Transformation of Large Mart 'Instant Cooking Stores'... Lotte Mart Opens 'Meal Signature Store'

Composed of premium menu items at a specialty store level
Developed over 4 months of research at the Food Innovation Center (FIC)
Over 40 menu items not seen in existing deli stores
Responsible for meals of 150,000 nearby households with 'Immediate Delivery'

Lotte Mart Jamsil Branch announced on the 8th that it will newly introduce its ready-to-cook store under the concept of 'Mil Signature Store.' The photo shows the 'Mil Signature Store' at the Jamsil Branch. (Photo by Lotte Shopping)

[Asia Economy Reporter Seungjin Lee] Lotte Mart's ready-to-eat (deli) stores are undergoing a complete transformation.

On the 8th, Lotte Mart announced that it will newly launch the deli store at Jamsil branch under the concept of a 'Meal Signature Store.' The plan is to diversify the menu beyond the existing deli store, which mainly consisted of chicken and sushi, to include Korean, Western, Chinese dishes, and desserts, aiming for a complete replacement of 'home-cooked meals.'

The 'Meal Signature Store' will feature menus not seen in existing large mart deli stores. The chefs at Lotte Mart Food Innovation Center (FIC) developed recipes and conducted tasting sessions over four months to create foods and menus that were previously only available at famous restaurants. Representative products include ‘Munsae (Octopus Shrimp) Jjamppong Tang,’ ‘BBQ Pork Ribs,’ ‘Kkwabarou’ (Sweet and Sour Pork), ‘Sukjihwang Dakgalbi’ (Chicken Stir-fry with Rehmannia), and the dessert ‘Green Tea Tiramisu.’

FIC was newly established in March as a direct organization under the CEO to develop foods with sufficient value as meals, consisting of professional chefs, food researchers, and brand managers.

Unlike existing deli corners, the 'Meal Signature Store' intuitively organizes the store concept so that product introductions and sections can be seen at a glance, allowing customers to easily choose products according to their preferences, thereby increasing shopping efficiency. The containers used for the products are also differentiated. They are designed according to the cooking method of each dish to enhance efficiency. For example, stews like ‘Signature Budae Jjigae’ and ‘Octopus Shrimp Jjamppong Tang’ can be cooked directly in the purchased container without needing to transfer to another container.

In particular, the Jamsil branch operating the 'Meal Signature Store' is a store that has introduced ‘Baro Delivery’ (Immediate Delivery) service within 2 km radius, allowing convenient online ordering of about 20 items such as Munsae (Octopus Shrimp) Chicken, BBQ Pork Ribs, and Spicy Pepper Stir-fry. Lotte Mart expects that the combination of ‘Baro Delivery’ and the ‘Meal Signature Store’ will provide real convenience for residents and consumers in the densely populated residential area of 150,000 households within 2 km of the Jamsil branch.

Lotte Mart introduced this new type of cooking corner because the number of customers wanting to enjoy a proper meal at home has increased as people spend more time at home recently. The Ministry of Agriculture, Food and Rural Affairs and Korea Agro-Fisheries & Food Trade Corporation reported that the domestic home meal replacement market size grew 63% from 2.7 trillion KRW in 2017 compared to 2015, and is expected to reach about 5 trillion KRW by 2022.

In fact, Lotte Mart’s premium Samgyetang (ginseng chicken soup) ‘Yorihada Ganghwa Seomgyetang,’ launched in June, sold 10,000 units within 15 days, confirming customers’ demand for ‘a proper meal.’ ‘Yorihada Ganghwa Seomgyetang’ was the first product introduced after Lotte Mart declared ‘Meal Innovation’ in March and established FIC with the goal of completely replacing home-cooked meals.

When Lotte Mart’s FIC was newly launched, it was a period when in-store dining decreased due to COVID-19 and visits to large marts sharply declined, making product development difficult. Nevertheless, seeing steady growth in home meal replacement sales, Lotte Mart focused on developing restaurant-level ready meals that can be enjoyed at home.

After much consideration on what products to present to customers, FIC developers first established the concept and flavor direction for a nourishing jjamppong (spicy seafood noodle soup) containing octopus, rich in taurine and helpful for revitalization. They sourced Indonesian octopus, which is relatively cheaper than Mauritanian octopus but similar in texture, due to unstable supply of domestic octopus, and developed the Munsae (Octopus Shrimp) Jjamppong Tang.

They also combined seasonal vegetables at their freshest state into kits, and professional chefs adjusted the raw material blend more than 20 times to naturally produce a smoky-flavored sauce. This product will be launched at the 'Meal Signature Store' and expanded mainly to stores in the metropolitan area. The ‘Meal Signature Store’ will open at Jamsil branch first, followed by Junggye and Gwanggyo branches.

Ryu Kyung-woo, head of Lotte Mart’s Meal Innovation Division, said, “To naturally replace home-cooked meals, we renewed the deli corner that customers can easily access in stores. We will continue to focus on developing products that allow customers to enjoy freshly made food at home, striving to make Lotte Mart synonymous with ‘home meal replacements.’”