“Papa John's Pasta Tastes Great”…Dining Industry Focuses on Side Menus

Clear Movement to Strengthen Side Menus... Side Menus Preferred Through Price and Menu Combinations

[Asia Economy Reporter Lee Seon-ae] Recently, there has been a clear trend in the dining industry to strengthen side menus. Side menus are not only more affordable than main dishes but also allow customers to mix and match according to their preferences, making them highly popular. In response, the industry is continuously introducing side menus that consider these factors to enhance competitiveness.

According to the industry on the 10th, premium pizza brand Korea Papa John’s has been strengthening its side menu lineup by consecutively launching new side dishes. Following the release of ‘Papa’s Pasta (Rose)’ in September, Papa John’s Pizza has expanded choices by introducing ‘Papa Corn Salad’ and ‘Papa Coleslaw’ in succession.

The existing ‘Papa’s Pasta’ at Papa John’s Pizza was divided into two types: ‘Papa’s Pasta (Meat),’ featuring tomato sauce with beef as the main ingredient, and ‘Papa’s Pasta (White),’ which highlights a blend of bacon, cheese, and cream sauce. Papa John’s Pizza stated that due to overwhelming requests for new flavors of their signature side menu, Papa’s Pasta, they launched Papa’s Pasta (Rose), topped with grilled chicken and rose sauce.

Following this, Papa John’s Pizza released Papa Corn Salad and Papa Coleslaw. The Papa Corn Salad combines fresh vegetables and sweet corn, while the Papa Coleslaw is made by mixing finely chopped cabbage with a sweet and tangy sauce. These side dishes, known for their refreshing taste, pair well with various premium pizzas from Papa John’s. Papa John’s Pizza expects future trends as the two new side menus have rapidly increased in sales due to their perfect pairing with other menu items and price advantages.

A representative from Korea Papa John’s said, “Side menus that gain popularity comparable to main dishes purely through word of mouth are emerging, and customer feedback is an important compass in setting brand direction in the dining industry.” They added, “Going forward, Papa John’s Pizza will continue to focus on customer voices to launch menus that secure competitiveness and enhance brand interest.”

There are also side menus introduced due to overwhelming consumer demand. KFC re-released ‘Fried Chicken Gizzards,’ which was popular when first launched last September, after one year. The re-released fried chicken gizzards are characterized by a chewy yet crispy texture with a pepper dressing that adds a savory and slightly spicy flavor. Korea McDonald’s launched ‘Taro Pie’ domestically last month, a menu that has gained word-of-mouth popularity among overseas travelers as a must-try item. The Taro Pie is filled with sweet and creamy taro cream with a light purple color.

Some brands have targeted segmented customer tastes by releasing limited-edition side menus. Subway, which has been releasing limited-edition cookie series since last year, launched the ‘S’mores Cookie’ recently, following the ‘Mint Choco Cookie’ earlier this year. The S’mores Cookie features chocolate chips topped with marshmallows. Hollys Coffee introduced a limited-edition bakery menu with a Halloween theme ahead of the season. The offerings include two types of cakes: the ‘Spooky Tiramisu Round’ cake, combining mascarpone cheese and coffee aroma, and the ‘Halloween Blueberry Cheese Round’ cake, harmonizing blueberry and rare cheese, both available until November 2nd.