Seoul, historically a challenging market for foreign F&B franchises, is now witnessing a remarkable surge in popularity among global coffee and restaurant chains. Once a graveyard for international brands like Cold Stone and Wendy's, the city has turned into a hotspot for overseas franchises. Intelligentsia Coffee from Chicago and Tim Hortons from Canada are among the latest to set up shop, with Tim Hortons already planning to expand to 150 stores. Changes in local palates, increased cross-cultural acceptance, and more educated consumers have contributed to this shift. Successful franchises are also adapting their offerings to suit local tastes, with companies like Shake Shack introducing menu items that incorporate Korean flavors, proving that understanding and integrating into the local food culture is key.
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