South Korean discount store chain Homeplus Co. announced on Tuesday that its private label brand (PB) deli product, the “Dangdang” series, topped 7 million packs in cumulative sales just one year and five months since its launch.

Homeplus launched Dangdang Chicken in June 2022 as part of an effort to stabilize prices as franchise chicken prices soared and has since serialized the product range by expanding the product line to include items like fried pork. The name “Dangdang” indicates that the products are cooked and sold on the same day.

The popularity of Dangdang Chicken significantly increased the number of customers visiting Homeplus’ deli section.

Deli sales rose by 46 percent in January 2024 from the same month two years ago. More than four out of ten customers visiting Homeplus in the last six months purchased deli products, suggesting that its deli products have shed their image as low-priced prepared foods from a big-box store and are now firmly established as reputable meal substitutes.

Based on these achievements, Homeplus is solidifying its reputation as a “specialist in ready-to-cook meals.” The discount store chain is targeting various customer demands with small-portion menus aimed at single and two-person households, sushi rice made with Koshihikari rice and fresh ingredients, and Homeplus Table, which includes a variety of deli items.

“Thanks to the popularity of Dangdang Chicken, Homeplus Deli is continuously evolving and making a leap as a ‘specialist store’ where customers can find all ready-to-cook foods in one place,” Kim Sang-jin, head of trade marketing at Homeplus, said. “We will continue to strive to offer the best menu options as customers increasingly have high standards for taste and want value for money.”

[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]