"Let's Have Our Savings Club Meeting Here" 60-Somethings Flock In... Thought It Was an 'MZ Hotspot,' but There's a Twist

Value-for-money buffets see surge in customers in their 60s
From family restaurants to gathering places for middle-aged and older adults
Value-for-money dining gains popularity... spending rises for three years
VIPS and Ashley Queens move into sh

Buffet restaurants, which have emerged as a value-for-money dining option amid high prices, are continuing to grow, with the share of customers in their 50s and 60s surging. Once a go-to choice for cash-strapped people in their 20s and 30s, buffets are drawing attention as gathering places for middle-aged and older customers because they offer appetizers, a variety of dishes, and desserts all in one place. 

According to purchase deep data compiled by market research firm Embrain from receipts showing the purchases of 20,000 individual panel members, spending at buffet restaurant franchises—including VIPS, Ashley Queens, Shabu All Day, Gourmet Square, QooQoo, and Pizza Mall—totaled 1.8946 trillion won over the 12 months from September last year to August this year, up 8.9% from the same period a year earlier.

Spending at buffet restaurants increased across all age groups, from people in their 20s and younger to those aged 60 and older. The sharpest increase was among people in their 60s, whose spending surged 21.7%, the highest growth rate of any age group. They were followed by people in their 50s (8%), those in their 20s and younger (6.3%), people in their 40s (5.9%), and those in their 30s (2.8%). Spending at buffet franchises rose among both men and women, with the increase among women (9.3%) slightly exceeding that among men (7.9%).

Buffets, where customers can eat a wide variety of dishes without limit amid high prices, have grown rapidly in recent years. Spending at buffet franchises, which totaled 1.2775 trillion won from September 2023 to August 2024, rose 36.5% to 1.7433 trillion won from September 2024 to August 2025.

The dining industry attributes the rise in the average age of buffet customers to the growing popularity of buffets as weekday lunch gathering spots for middle-aged and older people, beyond their traditional customer base of couples and families. It also believes that the share of spending by middle-aged and older customers has increased because people in their 60s, the parents' generation, often pay the bill when families dine together on weekday or weekend evenings.

"Buffets have transformed from family restaurants enjoyed by couples, friends, and families into gathering places for middle-aged and older people," an industry official said. "Even for family events, buffets are seen as a safe choice because they offer a variety of dishes that people of all ages can enjoy."

Another factor cited for the increase in buffet spending among middle-aged and older people is that buffet franchises, which used to operate standalone street-level locations, have shifted their expansion strategy toward opening outlets in shopping malls. Analysts say the franchises have become more accessible by moving into shopping malls, many of which are near subway stations, leading to increased spending by middle-aged and older customers.

Ashley Queens opened 26 new locations from last year through October 2026, 21 of them inside shopping malls. It also regularly updates its menu around key ingredients or seasonal themes. This year, it has shortened the intervals between menu revamps to introduce new items more frequently. Its fall menu, "Asia Market Tour," launched at locations nationwide in October, attracted 1 million visitors in just 18 days.

An official from Eland Eats, which operates Ashley Queens, said, "The seasonal menu has received an enthusiastic response by complementing the wide variety of food available at buffets. More customers who enjoy their dining experience at our restaurants are also taking menu items home to enjoy."

As the buffet market expands, competition to win over consumers has grown even more intense. With buffets established as a reasonable dining alternative in an era of high prices, brands are differentiating themselves not only through price competition but also through their menu offerings and in-store experiences.

For example, VIPS opened seven new locations from last year through October 2026 and has expanded its unlimited house wine service. Its locations in areas with a high concentration of offices have become popular for evening company dinners. VIPS is also receiving a strong response as it expands its "Grill Dining" service, featuring an enhanced steak menu, alongside its strategy to open more locations.

Grill Dining offers premium steaks alongside fresh seasonal dishes. VIPS began expanding the concept in earnest with its Gwanggyo location in July 2026. After opening a new location in Cheongnyangni in October, it expanded into key commercial districts with the Jamsil location. Late in October, it also reopened its existing Songpa and Dongtan locations as Grill Dining restaurants. The company plans to relocate and reopen its Daegu and Bucheon Jung-dong locations this November, followed by its Suwon location in December. By the end of 2026, it aims to operate a total of eight Grill Dining locations and accelerate its brand transformation.

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