Seeking Small Indulgences
An increasing number of companies are entering the specialty coffee market to popularize specialty coffee.
According to industry sources, Lotte Department Store and Lotte Food recently launched specialty roastery cafe brand ONDE. Run by Lotte Food, the brand makes its debut at the Lotte Premium Outlet Giheung, which is scheduled to open on December 6. Starting from the second half of next year, it will replace the Cafe Cantatas in 20 Lotte Department Stores.
At the ONDE cafes, customers can choose their own coffee beans and experience the roasting process. Packaged coffee beans are also available so that customers can enjoy coffee beans directly sourced from various countries such as Ethiopia, Colombia and Brazil.
The increasing demand for specialty coffee has to do with more and more consumers seeking small indulgences these days. For example, the specialty coffee of the Starbucks Reserve Roastery is currently very popular although it is much more expensive than general coffee.
At present, it is Starbucks that is leading the local specialty coffee market. The number of Starbucks Reserve Bars in South Korea rose from 15 to 41 this year. There, customers can choose from more than 30 coffee beans and choose their own brewing methods. The bars have sold more than two million cups of coffee so far and are growing 30% a year.
SPC’s specialty coffee brand Coffee at Works increased its stores by four to 12 this year. Likewise, Lotte GRS increased its Angel-in-us specialty cafes to 13. Coffee Bean is currently running three CBTL stores.