Esther Choi understands the importance of a concise pitch. She’s on a mission to elevate Korean cuisine while expanding her culinary empire.
Succeeding in the restaurant business is no easy feat. According to the National Restaurant Association, only 20% of restaurants thrive, and around 80% fail within five years. For women, the challenge is even steeper, with just 19% of chefs identifying as female. So, what does it take for a woman in this field to truly succeed?
Choi, the owner of Mŏkbar with locations in Chelsea Market, Midtown Manhattan, and soon in New Jersey and Las Vegas, secured her first restaurant space through an elevator pitch. “I introduced my exciting idea and delivered my one-minute pitch,” she recalls. “After that, I faced months of fierce competition, tastings, and writing a business plan. I won the bid and took a small loan from my parents, as I had negative funds, and repaid them within weeks.”
Before launching her restaurant, Choi honed her skills at renowned establishments like La Esquina and Ilili. “You must maintain a humble mindset in this industry,” she emphasizes. As a Korean American, she always wanted to connect with her roots while appreciating diverse cuisines. “Unlike many male chefs, I was eager to learn and absorb knowledge. I often said, ‘I don’t know, please teach me,’ which made people more willing to help me.”
With four Mŏkbar locations and plans for more, Esther Choi is leading a revolution in Korean cuisine. She's thrilled that this culinary tradition is finally receiving the recognition it deserves. “Korean food needed representation, as it wasn’t being presented in a modern way. Mŏkbar’s success proves that Korean food can reach new heights, and I’m incredibly proud of that.”
Tune into the How She Does It Podcast for insights into Esther Choi’s latest show, Heat Eaters, where she discusses balancing her roles as chef, restaurateur, and Food Network personality. She shares her passion for spicy food and tips on how to cleanse your palate after a particularly spicy meal.
