Eland’s budget-friendly buffet gain popularity amid high inflation

Ashley Queens. [Courtesy of Eland]

Amid a high-inflation era, Eland’s budget-friendly food offerings, including its 10,000-won buffet and 3,000-won ready meals, are gaining significant popularity among consumers.

According to industry sources on Thursday, Elandeats Ashley Queens saw a remarkable 70 percent growth in sales from January to April this year compared to the previous year. The Ashley Queens buffet is priced at 19,900 won ($14.8) for weekday lunches and 27,900 won on weekends and holidays, offering great value compared to other buffets.

The success of Ashley Queens is attributed to Eland’s strategic decision to consolidate under the ‘Queens’ brand and close underperforming Ashley locations. The placement of premium Ashley Queens outlets in new cities with high family foot traffic has also contributed to increased customer engagement. The number of Ashley Queens locations grew from 77 at the end of last year to 90 this year, with plans to expand to 150 by the end of the year.

Eland’s pizza brand, Pizza Mall, also experienced a 24 percent increase in cumulative sales from January to April compared to the same period last year. Since its launch in 1994, Pizza Mall has maintained the price of a large pizza under 10,000 won, standing out against large franchise pizzas that cost around 40,000 won.

Pizza Mall operates both buffet and specialty store formats. The specialty stores offer various pizzas, including the signature American Supreme Pizza, for just 9,990 won per large pizza. At the buffet locations, customers can enjoy unlimited pasta, desserts, and over 40 salad bar items for 12,900 won on weekdays and 17,900 won on weekends and holidays.

Kim’s Club. [Courtesy of Eland]

Eland’s 3,000-won ready-to-eat meals are also a hit among consumers. Ashley World Deli, launched at Eland Kim’s Club in Gangseo, surpassed 150,000 units sold within 50 days of its debut. Offering over 150 Ashley menu items at a uniform price of 3,990 won, Ashley World Deli has quickly gained popularity among budget-conscious shoppers.

Thanks to the Ashley World Deli’s success, the overall deli sales at Kim’s Club Gangseo have surged by about 170 percent compared to a year ago, with total deli item sales increasing by about 370 percent. The store’s dedicated cooking facilities, where chefs prepare fresh meals daily, have also contributed to its popularity.