"Say Goodbye to 30,000 Won"…Large Supermarkets' 6,000 Won 'Chicken Battle'

Franchise Chicken Price Increase
Emart Launches 6,480 Won Chicken
Homeplus Dangdang Chicken Sells 10 Million Packs

In recent years, franchise chicken prices have steadily increased, while major supermarket chains are attracting consumers by offering chicken priced in the 6,000 won range.

According to the distribution industry on the 8th, Emart will launch the 'Amazing Perfect Chicken', priced at 6,480 won per pack, starting from the 9th. Emart planned a consistently low-priced chicken product considering the increased demand for 'mart chicken' amid prolonged high inflation. They intend to operate it year-round at the affordable price of 6,480 won.

Emart uses domestically produced size 8 chickens (751~850g). Considering that franchise companies usually use size 10 chickens (951~1050g), there is about a 200g difference. The taste is enhanced by a secret powder (rice flour + 15 kinds of spices) developed through various experiments by Peacock's secret research lab. The company explains that this preserves the crispy texture and rich flavor of the chicken.

Since it is sold at a major supermarket, an optimized recipe was applied. An Emart representative explained, "Unlike delivery chicken, mart chicken is not eaten immediately after purchase, so we made the chicken so that crispiness is restored by cooking it in an air fryer at 190 degrees Celsius for 5 minutes."

Earlier, Homeplus gained sensational popularity by selling low-priced chicken in the 6,000 won range early on. The Homeplus 'Dangdang Chicken' series surpassed 10 million packs sold within two years of its launch. Among them, Dangdang Fried Chicken has become so popular that it even caused a rush at the mart opening. It is sold in limited quantities at 6,990 won.

The Dangdang Chicken series includes about 10 varieties. As the name suggests, Dangdang Chicken maintains the principle of same-day cooking and same-day sales, and uses 100% domestically produced refrigerated chicken (size 8).

Dangdang Chicken is also boosting sales in the deli food section of major supermarkets. According to Homeplus Mega Food Market, the deli sector grew by up to 162% year-on-year during the one-year period after the launch of Dangdang Chicken (June 30, 2022 ? June 29, 2023). It continues to show double-digit growth.

Homeplus lowered product costs by purchasing raw materials in bulk and minimizing overhead expenses, thereby reducing selling prices. The Dangdang series forecasts annual sales based on customer consumption data and plans inventory in advance. They have secured over 4.6 million packs of chicken by the end of this year.

Homeplus plans to attract customers to the deli corner with new menu launches. Recently, they introduced 'Dangdang Two-Chicken Old-Style Whole Chicken' and 'Dangdang Herb Fried Chicken Combo', both priced under 10,000 won. A Homeplus representative said, "We will continuously analyze customer trends and secure additional inventory if necessary. We will strengthen the competitiveness of deli menus, including the Dangdang series, and actively work to attract customers.”