[Kelly Choi] Who is Kelly Choi? life story summary
“Miracles come to those who dream and act!”
It's a phrase you hear often. However, in reality, there are people who have achieved their dreams by making this a law of success. who is he This is Kelly Choi (53). He is the founder and chairman of KellyDeli. 'Kelly Deli' is a company that sells sushi lunch boxes in large supermarkets in Europe. It has 1,200 franchise stores in 11 European countries, including the UK, France, and Germany, so the business scale is considerable. In addition, after recording annual sales of 470 billion won in 2020, it recorded about 540 billion won in last year, showing a clear growth. Kelly Deli's innovative success stories were also included in the textbooks of French business schools. Chairman Kelly Choi published a book called 'The Woman Who Sells Lunches in Paris' in October 2017, revealing his autobiographical success story to the world. Recently, he opened a personal YouTube channel and is busy teaching the secret to success.
Chairman Choi is a pioneer who introduced the taste of Korea to Europe, a barren land of Korean food. He created the myth of being a global company by exceeding the annual sales of 500 billion won within 5 years of Kelly Deli's founding. As of October 2019, Kelly Deli has more than 1,000 stores in 11 European countries, including Paris, France and London, England. It is said to have more assets than Queen Elizabeth of England and soccer player Beckham, ranked 345th on the wealth list published by the British Sunday Times. Chairman Choi is currently living a happy life by introducing the 'law of success' to the world as a female entrepreneur that anyone can envy.
However, Chairman Choi had to spend every day miserable as he was burdened with a debt of 1 billion won due to the failure of his first business just 10 years ago. One day, while meeting with his close junior, he thought, 'Who is paying for this coffee?' That day, while walking along the Seine River in Paris, he thought of an extreme choice. How did Chairman Choi, who had fallen to the very bottom of his life, achieve a great turnaround and achieve global success? The World Future Newspaper traces the secret of Chairman Choi's miraculous success.
◆ Preparation for success: 'Reset' all thoughts, habits, and actions through self-revolution
Chairman Choi is from Jeongeup, Jeollabuk-do, and is the third daughter of six children. “She needs to get out of her poor life,” she said, when she came to Seoul alone when she was 17. While working in a clothing factory, she dreamed of becoming a world-famous fashion designer. She even wrote a will, and she moved to Japan, where she earned money and went to college. She then crossed over to France where she again became the fashion center. Although she didn't speak a word of French, she managed to transfer. After graduating from school, she helped her friend in the exhibition and advertising business, and she started her partnership in earnest. She once said she had glamorous times, but she failed miserably.
Chairman Choi was penniless at the age of over 40, but he decided to start a new life. She struggled to give up her life, and the face of her present mother came to mind, and she made up her mind to run again. She looked in the mirror after a long time and found that she had turned into a hideous monster and she was startled. Chairman Choi looked back on her own life through her 'eyes of her mother'.
I came to think that if I were a mother, I would just want to live my life satisfied with myself while doing what I love, even if I am healthy and not earning a lot of money. If she looked at it that way, even if she failed in business, she wasn't a loser herself, she was just a person who had been struggling for a while and sat down. So she wandered for several years before she rekindled her passion for life.
Chairman Choi began to find a new way through self-revolution in order to 'reset' all his thoughts, habits, and actions he has lived up to now. Even though he has no money and is over forty, he is somehow determined to start anew for the second act of his life. The words he discovered at this time were, “He and she do it, so why can’t I? I can do it too.” Chairman Choi clenched his fist and set out for the challenge again.
“You can’t fail again.” Chairman Choi deeply reflected on his lack of preparation when he started his first business. And he first read a lot of books about successful people. Despite being dyslexic, he consistently read over 100 books daily. And he identified the '7 Habits' of successful people. These were △Read a lot of books, △Get up early, △Exercise, △Meditate, △Get enough sleep, △Talk with yourself, and △Improve communication skills.
Based on the seven habits he found, Chairman Choi thoroughly trained and studied for two years, and meticulously prepared for a new business. He also disposed of the house and car he had owned for a while. The house used a guest house and started to stand up little by little as a tourist guide. Then he dug up what was the problem, and firmly vowed not to make the same mistake again.
◆ Challenge for success: Two years of intense study and meticulous business preparation
Chairman Choi set his own criteria for success in starting a business (things he likes, things he does very well, things he wants to win the competition), and he found business items that fit them. And he embodied a differentiated start-up model and success strategy. The new business concept was 'a business that makes and sells sushi lunch boxes on the spot in the form of show business at stores in large supermarkets'. However, Chairman Choi actually knew nothing about the restaurant business, nor did he know anything about distribution. He didn't even know how to make sushi. In addition, the qualifications as a manager were insufficient.
However, after setting the goal, Chairman Choi went to the mart more often than the mart employees and did market research. He also begged him to mentor him in person, from renowned sushi craftsmen to entrepreneurs who could teach management classes to become the best in the world. He selected books that would be helpful for his business and read 100 books every day. Kelly Deli was founded in 2010 after two years of direct observation and thorough preparation. The reaction to the first store in Lyon was explosive.
