"Millennials and Gen Z have now become moms and dads. The generation driving family spending has fundamentally changed."
Jeong Min-jeong, a food and beverage buyer at Lotte Department Store's outlet and mall division, stressed in an interview with the Seoul Economic Daily on the 24th that "MZ generation members who have become parents" are emerging as a new consumer-driving force. An F&B buyer discovers dining brands to occupy restaurant zones, managing the entire process from planning to post-launch operations.
Born in 1995, Jeong has taken the lead in brand planning despite her junior status, becoming the team's "ace," thanks to an internal consensus that "MZ understands MZ best." She said, "With active support from executives including the division head, I was able to directly lead new brand planning and launches starting last year, when I was only in my first year as a buyer."
Recently, the importance of F&B has grown beyond department stores to outlets as well, creating more opportunities for MZ-generation buyers to make their mark. "Outlets have a high proportion of young family customers, and there is a clear tendency to value 'enjoyable experiences' alongside cost-effectiveness," she explained. "Drawing on MZ sensibilities, I plan restaurants by asking myself, 'What would parents our age enjoy?'"
It was this perspective that gave birth to "Taepyeongyang Donkatsu" in the restaurant zone of Lotte Premium Outlet's Uiwang branch. Jeong participated from the earliest planning stages, making it the first-ever MD buyer-planned brand at an outlet. "Outlets virtually never launch unproven new brands," she acknowledged, adding, "but I was confident that 'Taepyeongyang Donkatsu' had sufficient product appeal and operational stability to build a brand from scratch."
The outlet's unique operating environment was a critical variable in the brand planning process. "Outlets see a large gap in sales between weekdays and weekends, and since family customers flood in on weekends, table turnover is crucial," she said. "I determined that tonkatsu, being both universally popular and appealing across generations, was an ideal menu for families to enjoy together."
Throughout the interview, Jeong emphasized the importance of "experience" alongside taste. "These days, it's not just the taste of food itself that matters — visual elements such as plating and interior design, and how you 'experience the food,' are equally important," she said. "For 'Taepyeongyang Donkatsu,' we also put considerable effort into the retro atmosphere and visually appealing presentation."