"The Taste Enjoyed at Hotels, Now at Home and Office"... Drive-Thru and Delivery Increase

Lotte Hotel Seoul Launches 'Signature Box' Sales
Lower Prices and Continuous New Menu Introductions
Westin Chosun Sees 45% Surge in Takeout Demand from Jan to Mar
Direct Delivery for Orders of 20 or More Lunchboxes
Gaining Attention as 'Filial Piety Gift' Ahead of Family Month in May

[Asia Economy Reporter Cha Min-young] Despite the COVID-19 pandemic, various ways to enjoy hotel delicacies are gaining popularity. These options are favored as special gourmet experiences for those tired of staying at home or as lunch menus for important business meetings.

According to the industry on the 12th, Lotte Hotel Seoul's drive-thru service "Signature Box," launched on the 6th as the industry's first, sold over 200 units within two weeks of its release. The product allows customers to pre-order dishes from the Japanese restaurant "Momoyama," buffet restaurant "La Seine," and bakery "Delica Hans," and pick them up directly from their cars without getting out. Partnerships with various non-face-to-face sales channels such as Naver Reservation and Daily Hotel are also expanding.

The most popular item at Lotte Hotel Seoul is the Momoyama lunch box, accounting for more than 50% of total sales. The "Lunch Box A," consisting of hot dishes, grilled fish, sukiyaki, tempura, and fruit, is offered at 78,000 KRW, about 18% cheaper than before. The "Lunch Box B," which includes lobster chili sauce, eel, and sesame tofu, is priced at 104,000 KRW, 17% cheaper. A new "Signature Collection Box," allowing customers to choose their preferred menu items, has also been launched.

The Westin Chosun Hotel Seoul is also introducing a delivery service, fueled by the demand for takeout. The Japanese restaurant "Sushijo," Chinese restaurant "Hongyeon," and bakery "Chosun Deli" saw a 45% increase in average takeout sales from January to March compared to the same period last year. Accordingly, they plan to offer free delivery by hotel vehicle for orders of 20 or more Sushijo or Hongyeon lunch boxes or payments exceeding 1 million KRW.

Four Points by Sheraton Seoul Namsan's restaurant The Eatery is selling six types of "To-Go Box" menus composed of 12 popular dishes. The Chinese restaurant "Palais de Shin" at The Escape Hotel is implementing both takeout and a drive-thru system.

Especially in May, with many family events such as Children's Day on the 5th and Parents' Day on the 8th, lunch box demand is expected to increase further. To commemorate Parents' Day, Lotte Hotel Seoul will give carnations made by the hotel to the first 100 customers who order Momoyama lunch boxes or Delica Hans' Signature Select lamb chop boxes.

A Lotte Hotel official said, "With social distancing extended by two weeks, many customers use the drive-thru for formal meals on special occasions such as business or family events. Especially, most customers pick up meals for their parents who find it difficult to go out. Since launching the service and products, orders for lunch boxes have steadily increased."

An industry insider said, "Due to COVID-19 concerns, it is difficult to dine out even for business meetings, so many prefer to entertain guests at the office. The word has spread that you can enjoy delicious meals quietly and safely, so food and beverage (F&B) sales are relatively good."