CJ Freshway announced on the 26th that it will hold a series of events with different concepts every week at over 40 cafeterias nationwide to commemorate the airing of the new tvN weekend drama 'Seocho-dong' starting in July.
The drama 'Seocho-dong', which will premiere on July 5, depicts the joys and sorrows of five associate lawyers (lawyers employed by law firms and paid a salary) commuting daily to Seocho-dong's legal town. CJ Freshway plans to sequentially offer six menu items inspired by the group dining scenes of the main characters in the drama, with an average capacity to serve 50,000 meals a day.
In particular, CJ Freshway will showcase special beverages reflecting the personalities of the characters at some business sites and conduct various on-site events, including the distribution of signed posters by actors. This appears to be part of their cafeteria marketing strategy, integrating multiple intellectual property (IP) contents such as movies, dramas, entertainment, and idols.
According to CJ Freshway, approximately 100 business sites have been operating content-based special menus up to now. The cumulative number of users has reached 120,000. During the event period, meal consumption increased by up to 30% compared to the daily average. Last month, a collaborative event with the movie 'Mission: Impossible – Final Reckoning' was also conducted.
CJ Freshway plans to lead a differentiated cafeteria culture through collaborations with trendy contents, star chefs, and Michelin-listed restaurants. A representative from CJ Freshway noted, "Cafeteria service is more than just providing meals; it offers a service that provides relaxation. Therefore, we will continue to focus on expanding customer experiences based on our differentiated service capabilities."