Corporate cafeterias are undergoing a significant transformation, evolving from spaces for quick dining to hubs featuring offerings from trendy ‘open-run’ brands such as popular brands such as Shake Shack, London Bagel Museum, Nam Young Don, and Mongtan. This term, ‘open-run,’ originating from Korean culture, refers to the eagerness of consumers to visit a store or business to purchase or sign up for products or services of their choice. The incorporation of such brands marks a notable shift from the conventional cafeteria offerings.
Samsung Electronics, as its Hwaseong and Pyeongtaek campuses, has recently incorporated famous bagels from London Bagel Museum and desserts from Seoul Angmusae, a noted cafe in Yongsan. These brands, not typically found near the campuses, are a rarity even in Seoul, where long lines are common. Samsung provides three meals a day – breakfast, lunch, and dinner – to its employees at no cost, introducing them to popular culinary delights in the comfort of their workplace cafeteria.
Similarly, POSCO’s Pohang Steelworks has embraced this trend by hosting pop-up stores in collaboration with sought-after food brands. Since October, these pop-ups have featured Doje Bakery, Xin Long Fu Malatang, Noted Donut, and Old Ferry Donut – with items priced significantly lower than their usual market rates.
“We offered a meal’s worth of products, usually around 10,000 won ($7.72), for just 4,500 won ($3.47),” a POSCO official said. “We prepared between 300 to 600 servings for each pop-up, and they all sold out.”
Gourmet cafeterias have been a privilege of IT company employees until recently. Firms such as Naver and Kakao, located in the Pangyo, have been emphasizing quality cafeteria meals since the early 2010s, catering to the needs of their workforce who often work late or overnight.
This culture has expanded to more general companies since 2020. At GS Group, Chairman Huh Tae-soo, since taking over in 2020, mandated offering the best meals to employees. Huh himself dines at the cafeteria when not engaged in external appointments, blending in with his staff.
Consequently, the GS Tower cafeteria in Yeoksam-dong has become a favored dining spot for employees of tenant companies like GS Retail, GS Caltex, GS Energy, and GS Global. To manage lunchtime crowds, the company has even recommended specific meal times for each tenant.
The rising cost of food and economic downturn have contributed to this shift. In an era of high prices, providing satisfying meals at work is seen as a fundamental benefit, especially appealing to younger employees who appreciate having access to popular food and beverage options at reduced prices within their workplace.
From a catering perspective, this trend is also seen positively. Brands like Blue Bottle Coffee and Michelin Guide Bib Gourmand winner A Flower Blossom on the Rice, and Jadam Chicken, are exploring collaborations with corporate cafeterias.
“Large company cafeterias are a good test bed for high-income, fashion-conscious consumers,” said Kim Ji-hyung, professor of food service business at Hanyang Women’s University. “It is possible to find real customers without having to attract the attention of a large number of unspecified consumers, so it is reasonable to expect a substantial increase in sales after the collaboration.”
