CU Launches Signature Dosirak... "Upgrading Convenience Foods"

Signature lunchbox sold at CU.

[Asia Economy Reporter Lim Chun-han] CU announced on the 30th that it will officially begin the master plan for the complete renovation of lunchboxes, the final phase of its ready-to-eat food upgrade project, starting next month. Following double-digit sales growth in the first half of this year with the Rich Rich triangular kimbap and the Sure Kimbap series, the company is now launching a new signature lunchbox.

The ready-to-eat food upgrade project was a key initiative led by CEO Lee Geon-jun to create a significant competitive edge in product strength. CEO Lee focused on improving the quality of ready-to-eat foods, one of the convenience store’s strategic products, in response to changing customer needs and lifestyles due to COVID-19 and other factors. He ordered a comprehensive innovation from the ground up, covering raw materials, recipes, and manufacturing processes.

The signature lunchbox emphasizes premium cost-effectiveness, maximizing satisfaction in taste, quality, and price. It features three types?Korean, Western, and Chinese cuisine?with two popular dishes each, richly packed, and four side dishes arranged to highlight harmonious flavors, giving a full-course meal feel. In the future, single-item lunchboxes for diet control will also be introduced.

Starting September 1, CU will hold a pairing item event where the first 7,000 customers who pre-order the three types of signature lunchboxes through Pocket CU will receive free exchange vouchers for representative products in four categories: beverages, coffee, ramen, and desserts. Additionally, throughout September, customers paying for the signature lunchboxes with promotional cards will receive a 30% discount. CU will also give away free exchange vouchers to 5,000 subscribers through a YouTube broadcast by the idol group Highlight.

A BGF Retail official stated, “Lunchboxes are iconic products representing convenience stores and account for about 30% of total ready-to-eat food sales, making them the most preferred item. To renovate the lunchboxes, we formed a dedicated quality improvement task force and built a diverse product lineup with significantly enhanced quality levels based on thorough consumer research.”

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