Bonsirak Fully Renovated as ‘Well-Prepared Korean Table’ Elevating the Value of Korean Cuisine

[Asia Economy Reporter Lee Seon-ae] Bon Appetit F’s premium Korean meal box brand ‘Bons Dosirak’ announced on the 1st that it has undergone a full renewal, strengthening the concept of a ‘well-prepared Korean table’ with a diverse menu lineup that elevates the value of Korean cuisine.

‘Bons Dosirak’ is a brand that has consistently been loved by customers of various age groups, including office workers, due to its high hygiene reliability and meal plans using seasonal ingredients. Despite the difficulties caused by the novel coronavirus infection (COVID-19), it led the premium meal box market boom by achieving a record monthly sales of approximately 12.5 billion KRW in March, a 38.9% increase compared to the same period last year.

This menu renewal was carried out to further enhance customer satisfaction with Bons Dosirak and to provide customers with the joy of eating through a more developed ‘well-prepared Korean table.’

The menu categories, which were previously subdivided into eight types, have been simplified into four categories?▲Hanjeongsik (Korean traditional full-course meal) ▲Hansang (Korean table setting) ▲Bansang (simple meal) ▲Sobansang (small table meal)?to provide menus suitable for different situations, such as when a heartfelt meal is needed or when one wants to enjoy a light meal. Notably, the Hanjeongsik and Hansang menus now include warm ‘guk’ (soup), which is the most basic and beloved element of Korean cuisine. Additionally, efforts were made to compose the meal plans with a balance of ingredients and flavors, including seafood and meat, spiciness and sweetness.

Kim Tae-heon, head of Bons Dosirak, said, “We have come back with a renewed ‘well-prepared Korean table’ to deliver a deeper taste and essence of Korean cuisine to our customers. As the demand for meal boxes is expected to continue increasing due to changes in food culture trends caused by COVID-19, Bons Dosirak will take the lead in popularizing the premium meal box market starting with this brand renewal.”

Meanwhile, along with this renewal, Bons Dosirak is offering a differentiated customer experience opportunity by holding an ‘SNS Online Tasting Event’ on the official Bon Appetit F website until August 22. To provide a more professional evaluation of the renewed menu, food creators ‘Mat Sangmu’ and ‘Hayan Tree’ will participate as special ‘Online Tasters.’ Customers selected as tasting panelists will taste the online tasting kits composed of representative menu items from each category, such as ‘Sejong the Great Royal Court Hanjeongsik’ and ‘Crispy Bulgogi Squid Hansang,’ and then leave their reviews online.