Since its founding, Kelly Deli has been on the ups and downs as if sailing on the wind. People from all over the world from large supermarkets and catering companies lined up to visit. As much as they prepared with difficulty, they succeeded in differentiating themselves with a super-gap strategy. Chairman Choi decided to travel the world on a yacht with his family to spend a year on sabbatical in 2016, when the company was growing rapidly. But before leaving, many said:
“The company I dedicated my life to is doing well, is it really okay if I leave the office for a year like that? What are you going to do if you fail again?”
However, Chairman Choi actually went on a trip, and the company grew even more during the year he was away. It has grown by a whopping 30%. What is the secret to the company's growth even when the company owner is absent? Chairman Choi explains, “From the early days of the founding, we focused on building a system that can run well without a president.” In fact, at Kelly Deli, every employee has a replacement in case he suddenly becomes absent.
Kelly Deli's innovative corporate culture was also listed as an example of an innovative company in the master's course textbook of the French Business School. Kelly Deli is building another innovation system to grow into a '100-year longevity company'. His goal is to create a global restaurant franchise like Starbucks. Chairman Choi made 'good happiness' the 0 priority and applied it to the corporate culture. He is always thinking about ways to make everyone happy, not only for himself and his family, but also for his employees, franchisees, partners, customers, and even the entire human race.
In his autobiography 『The Woman Who Sells Lunch Boxes in Paris』, he put forward the philosophy that 'Satisfaction of franchisees leads to customer satisfaction', saying, "For a franchise restaurant like Kelly Deli, 'on-site' is the most important." According to him, the person who has the greatest influence on the atmosphere of the site is the franchisee. So, if the store owner smiles, the employees treat customers kindly, but if he has an unhappy face, the employees can't be nice to customers because they don't feel good all day. His 'make the store owner laugh' is also the management philosophy of CEO Cheryl Batchelder, who revived the chicken brand 'Pappy', which was actually in a downturn.
On the other hand, he said, "Although Kelly Deli's franchisees have little burden in the opening process, the owner's share in profit distribution is also quite large." When profits are generated, the franchisee owners receive the largest share among the three stakeholders: the headquarters, marts, and franchisees, and then share them in the order of marts and headquarters. In the book, he adds that the share of profits received by store owners is also high in the same industry.
He said, “The happiness of the field, which is the point of contact with customers, is the starting point for protecting win-win and a basic value that must be followed for our survival. was huge When I gained the belief that people could live a balanced life and earn money as long as they worked hard as they were educated, I worked more passionately than anyone else.”
◆ The secret to creating a miracle: After establishing a specific goal, self-suggestion to repeat success
“If there is only one spark, it can rise again.” Chairman Kelly Choi is the secret to miraculous success. “Because I don’t have money, because I’m old, because I don’t have enough time, because I’m a woman… .” The world's myths, prejudices, and obstacles about success were all shattered in the face of Chairman Choi's challenges and preparations. Chairman Choi's success proves that the concrete dream and goal of 'success', and the strategy and action for realizing it were correct. Therefore, anyone can succeed by using Chairman Choi's 'success rule'.
Chairman Choi's first rule of success is to “set specific dreams and goals”. The goal should be clear. And you have to set a deadline. In other words, after setting a goal to achieve what, how, and by when, say it at least 100 times a day and write it down on a piece of paper. Chairman Choi dreamed of becoming richer than the Queen of England within five years, and he actually achieved it. A goal in your head is not a goal. The goal is to write a dream and goal in one sentence, stick it on the wall, and declare it in words to become a living goal.
The second rule of success is, “Imagine that your dream has come true, and repeat the self-suggestion in your brain as an image as if it became a reality.” After waking up every morning, Chairman Choi arranged the blanket and imaged the dream as if it had become a reality through meditation and brain suggestion. Inject positive energy by saying, "I can do it, it's going well, I'm successful." Expel all negative things from your mind. If you dream, imagine, and act, it will surely become a reality.
The third rule of success is to “identify your goals every day, find and implement 3 innovative action plans to achieve them”. There are many innovative ways to achieve your goals. Chairman Choi found various ideas such as sufficient sleep, regular exercise, creative work innovation, and abundant reading. He also found obstacles to achieving goals and removed them one by one. He especially believed that communication skills were an important tool for success. Miscommunication between you, your family, your employees, and the world creates conflict, which prevents you from achieving your goals.
In the end, Chairman Kelly Choi created a mythical success from the bottom of his life after a business failure. He set a goal of “publishing a world-class bestseller within two years” and actually published a book, becoming a topic of discussion. His life goal is to “do something good for the world”. Recently, with the goal of becoming a YouTube influencer and perfect Korean language, he opened a personal YouTube channel to inform the secret of success. Willpower and passion are important to success, but method and strategy are also important. This is the key determinant of failure and success.
Chairman Choi said, “I am a happy person only when I challenge and grow. My goal is not to be successful, but to be happy.” He values happiness the most. And to do this, he emphasizes the need to develop 'thinking power'. He is also challenging fitness and marathons. He is a handsome man with a beautiful body. He said, “You have to exercise to build the muscles of your mind as well as the muscles of your body.”
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