To be the number one restaurant business in the hearts of our consumers with leading innovations while delivering delicious and affordable meals with heartwarming service and striving to create product innovations to better meet the new generation lifestyles of our customers.

• Deliver Quality and Value through Exceptional Dining Experiences
  The Food Business is committed to delivering delicious, value-for-money, and high-quality meals supported by heartfelt service and the professional expertise of The Food Business team members, with the aim of achieving the highest levels of customer satisfaction.
• Drive Continuous Innovation in Products and Customer Experience
  The Food Business continuously develops innovative menus, restaurant formats, and service models to enhance dining experiences and respond effectively to evolving consumer lifestyles and expectations.
• The Food Business Expansion’s Presence Across Consumers’ Daily Lives
  The Food Business aims to become an integral part of consumers’ lifestyles by providing convenient dining solutions for every occasion, including dine-in, takeaway, delivery, and emerging service channels.
• Enhance Operational Excellence and Business Model Efficiency
  The Food Business continually improves its operational processes and business models to increase efficiency and deliver sustainable value and superior experiences to customers, partners, and stakeholders.
• Develop Professional and Customer-Centric Talent
  The Food Business focuses on developing its people to be highly professional, collaborative, and customer-focused, while strengthening employee capabilities, engagement, and a strong organizational culture.
• Uphold Good Corporate Governance and Sustainability
  The Food Business operates with transparency, integrity, and strong corporate governance, while demonstrating responsibility toward society and the environment to support long-term sustainable development.

The Food Business operates under the principle of “Responsible Growth,” driving business expansion by systematically integrating sustainability into its strategic direction and operations. This approach enables the Company to manage risks comprehensively while supporting high-quality and sustainable growth. Under the 5-year strategic plan (2025–2029), the Company is committed to achieving Quality Growth while strengthening long-term competitiveness through the following 6 strategic priorities:

• Expansion and Development of New Brands (Expansion & New Brands). The Food Business seeks to expand its business and develop new brands to build a diversified and balanced business portfolio. It also aims to pursue strategic collaborations with partners to create innovations that effectively respond to evolving market opportunities.
• Development of Omni-Channel and Delivery Platforms (Omni-channel & Delivery). The Food Business continues to enhance the seamless customer experience across Food Business both physical stores and digital platforms. Delivery channels and Online-to-Offline (O2O) integration are further developed to address changing consumer behaviors and expand revenue opportunities.
• Menu Innovation and Trend-led Marketing. The Food Business focuses on developing innovative menu offerings and marketing initiatives aligned with emerging consumer trends. This includes expanding the menu portfolio with health-focused and niche products to meet the needs of modern consumers while strengthening brand relevance and accessibility.
• Digital Transformation and Customer Relationship Management. The Food Business continues to enhance customer relationship management through integrated CRM systems and loyalty programs across all brands, enabling more effective and personalized marketing campaigns. Investments are also made in POS systems, self-service kiosks, kitchen automation, and online queue management systems to improve operational efficiency and service quality.
• Sustainability in the Food Business. Sustainability is a key foundation for operational resilience and stakeholder confidence. The Company promotes circularity in operations, including reducing food waste, supporting environmentally friendly packaging, and implementing responsible sourcing practices. Collaboration with suppliers is strengthened to enhance ingredient quality, traceability systems, and food safety standards.
• Cost & Store Model Efficiency. The Food Business focuses on increasing sales and profitability per store through effective cost management while developing flexible store formats, such as smaller store concepts and pop-up shops, to enhance expansion agility and optimize investment risk.