South Korean pizza chain Gopizza has gained traction in the Indian market by combining food technology with the distinct flavors of Korean cuisine, offering a unique take on traditional pizza.
Founded in 2016, Gopizza began as a concept focused on single-serving pizzas to make the dish more accessible. The brand entered India in 2019, adapting its approach to suit local tastes.
“We currently have 60 stores across southern India and aim to expand to 100 locations by next year, including major northern cities like Mumbai and Delhi,” said Jay Lim, CEO of Gopizza, in an interview at the company’s headquarters in Seoul. The company’s long-term goal is to operate around 5,000 stores in India through a combination of direct management and strategic partnerships.
Since its inception, Gopizza has expanded into seven countries, including India, Singapore, Thailand, and Indonesia, with over 450 stores. In 2023, the chain sold more than 500,000 pizzas globally, generating around $32 million in revenue. It has also raised significant investment, including 13.6 billion won ($10 million) from CP All, a subsidiary of Thailand’s CP Group.
Unlike its operations in Korea, where Gopizza uses robot-assisted pizza-making technology, the brand’s focus in India is on building the brand and adapting the menu to local preferences as a “K-pizza brand.”
In India, the menu has been tailored to suit local tastes. “About 70 percent of our sales come from vegetarian pizzas. Our bestsellers include the Veggie Paradise, a meatless combination pizza, and the Paneer Cheese Pizza,” Lim said.
However, it’s the Korean-style pizzas that have helped the brand stand out. “Pizzas like Buldak Chicken Pizza and Gangnam Bulgogi Pizza may not be as profitable as the vegetarian options, but they define our brand identity,” Lim explained. The rise of K-content and the growing curiosity around Korean-themed pizzas have helped boost their popularity on social media.
Gopizza has also introduced Korean instant ramyeon to its Indian menu, which has surprisingly become a hit. “We sell Shin Ramyun in a bowl for around 4,000 won, which is more expensive than our pizzas, but Indian customers are willing to pay for it,” Lim noted, reflecting the increasing interest in Korean cuisine in India.
Looking ahead, Gopizza plans to introduce a new brand, Gochujang, by early 2025, focusing on Korean street food.
The company’s expansion in India will combine direct operations with partnerships. Currently, Gopizza runs all its stores directly, employing about 300 staff members. Future growth is expected to include partnerships with larger chains and convenience stores.
But Gopizza’s appeal in India isn’t just about the food; it’s also about the experience. “We position ourselves as a family-friendly brand, popular with parents and children. We regularly host birthday parties in our stores, creating lasting memories, much like the kids’ parties McDonald’s used to organize in Korea,” Lim said.
Gopizza’s future in India looks promising. “Next year, we expect our Indian operations to generate over 10 billion won in revenue. With another 100 locations planned, we aim to become one of the top five pizza brands in India,” Lim added.
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