Jangga Group is the leading food company in Korea, with over 30 brands to its name. Despite its respectable reputation, Jang Geunwon, the company president's spoiled son, is a vicious bully. Due to his status, no one dares to stop him—until the righteous Park Saeroyi transfers to his class and fights back, getting himself expelled on the very first day.

However, Saeroyi's trouble with Geunwon does not end there. Soon, Geunwon causes an accident where Saeroyi's loving father dies. Yet Geunwon goes unpunished for his crime—leading Saeroyi to beat him nearly to death. Saeroyi earns three years in prison, but this is all the time he needs to plan the perfect revenge.

Seven years after his release, Saeroyi opens a pub in Itaewon—Seoul's thriving, sleepless district swarming with countless diverse individuals. Quickly succeeding in such a competitive market is not an easy feat, but fate introduces Saeroyi to a group of misfits with various backgrounds and distinct potentials. Together, they take on the challenges of the food industry, giving Saeroyi a chance to bring down the corrupt corporation and all those who once wronged him.