Texas Roadhouse, a steakhouse operated by Hyundai Green Food, has surpassed 55,000 visitors in its first 100 days since opening in Jamsil.
According to Hyundai Green Food on August 9, this location, which opened in April, has recorded the highest sales among the company's seven nationwide stores each month, breaking away from the traditional department store and outlet model by establishing itself outside of retail facilities.
The restaurant's success is attributed to the demand for office gatherings in the nearby business district. On weekdays, 41% of visitors to the Jamsil location are group customers of five or more, which is 10 percentage points higher than the average of 31% at other locations.
Hyundai Green Food believes that the rise of a food culture centered around moderation in drinking, particularly among the MZ generation, has positively impacted sales. Casual gatherings featuring steak and pasta, accompanied by wine and non-alcoholic beer, are becoming more popular, moving away from traditional drinking-focused meetings.
Price competitiveness is also a factor attracting group customers. Texas Roadhouse offers choice-grade steaks at about 15% lower prices than other steak specialty restaurants. In the evenings, the restaurant features set menus for 3 to 4 people priced between 80,000 and 120,000 won, allowing for a total cost of 30,000 to 40,000 won per person even with added drinks.
Building on the success of the Jamsil location, Hyundai Green Food plans to enhance its tailored strategies for different markets. This month, the Jamsil and Pangyo locations will introduce a 'Delivery Pack' offering a 10% discount on popular individual menu items for orders of six or more. Meanwhile, the Midong and Namyangju Space One locations, which are near residential areas, will launch a kids' set menu featuring burgers and fried rice.
Lee Jong-pil, head of the food service division at Hyundai Green Food, stated, "As the culture of office gatherings shifts from a focus on drinking to culinary experiences, Texas Roadhouse is gaining attention as a new meeting space. We will continue to provide unique dining experiences with differentiated menus tailored to the characteristics of each market."
* This article has been translated by AI.
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