Increased Interest in Employee Welfare Highlights B2E Services
First Half Sales Grow Over Sixfold Compared to Last Year
GS Retail's convenience store GS25 announced on the 19th that the sales of its breakfast subscription service for businesses, 'Milbox25,' more than sextupled (532%) in the first half of this year compared to the same period last year.
It is analyzed that Milbox25 has grown significantly as 'B2E (Business to Employee)' services, which aim to improve employee welfare and satisfaction by enhancing in-house benefits to secure excellent talent, have recently gained attention.
Milbox25 is a breakfast subscription service for businesses launched by GS25 after a pilot test in July 2021 and officially launched at the end of December. When a company subscribes to this service for employee welfare, it manages meal ordering, production, delivery, and settlement in a one-stop manner according to the budget and number of employees.
The products are individually packaged meals consisting of one of six main menu items?dosirak (lunchbox), gimbap, hamburger, sandwich, salad, or cup fruit?combined with a beverage and dessert. The price is up to 40% cheaper than purchasing items individually, and products can be configured in 1,000 KRW increments ranging from 3,000 KRW to 7,000 KRW. Companies can check the provided monthly menu and select products accordingly.
Produced by its subsidiary Fresh Sub, the products are delivered to a GS25 store near the client company after prior consultation. For companies with 10 to fewer than 20 employees, staff pick up the products directly at the store, while for companies with 20 or more employees, products are delivered free of charge to the requested location at the desired time.
Following the breakfast subscription service in June, Milbox25 newly launched a snack bar (snacks and beverages) subscription service. This reflects requests from existing breakfast subscription customers who were satisfied with the convenience and cost-effectiveness and asked for the service to be expanded to snacks as well.
GS25 stated, "We are focusing on the high growth potential of the B2E service market," adding, "We will develop Milbox25 beyond meal and snack subscription services into a comprehensive welfare service that can also cover various corporate events and employees' birthdays."
Meanwhile, GS25's analysis of Milbox25 data showed that the average price range of products used by client companies is about 4,700 KRW, with the main products used being sandwiches (32%), gimbap (25%), salads (20%), fruit (10%), dosirak (7%), and hamburgers (6%) in that order.
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