Slogan Reflecting 'A Restaurant Full of Pleasant Experiences'
'Delicious LAB' Established…Collaborating with Existing Product Development Team
Sales Increased 2.4 Times After Rebranding "Securing Competitiveness Based on Previous Achievements"
[Asia Economy Reporter Kim Yuri] Emart24 has strengthened its 'taste' competitiveness by introducing a new slogan, 'Delicious Idea.' The strategy is to present delicious food and differentiated marketing, embodying the meaning of 'Emart24 full of tasty and pleasant experiences.'
Emart24 stated on the 29th, "Discussions on the new slogan began earlier this year, and groundwork for the slogan change in the second half was carried out. We decided to announce it in October, the anniversary month of our founding," adding, "Having built a differentiated convenience store image with the slogan 'New Lifestyle Convenience Store,' we will now showcase delicious food and differentiated marketing under the new slogan 'Delicious Idea.'"
Since the appointment of IT expert CEO Kim Jang-wook last year, Emart24 has continued efforts to enhance competitiveness, such as expanding hybrid stores and strengthening delivery services. Along with the slogan change, Emart24's goal is to actively boost its 'taste' competitiveness. To this end, the 'Delicious Idea' slogan will be featured on the signboards of newly opened or renovated Emart24 stores, and going forward, all aspects of Emart24’s products, marketing, and operations will be based on the Delicious Idea concept.
As the first step to upgrading 'taste,' the 'Delicious LAB' was established in the second half of this year. By recruiting professionals such as hotel chefs and patissiers, the LAB is responsible for enhancing the flavors of products planned by product developers. Emart24 plans to elevate the taste of its fresh food (FF) offerings, including lunch boxes, kimbap, and sandwiches, by adding the expertise of hotel chefs and patissiers to its accumulated strengths.
The 'Delicious Secret Expedition Team (Diltam),' composed of the MZ generation (Millennials + Generation Z), is also underway. As part of concretizing the Delicious Idea, Emart24 launched the first Diltam team in August, consisting of about 10 employees in their 20s and 30s. They will experience various regional tastes and cultures across Korea and collaborate with related teams to develop trendy food and cultural content and launch products. Meanwhile, the number of participants and sessions in new product tasting meetings, involving employees aged 20 to 50, has doubled compared to last year, further strengthening the process.
Plans are also in place to tighten the expansion of the specialty coffee brand 'iPresso.' Starting with the Italian luxury coffee machine brand Seaco's Idie, Emart24’s iPresso has been upgraded this year with bypass functions and replaced with the Grand Idie machine, costing about 10 million KRW, to expand the offering. The goal is to provide coffee beans with coffee shop-level flavor at prices around 1,000 KRW. Emart24 has designated the 24th of every month as 'iPresso Day,' offering coffee beans for 100 KRW for one day. Additionally, while strengthening the image of 'Wine = Emart24,' the company is also discovering various alcoholic beverages such as craft beer, liqueurs, and unique side dishes.
CEO Kim Jang-wook of Emart24 said, "We will internalize the new slogan 'Delicious Idea,' which contains more concrete product development and member execution strategies, to enhance customer value."
Emart24 rebranded in August 2017 with the slogan 'New Lifestyle Convenience Store,' growing through a differentiation strategy that announced the emergence of a new type of convenience store to franchisees and customers. Emart24’s sales increased from 684.1 billion KRW in 2017 to 1.6261 trillion KRW last year, approximately 2.4 times (137.7%) growth within three years of rebranding. The number of stores also nearly doubled (94.7%).
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