff member is not just an executor, but a creator.
2. Customer Culture: Not Just Business—It’s Friendship
We treat our customers as friends, not just consumers. We remember regulars’ favorite flavors. We offer small surprises and gifts. We actively engage on social media, listen to feedback, and make fast improvements. Our customers are not just numbers—they’re real people. We’re here to build long-term trust and interaction.
For instance, we’ve placed a message board in our store where customers can write down “the happiest thing today.” We prepare festive specials on holidays. We host “Customer-Created Menu” events online to let customers co-create new dishes.
3. Community Culture: Rooted Locally, Serving Locally
Though OG Chick’n is inspired by international cultures, we know that our roots must grow locally. We actively engage in community events, support local universities and NGOs, sponsor mini concerts and cultural festivals. We welcome local artists, photographers, and designers to showcase their work in our stores.
We believe the success of a brand isn’t measured by the number of locations, but by how much the local community accepts and loves it. We hope to become a part of Düren’s fabric—a go-to for after-work snacks and fried chicken gatherings with friends.
4. Looking Ahead: From One Small Shop to the World
OG Chick’n may be a young brand, but we are full of confidence about the future. Based on our core values, we plan to keep evolving:
Product Innovation: We’ll continue developing new flavors like spicy mala, honey mustard, lemon zest, and more, as well as adding vegetarian options to serve a broader customer base.
Tech Upgrades: We’ll further enhance our digital ordering systems, delivery route planning, and CRM to create a smarter, smoother user experience.
Brand Expansion: While we dream of expanding to other cities—and even other countries—we’ll stick to our principle: nail one shop before opening the next.
Cultural Development: We’ll launch OG-branded merchandise—clothing, cups, stickers—and host events like “Street Food Fest” to make the brand a lifestyle scene.
5. Final Words: The Warmth of Fried Chicken
OG Chick’n is not just a fried chicken joint. It carries a passion, a dream, and a deep respect for food, culture, and community. In today’s fast-paced, efficiency-driven world, only things made with genuine care can truly touch people’s hearts.
