'1000 Won Monthly' 5x Benefits... 'CU Subscription' Grows 60% in the Era of Jjantech

Over 60% of Customers Are MZ Generation... Half Reside in Residential Areas

CU, operated by BGF Retail, announced on the 3rd that the number of subscriptions increased by 60% since the subscription service 'CU Subscription' was revamped last May.

CU Subscription is a service where customers pay a monthly subscription fee (1,000 KRW to 4,000 KRW) for desired items among 20 product categories such as lunch boxes, salads, and freshly brewed coffee through the proprietary app PocketCU, and receive regular discounts a set number of times both online and offline.

CU, Subscription Service Usage Increased by 60%. Provided by BGF Retail

This service applies discounts of up to 30% mainly on popular products with high purchase frequency. The amount of discount customers can receive is up to five times the subscription fee.

In May, CU renewed its existing subscription products to better meet diverse customer demands and lifestyles. The previous subscription product names, which were divided by product categories such as kimbap & triangle kimbap and lunch boxes & salads, were reorganized into six categories according to customers’ consumption preferences and purposes: ▲Diet Management ▲Value Meals ▲Convenient Meals ▲Refreshing Beverages ▲Sweet Desserts ▲GET Americano. The discount application criteria were also raised, increasing the usage frequency from once per day to five times, and allowing discounts on up to five items per purchase.

After the subscription service revamp, CU’s average monthly subscription count from May to November increased by 60% compared to before the renewal (January to April). Looking at the age distribution of CU Subscription users, those in their 30s accounted for 33%, and those in their 20s accounted for 30%, meaning the MZ generation (Millennials + Generation Z) made up more than 60% of the total. Other age groups were 40s at 29%, 50s and above at 5%, and teens at 3%. By location, residential areas (52.2%) and office districts (15.6%) showed the highest usage rates.

Among the six subscription services, the most used subscription was Convenient Meals (24.1%), which offers a 25% discount on triangle kimbap, kimbap, sandwiches, and hamburgers. Due to ongoing high inflation, or lunchflation, many customers chose this option as a reasonable meal choice.

Next was the Refreshing Beverages subscription (19.9%), which allows customers to purchase carbonated drinks, cup ice, and bottled water at a 25% discount. This category held the highest share in September, when the heat was at its peak. Following were GET Americano (18.0%), Value Meals (16.2%), Diet Management (14.5%), and Sweet Desserts (7.3%).

Kim Nakwon, head of BGF Retail’s Online Platform Team, said, "Even using the service just 3 to 5 times provides benefits exceeding the subscription fee, making it a service that supports thrifty consumption in an era of high inflation." He added, "Going forward, CU will continue to help customers make rational purchases during difficult times through various lifestyle-oriented services that reflect customers’ consumption patterns and needs."