'The Lunch Gathering Hot Spot': Texas Roadhouse Jamsil Main Branch Draws 55,000 Visitors in 100 Days

U.S. Steakhouse Brand Operated by Hyundai Green Food

First Standalone Location Opened Outside Retail Centers Among Seven Korean Branches

Popular as a Value-for-Money Gathering Spot for Millennial and Gen Z Office Workers

On August 9, Hyundai Green Food announced that “Texas Roadhouse” Jamsil Main Branch, a steak specialty restaurant opened last April in Bangi-dong, Songpa-gu, Seoul, has surpassed 55,000 cumulative visitors within its first 100 days of operation.

The Texas Roadhouse Jamsil Main Branch of Hyundai Green Food is bustling with visitors. Provided by Hyundai Green Food

Texas Roadhouse is the No.1 steakhouse brand in the United States by sales. Since opening its first store in Indiana, U.S., in 1993, it now operates around 800 locations across 11 countries, including the United States, Mexico, and Taiwan.

In Korea, Hyundai Green Food opened its first Texas Roadhouse location at Hyundai Premium Outlet Space One in 2020 and has since expanded to seven stores. The Jamsil Main Branch stands out as the first location to open outside of a department store or outlet shopping center, operating independently from retail properties. According to the company, the Jamsil Main Branch has maintained top-tier sales in the steakhouse sector since its opening. This success is analyzed to be the result of strong demand for workgroup gatherings from nearby office districts.

According to Hyundai Green Food, weekday groups of five or more account for an average of 41% of Jamsil Main Branch’s visitors, which is 10 percentage points higher than the average at other locations (31%). Most of these group customers are office workers. Additionally, with a growing food culture trend known as “Sober Curious” (moderation in alcohol consumption) spreading among Millennials & Gen Z, Texas Roadhouse is receiving positive reviews as a gathering spot. The appeal is attributed to the sale of a wide range of alcoholic beverages—such as wine, whiskey, cocktails, draft beer, and non-alcoholic beer—alongside classic steak, chicken, and pasta dishes.

The company analyzed that its value-for-money pricing policy has been effective in attracting group outings. At Texas Roadhouse, steak dishes are priced around 15% lower than at other steakhouse chains, and lunchtime offers value-conscious lunch sets with main dishes, side dishes, and beverages for 10,000–20,000 won, making it an appealing choice for gatherings.

Hyundai Green Food plans to leverage the success of the Jamsil Main Branch and further strengthen customized strategies tailored to each commercial district. For the office-dense areas such as the Jamsil Main Branch and Pangyo Branch, the company will soon introduce a “Delivery Pack” group order menu, offering a 10% discount for orders of six or more servings of popular signature dishes. At residential locations such as the Jung-dong Branch and Namyangju Space One Branch, it plans to roll out kids’ sets that include items like burgers and fried rice designed for younger children.

Lee Jongpil, Executive Director of Hyundai Green Food’s Food Service Division, stated, “As group dining culture evolves from being alcohol-centric to focusing on culinary experience, Texas Roadhouse is emerging as a new gathering space for office workers. Going forward, we will continue to provide customers with unique dining experiences by offering not only reasonable prices but also differentiated menus reflecting the specific characteristics of each business area.”

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