Restaurant and Cafe at Department Store Entrance

Hyundai Department Store Mia Branch Store Differentiation

[Asia Economy Reporter Lim Hye-seon] Hyundai Department Store Mia Branch is accelerating the differentiation of its stores. Following last year's renewal of the specialty restaurant zone in the form of 'Open Dining' and the Living Hall, this time it opened a restaurant and a cafe at the department store entrance. This is part of a strategy to capture the increased potential customers as the redevelopment apartments near the store are being completed one after another.

Hyundai Department Store introduced the Italian restaurant 'h315' and the cafe 'In Earth Coffee' right next to the back gate on the 2nd floor of the Mia Branch. It is unusual for food and beverage (F&B) stores to open near the department store entrance, which is called a 'prime spot' due to the high foot traffic. Originally, this space was occupied by miscellaneous goods and women's fashion brands.

The Mia Branch is built on a hill, with the main entrance on the 1st floor and the back gate on the 2nd floor. Especially, the back gate on the 2nd floor is adjacent to Gireum New Town, so customer traffic is as high as the main entrance on the 1st floor.

'h315' occupies an area of 217㎡ (about 65 pyeong). The store has a total of 21 tables (60 seats) and sells brunch, pasta, steak, pizza, and more. 'In Earth Coffee' is a famous cafe that opened in Songjeong, Busan in 2010 and has gained a reputation for its 'specialty coffee' and 'bakery'. The store size is 173㎡ (about 52 pyeong). To enhance openness, both stores removed the exterior walls and installed folding doors. A Hyundai Department Store official said, "When the folding doors are opened in good weather, customers can feel like they are dining outdoors, and it will become a new landmark."

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