Ashley Queens' "Dessert Time" Gains Buzz
Expands to 27 Locations
Afternoon Off-Peak Sales Up to 50% Higher
"Small Rewards" Consumption Trend in an Era of High Prices
If you order a slice of Basque cheesecake (7,900 won) and an iced matcha glazed tea latte (6,500 won) at Starbucks, the total comes to 14,400 won. This far exceeds the average price of a kimchi stew set meal in Seoul, which is 8,577 won, as well as the prices of jajangmyeon (7,500 won) and kalguksu (9,692 won).
We are now in the era of "breadflation" (bread + inflation), where the cost of enjoying dessert surpasses that of a regular meal. A new service has emerged, allowing customers to enjoy unlimited cake, coffee, waffles, and fruit for just 9,900 won. This is "Dessert Time" at Ashley Queens.
At Ashley Queens' "Dessert Time," you can enjoy unlimited cake and coffee, waffles, and fruit for 9,900 won. Photo by Han Yeju
Ashley Queens Guri East Pole: A Dessert Mecca
At 3 p.m. on the 28th, about one-third of the customers at Ashley Queens Guri East Pole branch were enjoying Dessert Time. The waffle station, where customers can pour and bake their own batter, was bustling with people focused on creating their own waffles with toppings like whipped cream, chocolate fountain, apple jam, cookies, fruit, and ice cream.
The customers ranged widely in age, from elementary school students holding their grandmother's hand, to university students in department jackets, to women in their 60s sipping coffee alone while looking at their smartphones, and families visiting after lunch. A university student, Ms. A, said, "I’ve seen so many 'Dessert Time' photos on Instagram lately. Now that I’m here, I see the value for money is really great, and it makes me want to take photos." Another customer, Ms. B, who visited with her grandchild, commented, "I can come with my grandchild, make waffles, pick drinks, and it’s all less than 10,000 won. These days, even a single meal outside can be a burden, but here we can enjoy ourselves without worry."
As more customers have come to visit, the store’s operations have changed. The manager of the Guri East Pole branch explained, "In the early days, there was some confusion as lunch customers and Dessert Time customers overlapped, but now we’ve separated a dedicated Dessert Time area and set up signboards to streamline operations. It has now become stable, and the afternoon hours are lively." In fact, after introducing Dessert Time, the branch’s sales, which used to dip after lunchtime, increased by up to 50%.
On the 28th, a customer is using the waffle corner at Ashley Queens Guri East Pole branch located in Gwangjin-gu, Seoul. Photo by Han Yeju
9,900-Won Sweet Hour... Explosive Response in University Districts
Dessert Time, which runs from 2 p.m. to 5 p.m. on weekdays, fills the afternoon sales gap with a "limited time slot" strategy. Word spread quickly that, for the price of a single cafe visit, you can freely enjoy a variety of desserts, including Basque cheesecake, matcha latte, and seasonal fig-topped whipped cream cake.
Thanks to this positive response, Dessert Time, which was piloted in July and officially launched in August, has expanded from its initial 11 locations to 27 branches nationwide. It has been especially popular in university districts such as Sinchon and Daehak-ro. Social media is flooded with photos and comments like "Unlimited cake for 9,900 won-is this real?" and "More reasonable than a cafe," and there are even afternoon queues at Hyundai Department Store Sinchon branch.
According to E-Land Eats, about 10,000 customers have used Dessert Time so far. An E-Land Eats representative said, "While families are the main customers in the evenings, during Dessert Time, university students and office workers make up the majority. Thanks to demand for relaxation during free periods or after lunch, sales in university districts have grown by over 40%." The representative also emphasized, "Among Dessert Time customers, 37% were new visitors who had not been to Ashley in over a year, showing that it has been highly effective in encouraging return visits to the brand."
The Guri East Pole branch saw its sales by time slot grow by up to 50% before and after the introduction of Dessert Time. Photo by Han Yeju
Unbundling Time and Menu: A New Form of Leisure Culture
Dessert Time at Ashley Queens is the result of an "unbundling" strategy that segments the buffet menu. The concept was inspired by the observation that while some customers find the full salad bar overwhelming, many would like to enjoy just certain items like cake or waffles. This is similar to hotels selling "afternoon tea sets" or "dessert buffets" separately, or chicken brands offering only drumsticks or wings as individual products.
An industry insider explained, "By attracting dessert-only customers during the slower post-lunch hours, businesses can stabilize sales during off-peak times. For consumers, it reduces the burden and allows them to choose menu items that suit their preferences, creating a win-win for both companies and customers."
E-Land Eats plans to add new menu items, such as matcha desserts, starting November 6, and will operate Season 1 until December 19. From November 3, Ashley Queens Garak Mall and Daegu Dong-A Shopping branches will join, and an upgraded "Dessert Time Season 2" is scheduled for next spring.
An E-Land Eats representative said, "Even in times of high prices, many consumers are seeking 'small rewards.' Dessert Time is establishing itself as a new form of leisure culture that is more reasonable than a cafe and less burdensome than a buffet."
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