Shinsegae Food Introduces 'Chef To Go' Delivery Service for Cafeterias

An office worker is receiving a Chef To Go lunchbox delivery at a company located in COEX, Samseong-dong, Gangnam-gu, Seoul. (Photo by Shinsegae Food)

[Asia Economy Reporter Lee Seung-jin] Shinsegae Food has introduced the delivery service 'Chef To Go' to break through the stagnation in the meal service industry caused by COVID-19.

According to Shinsegae Food on the 18th, the number of group orders (5 or more people) last month at the delivery-only store 'Chef To Go' operating in Yeoksam-dong, Gangnam-gu, Seoul increased by 308% compared to January last year, before the outbreak of COVID-19. In particular, the proportion of group orders during lunchtime (11 a.m. to 2 p.m.), which was 21% in January last year, rose sharply to 58% last month.

Shinsegae Food analyzed that this increase in lunchtime group orders is due to the trend of office workers who feel burdened eating with many people in cafeterias or external restaurants ordering lunch boxes, salads, etc., delivered to their offices to eat safely and conveniently alone. Additionally, the increase in orders is partly attributed to more companies ordering lunch boxes in groups to prevent employees from going out during lunch hours and risking COVID-19 infection.

Following this trend, Shinsegae Food introduced the 'Chef To Go' delivery service from the 1st at meal service sites such as the 'COEX Banquet Hall' in Samseong-dong, Gangnam-gu, Seoul, and the 'Iljin Building Cafeteria' in Dohwa-dong, Mapo-gu, delivering meals to office workers at nearby companies.

The main menu includes four types of chef lunch boxes (11,000 to 14,500 KRW) developed by Shinsegae Food’s professional chefs to suit office workers’ tastes: 'Barbecue Chicken Lunch Box,' 'Bulgogi & Shrimp Croquette Lunch Box,' 'Handmade Hamburg Steak Lunch Box,' and 'Chop Steak Lunch Box.' There are also four types of affordable office lunch boxes (8,000 to 8,500 KRW) such as 'Spicy Dakgalbi Lunch Box,' 'Crispy Bulgogi Lunch Box,' 'Shrimp Pilaf Lunch Box,' and 'Beef Pilaf Lunch Box.'

For office workers who prefer a simple and healthy meal, three types of salads (7,000 to 9,900 KRW) are offered: 'Sweet Potato Salad,' 'Cajun Chicken Salad,' and 'Shrimp Mushroom Salad.' Customers who want the lunch box delivery service can enjoy it by phone reservation at each site followed by store pickup or delivery service (for group orders of 5 or more).

In addition, Shinsegae Food plans to expand the 'Chef To Go' delivery service to meal service sites operated in the form of general restaurants, including the 'KINTEX Banquet Hall' in Goyang-si, Gyeonggi-do, starting in March, to enhance the competitiveness of the stagnant meal service business.

A Shinsegae Food official said, "The 'Chef To Go' delivery service, which was tested last month at the COEX Banquet Hall, has received a good response as weekly sales steadily increased by an average of 17% through word of mouth among office workers near COEX, such as Trade Tower, ASEM Tower, and Parnas Tower," adding, "We plan to find a breakthrough for the meal service business struggling due to COVID-19 through full-scale office worker delivery service."