Coffee Shops with Lights Off "Closures and Reduced Hours Continue"... Hamburger Experience Events Fully Suspended

Ediya Shortens Headquarters Coffee Lab Hours... Allows Reduced Hours Regardless of Franchise Contract
Following Starbucks, Coffee Bean Also Shortens Hours "Customer and Employee Safety is Top Priority"
LotteRia and McDonald's Fully Suspend Hamburger Experience Programs and Kitchen Open Events

Due to the impact of the novel coronavirus infection (COVID-19), a temporary notice of shortened business hours is posted at a coffee shop in Jung-gu, Seoul on the 4th. Photo by Kim Hyun-min kimhyun81@

[Asia Economy Reporter Lee Seon-ae] The spread of the novel coronavirus infection (COVID-19) continues to disrupt operations and events in the dining franchise industry. Coffee specialty stores are seeing an increase in store closures and shortened business hours. Hamburger specialty stores have completely canceled events such as kitchen tours and experience programs that were held to strengthen communication with consumers and enhance product trust.

According to the related industry on the 5th, Ediya Coffee recently adjusted the operating hours of its 'Ediya Coffee Lab,' which operates until dawn at headquarters, to ensure the safety of employees and customers amid the rapid increase in COVID-19 cases. The operating hours, which were from 7:30 AM to 2 AM, have been shortened to close at 11 PM. Ediya Coffee explained, "This adjustment is for hygiene management, and we will strive to resume normal operations as soon as possible."

Franchise stores can adjust their business hours as desired by the franchise owners. Support is provided for closures and shortened business hours regardless of the franchise contract. Currently, it is difficult to accurately grasp the status of stores with shortened hours as it is left to the discretion of franchise owners. However, most stores in Daegu and Gyeongbuk are facing difficulties operating. As of this date, 57 stores are closed.

Coffee Bean Korea also closed two stores in Daegu. Additionally, about 140 stores in Seoul and about 20 stores in Yeongnam and Honam regions have shortened their operating hours by 1 to up to 3 hours. A Coffee Bean Korea official said, "As COVID-19 spreads, we judged that the safety of employees and customers is the top priority, so we implemented shortened hours. Since all stores are operated as directly managed stores, flexible store operation is possible." The official added, "The normalization of store operations will be decided based on the speed of COVID-19 spread and the situation."

The kitchen view revealed by McDonald's.

Starbucks Coffee Korea is also implementing an average of 1-hour shortened business hours at about 400 stores. Starbucks is conducting flexible shortened hours at each store by delaying opening times or advancing closing times. A Starbucks official said, "This change in business hours is part of efforts to prevent the spread of COVID-19," adding, "We will do our best to ensure the safety of employees and customers."

The hamburger industry has successively suspended events involving consumers. Lotteria plans not to operate the 'Mom Comfortable Hamburger Experience' event held in stores to prevent COVID-19 infection. Although the event was popular among family customers, the company stated that this was an unavoidable decision. In the experience program, children have time to make hamburgers by placing patties, lettuce, etc., on buns themselves. This not only increases understanding and interest in hamburgers but also encourages children who usually dislike vegetables to enjoy them deliciously without picky eating through the fun of making them, resulting in high participation rates. Lotteria said, "Since this is a temporary suspension, we ask for your understanding."

McDonald's has also suspended kitchen tour events. McDonald's has been leading the industry by continuously holding kitchen tour events to build product trust. McDonald's explained, "This suspension is an unavoidable measure for safety," adding, "We will accept event applications again once the schedule is set."

An official from the dining industry explained, "The so-called 'Eat+Experience' program, which provides unique experiences centered on food, was highly regarded as a promotional channel that offers enjoyable brand experiences to participating consumers and enhances trust and communication for companies, but it will be completely suspended for the time being."