Salady Sells 220,000 Sandwiches Following February Menu Revamp

[Image courtesy of Salady]

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Salady, a salad franchise company, announced on the 20th that it sold 220,000 sandwiches over the past two months (March and April), following its menu revamp in February. According to Salady, this result demonstrates that their strategy to broaden their business category from a salad-focused menu to meal-type ready-to-eat items has been reflected in concrete sales figures.

In February, Salady implemented a menu update to strengthen its sandwich lineup in order to establish itself as a healthy food brand that consumers can easily access in their daily lives. Prior to the official launch, the sandwich selection was piloted in select stores to gauge market response, and based on those results, the offering was expanded to all locations. As a result, a total of 220,000 sandwiches were sold over March and April, which equates to an average of over 4,000 sandwiches sold per day. Compared to the period before the menu revamp, sales volume increased by approximately 56%.

[Image provided by Salady]

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This increase in sales is analyzed as the result of both the expanded menu lineup and marketing activities. Salady launched a campaign featuring its brand model, actor Park Bogum, at the time it expanded its sandwich selection, focusing on raising consumer awareness for the new category. Meaningful changes were also observed in consumption indicators of in-store visitors. Based on major locations with high foot traffic, one out of every five customers purchased a sandwich. The previous consumption pattern, which focused mainly on salads and poke, has begun to diversify with the addition of filling sandwich options.

Recently, there has been a clear trend in the food service industry toward consuming healthy food not just as a special diet for weight management, but as a regular part of everyday meals. In particular, demand for convenient meal replacement items is rising among office workers and students. Among Salady’s sandwich lineup, the Bulgogi Banh Mi Sandwich recorded the highest sales, accounting for about 30% of total sandwich revenue. The main factors behind its popularity are identified as its unique preparation, which combines Korean-style bulgogi ingredients with the form of a banh mi sandwich, appealing to a wide range of consumers.

Salady plans to continue its menu expansion strategy with sandwiches as a key pillar. Since launching its first five sandwich options during the menu update last August, the company has increased its sandwich lineup to a total of 13 varieties. In addition, Salady currently operates eight specialized stores branded as “Salady & Sandwich,” where sandwiches make up a larger share of the menu. The company intends to gradually expand this store format by converting existing locations or opening new stores in the future.

An Jungkeun, Head of Marketing at Salady, stated that sandwiches have quickly become a central part of the menu category in a market environment where healthy food is consumed as a daily staple. He added that the company will continue to develop and expand convenient, meal-type menu items that consumers can enjoy easily and without burden.

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