“Senior, Are We Having the ‘Lunch Gathering’ There Today?” Even the Manager Nods... Fierce Competition Returns to Buffets After 10 Years [Why&Next]

Expansion of Mid-Priced Buffets Like Ashley, VIPS, and Take

Restaurant Price Hikes Outpace Overall Inflation

Operators Focus on Enhancing Unique Competitive Advantages

# Around 12:30 pm on the weekend of the 11th, customers were lining up to choose their preferred dishes at the 'Ashley Queens' buffet brand location near Gangbuk, Seoul. The restaurant was filled with families, from babies in strollers to elderly guests with white hair, sharing meals and conversations. Ms. Sim Nari (pseudonym), a woman in her 40s who dined with her parents and elementary school-age children, said, "It's hard to find a restaurant that suits everyone's taste, and eating out these days has become quite expensive," adding, "With the hot weather, it's convenient that we can enjoy everything from main courses to dessert in one place without having to move around."

# Around 11:30 am on the weekday of the 13th, a group of ten male office workers in suits arrived at the 'Take' buffet restaurant near Jonggak Station, Jongno, Seoul. The group, ranging in age from their 20s to their 50s, said they had made a reservation for a "lunch gathering." Inside the restaurant, many employees wearing company ID badges were either selecting their food or having conversations while dining.

Around 12:30 PM on the 11th, a buffet brand "Ashley Queens" store near Gangbuk, Seoul. Photo by Hyunjin Jung

Around 11:30 a.m. on the 13th, the entrance of the buffet brand 'Take' store near Jonggak Station, Jongno, Seoul. Photo by Hyunjin Jung

With restaurant prices soaring, mid-priced buffet restaurants—recognized for their value for money—are expanding their presence. After suffering a major blow and collapse during COVID-19, the sector is now experiencing a resurgence. Summer is typically considered an off-peak season for buffets, but due to "lunchflation" and tightening budgets, more people are turning to buffet restaurants where adults can dine for 20,000 to 40,000 won.

According to industry sources as of July 18, Eland Eats' buffet brand, Ashley Queens, aims to expand to 150 locations by the end of this year. The number of Ashley Queens restaurants surged from 59 in 2022 to 115 last year, and the company plans to open nine more in the first half of this year and over 20 in the second half. Just the previous day, the Songpa branch was renovated and relaunched as 'Grand NC Songpa' with a 30% expanded menu.

This month, Eland Eats will also open a new location of its Korean buffet brand, Nature Byul Gok, at Eunpyeong Emart. Nature Byul Gok once expanded to about 40 stores in 2016 but saw shrinkage, dropping to just two by last year amid operational difficulties. However, with the reopening of Songpa (following the earlier January relaunch of NC Yatap), the brand will now operate four locations in total.

The steak and salad bar buffet Vips, operated by CJ Foodville, recently opened its 35th store, Galleria Gwanggyo, marking its first new location this year and signaling an expansion. Since last year, Vips has focused on opening locations within large retailers such as department stores, rather than standalone shops, and reportedly has additional openings planned. Ourhome is also considering additional launches of Take in the second half of the year, following the new openings in May. Other buffet brands such as Coup Coup and Shabu All Day have also been expanding their store numbers over the past one to two years.

Such large-scale expansion by buffet chains is happening again after a ten-year gap. Buffets flourished in the mid-2010s as a cost-effective dining-out alternative during periods of high inflation. However, reckless expansion, intensified competition, and changing trends led to operational challenges just before the COVID-19 pandemic. When the pandemic hit, some brands like Olbaan and Seasonal Table took significant blows, causing the industry to collapse. Ashley Queens and Vips also experienced large-scale expansion but, due to the impact of social distancing measures, saw their number of stores drop to less than half of previous levels following successive suspensions of operations.

Afterward, Ashley Queens and Vips adopted a premium strategy and adjusted their menus, revising their store operations. Following the transition to the endemic phase, Eland Eats, the operator of Ashley Queens, saw its revenue increase from 355.3 billion won in 2023 to 568.5 billion won last year, up 60%. CJ Foodville’s restaurant division, which operates Vips, also grew 21.4% over the same period, reaching 261.8 billion won. Eland Eats stated that its sales growth rate for the first half of this year recorded double digits year-on-year, indicating continued expansion.

The reason for the renewed push towards buffet market expansion is the steep rise in food-away-from-home prices, which has made buffet brands more competitive as value-for-money restaurants. In June, the all-items Consumer Price Index (CPI) reached 120.0, up 20% compared to 2020. The dining-out component of the CPI rose even faster, reaching 128.1 in June—an increase of more than 28% since 2020—far outpacing the overall index. Prices of major dining-out items such as hamburgers and pizza have surged over the past five years, fueling lunchflation.

An examination of Ashley Queens' popular menu items shows that, in addition to main dishes such as pork ribs, whole fried chicken, smoked salmon, and fish steak, items aimed at pleasing younger diners—such as gorgonzola pizza, egg sushi, honey butter potatoes, and mango salad—are also popular choices. At most other restaurants, it would be difficult for adults to enjoy all of these, including dessert, for just 19,900 to 27,900 won per person.

Take, another buffet drawing a steady stream of office workers and foreign tourists, lists its five most popular weekday lunch offerings as grilled pulled pork taco platter, izakaya-style assorted fish cake, loaded potato fries, Shandong-style braised pork rice bowl, and tom yum soup. The demand for meals in the 20,000 won range continues to be strong.

However, the industry has learned from past experiences, when indiscriminate expansion weakened competitiveness. Buffet brands are now focusing on reinforcing the unique characteristics of each location and providing experiential elements within the buffet. They are launching menus reflecting seasonal and trend-sensitive items, offering open kitchen stations with live cooking for added appeal, and expanding customizable food options. At the same time, to attract family customers, they are beefing up kids' menus and facilities, and piloting premium menu options to build store-by-store competitiveness.

An industry insider said, "Restaurants are becoming more precise, maintaining steady sellers while quickly responding to emerging demand. It has become crucial to provide a diverse menu selection so customers can enjoy not only their meal but also desserts as an important part of their overall dining experience."

This content was produced with the assistance of AI translation services.