Hello Nature Forms Dedicated Team for Nationwide Popular Restaurant Pop-up Stores

Establishment of Dedicated MD Team for Popup Stores
Expanding Restaurant Introductions from 1-2 Times a Month to Weekly

[Asia Economy Reporter Cha Min-young] Online food life shop HelloNature is strengthening the operation of popup stores that connect customers with famous restaurants nationwide through dawn delivery.

HelloNature announced on the 28th that due to continued customer response to popup stores irregularly operated by merchandisers (MDs), it will expand this by establishing a dedicated popup store MD team and significantly increasing the scale of operations.

The operation cycle for introducing new local restaurants will be expanded from 1-2 times a month to once a week. Famous restaurants such as ‘Mangwon-dong Gyeonggi Tteokjip’, ‘Hannam-dong Cheese Flo’, and ‘Jeonju Mermeil Jinmijip’ will be newly discovered and introduced every week, and customers can receive them via dawn delivery.

This is because the number of customers using dawn delivery has greatly increased as the non-face-to-face (untact) shopping culture has spread this year. Demand for delivery of offline famous restaurant products has also increased significantly. In fact, the average daily order volume and sales of popup stores from January to September more than doubled compared to the previous year. Products launched at popup stores this year, such as Gyeonggi Tteokjip, Mobeom Tteokbokki, and Doje Bread, gained word-of-mouth in communities and sold out a week's supply within 1-2 days, leading to official store registration upon customer request.

The new popup store team closely manages everything from product planning for online sales, production management, product packaging, to delivery quality control (QC) by discovering hidden famous restaurants. They also provide consulting for developing online-exclusive products. Adhering to the principle of quality first, they maintain optimal small-scale production even at the risk of early sell-outs to deliver the unique taste and brand story of offline stores to customers. Local famous restaurants that had not entered the online market now have the opportunity to expand their business areas nationwide.

Shin Ji-eun, head of HelloNature’s popup store team, said, “HelloNature has played a bridging role connecting over 140 local famous restaurants with customers through popup stores and is growing together with them. We will continue to actively support the online entry of offline famous restaurants so that customers can always enjoy distinctive restaurants nationwide.”