Emart24 Leads with 'Delicious Idea'... Changes Store Uniforms

Store Uniform Change... 'Delicious Idea' in Fleece Gifted to Employees
Intended to Internalize New Slogan... Top Priority in Product Development Is 'Taste' and 'Pleasant Experience'

The model is showcasing the updated uniform design at the Emart24 main store in Seongdong-gu, Seoul.

[Asia Economy Reporter Yuri Kim] Emart24 announced on the 17th that it has begun internalizing its new slogan "Delicious Idea," which was announced last October.

To this end, Emart24 changed the design of the uniforms worn during store shifts on the 14th. The new uniform, inspired by a golf vest, is described as having a simple black color that combines luxury and practicality.

The vest-style uniform features the English phrase "DELICIOUS IDEA" lettered vertically in small font on the upper back against a black background. Emart24 said it strived to apply a stylish design with the goal of creating a uniform that employees "want to wear." Emart24 also gifted fleece jackets that employees can wear during work hours. These are also yellow, reminiscent of Emart24, with "Delicious Idea" lettered vertically on the back.

Emart24 explained that this is to internalize the slogan "Delicious Idea" announced last year. Based on the dictionary meaning of "delicious" as "very tasty" and "very pleasant," the slogan conveys the meaning that customers will visit Emart24 through an experience full of "delicious and pleasant" moments.

Emart24 said, "We believe it is important not only to change the slogan but also to continuously internalize it to inspire thoughts and actions aligned with the values of 'Delicious Idea' among employees and franchise stores, which led to this uniform change."

Emart24 has recruited professionals such as hotel chefs and patissiers as members of the newly established Delicious LAB, upgrading the taste of products planned by merchandisers (MDs). The number of participants and sessions in new product tasting meetings, which include executives and employees ranging from their 20s to 50s including the CEO, has doubled compared to last year.

They explained that these efforts are also yielding results. Thanks to the popularity of "I'm Gamye-gol Wang Mandu," a product directly introduced from a 40-year-old traditional restaurant in Namdaemun, frozen dumpling sales increased by 51% in November and December last year compared to the same period the previous year. Gamye-gol Wang Mandu competed closely with Bibigo Mandu, which had been the undisputed number one in the product category, significantly boosting overall frozen dumpling sales. After announcing "Delicious Idea," fresh food (lunch boxes, gimbap, rice balls, sandwiches, hamburgers) sales also increased by 35% in November and December last year. More than 70% of new products launched in the fourth quarter ranked among the top three bestsellers.

Emart24 said, "This year, we plan to enhance customer satisfaction through products and marketing that provide delicious and differentiated experiences, as well as digital platforms (apps) and SNS."

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