Cheongja Dabang launches three-variety tteokbokki set, ramps up delivery
Mega Coffee, The Venti roll out cold noodles, sandwiches
"Convenience stores have become the real competition for budget coffee chains."
As a prolonged economic slowdown and weak domestic consumption squeeze neighborhood businesses, budget coffee chains are locked in an intensifying battle for survival. The chains have pushed well beyond coffee, adding bakery items, roasted sweet potatoes and boiled eggs — and now cold noodles, fried rice and tteokbokki, a spicy rice-cake dish.
Cheongja Dabang, a food-and-beverage company headquartered in Gwangju, on Wednesday launched three new tteokbokki menu items: garae-tteok tteokbokki, yoki cream tteokbokki and rosé tteokbokki.
The move is a strategic push to boost delivery orders alongside walk-in traffic. Cheongja Dabang became the country's first roasted sweet potato cafe chain and has grown to more than 200 franchise locations nationwide. It has been steadily rolling out new products including roasted chestnuts, bucket-style coffee, bucket shaved ice and sandwiches.
The chain has also expanded its customer membership benefits and in-store amenities. Its app supports membership point accumulation and has introduced a new customer-participation point system.
Cheongja Dabang also champions local agriculture, helping move 500 tons of produce a year — including Haenam sweet potatoes and potatoes, Cheongdo persimmons, Mungyeong omija berries and Bongdong ginger.
The scramble for survival among budget coffee chains is accelerating, with the sector's boundaries dissolving rapidly.
Budget coffee shops are now competing not just with convenience stores but with snack bars and burger chains as well.
Mega Coffee, which operates the largest number of budget coffee stores in the country, has launched six sandwich varieties including a spicy chicken tender sandwich. The Venti made a surprise debut with cold chicken noodles, while Compose Coffee is selling autumn menu items including a cheese tip latte.
"Consumer needs keep changing and trends keep shifting," said Kang Seong-cheol, a manager at Cheongja Dabang. "This time we launched tteokbokki — a beloved snack enjoyed by everyone regardless of age or gender." He added that the company is focusing on strengthening brand competitiveness and marketing as franchise owners face growing pressure from delivery platform commissions and advertising costs.
sij@heraldcorp.com
