![Outback Steakhouse images of three new 'Lunch Box' menu sets. [Photo=Dining Brands Group]](https://image.ajunews.com/content/image/2026/04/28/20260428153032182508.jpg)
With an early May stretch of holidays approaching and the timing of government payments to offset high fuel prices, South Korean food and dining companies are stepping up spring promotions in hopes of a pickup in spending. Companies expect more outings during the holidays and are emphasizing convenient, portable options for outdoor activities. Value-focused offers tied to May’s Family Month are also expected to influence consumer demand.
Industry officials said April 28 that as applications opened for the high-fuel-price relief payments, franchise restaurants began posting signs at entrances saying the payments can be used there, aiming to draw customers. Headquarters are also promoting the option through company apps, websites and distributed marketing materials, reflecting expectations that the funds, like last year’s consumer coupons, will flow quickly into restaurants where spending is immediate.
Brands are also pushing to capture customers outside stores as spring and the holiday period bring more travelers. Outback Steakhouse rolled out three “Lunch Box” sets nationwide, targeting group meals for corporate events and picnics. It also added an app-based advance reservation service so customers can pick up orders at a preferred time and location.
Delivery-heavy brands, including chicken chains, are moving to lock in demand with discount promotions. KFC is running a value-menu “KFC Snack” campaign to attract grab-and-go snack purchases. Hyundai Green Food introduced “Greeting” ready-to-cook items designed for use at camping sites, positioning them for outdoor dining.
Competition is also expected to intensify in the cake market, as May includes multiple gift-giving occasions. Paris Baguette introduced a “Blue Rose Cake,” symbolizing “miracles” and “hope,” along with an object-style gift item designed not to wither, and is offering a 10,000-won set discount for app preorders. Tous les Jours is selling flower-themed cakes such as “Flower Montmartre” and character cakes, while offering up to 30% off for app reservations and running a 100% payback event to boost digital orders. Twosome Place launched a “Flower Yogurt Cake” shaped like a red rose and is providing discount coupons to customers who preorder through its app.
Discount campaigns aimed at gift demand are also heating up. Jung Kwan Jang is offering up to 15% off popular red ginseng products through May 16 and providing point rewards based on purchase amounts as part of a Family Month promotion. hy is running a health-food promotion that offers up to 43% off, reward points and free shipping when customers use its gifting function. The Hanwoo Self-Sufficiency Fund Management Committee is holding an “online hanwoo market” through the 30th, selling Grade 1 sirloin at a special price of 7,120 won per 100 grams and offering discounted prices on other cuts.
“With holidays and the relief payments expected to help restore consumer sentiment, we will raise customer satisfaction with differentiated products and services that reflect trends,” a distribution industry official said.
* This article has been translated by AI.
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