The Dining Industry Targets the MZ Generation with 'Signature Menus'

[Asia Economy Reporter Moon Hyewon] The dining industry is increasingly focusing its marketing efforts on the brand’s iconic ‘signature menu.’ By spotlighting signature menus that encapsulate a brand’s unique taste, emotion, and story more aggressively, the industry aims to actively target the MZ generation, who seek ‘intrinsic value’ such as individuality and distinctiveness in their consumption.

According to the dining industry on the 1st, Subway is running an ‘Italian B.M.T. Promotion’ until March 1st, offering up to approximately 14% discount on three types of sandwiches: the signature menu ‘Italian B.M.T.’ and two Italian B.M.T. honey combination options (‘Italian B.M.T. & Egg Mayo Addition’ and ‘Italian B.M.T. & Avocado Addition’).

The Italian B.M.T. is the most classic sandwich that allows you to fully enjoy the authentic American-style sandwich flavor. Since its launch in 1975, it has become Subway’s signature menu and a global bestseller. In just one year, over 7.4 million units were sold, setting a record of ‘one sandwich every 3 seconds’ based on store operating hours. It features a rich and deep flavor from three slices of aged pepperoni, three slices of salami, two slices of ham, and two slices of cheese, with the unique umami of matured ingredients being exceptional.

Isaac Toast introduced new menu items ‘Grilled Bulgogi’ and ‘Grilled Bulgogi Galbi.’ These are upgraded versions of the brand’s signature popular menus ‘Bulgogi MVP’ and ‘Galbi MVP.’ Using premium brown bread, the menu is said to have enhanced taste and nutrition through perfect harmony with the raw ingredients. The Grilled Bulgogi offers a rich bulgogi flavor with thick bulgogi patties and a special bulgogi sauce based on a soy sauce marinade developed in-house. The Grilled Bulgogi Galbi has a higher meat content compared to the existing menu, providing a richer texture and a strong smoky aroma.

Ediya Coffee launched four winter signature strawberry beverages and three strawberry bakery items.

The four beverages include the existing winter signature menu ‘Strawberry Latte,’ which lets you enjoy the rich taste of strawberries, along with ‘Fresh Strawberry Condensed Milk Frappuccino’ topped generously with fresh strawberries, ‘Fresh Strawberry Peach Hibiscus,’ which blends hibiscus, strawberry, and peach flavors in the mouth, and ‘Fresh Strawberry Peach Rooibos,’ which combines green rooibos, strawberry, peach aromas with fresh strawberries.

The three bakery items paired with the beverages are ‘Fresh Strawberry Condensed Milk Bread,’ ‘Fresh Strawberry Waffle,’ and ‘Fresh Strawberry Croffle.’ The Fresh Strawberry Condensed Milk Bread is a menu finished with sweet condensed milk and strawberry syrup on honey bread topped with fragrant fresh strawberries. The Fresh Strawberry Waffle is a Belgian waffle topped with fresh strawberries, enhanced with ice balls and floating cream for added flavor. The Fresh Strawberry Croffle highlights the harmony between buttery croffle and fresh strawberries.

Sulbing also re-released its winter season signature menu, the Fresh Strawberry Sulbing series. It consists of four types including the representative ‘Fresh Strawberry Sulbing,’ ‘Premium Fresh Strawberry Sulbing,’ ‘Pure Yogurt Fresh Strawberry Sulbing,’ and ‘Waruru Fresh Strawberry Sulbing.’ Juicy fresh strawberries, finely layered snowflake ice, soft fresh cream, vanilla ice cream, yogurt, cheesecake, and glutinous rice cakes create a diverse topping combination that harmonizes to produce a synergistic taste experience.

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