#Office worker Mr. A (33 years old) visits an outdoor cafe with a rooftop on weekends to enjoy brunch with various breads. For Mr. A, who felt stifled during his daily commute in a city densely packed with buildings, this cafe has become not just a place to eat but a relaxing space to spend leisure time. Just looking through the wide glass windows at the lush green trees and colorful flowers creates a beautiful scenery that washes away the fatigue of the week and allows him to recharge, which is why Mr. A visits this place every week.
Nowadays, cafes are regarded by consumers not simply as places to drink coffee but as spaces to experience rest, leisure, and various activities. Accordingly, the coffee specialty store industry is rapidly introducing ‘specialized stores’ that offer differentiated menus, concepts, and spaces compared to existing outlets. This strategy aims to strengthen the competitiveness of coffee shops by providing unique customer experiences to attract consumers.
According to the coffee industry on the 2nd, Artisee recently opened a bakery-specialized store, ‘Dongbu Ichon Main Branch’ (Yongsan-gu, Seoul).
Artisee Dongbu Ichon Main Branch is a renovated and relocated version of the existing Dongbu Ichon-dong store, maximizing Artisee’s strengths as a bakery loved for its high-quality bakery menu by reinforcing its bakery offerings.
A professional pastry chef is stationed in the store to handle everything from dough preparation to production, providing freshly baked bread and differentiated products. Customers can enjoy special menus such as healthy European bread, donuts, fresh cream cakes made with fruit, and tofu soy milk bread. In addition to bakery products, considering the characteristics of the residential area, the store offers salads and meal menus suitable for brunch. Glass wine that pairs well with meals can also be ordered.
Bakery products displayed at Artisee Dongbu Ichon Main Store in Yongsan-gu, Seoul. [Photo by Artisee]
Tom N Toms opened ‘Tom N Toms Bread’ Cheongdam Branch (Gangnam-gu, Seoul) in June, introducing a variety of pretzels and baguettes. This store was launched reflecting the increasing consumption trend of the MZ generation (Millennials + Generation Z) in the Gangnam area who prefer differentiated desserts. Dough preparation and baking are done on-site, and all bread menus come with a variety of dipping sauces, including butter, cream cheese, and cranberry jam, allowing customers to enjoy richer bread flavors.
Specialized stores located in specific regions that allow customers to enjoy local characteristics and atmosphere are also attracting attention. Starbucks recently opened a specialized store, ‘The Yeosu Dolsan DT Branch,’ in Yeosu City, Jeollanam-do. The store, consisting of the first and second floors and a rooftop, features interior elements symbolizing Yeosu throughout. The transparent display table, the first of its kind worldwide at Starbucks, offers an indirect experience of drinking coffee by the sea.
Twosome Place renewed and reopened the ‘Haengdamdo Rest Area (Upper) Branch’ located on the Seohaean Expressway ahead of the summer vacation season in June. The Haengdamdo Rest Area (Upper) Branch is situated on an island, offering views of the beautiful scenery of the West Sea.
An industry insider said, “Through the opening of bakery-specialized stores, we aim to provide customers with diverse brand experiences.”
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