Lotte GRS Launches Full-Scale Expansion of Delivery Service... 'Lotte Eats' Doubles in Size in Two Months '↑'

In Just 2 Months Since Launch, External Ratio Doubled
Lotte리아 App to Be Discontinued from Late May... Integrated into Lotte Eats
Expecting Full-Scale Business Expansion in the Second Half of the Year

[Asia Economy Reporter Choi Saeng-hye] Lotte Group's food service company Lotte GRS is rapidly expanding its delivery service business through the application Lotte Eats, launched last February.

According to Lotte GRS on the 23rd, the proportion of delivery service integrated app Lotte Eats increased twofold from 1.2% in February, when it was launched, to 2.4% in April in terms of overall sales ratio. The home service ratio of Lotte Eats (ratio of home service to total service) also nearly doubled from 4.2% in February to 8.3% in April.

Lotte Eats is a brand-integrated app focused on customer convenience that allows users to access five brands?Lotteria, Angel-in-us, Krispy Kreme Doughnuts, TGI Fridays, and Villard Charlotte?from a single app. Previously, Lotte GRS's delivery app was only Lotteria.

The main features offered in the integrated app include 'Home Service (Delivery),' which allows customers to easily order their desired menu anytime and anywhere, and 'Eats Order,' designed to minimize customers' waiting time at stores. Additionally, customers receive a stamp (CHIP) for every 8,000 KRW spent, which can be accumulated to receive various benefits usable across all brands.

To enhance customer convenience, the app provides five easy login options considering accessibility (Lotte Members ID, fingerprint, PIN number, phone number, Face ID), a post-accumulation feature for uncollected stamps, electronic receipts that eliminate the need for paper receipts, and a drive-thru function that registers vehicle information when ordering via Eats Order to provide fast and accurate service.

A brand-integrated prepaid card function has also been introduced. When holding a prepaid card, users can make online and offline payments across the five brands by displaying the barcode. The prepaid card status and balance can be quickly checked from the Lotte Eats main screen, making it convenient to manage card information.

A Lotte GRS official explained, "The number of users is rapidly increasing due to promotions through social networking services (SNS). Before the launch of Lotte Eats, the overall delivery order ratio was about 70% through delivery apps and 30% through our own app, but recently it has shifted to 60% delivery apps and 40% own app, showing a noticeable increase in the share of our own app."

Lotte GRS expects the scale of the business, including the number of users and delivery orders, to expand significantly starting from the end of next month when the existing Lotteria app will be completely discontinued and Lotte Eats will be operated independently. Due to the spread of COVID-19 and other factors this year, Lotteria's delivery sales ratio increased from 39% in February to 42% in March and 40% this month. The number of Lotteria delivery operation stores also rose from 1,048 last year to 1,108 this year.

This content was produced with the assistance of AI translation services.