"Raw Fish Instead of Meat"... Seafood Delivery Service Gains Popularity Amid Growing Interest in Healthy Eating

[Asia Economy Reporter Lee Seon-ae] As the prolonged COVID-19 pandemic has increased interest in healthy food, seafood delivery services are gaining popularity.

According to Shinsegae Food on the 30th, an analysis of delivery sales over four weeks from December 1 to 28 at four premium seafood buffet Bonobono locations (Samsung branch, Jukjeon branch, Gimpo Hangang branch, Seongsu branch) showed that sales in the fourth week increased about threefold (292%) compared to the first week when delivery started. Additionally, delivery sales in the fourth week at Bonobono Jukjeon and Gimpo Hangang branches, located in densely populated residential areas, rose by 364% and 691% respectively compared to the first week, raising the proportion of delivery sales to 45% of Bonobono’s total December sales.

Shinsegae Food analyzed that this increase in delivery sales is due to the development of delivery-exclusive menus that allow customers to enjoy the same taste and quality of seafood that chefs from various cuisines such as Japanese, Korean, and Western prepared at the seafood buffet Bonobono, addressing concerns about freshness and quality that usually deter people from ordering seafood delivery. These menus are presented at reasonable prices in premium packaging that maintains freshness, which has been well received by consumers. In particular, as COVID-19 has prolonged, consumers tired of meat-based delivery foods like pork and chicken have shown high interest in healthy foods, making seafood?a high-protein, low-calorie ingredient?the main driver of the sales increase.

Among Bonobono’s delivery menus, sushi sets, which are usually difficult to enjoy as delivery food, accounted for the highest sales at 38%, followed by meals made with healthy ingredients such as abalone porridge and sashimi rice bowls (29%), and assorted sashimi made with seasonal seafood (20%). During the Christmas holiday, party packs consisting of assorted sashimi, sushi sets, and seasoned abalone sold about 4,000 sets, receiving great response from family customers.

Shinsegae Food plans to continuously develop and introduce delivery-exclusive menus using seasonal seafood to capture the increasing demand for Bonobono’s seafood delivery due to prolonged staying at home. Additionally, until January 31, customers who add Bonobono as a KakaoTalk Plus Friend and pick up their orders in person will receive a 5,000 KRW discount, expanding both delivery and takeout services.

A Shinsegae Food official said, “As COVID-19 prolongs, the key competitive factor in targeting the delivery market is how conveniently healthy food that satisfies both taste and nutrition can be provided beyond just a quick meal. We will target the delivery market by offering freshness and cooking standards worthy of the reputation of a premium seafood buffet.”

Meanwhile, the premium seafood buffet ‘Bonobono’ delivery service is available at four locations: Bonobono Samsung branch, Jukjeon branch, Gimpo Hangang branch, and Bonobono Sushi Seongsu branch. Delivery is available within approximately a 2 km radius of each store through delivery platforms such as Baedal Minjok, Coupang Eats, and Wemakeprice O. Smart order and visit pickup are also possible via Wemakeprice and Naver.

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