Homeplus, 'Best Taste' Campaign "100% Refund if Fresh Food Lacks 'Flavor'"

Strengthening Lead, Thickness, Part Selection, and Trimming Standards with Introduction of 'Black Label' Products
Utilizing Offline Stores as 'Showrooms' to Accelerate Promotion of 'Delicious Online'

At Homeplus Special Mokdong Branch, models are showcasing 'the best taste' fresh food products.

[Asia Economy Reporter Lim Hye-seon] Homeplus announced on the 30th that it will launch the ‘Best Taste’ campaign and focus company-wide efforts on strengthening the taste and quality standards throughout the entire distribution process of fresh food products. This is because with the reinforced social distancing measures leading to longer stays at home and more families preparing meals themselves, interest in healthy and delicious ingredients has increased.

According to Homeplus, sales of major home meal ingredients such as rice, vegetables, meat, side dishes, and convenience foods increased by 25% compared to the same period last year during the two weeks from the 14th to the 27th. Due to increased demand for bulk products, warehouse-style special stores recorded an even higher sales growth rate of 28%.

The campaign further strengthens the ‘Fresh A/S’ system, which was first introduced by a large supermarket in 2018, guaranteeing a 100% refund if customers are not satisfied with the quality of fresh food. It was established with the purpose of ‘guaranteeing the best taste until all customers are 100% satisfied’ through distribution management tailored to the characteristics of each fresh food item, such as freshness, cut, thickness, and preparation.

In the livestock sector, only ‘top-grade meat’ such as Nonghyup Ansim Hanwoo, which has passed 100% of DNA and residual antibiotic tests, is carefully selected. At the display and packaging stages, color and aroma are ‘double-checked’ to maintain the best flavor. Even for the same cut, three thickness options are offered?frying pan use, barbecue use, and air fryer use?according to purpose and preference, and the cold chain system maintains optimal temperatures throughout the entire process from the production site to the customer’s home.

For deli products, fresh domestic chicken, Norwegian Superior grade raw salmon, and Jeju raw flatfish are used as carefully selected ingredients, adhering to the principle of 100% same-day preparation and same-day sale. Fruits, seafood, and vegetables are sourced from optimal production areas to offer products with high sweetness and freshness, and plans are in place to continuously expand new varieties that did not previously exist.

Online fresh food competitiveness will also be strengthened. Unique online-exclusive products such as sea grapes, radish, cantaloupe melon, coconut, and papaya will continue to be expanded, while offline stores will be used as ‘showrooms’ to promote these online-exclusive products, accelerating the promotion of ‘delicious online’ shopping.

The reason Homeplus is focusing on strengthening fresh food competitiveness is that large supermarkets remain the core channel for fresh food consumption. Especially since e-commerce operators’ fresh food competitiveness still lags behind, the strategy for the new year is to further solidify the position of the ‘delicious and fresh’ online business.

To commemorate the campaign launch, Homeplus will also hold a fresh food discount event until the end of January.

From the 31st to January 6th, My Homeplus members can purchase Australian chuck eye roll and flank steak (100g) for 2,070 KRW and 2,150 KRW respectively. Premium black grapes (900g, U.S. origin) are priced at 6,990 KRW when paid with event cards, Jeju fresh hairtail (extra large, per fish) at 14,900 KRW, Wando king abalone (around 105g, per fish) at 6,990 KRW, and seaweed (100g) at 690 KRW.

Especially from January 1st to 3rd, a ‘Shocking Special Price’ event will be held, offering Ilpum pork belly and pork neck (100g) at 1,590 KRW each, Busan salted mackerel (2 fish) at 2,490 KRW, Cheongchun wing drumsticks at 10,990 KRW, bulk peeled garlic (1kg) at 7,990 KRW, and Peruvian jumbo apple mangoes (3 pieces, Peruvian origin) at 9,990 KRW.

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