Hyundai Green Food said on the 18th it will run H-Road Trip, a dining brand collaboration project, at business sites for group catering nationwide. The project centers on partnering with popular dining brands and chefs to sequentially roll out about 100 unconventional menu items within the year.
Hyundai Green Food will introduce not only franchise offerings it has already provided, such as Yugane Dakgalbi, Frank Burger, Chaesundang, and Mawang Jokbal, but also popular brand menus including Manseok Dakgangjeong and Loco's.
Also included is a collaboration with Chef Kim Ho-yun, who recently drew attention with an appearance on a cooking competition program, and Metzger49, a German-style sausage specialty restaurant run by former major leaguer Kim Byung-hyun. It is a combination being tried for the first time in the group catering industry. Signature items from its in-house brands "Bonga Sushi" and "Itali" will also be reinterpreted to fit the catering environment.
In addition, Hyundai Green Food plans to select menus that are trending online as "hot keyword foods," secure collaborations, and present them to client companies, not just the roughly 100 brands currently planned. In Dec. last year, Hyundai Green Food also swiftly introduced a collaborative menu with Kkanbu Chicken for the first time in the group catering industry.
With more office workers turning to in-house cafeterias amid the "lunchflation" (lunch + inflation) effect and client demands for menu and service quality rising, the company's strategy is to deliver differentiated content through collaborations. On days when collaborative menus with dining brands were offered, cafeteria usage rates climbed by an average of about 7% to 10%, according to tallies.
In the case of the Kkanbu Chicken collaboration, continued requests from client companies for additional scheduling led to an extension of the run from the original one month to three months. The volume served was also more than doubled, from 10,000 meals to 22,000, reflecting strong demand.
Hyundai Green Food plans to broaden the scope of collaboration beyond simply offering menus. This year, it also plans to operate one-day cooking classes using dining brand meal kits for client company employees and their families, with the aim of leading trends in group catering content.
A Hyundai Green Food official said, "As group catering has become a core welfare service for corporations, we will expand our role as a 'welfare partner' that provides diverse culinary culture experiences to client company employees by offering a wide range of content that can meet heightened expectations."