Don Spike defends 99,000 won steak price at Gyeongju restaurant

Composer Don Spike addressed online criticism regarding his new Gyeongju restaurant on the 1st, clarifying that the 99,000 won course is intended as an all-you-can-eat style meal rather than fine dining. The establishment is currently in a soft opening period, limiting service to 8 teams per day at 5 p.m. and 7 p.m.

Composer Don Spike, who was sentenced to prison on drug use charges, has addressed the controversy surrounding the pricing of a steak menu at the restaurant he is operating following his release. As consumer evaluations fluctuated over the 99,000 won price for a single steak meal, he moved to correct misunderstandings by explaining the nature of his restaurant, its menu composition, and its level of service.

Don Spike recently opened and began operations for a restaurant in Gyeongju, Gyeongsangbuk-do. The establishment operates primarily around a single menu: ordering the signature steak allows for unlimited use of a salad bar. While the restaurant promotes the ability to enjoy meat to one's heart's content, online reviews from actual visitors sparked a debate regarding the food composition and service relative to the price.

Some visitors reported that the pre-meal bread was burnt and that the variety and quantity of items in the salad bar, such as salads, caprese, and soup, did not meet expectations. While some opinions noted that the steak and pasta themselves were delicious, there were significant reactions questioning whether it was necessary to pay 99,000 won for a course-style meal, regardless of food satisfaction. It has been analyzed that because the price was set high, consumer expectations naturally rose as well.

As the controversy continued, Don Spike posted a lengthy message on his social media on the 1st to explain the direction of the restaurant's operations. "This is not fine dining. Although it is served in a course format, it is closer to an all-you-can-eat barbecue house," he stated. He further explained the background of the pricing, saying, "Because I want to provide enough beef ribs that have been carefully grilled for a long time so that you can eat your fill, the price is not cheap."

He also directly addressed expectations regarding the salad bar. "The salad bar is not large or fancy," Don Spike said. "It is closer to a self-service bar made so that you can comfortably and freely eat as much vegetables as you want while eating meat." He explained that tea, vegetable salads, and a few types of bread are prepared, essentially acknowledging the difference between his offering and the abundant side menus expected at high-end restaurants.

He also cautioned against excessive expectations regarding service and the space. "It is not a place that can boast of formality or dignity. It lacks flashy interior design or fine-dining level service," he stated. However, he emphasized that he is working with diligent staff to serve guests politely so they can finish their meals feeling good. Rather than emphasizing a luxurious image against the price controversy, he focused on explaining the realistic operational form of the restaurant.

He added guidance regarding reservations and entry times. Don Spike stated that the restaurant is currently in a soft opening period, accepting only 8 teams per day, with guests welcomed at two times: 5 p.m. and 7 p.m. He explained that while some customers traveling from afar arrive early, they maintain punctual entry to ensure the optimal state of the food and the quality of service, asking for understanding from waiting customers.

Don Spike built public recognition through his activities as a composer and his appearances on variety programs. However, in 2022, he was taken to trial and sentenced to two years in prison on charges of purchasing and multiple instances of using methamphetamine. As he has ventured into operating a restaurant bearing his name following his release, this price controversy reveals a challenge of how to satisfy consumer expectations as a business owner, in addition to food quality and pricing.

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