Ashley Queens and Outback Steakhouse, leading family restaurant chains in South Korea, have achieved a milestone by securing locations in all three major department store brands - Lotte, Shinsegae, and Hyundai - marking the first time both brands have accomplished this feat.

As high inflation persists, the appeal of family restaurants as affordable dining options has driven significant customer traffic, prompting department stores to extend invitations to these chains. Both Ashley Queens and Outback Steakhouse have capitalized on this trend, showcasing growth in sales and store numbers.

Ashley Queens, operated by E-Land Eats, opened a new location at Hyundai Department Store’s Sinchon branch in November 2024, marking its first entry into the Hyundai chain. This expansion brought the total number of Ashley Queens outlets in department stores to eight - four in Shinsegae, three in Lotte, and one in Hyundai.

The Sinchon opening was particularly symbolic for Ashley Queens, marking its return to the neighborhood after a three-year absence due to its withdrawal in July 2021 during the height of the Covid-19 pandemic. Industry experts note a significant rise in the brand’s value since then.

High-end restaurants have historically dominated department store food courts. However, Ashley Queens‘ growth reflects shifting trends. Its revenue surged by about 74 percent year-on-year to exceed 400 billion won ($272.11 million) in 2024, a record high. Store numbers also rebounded from 59 in 2022 to 110 in 2024, nearly doubling in two years.

Outback Steakhouse redefined its brand identity in April 2024, transitioning from a family-only restaurant to a “casual dining” model targeting all age groups. Following this shift, Outback relocated its Cheonho branch from a basement site to the 11th floor of Hyundai Department Store.

Outback currently operates 96 locations nationwide, including 12 in major department stores - six in Shinsegae, five in Lotte, and one in Hyundai. The chain’s focus on department store locations underscores its strategy to attract diverse customers while maintaining a premium dining experience.

The partnership between family restaurants and department stores has proven mutually beneficial. Ashley Queens, for example, offers lunch menus starting at 19,900 won, making it an attractive dining option that draws significant foot traffic to department stores.