Mad for Garlic launches 'Glow Table' brunch line
Pilot stores expand to all 42 locations nationwide
Pet-friendly dining, new restaurant brand also in the works
"It had to be a menu that fills you up. We did not want something small and pretty — we wanted it to double as a proper meal," said Park Mi-yeon, head of strategic planning at MFG Korea.
Tender sous vide steak, grilled chicken breast and sweet-spicy tteokbokki — these are the brunch offerings from Mad for Garlic, a chain known for its garlic-infused pasta and steaks. Unlike a typical brunch spread, the lineup is designed to serve as a full, satisfying meal.
MFG Korea held a tasting event Tuesday for its brunch line, Glow Table, at the chain's Center One branch in Jung-gu, Seoul. Mad for Garlic has expanded Glow Table — which had been running on a trial basis at select stores since earlier this month — to all 42 of its locations nationwide.
The standout item is the Mad Steak & Chicken Platter, a high-protein dish that pairs steak and chicken breast on a single plate. The sous vide preparation gives both proteins a tender, moist texture. The overall feel is lighter than the chain's regular steak offerings, landing closer to a true brunch dish.
Familiar brunch staples such as eggs Benedict, lasagna and panini are also on the menu. A highlight is the Glow Up Tteokbokki Platter — sweet-spicy tteokbokki topped with whole fried garlic cloves, squid, vegetables and fried mushrooms. The batter stays crisp, and the tangy sauce cuts through any richness.
Glow Table is a premium brunch line Mad for Garlic first introduced in April, aimed at diners looking for a lighter midday meal beyond the chain's core steak-and-pasta format. The company ran a pilot at three department store locations — Lotte Department Store's Nowon, Incheon and Pyeongchon branches — to gauge customer response before refining the menu and rolling it out chainwide.
The brunch menu is structured around the existing lunch program. It is served as a set that includes Mad Campagne bread, soup, an ade and coffee, and is available from opening time until 4 p.m. on both weekdays and weekends.
The brunch push is part of a broader effort to diversify the reasons customers visit. Mad for Garlic has traditionally drawn families and social gatherings with its garlic steak and pasta menu; Glow Table is meant to capture the midday crowd with a more accessible price point, set below that of the classic menu.
"We made the menu a little lighter while still making sure customers feel like they are having brunch," Park said. "But it will still be a filling choice for them."
The new line is already reshaping ordering patterns. According to MFG Korea, about 20 percent of demand that previously went to the classic lunch menu has shifted to Glow Table. The company currently sells the garlic-focused classic menu and the brunch line separately, but plans to eventually integrate the brunch items into the regular menu. "Attracting new customers matters, but it is equally important to keep giving existing customers reasons to come back to Mad for Garlic," Park said.
The changes are part of a broader brand overhaul that began after a change of ownership in September 2024. Following its acquisition by Emmanuel Corporation, MFG Korea renovated aging stores and improved its menu and service. In March, it unveiled a new brand slogan, "Mad for Family," signaling an ambition to serve not just families but also couples, friend groups, coworkers and customers who bring their pets.
The pet-friendly push is visible in the chain's "With Pet" store format. Mad for Garlic introduced pet-friendly dining at its Starfield Market Gyeongsan branch in December last year, then added a pet zone at its Suwon Convention Center location in August. Designated pet-friendly seats and a dedicated pet menu are available at those stores.
MFG Korea also opened a new restaurant brand, Casa Pedro, on Tuesday. The first Casa Pedro location opened in Gran Seoul in Jongno-gu, Seoul, offering an all-day dining concept centered on Mediterranean home-style cooking, with a menu spanning brunch, pasta and steak. "We are expanding our category reach around Mad for Garlic to meet what customers are looking for," Park said.
korean@heraldcorp.com
