We recently connected with Jin Heo and have shared our conversation below.
Alright, Jin thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
The idea for my business was inspired by the significant changes I observed in the restaurant industry following the pandemic. One of the most noticeable shifts was in customer preferences, particularly the increased demand for convenience, health-conscious options, and unique dining experiences. During the pandemic, people became more accustomed to takeout and delivery, and even as things started returning to normal, this preference didn’t disappear.
I realized there was an opportunity to meet this demand by offering a fast-casual dining experience that could provide high-quality, nutritious meals that were also convenient to enjoy on the go. This is where the concept of musubi as the centerpiece of the menu came into play. Musubi is portable and can be made with a variety of healthy ingredients, making it the perfect solution for today’s busy, health-conscious consumers.
In addition to convenience, I wanted to address the growing trend of customers seeking healthier and more sustainable food options. People are now more mindful of what they eat, looking for meals that not only taste good but are also good for them. Our Musubi fits perfectly into this trend, as all our sauces are made in-house to ensure quality and offers a balanced mix of flavors and nutrients.
Another trend that caught my attention was the rise of ghost kitchens and the shift towards more streamlined, fast-casual dining experiences. I saw an opportunity to create a business that operated efficiently in a smaller space while still delivering high-quality, flavorful food. By simplifying the menu and focusing on what we do best—making delicious, handcrafted musubi—we could offer a unique dining experience that stood out in a crowded market.
Ultimately, what excited me most about this idea was the opportunity to offer a new, experience-driven way to enjoy a meal. Musubi isn’t just food; it’s an experience that combines convenience, taste, and a touch of novelty. In a post-pandemic world where people are looking for comfort, quality, and something a little different, I knew this concept would resonate with customers.
Jin, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’m Jin Heo, owner chef with a deep passion for exploring and creating innovative culinary experiences. My journey in the culinary world began about 20 years ago. I honed my skills in a fine dining environment that emphasized precision, creativity, and a deep respect for traditional techniques. My time there was invaluable, allowing me to develop a solid foundation in high-end cuisine while nurturing a love for experimenting with flavors and presentation.
The first concept restaurant I founded was Roba Noodle, a restaurant that allowed me to delve into more casual, yet still meticulously crafted noodle and skewers. The concept was born out of a desire to bring the comfort and flavorful noodle dishes to a broader audience, while still maintaining the high standards of quality and creativity I valued in fine dining. (Permanently closed now)
Recently, I founded Musubi Square, a fast-casual concept that takes a beloved yet often overlooked dish—musubi—and elevates it to the star of the menu. At Musubi Square, we specialize in creating musubi that are not just side dishes or snacks, but the centerpiece of a satisfying meal. Our offerings are rooted in the concept of fast-casual dining, providing quick, convenient meals that don’t compromise on taste or nutrition. We use a variety of fresh, high-quality ingredients to craft musubi that are both flavorful and balanced, catering to the growing demand for health-conscious, portable food options.
One of the key challenges we address is the need for quick, healthy meals that fit into the busy lives of modern consumers. Many fast food options can lack nutritional value, but at Musubi Square, we offer an alternative that is both wholesome and delicious. What sets us apart is our commitment to quality and the variety of our menu to suit different dietary preferences.
I’m incredibly proud of the way we’ve been able to introduce musubi to a wider audience and elevate it to a main dish that people crave. It’s been rewarding to see how something as simple as musubi can bring joy to people and fit so seamlessly into their lives. I’m also proud of the team we’ve built, who share a commitment to quality and a passion for creating great food.
For those who haven’t yet experienced what we offer, I want them to know that Musubi Square is more than just a place to grab a quick bite—it’s a place where food is crafted with care, where simplicity meets innovation, and where every dish is made with the customer’s experience in mind. Whether you’re looking for a quick lunch, a healthy snack, or just something different, Musubi Square offers a unique option that is as satisfying as it is delicious.
Can you share a story from your journey that illustrates your resilience?
One story that truly illustrates resilience in my journey is the closure of Roba Noodle after the COVID-19 pandemic. Despite our best efforts to adapt to the challenges, I had to close it permanently.
This was an incredibly difficult time for me. Roba Noodle wasn’t just a restaurant; it was a dream I had worked tirelessly to build. Closing its doors felt like a personal failure, and there were moments when I questioned whether I wanted to continue in the restaurant industry at all.
However, through this experience, I also discovered the true meaning of resilience. I realized that even in the face of such a significant setback, I could find a way to move forward. The closure of Roba Noodle forced me to reflect deeply on what people were looking for in the post-pandemic world. It became clear that the way people were dining had fundamentally changed—they wanted food that was convenient, healthy, and comforting, but they also craved something new and different.
This reflection led to the creation of Musubi Square. I took the lessons learned from Roba Noodle and applied them to this new venture. Musubi, with its simplicity and adaptability, was the perfect answer to the evolving dining trends. Musubi Square was designed to thrive in the fast-casual, takeout-focused environment that had become the norm. It was a way to turn the challenges and heartbreak of losing Roba Noodle into a new opportunity to innovate and meet the needs of the moment.
Through this experience, I learned that resilience isn’t just about enduring hardship—it’s about adapting, learning, and finding new paths forward even when the one you were on has come to an end. Closing Roba Noodle was one of the hardest decisions I’ve ever had to make, but it also paved the way for Musubi Square, a concept that I’m incredibly proud of.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
A key lesson I had to unlearn was the belief that a restaurant’s success relies solely on its food quality and ambiance. I initially thought that delivering exceptional dishes and creating a great dining experience would be enough. However, the pandemic revealed that external factors and changing customer needs could profoundly impact a business.
This realization led me to rethink my approach. I learned that adaptability and understanding evolving customer preferences are just as crucial as food quality. This shift in mindset guided me in developing Musubi Square. Instead of focusing only on the traditional dining experience, Musubi Square emphasizes versatility and convenience, offering a unique, healthy, and portable meal option that aligns with current customer needs.
Contact Info:
- Website: https://musubisquare.com
- Instagram: @musubisquare
- Yelp: https://m.yelp.com/biz/musubi-square-anaheim
