Lotte GRS Unifies Concession Brand Name as 'Play:ting'

[Asia Economy Reporter Moon Hyewon] Lotte GRS announced on the 12th that it has unified its concession (food and beverage consignment operation) business brand name to ‘PLE:EATING’.

Since starting the concession business in 2016, Lotte GRS has used two brand names depending on the location: ‘The Food House’ and ‘Sky31 Food Avenue.’ However, to continuously expand the concession business area and for branding purposes, they decided to operate a new unified brand.

PLE:EATING symbolically expresses the act of dining face-to-face at a table using the ‘:’ (colon), and it means ‘a place to encounter new experiences and cultures.’

Lotte GRS first applied the brand at Jeju National University Hospital branch and plans to apply the new brand to existing business sites by November.

However, some stores, such as Sky31 on the 31st floor of Lotte World Mall in Seoul, will continue to use their current brand names.

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