Shinsegae Main Store Restaurant Area Sees 25% Sales Jump After Splitting Into 'Two Floors'

Restaurant Area Renewal at Shinsegae Main Branch in March
13th Floor Features Casual, 14th Floor Premium Concepts
Sales Up 25% Year-on-Year in First 100 Days

Shinsegae Department Store announced on the 19th that sales in the restaurant area of its main branch, 100 days after its renewal, increased by approximately 25% compared to the previous year.

Shinsegae Department Store announced on the 19th that sales in the restaurant area of the Shinsegae Department Store main branch, 100 days after its renewal, increased by approximately 25% compared to the previous year.
[Photo by Shinsegae Department Store]

The restaurant area at the Shinsegae main branch was relocated from the 5th floor of the main building (The Reserve) to the 13th and 14th floors of the new building (The Estate) through a renewal in March. Although the total operating area of the restaurant section did not increase before and after the renewal, the company explained that introducing differentiated food and beverage (F&B) concepts on each floor was a key factor in boosting sales.

The 13th floor of the new building features casual restaurants, including Gwanghwamun Gukbap and Matsuya, while the 14th floor offers premium dining options such as Kimsusa and Seogwanmyeonok. On May 23, Hokyeongjeon was additionally opened on the 14th floor, and on June 16, the coffee brand Camel Coffee opened its doors on the 13th floor. Shinsegae main branch will complete the renewal of the restaurant area with the opening of the Korean restaurant Hanuri on the 13th floor on June 20.

Sales in the main branch restaurant area were primarily driven by customers in their 30s and 40s. Analysis of performance and customer usage over the 100 days since opening showed that the number of customers in their 30s and 40s increased by 37%, and sales from this demographic grew by about 46%. This is interpreted as a result of nearby office workers frequently visiting the Shinsegae main branch restaurant area during lunchtime.

Sales to foreign customers also surged by approximately 77%. As Shinsegae main branch has become a major tourist attraction, usage of the restaurant area by foreign customers has also become more active.

Choi Wonjun, Executive Director of Food at Shinsegae Department Store, stated, "Shinsegae Department Store is striving not only to discover new brands but also to provide customers with new dining experiences," adding, "We will continue to do our best to bring new gourmet experiences to our customers' daily lives."

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