Increase in "home Seol" customers and growing family delivery demand
Rising sales of "Ppuringkeul," "Kwasak King," and "Sweet Chili King"
Dining Brands Group announced on the 24th that sales of its chicken brand bhc increased by 36.2% year-on-year during the five-day period from the 14th to the 18th, which included the Lunar New Year holiday.
The company analyzed that this was driven by an increase in so-called "home Seol" customers who spent the holiday at home instead of traveling to their hometowns, as well as growing family delivery demand. It explained that as more consumers chose dining out, delivery, or takeout orders instead of preparing holiday dishes themselves, demand for fried chicken expanded. The rise in "solo Seol" customers spending the holiday alone was also cited as a factor.
In fact, according to a survey conducted by the Rural Development Administration of 1,000 consumers in the Seoul metropolitan area ahead of the Lunar New Year, only 47.3% responded that they planned to visit their hometowns during this year's holiday. The share of respondents who said they would not perform ancestral rites reached 63.9%, up 12.4 percentage points from a year earlier.
The spread of non-face-to-face consumption also had an impact. During the holiday period, orders paid through the bhc application for mobile vouchers and menu exchange coupons also showed a slight increase. The best-selling menu item during the holiday was the seasoned chicken "Ppuringkeul." It was followed in sales volume by "Kwasak King" and "Sweet Chili King."
A bhc representative said, "Orders increased as the culture of choosing dining out or delivery instead of traditional holiday food has spread," adding, "We will continue to enhance customer satisfaction through differentiated menus and benefits."
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