Seoul, South Korea – Hyundai Greenfood, a subsidiary of the Hyundai Department Store Group, is expanding its collaboration with outside dining brands within its corporate dining services, with plans to introduce over 100 collaborative menus throughout 2026. The company announced the “H-Roadtrip” project on Wednesday, aiming to diversify its offerings and cater to evolving employee preferences, according to a statement from Hyundai Greenfood.
The initiative comes as demand for company-provided meals increases amid broader economic pressures, a trend known as “lunchflation,” where the cost of eating out rises, making company cafeterias a more attractive option for employees. Hyundai Greenfood has reported a 7-10% increase in utilization rates on days when collaborative menus are offered, signaling a positive response to the new approach.
Hyundai Greenfood has already partnered with brands such as Yugaene Dakgalbi, Chaeseondang, and Frank Burger. Upcoming collaborations include Vips, Mansuk Dakgangjeong, and chef Kim Ho-yoon, according to the company. The project marks a shift from sporadic, one-off collaborations to a sustained program of partnerships, with a planned schedule of new menu offerings throughout the year.
“Existing collaborative efforts in the corporate dining industry have typically involved introducing brands on an ad-hoc basis,” a Hyundai Greenfood representative stated. “This project is unusual in that it proactively seeks to establish simultaneous collaborations with over 100 brands and publicly disclose a year-long plan.”
The expansion includes popular dining chains like Vips, Mansuk Dakgangjeong, and Locos, in addition to previously featured franchises. Hyundai Greenfood intends to provide a wider range of culinary experiences to its customers through these partnerships.
