Seven Eleven Launches 11 Premium Ready Meals Available for Reservation via 'App'

Main Customers Are Office Workers in Their 40s... Popular in Office Districts

[Asia Economy Reporter Jo In-kyung] Amid the COVID-19 situation, demand for convenience store ready-to-eat meals is increasing, and Seven Eleven is launching app-exclusive premium food products for office workers, starting sales from the 26th.

According to Seven Eleven on the 25th, the newly introduced products include a total of 11 items: 8 types of ready meals such as 'Chadol Nakji Bibimbap (12,800 KRW)', 'Yubu Sushi & Cream Cheese Roll (10,800 KRW)', 'Chinese-style Yangjangpi (11,900 KRW)', 'Bulgogi Vietnamese Spring Roll (10,900 KRW)', and 'Ham Cheese Croissant Sandwich (12,500 KRW)', along with 3 types of sandwiches.

'Chadol Nakji Bibimbap' is a Korean mixed rice dish combining grilled chadolbagi (beef brisket) and stir-fried octopus, mixed with seven kinds of vegetables for a healthy meal. 'Yubu Sushi & Cream Cheese Roll' consists of 9 pieces of yubu sushi and 6 pieces of cream cheese kimbap, while 'Chinese-style Yangjangpi' is richly filled with 10 ingredients including pork, crab sticks, and bell peppers.

The prices for these premium ready meals are all in the low 10,000 KRW range, but they are sold at a constant 10% discount. Seven Eleven will first introduce these products mainly in the metropolitan area and plans to expand popular product sales nationwide based on sales trends for each item.

These snacks can especially be pre-ordered and paid for via smartphone apps before visiting the convenience store to purchase. As more consumers use the convenience store app reservation service to buy lunch boxes, sandwiches, and salads, Seven Eleven reported that the number of app ready meal reservation orders increased by 114.5% compared to the same period last year as of the 24th this year.

A Seven Eleven official explained, "When going to a convenience store to buy a lunch box, there may be many products available, but the one you want to eat might not be there, or it might be sold out by the time you arrive. Using the app reservation order function allows you to purchase comfortably at a nearby store without such worries."

Regarding the usage status of Seven Eleven's app reservation order service, people in their 40s accounted for the highest proportion at 38.4%, followed by those in their 30s at 25.5%, and those aged 50 and above at 20.9%. This is interpreted as mainly office workers who want to have meals in their offices instead of restaurants during lunch hours due to strengthened social distancing measures caused by COVID-19. Seven Eleven also explained that the purchase share is high in office districts when looking at the commercial area purchase status.

Choi Yumi, head of the Seven Eleven Food Team, introduced, "Sales continue to increase as convenience store ready meals become more accessible through the expansion of online sales channels and diversification of product assortments. With special menus not found in regular stores, the portions are generously composed to provide a hearty meal."