Office workers are increasingly turning to convenience store meals delivered through quick commerce services for their lunch breaks. (Image courtesy of Yonhap)
SEOUL, Oct. 28 (Korea Bizwire) – In a growing trend that reflects South Korea’s rising food costs, office workers are increasingly turning to convenience store meals delivered through quick commerce services for their lunch breaks.
“With restaurant prices skyrocketing, it’s becoming burdensome to eat out every day,” said an individual identified only as Yu, an officer worker who finds the arrangement both cost-effective and time-efficient. “I can have food delivered and use the remaining time to rest.”
The phrase “there’s nothing to eat for 10,000 won” has become common parlance among office workers, highlighting the phenomenon known as “lunchflation.” In response, many are embracing quick commerce services that deliver convenience store meals within an hour of ordering.
According to GS Retail, its convenience store chain GS25 saw a 76.1% increase in quick commerce sales from January to October 2024 compared to the same period last year. Ready-to-eat meals, including lunch boxes, led this growth with a 90.6% surge. Instant-cook items like chicken and pizza were particularly popular, showing a dramatic 146.9% increase in sales.
The trend is most pronounced in office districts during lunch hours, from 11 a.m. to 1 p.m., where quick commerce sales are 36.4% higher than in other areas.
Large retailers are also benefiting from this shift. Homeplus reported a 34% increase in frozen convenience food deliveries through their one-hour delivery service through October 23, compared to the same period last year. Meal kits and refrigerated ready-to-eat meals saw increases of 17% and 10% respectively.
The surge in demand is particularly notable in Seoul’s business districts. Near Hakdong Station, a major office hub in the Gangnam area, one Homeplus Express store recorded staggering growth: meal kit sales jumped 157%, frozen convenience foods 104%, and general ready-to-eat meals 70%. Order volumes peaked between noon and 1 p.m., showing a 320% increase.
The trend is largely driven by inflation in restaurant prices. According to the Korea Consumer Agency, of eight popular restaurant dishes surveyed in Seoul last month, only four items remained under 10,000 won: kimbap (3,462 won), jajangmyeon (7,308 won), kalguksu (9,308 won), and kimchi jjigae with rice (8,192 won). Other staples like naengmyeon (11,923 won), samgyeopsal (20,083 won for 200g), samgyetang (17,269 won), and bibimbap (11,038 won) have become increasingly out of reach for budget-conscious office workers.
Industry observers note that the trend is particularly strong among MZ generation workers (those born between the early 1980s and early 2000s), who prioritize personal preferences and time management.
“MZ generation office workers tend to prefer ordering convenient, healthy meals for delivery and spending their lunch breaks resting or pursuing hobbies with colleagues, rather than going out,” said a representative from the e-commerce platform Kurly.
Responding to this trend, Kurly has expanded its quick commerce operations, launching “Kurly Now” with locations in Seoul’s DMC and Dogok areas. The Dogok branch, which operates from 9 a.m. to 10 p.m., sees 40% of its orders during the 11 a.m. to 1 p.m. lunch period, with ready-to-eat meals accounting for over 50% of total sales.
Industry experts predict further growth in the quick commerce market, particularly in the ready-to-eat meal sector, with increasing competition expected from new market entrants.
Ashley Song (ashley@koreabizwire.com)
