Ashley Queens (Image courtesy of Eland Eats)
SEOUL, Jan. 3 (Korea Bizwire) — Ashley Queens and Outback Steakhouse, two leading casual dining chains in South Korea, have achieved a retail milestone by establishing locations in all three major department store groups – Lotte, Shinsegae, and Hyundai – marking the first time both restaurants have accomplished this feat.
According to industry sources, Eland Eats opened an Ashley Queens restaurant on the 11th floor of Hyundai Department Store’s Sinchon branch in November.
This Hyundai location completed the chain’s presence across all three major department store groups. The restaurant now operates eight department store locations, with four in Shinsegae, three in Lotte, and one in Hyundai.
The Sinchon opening represents a notable comeback for Ashley Queens, returning to the area after withdrawing during the height of the COVID-19 pandemic in July 2021.
Industry observers note this reflects a significant shift in the restaurant’s market position, as department store dining spaces have traditionally been dominated by high-end restaurants and premium Korean establishments.
Ashley Queens has shown remarkable growth in both revenue and locations. Sales through November surged 74% year-over-year, surpassing 400 billion won and setting a record high.
This marks dramatic growth from 160 billion won in 2022 and 230 billion won in 2023. The chain’s store count has also rebounded significantly, growing from 59 locations in 2022 to 110 in 2023, nearly doubling in size.
A view of the Outback Steakhouse “Giheung Lotte Outlet Branch” operated by the BHC Group.
Outback Steakhouse has similarly expanded its department store presence. After rebranding as a “casual dining” establishment appealing to all age groups in April, the chain relocated its Cheonho branch to the 11th floor of Hyundai Department Store, completing its expansion into all three major department store chains.
Outback now operates 96 restaurants nationwide, including 12 department store locations – six in Shinsegae, five in Lotte, and one in Hyundai.
The partnership has proved mutually beneficial. Department stores gain increased foot traffic through the restaurants’ competitive pricing, with Ashley Queens offering weekday lunches at 19,900 won.
The strategy’s success was evident at Ashley Queens’ Hyundai Department Store Sinchon opening, which drew waiting lines of up to 50 groups, with some customers waiting three hours for seating.
Both chains are pursuing a relocation strategy, moving street-level shops into shopping malls and department stores to improve customer accessibility. Outback has relocated 15 street-level restaurants into such retail spaces since announcing this initiative.
Ashley Song (ashley@koreabizwire.com)
