Frustrated Homebound 'Small Luxury' Hotel Luxury Lunchboxes Gain Popularity
Lotte Drive-Thru Lunchbox Sales Surge
[Asia Economy Reporter Lim Hye-seon] As the time spent at home increases due to the novel coronavirus (COVID-19) and cold waves, more people are finding satisfaction in their monotonous daily lives through "small luxuries."
On the 8th, Lotte Hotel announced that drive-thru lunchbox sales in December last year increased fourfold compared to the previous month. The holiday dinner menu "Holiday Gala at Home," sold exclusively in December, accounted for 30% of total sales. The "Signature Box" released in March last year and Momoyama's "Bento Box" sold more than 2,000 units. The lunchbox prices range from 30,000 to 110,000 KRW.
A Lotte Hotel official explained, "Over the past year, we strengthened our lineup of lunchboxes and home dining drive-thru menus and focused on contactless marketing. Initially, middle-aged and older customers were the main regular customers, but the proportion of young female customers has been steadily increasing." Lotte Hotel plans to continuously introduce various untact menus this year tailored to customer types and needs, such as solo drinking, camping, full-course dinners, and late-night menus.
Lunchbox sales at Seoul Westin Chosun Hotel’s Japanese restaurant "Sushijo" and Chinese restaurant "Hongyeon" also increased by 99% last year. Prices vary from 70,000 to 350,000 KRW. The "Baro to Home" service, which delivers freshly prepared food within an hour from Hyundai Department Store’s specialty restaurants and deli brand stores, saw a 150% increase in sales last month. It currently operates in 10 department store locations including Apgujeong Main Store, Trade Center Store, and Cheonho Store, as well as 4 outlet stores such as Songdo and Dongdaemun.
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A hotel industry official said, "With room reservation rates not even reaching 30% and restaurant demand also declining, if uncertainty continues, survival itself will be difficult. Companies that prioritize 'practical benefits' over 'high pride' to capture contactless demand are at least breathing easier."
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