Cafe franchises, traditionally focused on coffee and desserts, are now introducing meal options such as tteokbokki, fried rice, and noodles. This shift comes as competition in the coffee market intensifies, prompting cafes to enhance their food offerings to increase customer spending and expand their reach during meal times.
According to industry sources, The Venti recently launched a new dish, 'Chilled Noodle Soup,' under its ready-to-eat category, 'The Venti Kitchen.' This product, developed in collaboration with a local chicken restaurant, features chilled broth with ice and chicken served in a cup format, allowing customers to enjoy a refreshing meal during the summer.
Earlier in June, The Venti announced the opening of 'The Venti Kitchen' to strengthen its snack offerings, introducing items like rose and mala tteokbokki and spicy and soy sauce rice balls. The addition of chilled noodle soup further expands their meal options.
Ediya Coffee is also making strides in the meal market with its new offerings, including 'Cream Fondue Kimchi Fried Rice,' 'Brown Rice Beef Bulgogi Fried Rice,' and various low-sugar tteokbokki options. By adding these items, Ediya aims to provide complete meal solutions.
Notably, Ediya's tteokbokki options include original, black bean, and mala rose varieties, all designed to reduce sugar content while pairing with rice rolls. The company is currently testing these menu items primarily through delivery services to gauge their suitability and consumer response before deciding on future operations.
Compose Coffee has already seen strong demand for its meal and snack options, with its 'Chewy Rice Cake Tteokbokki' selling over 140,000 units within two weeks of its February launch. Some locations experienced early sellouts, prompting inquiries for restocking. The cup format, combined with a sweet and spicy sauce, has made it convenient for on-the-go consumption.
Meanwhile, Mega MGC Coffee is enhancing its presence with items like seasoned cup chicken and kimchi fried rice. By offering both snacks and meal alternatives, the competition among low-cost coffee brands is rapidly shifting from beverages to food.
This trend of cafes focusing on cup foods and ready-to-eat meals is driven by increased competition due to the growing number of store locations. According to the Fair Trade Commission's franchise business information system, the number of domestic stores for major brands like Mega MGC Coffee, Compose Coffee, The Venti, Ediya Coffee, and others rose from 7,939 in 2021 to 12,299 in 2024, marking a 54.9% increase in just three years. As competition intensifies in key commercial areas, boosting sales per store has become a critical challenge.
Low-cost coffee brands, which typically offer lower beverage prices, find it challenging to raise customer spending through price increases. Instead, encouraging customers to order tteokbokki, chicken, or fried rice alongside their drinks can effectively secure additional revenue. Expanding menu options allows cafes to diversify demand, spreading it across lunch and dinner times rather than concentrating it during morning and post-lunch hours. This aligns with the growing trend of single-person households and the preference for convenient meals, as consumers increasingly seek to combine drinks and simple meals at cafes.
Importantly, cup-style menu items fit well within the cafe layout, allowing for easy sales without the need for extensive kitchen facilities. With simplified cooking methods and dedicated containers, these items are also convenient for takeout and delivery. For franchisees, this means they can expand their offerings without significant alterations to their existing space.
An industry insider noted, "Consumers are beginning to view cafes not just as places to drink coffee but as venues for quick meals as well. Meal alternatives can increase customer spending while also capturing demand during previously weaker time slots, indicating that the trend of enhancing food lineups will continue for the foreseeable future."
* This article has been translated by AI.
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