Texas Roadhouse Jamsil draws 55,000 visitors in first 100 days, fueled by office dining demand

The Texas Roadhouse flagship store in Jamsil, operated by Hyundai Green Food — a comprehensive food company under the Hyundai Department Store Group — surpassed 55,000 cumulative visitors within 100 days of opening, the company announced Monday.

Hyundai Green Food attributed the strong sales to demand from office workers in the surrounding business district dining out in groups. Group customers of five or more accounted for an average of 41 percent of weekday visitors at the Jamsil flagship — well above the 31 percent average across other Texas Roadhouse locations.

The "sober curious" dining trend, in which people moderate their alcohol consumption, also worked in the restaurant's favor. Texas Roadhouse offers a wide selection of beverages alongside its steak and pasta dishes, including wine, whiskey, cocktails, draft beer and non-alcoholic beer.

Competitive pricing is cited as a key draw. The restaurant sells Choice-rated steaks at roughly 15 percent below the prices charged by typical steakhouse competitors. Lunch sets — comprising a main dish, a side and a drink — are available for 10,000 to 20,000 won ($14), while dinner sets for three to four people, featuring steak, pork ribs, chicken, grilled shrimp and pasta, are offered in the 80,000 to 120,000 won range.

Hyundai Green Food plans to strengthen tailored strategies for each district. This month, the company will introduce a group delivery package called "Delivery Pack" — offering a 10 percent discount on orders of six or more servings — at the Jamsil and Pangyo stores, which serve office-heavy areas. For the Jungdong and Namyangju Space One locations, which cater to residential neighborhoods, the company plans to develop children's meal sets featuring kids' burgers and fried rice.

"We will continue to offer customers a distinctive dining experience through reasonable prices and differentiated menus tailored to the characteristics of each district," said Lee Jong-pil, head of Hyundai Green Food's food service business division.