[Report] Ashley on the Move: Largest Salad Bar Unveiled in Songpa, Perfect for Wine Pairing

A Preview of Ashley Queens Grand NC Songpa Branch Before Opening
Custom Ingredient Stations Featured Throughout the Store
Instant Grill Section Falls Short as Cooking Process Remains Hidden

On July 16, Eland Eats will reopen its buffet brand "Ashley Queens" at the newly renovated "Grand NC Songpa Branch," now featuring the largest salad bar among all Ashley Queens locations.

On the 15th, one day before the official opening, a VIP invitation event was held at the Grand NC Songpa Branch. The store's spacious, open interior was immediately noticeable. The store was expanded from the previous size of 660 square meters to 1,124 square meters. The seating arrangements varied from large communal tables to partitioned areas and even cozy seats reminiscent of a wine bar, making the space versatile. This layout appeared to be designed to accommodate a wide range of customers, from local office workers on weekdays to families on weekends, all in one venue.

The main highlight of the Grand NC Songpa Branch is its salad bar, which is the largest among all Ashley Queens outlets. Thirteen menu stations were newly established or strengthened compared to previous branches. The number of menu items was increased by up to 30%, with expansions in categories such as instant grill, open sandwich, wine pairing, Korean food, sushi, bakery, and desserts. Grilled items are cooked to order and served immediately, and new options like Acai & Yogurt Bowl and Perkeno Gelato have also been introduced.

Ashley Queens' store one day before the grand opening of 'Grand NC Songpa Branch' on the 15th. Photo by Hyunjin Jung

While touring the store, it was apparent that sections allowing customers to create their own custom combinations were enhanced. An open sandwich station was set up, and the live noodle bar was made significantly larger than in some existing stores, allowing diners to choose and enjoy their preferred meals. In the dessert section, a new Acai & Yogurt Bowl corner was introduced, enabling customers to add various toppings and create desserts to their taste.

At the open sandwich station, many female customers visiting that day were seen lining up to choose from two types of healthy bread, then preparing their own combinations with toppings such as cream cheese and blueberry jam. According to Eland Eats, while a smaller live noodle bar exists in some Ashley Queens branches, the high customer satisfaction led the company to expand and implement it at this branch.

A day before the opening of Ashley Queens' 'Grand NC Songpa Branch' on the 15th, the in-store instant grill is shown. Photo by Hyunjin Jung

The instant grill station was set above customers' line of sight, so the cooking process was hidden, which was a slight disappointment. However, it was convenient as items like cube steak and garlic shrimp were served hot and fresh, and garnishes such as three types of sauce and grilled onions could be served directly next to the main dishes.

Customers who visited that day expressed fascination as they explored the pairing section located toward the back of the store. The pairing corner featured menus such as biscuits, cheese, olives, and nuts, all curated to pair well with wine. The store also sells wine and beer. Wine is available at KRW 25,900 per bottle, and customers can enjoy unlimited servings of two types of draft beer for KRW 4,900 per person. The pairing menu can be enjoyed even without ordering wine.

The Grand NC Songpa Branch serves as a testbed for Ashley Queens' new menu items and operational concepts. Eland Eats explained that this location was chosen with consideration for the area's unique mix of residential and business zones and its high proportion of young people in their 20s and 30s.

Notably, Eland Eats stated that the pairing section, which groups together food items that pair well with wine and beer, was set up to provide local office workers a place to have light drinks during weekday dinners. In addition, exclusive menu items such as melon desserts, offered ahead of other stores, and shaved ice dishes have been uniquely introduced at the Grand NC Songpa Branch.

The NC Songpa Branch has already ranked among the top Ashley Queens stores in terms of sales. According to Eland Eats, during the peak season in December of last year, the branch saw more than 1,000 customers per weekend day and approximately 300 to 700 per weekday.

Although the salad bar and other offerings have been expanded, Eland Eats has decided to keep prices at the Grand NC Songpa Branch the same as at other Ashley Queens locations: KRW 19,900 for weekday lunch, KRW 25,900 for weekday dinner, and KRW 27,900 for weekends and holidays. While the company initially considered raising weekend prices, it decided against it for now out of concern that customers might feel an increased burden.

A representative from Eland Eats stated, "Rather than focusing on short-term changes, we intend to take sufficient time to experiment with various aspects such as food, pricing, and customer satisfaction, in order to deliver the best possible service," adding, "Rather than gradual expansion after testing, we will make decisions so that, at a certain point, we can expand and implement the tested concepts across all stores."

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