"Convenience Store Baked Goods Also Hit Premium Trend: Emart24 Strengthens Premium Hot Dogs and Sandwiches"

A customer is looking at the signature hot dog and bagel sandwich at Emart24.

"Customers Increasingly Choose Bread Instead of Rice, So-called 'Bbab'... Premium Prepared Bread Gains Popularity"
Prepared bread in the 2,000 KRW range continues to expand... "Differentiating by increasing premium products"

[Asia Economy Reporter Yuri Kim] Emart24 has strengthened its lineup of premium prepared bread as the number of people choosing bread instead of rice has increased, boosting the popularity of premium prepared bread products.

Emart24 announced on the 18th that sales of prepared bread priced over 3,000 KRW, such as premium sandwiches, increased by 55% in the second half of last year compared to the same period the previous year. In the first quarter of this year, sales rose by 117%.

Considering that sales of general prepared bread priced between 1,000 and 2,000 KRW increased by 10% and 30% respectively during the same period, demand for relatively expensive premium products has grown. Emart24 interprets this as office workers purchasing premium sandwiches that they can enjoy alone, conveniently, and deliciously, instead of crowded places due to COVID-19.

When looking only at office districts, premium prepared bread sales in the first quarter of this year increased by 189%, which is 72 percentage points higher than the overall store growth rate. Compared to the 20% range increase in premium prepared bread sales in 2019, before the COVID-19 outbreak, this represents explosive growth.

Emart24 said, "We are strengthening premium prepared bread in line with this purchasing trend," adding, "While continuously launching general prepared bread in the 2,000 KRW range, we are also expanding premium products that did not previously exist." Earlier this month, Emart24 launched the 'Signature Original Hot Dog.' The Signature Hot Dog uses Johnsonville sausage and a brioche bun. To prevent the bread from becoming soggy, it comes separately with chopped pickles, onions, ketchup, and honey mustard sauce, allowing customers to assemble it themselves. The price is 4,300 KRW.

They also introduced two authentic bagel sandwiches focusing on bagels. Released at the end of March as a premium product, Emart24 uses bagels from the authentic American bagel company 'Einstein,' enhancing the chewy texture and umami flavor. The 'Almond Cream Cheese Bagel Sandwich' is topped with a cream cheese sauce blended with Philadelphia cream cheese, plain cheese cream, and roasted almonds, along with sliced cheese and mayonnaise. The 'Bacon Egg Cheese Bagel Sandwich' features a plain bagel with whole grain mayo sauce, fried egg, grilled bacon, and sliced cheese. Both are priced at 3,900 KRW. These two bagel sandwiches will be sold as a morning set throughout April, with a 20% discount when purchased together with an Americano.

In addition, various premium sandwiches such as Egg Shrimp Sandwich and Picnic Sandwich are also available. Sohn Juhyun, buyer of Emart24’s Fresh Food Team, said, "As more customers, especially in office districts, seek convenient and delicious food to enjoy alone, we plan to strategically expand this category," adding, "We will continue to consider and develop various products that can differentiate in taste."