'20-group wait is the norm': Value buffet Take draws crowds

At Take's Jonggak branch around noon on Friday, the wait stretched to more than 20 groups despite it being a weekday lunch hour. Outside the entrance, clusters of people stood in line waiting to get in.

Stepping inside, the first thing that catches the eye is the sprawling dining floor. The space seats 250 people, and the crowd was as varied as the menu — suited professionals, office workers with lanyards around their necks and groups gathered for a meal out.

Signs above the seats bearing city names such as Tokyo and Seoul offered a quick visual cue to the restaurant's concept: a global tour of flavors. The spread lived up to the theme, featuring dishes rarely seen at other buffets in Korea — American barbecue, tacos, Thai tom yum soup and more than 130 items in all.

A build-your-own corner added an element of fun. Diners could choose from eight taco toppings, five dipping sauces for french fries and a waffle iron to make their own waffles.

Add-ons were priced with value in mind. For an extra 9,900 won, guests can order Take's signature chicken steak and porchetta. A glass of red or white wine or draft beer runs 3,900 won. Jung, a 35-year-old who visited with colleagues that day, said the restaurant offered dishes she had not seen at other buffet brands. "There was a real joy in eating here," she said. "The food quality was good, so I was satisfied."

Ourhome launched the buffet brand Take in May, expanding its consumer reach beyond its core institutional catering business. The move marks a strategic push into the business-to-consumer dining market after years of focusing primarily on corporate and group meal contracts.

The response has been strong. The Jonggak branch logged 60,000 cumulative visitors within 80 days of opening — an average of more than 750 a day. Reservations fill up quickly during peak lunch and dinner hours, and a second location is set to open at Lotte World Adventure in Jamsil in October.

The buffet boom is being driven by consumers' growing appetite for value amid persistently high prices. At around 23,900 won ($17) for a weekday lunch, Take lets diners sample a wide variety of dishes in one sitting while keeping costs in check. The brand charges 29,900 won for a weekday dinner. Ashley Queens, the buffet brand operated by E-Land Eats, prices its weekday lunch at 19,900 won and dinner at 25,900 won.

Dining-out prices have continued to climb. According to the Korea Consumer Agency's price-monitoring service, the average price of a single serving of samgyeopsal in Seoul last June was 21,321 won per 200 grams — up 4.3 percent from a year earlier and 27.8 percent higher than five years ago. Samgyetang averaged 18,154 won, a 29.0 percent rise over five years, while bibimbap came in at 11,769 won, up 30.8 percent.

Consumer demand is translating into revenue. E-Land Eats posted first-half sales growth of 11 percent year-on-year, with net profit for the period rising 50 percent. Ashley Queens drove much of that growth, recording double-digit gains in both sales and operating profit.