Whether you’re drawn by the flavor or the vibe, we welcome you to become part of the OG family. Order a bucket of chicken and join us in savoring that street-born, authentic, sizzling warmth.
OG Chick’n 品牌故事、理念与文化
一、品牌故事：一份源自街头的初心
OG Chick’n，这个名字中“OG”原意为“Original Gangster”，在街头文化中象征着初心、坚持和真实。而我们赋予它新的含义——Original Goodness，代表我们对美味、品质和服务的坚守。OG Chick’n 的诞生，源自对韩国炸鸡的热爱，也源自对多元文化融合的理解与尊重。
我们的创始人曾在德国、韩国和中国生活多年，亲身感受到各国饮食文化的独特魅力。他发现，虽然市面上的炸鸡品牌众多，但真正将韩式炸鸡的酥脆、浓郁、微甜微辣风味原汁原味地呈现出来的却寥寥无几。于是，他萌生了一个想法——打造一家既保留韩式经典风味，又融入本地特色和现代服务体验的炸鸡餐厅。
2023年，OG Chick’n 在德国杜伦悄然诞生。我们从最基本的选材开始，用最严格的标准挑选鸡肉、调料、食材；我们研发属于自己的配方和腌制方法，坚持现炸现做；我们设计自家的品牌形象和数字化系统，打造高效又人性化的用餐体验。
尽管是一个年轻的品牌，但OG Chick’n始终不忘初心，我们希望每一位顾客吃到的炸鸡，都能感受到背后的用心与热情，就像第一次吃到美味炸鸡时，那份无法忘怀的惊喜和满足。
二、品牌理念：做街头最有灵魂的炸鸡
在OG Chick’n，我们相信，食物不仅仅是果腹的工具，更是一种情感的连接，一种文化的传递，一种生活方式的表达。我们的品牌理念，可以总结为四个关键词：
1. Original（原创）
我们坚持不抄袭、不复制。无论是炸鸡的风味、酱料的配比、配餐的搭配，还是门店的装修风格、品牌的视觉设计，我们都追求原创和差异化。我们希望当顾客走进OG Chick’n，就能感受到“这家店很不一样”，并记住我们带来的独特体验。
2. Quality（品质）
炸鸡的灵魂在于“炸”与“汁”。我们坚持使用高质量的新鲜鸡肉，经过科学腌制、精准控温炸制，保持外酥内嫩的口感。我们的酱料由多种香料精心熬制，既保留韩式经典，又根据本地口味进行微调，做到风味独特又广受欢迎。
3. Speed（效率）
快餐不等于“将就”。我们在效率和品质之间找到了平衡点，运用数字化系统进行点餐、接单、备餐、配送流程的管理，确保每一份炸鸡都能在短时间内送达客户手中，同时保持最佳口感。
4. Street（街头）
OG Chick’n植根于街头文化，我们的灵感来自Hip-hop、涂鸦、滑板、公园、市集。这种文化象征着自由、表达和真实，我们的门店设计、包装风格、社交媒体内容都体现了这种调性。我们希望成为一个与年轻人站在一起的品牌。
三、品牌文化：在烟火气中坚持热爱
一个好的餐厅不仅是味蕾的乐园，更是人与人之间交流的空间，是文化融合的舞台。OG Chick’n 的品牌文化可以从三个层面来理解：
1. 员工文化：团队即家人
我们是一支年轻、多元、充满激情的团队。团队中有来自不同国家的伙伴，有学生、创业者、全职人员，他们不仅共同运营餐厅，更共同参与品牌建设。我们鼓励每一位员工表达自己的想法和创意，无论是菜单建议还是运营改进，只要有价值，就会被采纳和实现。
我们相信，一个受到尊重和鼓励的员工，才能真正把这份热情传递给每一位顾客。我们为员工提供良好的培训机制和成长空间，从点单到厨房、从接待到外卖，员工们通过轮岗了解整个运营流程，从而提高综合能力。我们的目标是——让每一位员工不仅是执行者，更是创造者。
2. 顾客文化：做朋友，不只是做生意
我们始终把顾客当作朋友，而不仅仅是消费者。我们记得常来点餐顾客的口味偏好，我们会送上小惊喜、小礼物，我们在社交媒体上积极互动，听取反馈，快速改进。顾客对我们来说不仅是数据，而是真实的人，我们愿意建立这种长久的信任与互动。
例如，我们在店内设置留言板，鼓励顾客写下“今天最开心的事”；我们会在节假日准备节日特餐；我们在社交平台发起“顾客创意菜单征集”活动，让大家参与新品开发。
3. 社区文化：扎根本地，服务本地
OG Chick’n 虽然灵感源自国际文化，但我们深知，根还是要扎在本地。我们积极参与社区活动，支持当地高校、非营利组织，赞助小型音乐会、文化节等。我们也欢迎本地艺术家、摄影师、设计师在门店展示他们的作品。
我们相信，一个品牌能否长久，不在于开了多少家分店，而在于是否真正被所在的社区接纳和喜爱。我们希望成为杜伦这座城市的一部分，成为大家“下班后吃点好的”“朋友聚会来点炸鸡”的第一选择。
四、面向未来：从一家小店走向世界
OG Chick’n 虽然起步不久，但我们对未来充满信心。我们将在保留品牌核心价值的基础上，继续探索和扩展：
产品创新：我们会不断推出新口味，如麻辣风味、蜂蜜芥末、清爽柠檬等，满足更多元化的需求；也会增加素食选项，照顾不同饮食习惯的顾客。
技术升级：我们将继续优化数字化点单系统、电子化配送路线规划系统、客户管理系统，实现更智能的运营管理，提升用户体验。
品牌扩展：未来我们将考虑在其他城市甚至其他国家开设分店，但我们始终坚持“先做好一家，再开下一家”的原则。
文化建设：我们将打造OG品牌周边产品，如服饰、杯子、贴纸等，让顾客能把品牌文化带出餐厅；我们也计划开设“街头小食节”等活动，把品牌变成一个文化场景。
五、结语：一份炸鸡的温度
OG Chick’n不是一家普通的快餐店，它承载的是一份情怀、一份梦想，也是一份对食物、文化、社区的尊重与热爱。我们相信，在这个快节奏、讲效率的时代里，只有真正用心去做的事，才能穿透人心。
无论你是因为美味来的，还是被文化吸引来的，我们都欢迎你成为 OG 家族的一员。点一份炸鸡，和我们一起，享受这份街头的、真实的、热腾腾的温度。