[Diary Point = Reporter Eom Ju-yong] On October 30, the Korea Expressway Corporation began a pilot program under which it will contract directly with vendors at eight highway rest stops nationwide. By cutting out the middleman operating companies, the program aims to ease commission burdens and improve food prices and service perks for travelers.
The rest stops involved are Yeoju (Incheon-bound), Daecheon (Seoul- and Mokpo-bound), Jangyu (West Busan-bound), Gunwi (Busan-bound), Wolchulsan, and Hapcheonho (Hamyang- and Ulsan-bound). Of these, five have existing contracts that are expiring, while three are newly opening rest stops.
Cutting out middle operators, split into 10 business rights
Under the direct-contract system, the Expressway Corporation will contract directly with food court, snack shop, café, and convenience store operators. The key change is lowering vendors' commission burden from around 33% to roughly 8-9%, excluding management fees.
This round of bidding consolidates some meal and snack shops and groups multiple stores by sales volume into a total of 10 business rights. Operators won't be chosen simply for offering the highest rent, but through a comprehensive evaluation of their ability to fulfill contracts, operating experience, food prices and quality, and hygiene and safety standards.
Price cuts and 1+1 deals will vary by operator proposal
The Expressway Corporation and the Ministry of Land, Infrastructure and Transport plan to redirect the reduced commission burden into benefits for travelers. Key measures under consideration include budget coffee priced at ₩2,000 or less, buy-one-get-one (1+1) promotions at convenience stores, and telecom discounts and point accumulation.
However, not all menu prices will drop uniformly, nor will every store run the same promotions. The prices and discounts proposed by operators during the bidding process will be part of the evaluation, and whether they follow through on those promises will be monitored once operations begin.
Food and snack shops will be evaluated not only on price but also on taste, quality, and the use of domestically sourced ingredients. For convenience stores, factors like 1+1 promotions, point accumulation, and partner discounts will be considered, meaning the actual benefits travelers notice may differ from one rest stop to another.
The Expressway Corporation plans to select operators by early December, then carry out facility upgrades and preparations before rolling out the new services starting with the 2027 Lunar New Year holiday. At Yeoju rest stop, one of the busiest in the country, a separate shared-growth store section featuring local small merchants and young entrepreneurs is also planned.