Lotte Food 'Shefood' Opens First Brand Experience Space at Lotte Mart Jamsil Branch

Exterior view of 'Chefud Lab' located in Lotte Mart Jamsil branch

[Asia Economy Reporter Seungjin Lee] Lotte Food has officially launched a brand promotion by opening an experience space for its home meal replacement (HMR) brand 'Chefood.'

On the 15th, Lotte Food announced that it will introduce 'Chefood Lab' at Lotte Mart Jamsil branch. This is the first time Lotte Food has presented a Chefood brand store at a customer contact point.

At Chefood Lab, chefs personally prepare unique menu items using Chefood products that have become popular on social media (SNS). For example, ▲‘Tongconomiyaki,’ an okonomiyaki made with Chefood whole pork cutlet ▲‘Triple Cheese Wanggyoja Gratin,’ topped with three kinds of cheese on Chefood Meat King Dumplings ▲‘Roltteok Roltteok Waffle Skewers,’ skewers of Chefood roll dumplings and rice cakes pressed in a waffle iron, etc.

Seasonal salads made with fresh ingredients and local specialties are also available. Salads such as ‘Jeju Hallabong Shrimp Salad’ using Jeju Hallabong citrus and ‘Ricotta Cheese Fruit Salad’ topped with Rudolph-shaped cheese are offered seasonally.

Lotte Food judged that locating Chefood Lab in a large supermarket, a customer contact point, is optimal for brand promotion. In particular, Lotte Mart Jamsil branch is about to undergo a major renovation under the new store name Zeta Flex, which is expected to maximize the effect of operating the first Chefood brand shop.

Lotte Food invested 93 billion KRW to newly expand the HMR line at its Gimcheon factory in April this year. In October, it accelerated marketing by airing a Chefood TV commercial for the first time in 12 years featuring actor Kim Woo-bin as the model. Going forward, it plans to expand product experience and customer communication through Chefood Lab. It will also reflect customer feedback in future product development.

A Lotte Food official said, “We will continue various efforts to increase opportunities to experience the Chefood brand and strengthen communication with customers,” adding, “We hope you enjoy high-quality unique dishes made with convenience foods at Chefood Lab.”

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