"Hotel Groups Form Dedicated 'To-Go' Teams as Chuseok Sales Soar 70%"

Hanwha Hotels & Resorts, Holiday Food To-Go Products.

Since the onset of COVID-19, traditional holiday customs have changed, leading to a significant increase in sales of holiday food to-go products prepared by hotels. Previously, relatives would gather in their hometowns to share homemade holiday dishes, but as contactless holidays have become the norm, demand has grown for simplified yet properly prepared ancestral rites tables, as well as luxurious individual family meals shared among smaller groups or alone.

◇Surge in Hotel To-Go Demand

On the 17th, Hanwha Hotels & Resorts announced that sales of their "holiday food to-go" products increased by about 70% compared to just before last Lunar New Year’s holiday. The products are created in collaboration between chefs at Plaza Hotel and the heads of 12 traditional family households nationwide, featuring traditional holiday dishes passed down through generations. Customers can choose according to their preferences from dishes such as abalone vinegar, LA galbi (Korean-style short ribs), beef japchae, three-color jeon (Korean pancakes), beef and pine mushroom skewers, dried persimmons, and sujeonggwa (cinnamon punch). Sales exceeded targets significantly last Lunar New Year, prompting the formation of a dedicated team for this Chuseok.

Hanwha Hotels & Resorts stated, "Word of mouth has spread among those who want to simplify the preparation of the ancestral rites table while still having properly prepared food, leading to a sharp increase in sales. We produce all items fresh on the day of purchase, which has resulted in a high repurchase rate among customers."

Since the COVID-19 pandemic, Lotte Hotel, which started a drive-thru service, also reported that sales have increased by more than 15% compared to last Chuseok. A Lotte Hotel representative said, "At Lotte Hotel Seoul, the family set consisting of abalone premium galbijjim (braised short ribs), 25 songpyeon (rice cakes), and 20 assorted jeon is popular. At Lotte Hotel World, the menu featuring a three-tier lunchbox with galbijjim, japchae, rolled kimchi, abalone vinegar, steamed large shrimp, and grilled yellow croaker is favored." The representative added, "Not only sales but also inquiries have greatly increased compared to last year, and sales are expected to rise further as the holiday approaches."

Seoul Shilla Hotel, Fresh Cream Cake.

◇'Home Chuseok' Hotel Products Also Popular

As more individuals, couples, and friends spend the holiday resting at home like a regular holiday, hotel products targeting the "Home Chuchu-jok" (people spending Chuseok at home) are also gaining popularity. The Grand InterContinental Seoul Parnas’s lunchbox series "Grab & Go" saw sales in August increase about eightfold compared to the same period last year. Following a surge in sales ahead of the holiday, they recently started a delivery service in partnership with Baedal Minjok (a popular food delivery app).

Seoul Shilla Hotel expects the popularity of "hotel cakes" to be as strong this Chuseok as last year. They are also considering producing special cakes targeting holiday seasons starting next year. A Shilla Hotel representative said, "During the week including last year’s Chuseok holiday, cake sales increased by 25% compared to the same period in 2019 before the COVID-19 outbreak. The atmosphere this year is similar, and with the holiday coinciding with weekends and bridging holidays, people can rest for up to nearly ten days, which is expected to further boost cake sales." The representative added, "Next year, we are planning to introduce special cakes targeting holidays, not only for traditional cake peak seasons like Christmas and Valentine’s Day."