Forget reservations and awkward silences at a table for one. Hyundai has just redefined the concept of ‘drive-thru’ by launching what might be the UK’s most unexpected and exclusive new restaurant: Backseat Bites. And as the name suggests, the dining room is the back of a car.
That’s right. For one night only, the Korean automaker is transforming its brand-new, all-electric INSTER city car into an intimate dining space, serving up authentic Korean delicacies to solo foodies and curious pairs. It’s a bold, slightly bonkers, and utterly brilliant idea that taps into a massive cultural shift towards solo experiences and our never-ending hunger for something new.
Riding Solo: The Cultural Shift Behind the Wheel
So, why would a car company turn its latest EV into a pop-up eatery? The answer lies in a fascinating cultural trend. The entire concept is inspired by the South Korean phenomenon of Honbap, which literally means “to dine alone”. In Hyundai’s homeland, solo activities like Honbap (dining alone) and Honsul (drinking alone) have evolved from a necessity into a celebrated, aspirational lifestyle choice.
And it seems the UK is catching on fast. A recent survey revealed that a whopping 93% of Brits are hungry for new experiences, and many are choosing to have them alone. Two-thirds (66%) have eaten out by themselves, over half (54%) have vacationed solo, and 45% have even gone to the cinema on their own. The solo movement is particularly strong with Gen Z, a quarter of whom actually prefer solo adventures to group outings, valuing their alone time and the freedom to do what they want.
Despite this growing confidence, the fear of judgment still lingers. Top concerns for going solo include looking lonely (31%) and feeling self-conscious (29%). This is where Hyundai’s idea is pure genius. Backseat Bites offers a private, intimate space to enjoy a meal, removing the social anxiety and replacing it with a unique, curated experience. It’s the perfect solution for the 60% of Brits planning to try a solo experience in the next six months. It’s not just eating alone; it’s an event.
The Menu, The Motor, and The Masterpiece
Let’s get down to the nuts and bolts—or rather, the kimchi and the chassis. This isn’t just a case of grabbing a takeaway and eating it in the car park. Hyundai has gone all out to make this a legitimate culinary destination.
The Motor: The venue is the all-new Hyundai INSTER, a compact, fully electric city car. The key to this whole operation is the car’s surprisingly spacious interior and clever fold-flat seating, which allows the rear to be converted into a cosy dining nook. To complete the transformation, the interior features bespoke Korean street art by illustrator Yoy Han, creating a vibrant, immersive atmosphere.
The Menu: The food is being handled by the culinary experts at the beloved Korean restaurant, Chung’Dam. This is no greasy spoon affair. The menu is a tour of authentic Korean delights, featuring delicacies like Gochu Jeon (chilli pancakes), Salchisal (grilled beef), Beef Tartar, BBQ Pork Belly, and Cold Kimchi Noodles. It’s a taste of Korea served on the streets of London, from the backseat of a Korean car. The synergy is poetic.
As Ashley Andrew, President of Hyundai and Genesis UK, puts it, “Backseat Bites is more than just a restaurant… it offers guests an entirely unique taste of Korea from an unexpected location – the backseat of a car”. He notes that it’s a celebration of Korean culture and a “tribute to the joy of doing things your own way”.
The Fine Print for this Fine Diner
For those lucky enough to be in London, this one-of-a-kind experience is happening for one day only. Backseat Bites will open its doors (all four of them) on Wednesday, 22nd October 2025, in the heart of London’s Soho. The event is free, but with extremely limited tickets available via Eventbrite, you’ll need to be faster than an IONIQ 5 N on a track day to snag one.
This clever campaign is not just about selling a few meals; it’s about selling a lifestyle and a brand that understands modern culture. It perfectly showcases the INSTER as more than just a car, but as a versatile personal space, while also celebrating Hyundai’s Korean heritage. It’s a testament to the brand’s ‘Progress for Humanity’ vision, which extends beyond just building zero-emission vehicles to creating revolutionary mobility solutions. And with Hyundai Motor UK’s sales growing 8.3% last year and a significant market share, it’s clear their creative approach is connecting with buyers.
Tarmac Takeaway
So, is a restaurant in a car the future of dining? Probably not. But as a marketing concept, it’s a masterclass. It’s witty, memorable, and perfectly captures the intersection of automotive innovation and cultural trends. It proves that with a little imagination, even the humble backseat can become the hottest table in town.
