Everyone Orders 'Well-Prepared Table'... Bondo Lunchbox Hits Record Monthly Sales

Bonsirak Sells 1.33 Million Units in March Alone... Hygiene Trust Up
‘A Well-Prepared Table Full of Spring Scents’ Three New Products Popular
Consumer Response Grows with Pulmuone Nokjeup’s ‘Eatslim’ Word of Mouth

A customer receiving a Bondo Lunchbox delivery.

[Asia Economy Reporter Lee Seon-ae] As more people practice 'social distancing' due to the spread of the novel coronavirus infection (COVID-19), delivery menu popularity has soared, with lunchboxes in particular gaining love. The improved quality and hygiene of lunchboxes, along with the fact that they can be eaten individually, are seen as factors driving their popularity.

◆Highly trusted hygiene 'Bons Dosirak' sells 1.33 million units in March alone= BonIF's Korean lunchbox brand 'Bons Dosirak' achieved its highest monthly sales ever last month.

According to BonIF on the 22nd, Bons Dosirak recorded sales of 12.5 billion KRW in March. This is the highest monthly sales ever, representing a 38.9% increase compared to the same period last year and a 34.5% increase compared to February. The total number of lunchboxes sold in March was 1.33 million, with the highest daily sales amounting to 600 million KRW.

Targeting the premium Korean lunchbox category, Bons Dosirak introduces various new seasonal menus centered on fresh seasonal ingredients each season. By operating a special sales team to more efficiently secure group orders, it accurately targets customer needs for premium lunchboxes as well as corporate and group clients, which is analyzed as a benefit from the COVID-19 situation.

Bons Dosirak cited three main factors for achieving record sales. First, due to COVID-19, many in-house and external restaurants have ceased operations, increasing group lunchbox orders within companies. Also, office workers who are reluctant to dine together outside during lunch hours ordered individually convenient lunchboxes, positively impacting sales.

Bondo Lunchbox.

Additionally, the spring new menu featuring various seasonal ingredients contributed. The spring menu, themed 'A well-prepared table full of spring scents,' consists of three items: 'Spring Wild Chive and Webfoot Octopus with Beef Brisket Lunchbox,' 'Spring Shepherd's Purse and Beef Brisket Doenjang Stew,' and 'Spring Shepherd's Purse Doenjang Rice Bowl.' Seasonal ingredients such as webfoot octopus, shepherd's purse, and wild chive were added to existing menus to enhance their fresh flavors and nutrition.

The 'Spring Wild Chive and Webfoot Octopus with Beef Brisket Lunchbox' offers a spring meal featuring spicy and chewy webfoot octopus alongside tender beef brisket. The 'Spring Shepherd's Purse and Beef Brisket Doenjang Stew' is a hearty stew with savory beef brisket and fragrant spring shepherd's purse. The 'Spring Shepherd's Purse Doenjang Rice Bowl,' served over warm rice with a bibim doenjang sauce highlighting the taste and aroma of shepherd's purse, assorted vegetables, and Cheongyang chili peppers, was also popular as a delicacy.

The hygiene rating certification also influenced consumers' choices. The 'Restaurant Hygiene Rating System' is a credible system by the Ministry of Food and Drug Safety that evaluates hygiene levels of restaurants nationwide and assigns grades based on scores, contributing to consumer rights protection and fostering a healthy dining culture. As of February this year, 127 franchise stores, accounting for 37% of all Bons Dosirak franchises, have been certified, the highest number among domestic delivery restaurants.

Building on this performance, Bons Dosirak plans to continue its growth by consistently upgrading menus and renewing packaging to strengthen branding as 'A Well-Prepared Table, Bons Dosirak.' To stay true to the brand concept, it focuses on diverse menu offerings for a hearty meal and developing dishes that convey the sincerity of home-cooked meals, led by 'soup' menus.

Kim Tae-heon, head of Bons Dosirak, said, “Despite COVID-19, monthly sales have steadily increased, and inquiries about franchising are also rising. We will focus on a campaign to enhance quality, service, hygiene, and value (Q.S.C.V) this year to continuously improve the premium value unique to Bons Dosirak and maintain customer trust.”

Lotte Hotel Seoul Drive-Thru Lunchbox.

◆Korean and Japanese lunchboxes popular... hotel pickup services also emerge= Besides Korean lunchboxes, various lunchboxes sold in the food service industry are gaining popularity. In fact, the number of orders in the lunchbox category on Baedal Minjok, Korea's No.1 delivery app, increased by 13.7% in March compared to the previous month. Lunchboxes available on Baedal Minjok include not only Korean but also Western and Japanese cuisines.

As lunchboxes gain popularity, the hotel industry has also jumped in. Lotte Hotel Seoul launched the industry's first drive-thru service last month, and its 'Signature Box' is popular for business meetings or meals for parents.

A Lotte Hotel official explained, “Many customers use the drive-thru for a formal meal on special occasions, and especially many pick up meals for parents who find it difficult to go out. Since launching the service and product, orders for lunchbox boxes have steadily increased.”

Itslim Pro.

Lotte Hotel Seoul recently extended the sales period of the Signature Box from the 30th of this month to the end of next month and added new menu items. The newly launched menu is the 'Signature Collection Box,' which allows customers to select desired dishes. Choices include futomaki, grilled salmon, grilled silver cod, handmade assorted dim sum, medium shrimp in spicy sauce, truffle lasagna, among a total of 10 options. The Big 2 (choose 2 items) is priced at 30,000 KRW, and the Big 3 (choose 3 items) at 45,000 KRW.

Pulmuone Nokjip's 'Eat Slim' is also gaining consumer favor through word of mouth. Eat Slim is Pulmuone Nokjip's health management meal brand, conveniently delivered to homes every early morning. It features meticulous management from raw materials to product production in HACCP-certified cooking facilities and applies an ultra-fresh delivery system that maintains refrigerated vehicle temperatures between 0 and 10 degrees Celsius.

Popular recent products include 'Eat Slim Pro' and 'Balance Dosirak.' Eat Slim Pro offers 11 menus featuring healthy grains and vegetables cooked as whole grain nutritious rice with Korean, Western, and Chinese flavors. Balance Dosirak is designed for modern lifestyles with low activity levels, averaging 302 kcal per meal for easy enjoyment. It is delivered frozen in packs of 10 or 15, ready to be heated in a microwave directly from the freezer.

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