In the Post-Corona Era, More People Are Having Breakfast

Distribution Industry Actively Markets to Position 'OOO You Visit First Thing in the Morning'
Convenience Store Industry Offers Discounts on Coffee, Sandwiches, and Samgak Gimbap 'Morning Sets'

The convenience store industry has started fierce competition this month related to 'easy breakfast, easy meal.' Emart24 models introducing the morning set.

[Asia Economy Reporter Kim Yuri] In the post-COVID-19 era, more people have started to make sure they have breakfast. The trend of staying at home, such as remote work during the COVID-19 pandemic, has changed morning habits. The habit of quickly grabbing something to eat at home has now evolved into consuming a simple meal outside in March, when activities like going to work or school begin. Convenience store chains have started fierce competition this month related to 'easy breakfast, easy meal.' Their goal is not only to boost sales of these products but also to establish themselves as the 'OOO you visit as soon as you wake up,' thereby increasing brand loyalty.

According to the industry on the 13th, with growing expectations for domestic COVID-19 vaccinations, and the resumption of normal attendance at elementary, middle, and high schools, as well as returning to work after remote work, outdoor activities have begun, leading to a clear recovery in consumer sentiment at convenience stores. In particular, sales related to breakfast have increased significantly compared to the previous period.

From March 2 to 7, sales of sandwiches, apples, and brewed coffee at Emart24 jumped up to 121% compared to the same period the previous week (February 23?28). The increase is even more pronounced when comparing sales during morning hours (7 a.m. to 10 a.m.). In school districts, sandwich sales rose by 196%, apples by 138%, and espresso brewed coffee by 72%. In office districts, sales of sandwiches increased by 76%, apples by 52%, and espresso brewed coffee by 47%.

CU also saw a surge in sales of breakfast items in university and office districts from March 2 to 5, with triangular kimbap up 269.4%, sandwiches up 163.6%, and kimbap up 170.5%. Seven Eleven similarly experienced increased sales in university districts during the same period, with sandwiches up 102.3%, triangular kimbap up 94.8%, kimbap up 135.8%, and processed milk up 61.0%.

The industry is putting great effort into morning meal product promotions in March to maintain this momentum. Emart24 is offering up to 38% discounts every day from 7 a.m. to 10 a.m. throughout March on apples and hot Americano, as well as two types of sandwiches (choose one) with hot Americano. With additional card discounts, customers can receive up to 57% off. Emart24 plans to continue morning set discount sales by changing promotional products monthly.

Seven Eleven is also running a breakfast substitute discount event this month. Until the end of the month, the Seven Morning Set (sandwich and banana-flavored milk) is sold at a 50% discounted price when paid with L.pay and other payment methods. With telecom company partnership discounts, customers can get up to 60% off.

CU will sell three renewed types of triangular kimbap at a 33% discounted price with certain card discounts for fifteen days starting from the 15th. Throughout March, CU is also running a 100% cashback event on subscription coupons. Popular morning items such as GET Americano and triangular kimbap are included in the promotion.

GS25 is conducting a promotion throughout March where customers who purchase 5,000 won or more of bakery brand Breadique products will receive one of the daily original fresh packs (900ml) as a gift.

An industry official said, "This period, when outdoor activities are becoming more active due to spring, school openings, and returning to work after remote work, these promotions have a more ultimate goal of securing customer loyalty rather than just selling products themselves." He added, "Competition in such promotions is expected to become even more intense in the future."

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