08.11.17

Mystery helps shake up Taiwanese fried chicken  

Mystery helps shake up Taiwanese fried chicken  

We’re really excited to be involved in the creation of a great new Taiwanese fried chicken concept, Mr Ji, which has just launched a pop-up site in Camden to test out its new recipes, before launching its first permanent restaurant later this year.Mr Ji Taiwanese Fried Chicken

Mr Ji ("Ji" meaning chicken in Taiwanese) will offer diners a more premium, tastier and fresher fast food experience, with a concept inspired by the bustling night markets of Taipei.

Founded by Sam Green (former owner of London Green Marketing) and Samuel Haim, owner of Belgium restaurant group, Bia Maria and Camden Town’s Hook fish and chip shop, the idea for Mr Ji was formed while the two friends were on a trip to Taipei, hoping to find the ultimate fried chicken recipe.

Mr Ji Taiwanese fried chicken

Hiking up Elephant Mountain to get a better view of Taiwan’s capital city, Taipei, Sam and Samuel met a man in his 90s, wearing incredibly large glasses, who apparently hiked the mountain three times a day.

They asked him where to find the best fried chicken in Taipei and he pointed in the direction of the huge Shilin night market (considered to be the largest and most famous night market in Taipei), where people were queuing for miles.  The two Sams never caught the old man’s name, so they called him…Mr Ji and the resulting concept is named in his honour!

Mr Ji Taiwanese Fried Chicken

While Mr Ji’s team test out the concept in their Camden pop-up and look for a permanent site, Mystery is charged with creating the full concept for the permanent offer, developing the brand positioning and identity; creating marketing material and product packaging; and designing the interior and exterior scheme for Mr Ji’s first permanent restaurant.

Mr Ji’s pop-up will run until Sunday 10th December from 12pm daily at 63-65 Parkway, Camden Town. London NW1 7PP. More info on the website.

www.mrjirestaurants.com