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In the era of high prices, the popularity of "mid- to low-priced buffets" is increasing. Although it is quite high for one meal, it is considered to be rather cost-effective in that it can solve meals and desserts at once.

According to the restaurant industry on the 19th, Ashley Queens, run by E-Land Eats, saw its sales double year-on-year based on this month's performance (as of the 17th).

Ashley Queens had more than 100 stores nationwide, but it was reduced to about 60 in March last year as it was directly hit by the COVID-19 crisis.

However, as more consumers visit buffets, the number of stores has also increased, and there are currently 86 stores nationwide.

Not only Ashley Queens but also E-Land Eats' Korean buffet, Natural Byeolgok, saw its sales increase 1.5 times compared to the same period last year. Following the three existing stores (Incheon, Songpa, and Seomyeon, Busan), the Pyeongchon branch opened in November last year, contributing to overall sales growth.

The popularity of the buffet was cooling down due to the increase in single-person households and the emergence of fine dining, but this year, it seems to be enjoying its heyday again.

In particular, the perception that mid- to low-priced brands in the 20,000 won range are rather cheaper is spreading due to soaring food service prices.

An E-Land official said, "When eating out for families of various age groups, it is attracting attention as a cost-effective restaurant as it can solve various meal menus and desserts tailored to individual tastes for two hours."

Infinite refill meat restaurants are also growing. The charcoal-grilled pork ribs franchise is on the verge of surpassing the 600th franchise store.

The number of stores plunged from 544 franchises in 2020 to 465 in 2022 after going through the COVID-19 period like other buffet companies. However, he succeeded in making another leap to the point where he opened his 600th store in a year.

Meanwhile, in a recent survey of consumers who have used buffet-style restaurants, more than half of the respondents said that buffet prices are also burdensome due to high prices.

Market research firm Embrain conducted a "2023 U&A survey on buffet restaurants" of 1,000 men and women aged 19 to 59 across the country who have used buffet restaurants, and 67.9% of the respondents said the price range of buffet restaurants seems to have risen too much due to rising prices.

61.1% of all respondents said they feel like it's a waste because they can't eat everything as much as the price when they go to a buffet restaurant.

On the other hand, about half (49.2%) of the respondents said that buffet-style restaurants could be an option with a "cost-effectiveness (price-to-performance)" considering the cost of desserts such as coffee after meals.

In addition, 40.3% of respondents said that buffet-style restaurants felt rather cheap due to the recent rise in food prices, and 45.2% said it was good to eat in large quantities at a relatively low price.