Afraid to Go Out on a Holiday Afternoon... Enjoying Devilsdoor and No Brand Burger Picnic at Home

Experience at Shinsegae Food's Delivery-Only Store 'Chef To Go'
Enjoy the Same Taste as Offline Stores... Generous Portions Are a Bonus

[Asia Economy Reporter Choi Saeng-hye] It has been over three months since the domestic spread of the novel coronavirus infection (COVID-19) drastically reduced outdoor activities. At the same time, delivery app customer ratings have risen to the highest level, and people have started to tire of various local specialty foods. However, there is neither the courage nor the will to roam the streets. People are surviving on home meal replacements (HMR), but the fierce competition in ordering and delivery is exhausting.

On May 5th, which was Children's Day and the end of the golden holiday period, I wanted to gather with friends in small groups to enjoy a picnic vibe, but was reluctant to dine out. While searching online, I discovered Shinsegae Food's dining brand delivery service, 'Chef To Go.' This service delivers popular menu items from each brand?such as the craft beer pub 'Devil's Door,' the Italian restaurant 'Vecchia e Nuovo,' and the budget-friendly 'No Brand Burger'?directly within a 2 km radius of the Yeoksam branch. Orders can be placed via Yogiyo, Baedal Minjok, and Coupang Eats.

Since I usually frequent Devil's Door located in Central City and COEX Mall, I quickly added their signature meal items to my cart. The main dishes included chop steak rice bowl, gambas rice bowl, classic combination pizza, and original fried chicken. Although it was a time when staying home was inevitable, I chose the picnic concept and did not forget to order two types of sandwiches from Vecchia e Nuovo: basil pesto chicken sandwich and Waldorf chicken sandwich. I also added the signature burger set from No Brand Burger, Shinsegae Food's hottest brand recently.

About 40 minutes after ordering, a large shopping bag containing hot meals arrived. Unlike delivery services from local restaurants, the food came in takeout-exclusive packaging such as paper boxes representing each dining brand, giving a luxurious feel. The 'favorite' menu items, original fried chicken and rice bowls, were 20-30% larger in portion than when dining in at Devil's Door.

The chicken retained its distinctive rosemary aroma and maintained a hot, crispy texture. The rice bowls were generously filled with large cuts of meat, shrimp, and vegetables, preserving the original flavors of the ingredients and presenting a visually appealing color that lifted my mood. The signature burger was similar in home delivery style to other burger brands. However, No Brand Burger offered more generous ingredients and fresher vegetables than other brands, allowing for a rich taste even when not hot.

The quality of taste in the sandwiches and burgers was high, making me think it would be great to order for lunch if the office were near Yeoksam. According to Shinsegae Food, the proportion of lunch (11 a.m. to 2 p.m.) deliveries in Chef To Go's daily orders increased from 53% in January, before the COVID-19 spread, to 69% in March. Additionally, customers picking up takeout directly from stores during lunch hours to eat at the office increased by 27%.

With the recent rekindling of COVID-19 spread fears, dining out and gatherings remain daunting. Although there are no golden holidays for the time being, I worry that weekend meals might become boring or feel like an unenjoyable obligation. Fortunately, contactless (untact) dining services are increasing. This coming weekend, I plan to enjoy indoor leisure with family and friends while trying Chef To Go menu items I have yet to taste.

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