Hyundai is Opening Backseat Bites, the UK’s First Restaurant Inside a Car
Laura McQuarrie — October 15, 2025 — Autos
References: famouscampaigns
Many people love eating in their car for the practicality of saving time on a busy day, while others enjoy the solitude of a quiet moment for personal comfort and escape, and Hyundai is opening Backseat Bites—the UK's first restaurant inside a car. Unlike most restaurant pop-ups that temporarily occupy space in a city or take over an existing restaurant for a limited time, Backseat Bites is built entirely inside Hyundai's compact electric city car, the INSTER, and promises to entice solo diners and hungry pairs.
With the car's fold-flat seat turned into a dining booth, diners within the vehicle will be treated to a menu curated by Korean restaurant Chung’Dam, and items like BBQ pork belly and cold kimchi noodles that reference the celebrated South Korean ritual of eating alone.
With the car's fold-flat seat turned into a dining booth, diners within the vehicle will be treated to a menu curated by Korean restaurant Chung’Dam, and items like BBQ pork belly and cold kimchi noodles that reference the celebrated South Korean ritual of eating alone.
Trend Themes
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Automotive Dining Experience — Backseat Bites exemplifies the merging of transportation and dining, offering a novel way for individuals to enjoy meals on the go.
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Personalized In-car Spaces — Revamping vehicles into customized environments like dining booths caters to the growing consumer desire for unique and personalized experiences.
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Cultural Culinary Integration — Hyundai's collaboration with a renowned Korean restaurant highlights the potential for cultural culinary partnerships that elevate brand experiences.
Industry Implications
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Automotive Innovation — Reimagining vehicle interiors as multipurpose spaces opens up opportunities for automakers to tap into new consumer needs beyond transportation.
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Pop-up Restaurant Concepts — The development of mobile eateries inside cars suggests new business models for the food service industry focused on convenience and novelty.
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Culinary Experience Design — Curating specialized menus for compact car environments represents a fresh avenue for the culinary industry to explore sensory dining journeys.
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