Extended Social Distancing, Tired Office Workers at Cafeterias... Seeking 'To-Go Service'

Companies Increase Lunch Orders via Dining Brokerage Platforms
Shinsegae Food's To-Go Service Popular Among Office Workers
SG Dinehill and CJ Foodville Also Expand Delivery Services Targeting Office Workers

[Asia Economy Reporter Choi Sunghye] Social distancing is changing the lunchtime scene in workplaces. Many companies, where employees are tired of repetitive cafeteria menus but hesitant to revisit nearby restaurants, are increasingly using dining intermediary platforms. Food service providers are also expanding to-go services where customers order food and pick it up themselves to capture this workplace demand.

According to dining intermediary platform Dallishus on the 29th, its self-operated 'Current' app recently signed new service contracts with 10 companies, providing about 1,200 meals daily on average. So far, the service has been offered mainly to coworking spaces and startups such as 19 WeWork locations in Seoul and Hyundai Card Studio Black, but word of mouth has expanded its business scope to general companies. A Dallishus representative explained, "We are currently negotiating contracts with call center companies with over 4,000 employees, who are particularly sensitive to hygiene and safety."

Current's 'dining intermediary service' selects menus from local restaurants around client companies and provides group delivery to individual customers. Current is currently collaborating with major food service companies such as Shinsegae, SPC, SG Dinehill, Freshville, and Bas Burger. Based on about 700 food service teams, it has been providing meals to companies.

A Dallishus marketing team representative said, "A feature of the Current app we developed is that each company can freely set meal allowances and company support funds, and employees can purchase menus individually without a minimum order quantity per company." They added, "Consumers have been found to finish meals quickly and safely without COVID-19 infection risk, then use their personal time for rest or self-development."

Shinsegae Food is also offering to-go services for office workers tired of cafeteria menus. Shinsegae Food operates a delivery-only store called 'Chef To Go' in Yeoksam-dong, Seoul, where many companies are located. Chef To Go sells popular menu items from Shinsegae Food’s brands such as the craft beer pub ‘Devil’s Door,’ Italian restaurant ‘Vecchia Enuovo,’ and the cost-effective burger chain ‘No Brand Burger’ through delivery apps like Baedal Minjok and Yogiyo or as takeout. The proportion of lunch (11 a.m. to 2 p.m.) deliveries at Chef To Go increased from 53% in January before the COVID-19 spread to 69% in March. Additionally, customers picking up takeout lunches directly from the store increased by 27%.

A Shinsegae Food representative said, "Since launching Chef To Go in November last year, we have been testing business districts, menus, and consumer patterns to find the best approach for Yeoksam-dong. After COVID-19, word of mouth among office workers solving lunch with delivery food has increased sales."

Dining specialist SG Dinehill is holding a 'Dinehill Delivery Week' until the 17th of next month, offering a 30% discount on all menu items for takeout and delivery orders of its brand menus in Seoul and Pangyo. Among 19 locations, nine are in areas densely populated with corporate offices, including 'Butcher’s Cut' in Gwanghwamun and Samsung, 'Two Plus Deungsim' in Grand Seoul and Gwanghwamun, Seoul Square, Yeouido, 'Two Plus Deungsim Godam' in Samsung, 'Ross Oak' in Yangjae, and 'Mazing.A,' a Cantonese restaurant on Sejong-daero in Jung-gu. An SG Dinehill representative said, "Due to social distancing, many office workers avoid going out, so we prepared this event to offer popular dining menus like Butcher’s Cut and Two Plus Deungsim at reasonable prices for takeout and delivery to enjoy lunch and dinner."

CJ Foodville’s dining brands 'VIPS,' 'Seasonal Table,' 'Jeil Jemyunso,' and 'The Place' have also started services to easily use to-go menus through Naver Smart Order. Customers search for VIPS, Seasonal Table, Jeil Jemyunso, or The Place stores on Naver, select the ‘Takeout’ tab, choose the desired menu, and pay. Then, they visit the store at the notified preparation time to pick up their order immediately.

A CJ Foodville representative said, "Due to prolonged social distancing, office workers spending time at home or in the office are using O2O (online-to-offline) services more frequently. Especially, there is high demand for CJ Foodville’s dining menu reservations and to-go services, so we are diversifying channels and expect positive responses."

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