E-Mart Launches First Grilled Chicken Specialty Zone Among Large Discount Stores

Dedicated 'DakguiDak' Corner Introduced
Specialized Products for Grilling
20% Discount on Grilled Chicken Cuts, Including Thighs, from May 9 to 15

E-Mart announced on May 7 that it is launching a dedicated corner specializing in grilled chicken, called 'DakguiDak', for the first time among large discount stores.

E-Mart Yongsan Branch 'DakguiDak' Display. Provided by E-Mart

Unlike regular raw chicken, grilled chicken is brined for seasoning or comes with sauces tailored to each part. It is also processed into uniform sizes and proper shapes, making it more convenient to eat.

E-Mart is also holding a grilled chicken promotion. From May 9 to May 15, customers who accumulate Shinsegae Points will receive a 20% discount on grilled chicken. Signature products such as 'Grilled Chicken Thigh (600g)', 'Grilled Drumstick (700g)', and 'Chicken Thigh Skewer (600g)' will be available at 7,984 won each, down 20% from the regular price of 9,980 won. 'Boneless Chicken (400g)', 'Chicken Wing Drumettes (400g)', 'Chicken Neck Meat (400g)', and 'Chicken Tender (400g)' can be purchased at 7,184 won each, reduced by 20% from the regular price of 8,980 won.

E-Mart is making this new attempt to move away from its traditional chicken sales approach because more consumers are now seeking chicken for grilling, rather than mainly for dishes like Baeksuk or braised chicken stew. Last year, E-Mart's chicken sales increased by about 3% compared to the previous year, with thigh meat and drumsticks growing by 49% and 10%, respectively. Sales of chicken parts rose by 14%, outpacing the overall growth rate of chicken sales.

Grilled chicken is relatively inexpensive among meats for grilling, priced at around 1,500 to 1,700 won per 100 grams. Shin Donghun, E-Mart's poultry buyer, said, "To enhance product quality, we have added some manual processes to automated facilities, and expanded volume through integrated purchasing, which has lowered prices by about 10%. We planned this so customers can enjoy a variety of grilled meats while easing the burden of rising prices."