"From Monsoon to Heatwave"... Shinsegae Department Store's Dining Area Grows 62.1%

Head Office Opens New Domestic Handmade Burger 'Burgers Almighty'
Western-style Restaurant Casapavo Launches Apple Mango Bingsu Seasonal Menu

Customers are waiting to place orders at Burgers Almighty in the Shinsegae Department Store main branch.

[Asia Economy Reporter Kim Yuri] This summer, due to the monsoon season and heatwave, sales at Shinsegae Department Store's dining areas have surged. The monsoon ended later than usual this year, followed by scorching heat, leading to crowded department store dining areas.

According to Shinsegae Department Store on the 27th, sales at the dining areas from June to July (until the 24th), during continuous rain and hot weather, increased by approximately 62.1% compared to the same period last year.

The main branch offers popular restaurants for the 'baekcance' crowd who spend leisure time at the department store. The handmade burger restaurant 'Burgers Almighty' opened this month in the food court on the basement first floor of the main branch. Burgers Almighty features American-style handmade burgers using bread without chemical additives and 100% beef patties. Shinsegae stated, "During lunchtime, there is an average waiting line of about 10 groups, showing a hot response," adding, "The signature menu items are the American Cheese Burger Single and the Grilled Chicken Burger Double."

On the 6th floor of the main building, the Western-style restaurant Casapavo offers a limited summer menu of Apple Mango Bingsu until the 7th of next month. The apple mangoes are sourced by Shinsegae's produce buyers from Jeju Island and Yeonggwang in Jeollanam-do. White milk and vanilla ice cream are also added.

The Shinsegae Food Order system, previously operated at four stores including the main branch and Times Square branch, will be sequentially expanded from August to five more stores including Uijeongbu, Gyeonggi, and Centum City branches.

The Shinsegae Food Order system is a one-stop service that allows customers to order and pay for cafe and food court menus through the Shinsegae Department Store mobile application (app). The average daily number of food court users per store is 3,000 on weekdays and 4,000 on weekends. It is expected to alleviate the inconvenience of waiting up to 30 minutes in line for payment, especially on weekends.

In the second half of the year, the main branch will open new delis to enhance customers' taste experiences. Customers can enjoy 'Seoul Tteokgalbi & Uirak,' where they can taste tteokgalbi and Mangwon Market's famous fried chili peppers together, as well as 'Sobs,' a salmon cuisine specialty restaurant in Hannam-dong.

Choi Wonjun, head of food at Shinsegae Department Store, said, "With the rise in temperature and humidity due to the heatwave and monsoon, sales in the dining areas are also increasing," adding, "We will lead customer lifestyles with diverse content and differentiated marketing tailored to customer demand."

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