Hotel and E-commerce Join Forces
Expanding Restaurant Meal Delivery and Meal Kits
Targeting Year-End Home Party Market
[Asia Economy Reporter Kim Yuri] The hotel industry has teamed up with e-commerce to target the year-end home party market. As concerns over the resurgence of COVID-19 grow, demand is increasing for quiet home parties with family to wrap up the year, and services that allow customers to enjoy hotel food delivered right to their doorstep on their desired date and time are gaining popularity.
◆Hotel Cuisine Delivered 'To Your Doorstep'
According to the hotel industry on the 14th, Chosun Hotel & Resort is collaborating with Market Kurly until the end of this month to operate delivery services for the Westin Chosun Seoul restaurant 'Lubrica's' 'Turkey Home Party Set,' the Escape Chinese restaurant 'Palace de Shin's' 'Peking Duck Home Party Set,' and the 'Signature Selection.'
Despite the high price range of 200,000 to 400,000 KRW, the hotel restaurant meal delivery service is seeing increased demand as it allows customers to prepare a complete home party meal at once and satisfies the desire to enjoy a luxurious meal on special occasions. If you make a reservation three days before the desired delivery date, you can receive the delivery at your home on the specified day. The hotel stated, "In the case of Peking Duck, the food is provided in a specially made thermal bag so that it can be enjoyed as if freshly cooked at home."
The Grand Intercontinental Seoul Parnas has expanded its 'Holiday To-Go' home party pack delivery service by partnering with GS Fresh Mall following Market Kurly. The home party pack offers two menu options, 'Turkey Dish' and 'Barbecue Pork Ribs,' prepared in refrigerated condition. They also provide a to-go product delivery service where hotel chefs cook the food fresh, using the delivery service company 'Boorung.' The hotel said, "Sales of Holiday To-Go products increased by 40% in 2019 and 75% last year compared to the previous year. This year, demand has surged further as sales channels have diversified to include Market Kurly, GS Fresh Mall, and others."
◆Premium Meal Kits
With the popularization of high-end food culture and increased demand for home-cooked meals due to the prolonged COVID-19 pandemic, more hotels are entering the premium meal kit market. Lotte Hotel launched its own premium meal kit brand 'Lotte Hotel 1979,' releasing 'Herb Lamb Chops' as its first product. It is exclusively sold through Lotte On, Lotte Shopping's integrated online mall. The product includes 7 to 8 French racks of lamb raised naturally on pasture in New Zealand, portioned by weight. Ratatouille and cauliflower are also included as side dishes.
Earlier last month, Shilla Hotel introduced the 'Shilla Dining at Home' series, a meal kit exclusively for Samsung Electronics' 'Bespoke Cooker,' through the Fresh Easy direct mall. The series includes Mero steak, grilled tteokgalbi, and tenderloin steak, and although it has been less than a month since its launch, consumer interest continues.
A hotel official said, "As the home meal replacement market has rapidly grown due to COVID-19, premium demand has also increased. We will continue to diversify our products by reflecting customer feedback."
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