Hyundai Green Food's 'Modu-ui Matjip'... Discovering Local Restaurants, From Proposal to Marketing [The World of Convenience Foods]

Regional Specialty Restaurant Menu as Convenient Meal
20,000 Sales of 10 Regional Specialty Menus

Hyundai Green Food, 'Everyone's Favorite Restaurant'.

Hyundai Green Food is carrying out the "Everyone's Restaurant" project, which aims to support restaurants struggling due to COVID-19 by launching restaurant meal replacements (RMR).

Everyone's Restaurant is a project where Hyundai Green Food discovers local restaurants and covers all costs including meal kit planning, manufacturing, distribution, and marketing. A total of 260 companies applied for the project selecting 10 restaurants, resulting in a competition rate of 26 to 1. As a result, menus from 10 local restaurants such as Daejeon's "Italian Guksi" with its Gopchang Cheese Pasta, "Jogijongui Hyangmigak" with Alkkomak Jjamppong, and Changwon's "Seongsan Myungga" with Cherry Blossom Honey Galbi were launched and made available to consumers.

Hyundai Green Food's differentiated strategy hit the mark. Within two months of launch, over 20,000 RMR units were sold, more than double the target sales volume. Italian Guksi's "Charcoal Grilled Daechang Pasta" recorded the highest sales among RMR products, and Seongsan Myungga's "Cherry Blossom Honey Galbi" sold out all 400 units produced as a Lunar New Year gift set.

Hyundai Green Food plans to further expand the Everyone's Restaurant project. Next month, they will launch RMR versions of "Balsan Samgyetang," a samgyetang specialty restaurant in Gangseo-gu, Seoul, and "Xiao Zhan," a Chinese cuisine restaurant in Seocho-gu, featuring Tantanmen. They are also preparing Everyone's Restaurant Season 2 within this year. In addition to local restaurants, they are considering launching various RMR products in collaboration with traditional markets.