[Hipple Hot Item] Nationwide Gourmet Orders from Your Seat... The Evolution of Department Store Food Courts

Hyundai Department Store Apgujeong Food Hall Gastro Table
Famous Chef Brands Enter 'Like a Restaurant'
Order via QR Code at Your Seat, Served... and Cleanup Included

"Hello! Your order is ready."

On the 18th, the 'Gastro Table' at Hyundai Department Store Apgujeong Main Branch in Gangnam-gu, Seoul, was bustling with office workers visiting during lunchtime, domestic shoppers, and foreign tourists. Gastro Table is the new name of the Apgujeong branch food hall, which reopened after 18 years of renewal. It promotes itself as a 'premium dining' experience, different from the typical department store food halls, so I visited and ordered the 'spicy beef pho.'

The first difference I noticed compared to traditional food courts was that you can 'order from your seat.' By scanning the QR code attached to the table, you are connected to the Hyundai Food Hall application (app), where you can order immediately from your seat and browse the 'Dining Hall' brands. It was more comfortable to browse leisurely than having to quickly decide on a menu while standing in a long lunch line. After completing the payment, a notification message arrived confirming the product name and payment amount.

The second difference was that the food was brought to the seat. Despite it being lunchtime, I received a notification that my order was ready just 4 minutes after the order completion alert. The ordered menu arrived less than a minute after the preparation notification, accompanied by a cheerful greeting from the staff.

The third difference Hyundai Department Store emphasizes is 'differentiated gourmet food.' The menu I chose that day was pho from 'Pho Bua Premier,' a Vietnamese specialty restaurant created by Chef Jeong Ho-gyun in collaboration with a Vietnamese chef he met during the World Theme Travel Thailand episode. The spicy and flavorful broth was excellent, and the portion was generous.

Besides this, Gastro Table houses a total of 28 gourmet brands, including newly developed restaurants by famous chefs and renowned domestic and international dessert brands. The department store particularly highlights eight gourmet brands launched for the first time at the Apgujeong main branch by famous chefs and restaurants, such as 'Uhwa Ham,' a teppanyaki specialty restaurant from the popular Korean beef omakase 'Isokwoo,' 'Maki Sandai,' a Japanese brand by Chef Moon Seung-joo selected in the 2023 Michelin Guide, 'Shabukaden,' a shabu-shabu and sukiyaki specialty by Chef Jeong Ho-young, 'Shushu Chai,' a Chinese specialty from fine dining JS Garden, and 'Gajigaji,' a premium snack brand by owner-chef Woo Jung-wook of 'Superpan.'

Currently, a total of nine brands are available for ordering through the 'Table Order Service.' Other menus can be ordered via kiosks or at the cashier. In the future, after analyzing order volumes by time slots and reorganizing, all brands will be accessible through the table order service.

Even after finishing the meal, staff assisted with clearing the table. Desserts were arranged along the exit path. Popular dessert spots known for long lines on social media (SNS), such as 'Jinjer Bear' and 'Masabis,' attracted crowds. One side is still partially under renovation and will be unveiled in November as a space combining food & beverage (F&B) and living.

It is worth visiting at least once to enjoy a meal and dessert even without shopping purposes. Sitting down to choose, order, and pay for a menu, then receiving food at the seat and leaving without cleaning up felt more like a regular restaurant than a food court. Moreover, the food tends to be served faster than in typical restaurants, and there are many options. Another strength is the opportunity to experience new flavors presented by famous chefs under their names. However, it is necessary to consider that prices are somewhat higher compared to the same menus at regular restaurants, and that the table order service is still available for only some menus.

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