사진 확대

Despite high prices, the family restaurant industry continues to grow solidly. In particular, buffet-type family restaurants Ashley and Vibs are driving the industry and recording double-digit growth.

According to the analysis of Family Restaurant Consumption Trends released by NH Nonghyup Bank on the 2nd, the sales growth rate of five major family restaurants (Outback, Ashley, Lacoste, Bibs, and Seoga & Cook) between January and April this year was 10.9% year-on-year. This represents a return to double digits of the growth rate, which plunged from 17.3% in 2023 to 6.0% last year.

The strength of buffet-style restaurants stands out. Ashley saw a 59% year-on-year increase in sales between January and April this year. Following 62% in 2023 and 83% in 2024, it continues to grow high. Vibs is also up 39% over the same period, with growth following 42% growth in 2023 and 11% growth in 2024.

On the other hand, steak restaurant Outback last increased in 2023 and turned downward in sales from last year. Lalacost and Seoga & Cook have also seen a steady decline in sales since 2023.

It was found that the highest proportion of restaurant visits was in December. It was analyzed that year-end gatherings and Christmas season drove demand. In addition, sales growth is also noticeable in July-August and January-February, which is interpreted as active family visits during the vacation period.

There was also a clear difference in customer visit patterns by brand. As a result of analyzing the ratio of weekend and holiday sales compared to weekdays, the outback was the highest at 2.23 times, indicating a weekend-oriented use pattern. In the analysis of sales by hour, Outback recorded 51% of the total weekday and 40% of weekends and holidays after 5 p.m., showing high concentration in the evening. On the other hand, Ashley's lunch time demand was concentrated, with lunch time visitors accounting for 52% of weekday sales due to the effect of weekday lunch menu (19,900 won).

Looking at the age composition of customers, those in their 40s accounted for the highest proportion with 28.5% last year. Looking at the changes over the past three years, the customer base in their 20s and 30s is shrinking and the senior group is expanding. The proportion of customers in their 20s continued to decline from 23.5% in 2022 to 20.2% in 2023 and 18.4% last year, while those aged 60 and over steadily increased to 9.2%, 11.4% and 13.1% over the same period.

Preferred brands by gender and age were also different. Ashley accounted for 58% of female customers, higher than men (42%), especially women over 40 years of age (41%). Outback was highly preferred by customers in their 20s and 30s (22% male and 20% female), and Vips in their 40s (20% male and 19% female).

According to the analysis of the frequency of family restaurant use, 76% of customers visit only once a year. Nonghyup Bank analyzed that only 15% of its visits were made twice, 5% on three occasions, and 4% on four or more occasions, most of which were used for special days or meetings.