CU, Hamburger Sales Increase by 22.9%
Main Customer Base is 20s and 30s
Each Company Expands Premium Lineup
[Asia Economy Reporter Lim Chun-han] The convenience store industry is expanding its premium hamburger offerings and challenging franchise chains. Amid the recent intensification of lunch inflation (lunch + inflation), the strategy is to enhance food quality to target the demand of office workers and students.
According to CU on the 28th, from the 1st to the 25th of this month, total hamburger sales increased by 22.9% compared to the same period last year. During the same period, sales also rose at GS25 (39.9%), 7-Eleven (30%), and Emart24 (25%).
The main customer base purchasing hamburgers was people in their 20s and 30s. At CU, the sales share of hamburgers was 44% for those in their 20s, 40.3% for those in their 30s, and 8.6% for those in their 40s. At GS25, it was 37.9% for 20s, 31.8% for 30s, and 17.8% for 40s. By commercial district, demand was high in areas densely populated by office workers and students. CU recorded hamburger sales shares in residential areas (40.9%), office districts (19.1%), and university areas (16.0%) in that order, while Emart24 showed high sales growth rates in academy districts (119%) and office districts (55%).
CU launched two premium burgers, the Real Beef Cheeseburger and Real Double Shrimp Burger, and has officially started its hamburger upgrade project. GS25 increased the number of hamburger items from 19 last year to 23 this year. By price range, there is one item in the 1,000 KRW range, 21 items in the 2,000?3,000 KRW range, and one item in the 4,000 KRW range. GS25 is pushing for a major renovation starting with the launch of the Steamed Original Beef Burger and plans to expand products using pure 100% beef patties.
7-Eleven currently sells 14 types of hamburgers, with eight items in the 2,000 KRW range and six items in the 3,000 KRW range. They plan to further improve patty quality and release high-quality beef burgers and steak burgers made with various premium raw ingredients. Emart24 operates 19 hamburger items priced between 2,000 and 3,000 KRW. Following the great popularity of a limited edition burger launched in collaboration with Black Desert in June and July, they are also considering expanding their premium line.
A convenience store industry official said, "We are enhancing the quality of ready meals to meet the expectations and standards of customers looking for new meal options," adding, "We plan to expand hamburger menus that combine taste, quality, and price."
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