High Prices Boost Popularity of Cost-Effective Lunchboxes
As high inflation continues recently, convenience stores are fiercely competing in the value-for-money (performance per price) lunchbox market.
According to CU on the 25th, the Baek Jong-won Jeyuk Hanpan lunchbox recorded cumulative sales of 500,000 units just six days after its launch. This is a faster pace than when Baek Jong-won's lunchbox was first launched in 2015. The Jeyuk Hanpan lunchbox consists of seven side dishes: two types of Jeyuk Bulgogi (soy sauce and gochujang), braised potatoes, stir-fried pumpkin, stir-fried kimchi, egg tofu pancake, and grilled ham.
The Jeyuk Hanpan lunchbox is driving overall lunchbox sales. From the 16th to the 21st of this month, sales of the Baek Jong-won convenience food series increased by 42.6% compared to the previous month, and total lunchbox sales rose by 29.7%. It is especially popular among office workers and university students. Sales generated in office districts and university areas accounted for 33.1% of the total, which is more than twice the proportion of general lunchbox sales in the same locations as of last month.
A model is introducing the generous home-cooked spicy pork bulgogi lunchbox at GS25. [Photo by GS Retail]
At GS25, the Kim Hye-ja lunchbox has emerged as the most popular product. The Hyejaroun Home-cooked Meal Jeyuk Bokkeum lunchbox ranked first in sales among over 3,500 general products. This lunchbox contains the main side dish Jeyuk Bokkeum along with stir-fried kimchi, stir-fried fish cake, and tteokgalbi. The sales rate compared to total production volume is 97.3%, effectively continuing a sell-out streak. The Hyejaroun Home-cooked Meal Squid Bulgogi lunchbox features two main dishes: spicy stir-fried squid and sweet-salty soy sauce bulgogi, complemented by ham potato stir-fry, seasoned chamnamul (Korean wild greens), and stir-fried kimchi as side dishes. Both products, true to the name Hyejaroun Home-cooked Meal, are served with black rice topped with a moist fried egg.
Seven Eleven introduced the Basak Bulgogi Bibimbap modeled by Joo Hyun-young and relaunched the Jeonju-style Bibimbap for sale. On the first day of release, the order volume for this product increased by 700% compared to the usual bibimbap lunchbox orders. The bibim scan social media promotional video featuring Joo Hyun-young was released on Seven Eleven’s official YouTube and Instagram channels. Seven Eleven plans to launch a total of 10 types of Joo Hyun-young bibimbap lunchboxes this year.
Emart24 introduced a Jeongchan lunchbox consisting of six side dishes priced at 3,900 won. The 39 lunchbox includes soya stir-fry, stir-fried shredded potatoes, stir-fried garlic scapes, mini pork cutlet, seafood meatballs, vegetable croquette, and stir-fried kimchi. The Shake-it Rice Tteokgalbi, Kimchi Stir-fry, and Egg Butter Jangjorim are mini rice bowls with a cup rice concept that you shake and mix before eating, priced at 3,000 won.
A convenience store industry official said, “We have expanded the value-for-money lunchbox product line so that customers can enjoy a delicious and affordable meal at convenience stores,” adding, “We plan to quickly introduce products that focus not only on price competitiveness but also on taste and quality.”
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