By Rachel Lee
If you believe in fine dining but can't afford to due to the economic slump, an alternative is so-called "upper-dining."
Fine-dining restaurants, most of which are located in Seoul's affluent areas like Cheongdam-dong and Hannam-dong, offer full services but visitors are generally expected to follow certain rules including a dress code.
In contrast, "upper-dining" restaurants serve gourmet food offered at reasonable prices. The decor of such restaurants feature modern and stylish materials, which increases consumer satisfaction even more. Such mid-priced restaurants are located in Gangnam, Gwanghwamun and Yeouido.
"Upper-dining restaurants have positioned somewhere between fine-dining restaurants and casual ones, with regard to both price and food quality," said a dining industry insider. "Consumers will enjoy almost the same level of service like classy restaurants, but at affordable prices. These days, an increasing number of office workers have become picky and they seek value for money. Demands for special food and differentiated services are rising at a fast rate. "
According to Sun At Food, a leading food and dining company, the number of Mad for Garlic stores has increased from four in 2005 to 24 in 2013, and total sales rose 49 times in February from the same month in 2005. Mad for Garlic is a popular Italian wine bistro operated by the Korean-owned company.
The company also said the average amount of consumption per person this year has jumped by 25 percent from 2005, which proves that those "upper-dining consumers" have consistently spent a great deal of their money despite the difficult economic situation.
"It seems obvious that consumers recently prefer unique dining experience that they cannot have anywhere else, so to satisfy their wants, we have adopted ‘cooking on spot' principle, in which we prepare necessary ingredients in our own kitchen in the restaurant," Shin Seo-ho, chief operating officer of Sun At Food said.
Restaurants such as Bistro Seoul and Mad for Garlic have also transformed themselves as ideal venues for small get-togethers, banquets and parties.
"Dining companies are also striving to develop unique menus. The future of mid-priced restaurants seems promising since taste is the most important point of all," an industry insider said.
"I think one of the things I enjoy most in my life is having good quality food in a nice environment with friends and family after work or at weekends," Kim Jung-eun, a 26-year-old housewife told The Korea Times Thursday. "My overall spending has fallen over the last few years due to a tight household budget, but my husband and I still eat out pretty often and enjoy the atmosphere."
According to a report released in December last year by LG Economic Research Institute, almost half of the economically active population in Korea said they will not give up spending on food.
If you believe in fine dining but can't afford to due to the economic slump, an alternative is so-called "upper-dining."
Fine-dining restaurants, most of which are located in Seoul's affluent areas like Cheongdam-dong and Hannam-dong, offer full services but visitors are generally expected to follow certain rules including a dress code.
In contrast, "upper-dining" restaurants serve gourmet food offered at reasonable prices. The decor of such restaurants feature modern and stylish materials, which increases consumer satisfaction even more. Such mid-priced restaurants are located in Gangnam, Gwanghwamun and Yeouido.
"Upper-dining restaurants have positioned somewhere between fine-dining restaurants and casual ones, with regard to both price and food quality," said a dining industry insider. "Consumers will enjoy almost the same level of service like classy restaurants, but at affordable prices. These days, an increasing number of office workers have become picky and they seek value for money. Demands for special food and differentiated services are rising at a fast rate. "
According to Sun At Food, a leading food and dining company, the number of Mad for Garlic stores has increased from four in 2005 to 24 in 2013, and total sales rose 49 times in February from the same month in 2005. Mad for Garlic is a popular Italian wine bistro operated by the Korean-owned company.
The company also said the average amount of consumption per person this year has jumped by 25 percent from 2005, which proves that those "upper-dining consumers" have consistently spent a great deal of their money despite the difficult economic situation.
"It seems obvious that consumers recently prefer unique dining experience that they cannot have anywhere else, so to satisfy their wants, we have adopted ‘cooking on spot' principle, in which we prepare necessary ingredients in our own kitchen in the restaurant," Shin Seo-ho, chief operating officer of Sun At Food said.
Restaurants such as Bistro Seoul and Mad for Garlic have also transformed themselves as ideal venues for small get-togethers, banquets and parties.
"Dining companies are also striving to develop unique menus. The future of mid-priced restaurants seems promising since taste is the most important point of all," an industry insider said.
"I think one of the things I enjoy most in my life is having good quality food in a nice environment with friends and family after work or at weekends," Kim Jung-eun, a 26-year-old housewife told The Korea Times Thursday. "My overall spending has fallen over the last few years due to a tight household budget, but my husband and I still eat out pretty often and enjoy the atmosphere."
According to a report released in December last year by LG Economic Research Institute, almost half of the economically active population in Korea said they will not give up spending on food.
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