2024-03-14 10:46:31
Lotte Department Store Incheon Branch ‘Food Avenue’
Grocery ‘Repiceri’ Wine ‘Elvino’
Capturing premium demand from high-income residents
Sales increase at over 60 restaurants
Customers who visited the high-end grocery store ‘Lepiceri’ on Food Avenue, Lotte Department Store Incheon branch.[사진제공=롯데백화점]
Lotte Department Store’s Incheon branch’s ‘Food Avenue’ surpassed 2.3 million cumulative visitors (as of March 10) just 100 days following its refurbishment.
According to Lotte Department Store on the 13th, the Food Avenue branch in Incheon surpassed the sales of December of the previous year within two weeks of opening.
Food Avenue is a 2,000-pyeong food hall built by Lotte Department Store on the first basement level of the Incheon branch in December last year with the goal of being the ‘first futuristic food hall.’
For the past three months from December of last year to last month, the sales growth rate of the Food Avenue branch in Incheon exceeded 100% compared to the same period last year, recording the highest rate among all food halls. In addition, customer visits to commercial areas outside the Incheon area increased by more than 20%.
‘Lepicerie’, a 600 pyeong high-end grocery store that opened as the food hall’s largest tenant, and ‘Elvino’, which brings together over 2,000 types of wine from around the world, attracted premium customer demand.
Befitting a commercial district with a high proportion of high-income residential population, ‘Lepicerie’ is stocked with carefully selected domestic and foreign top-quality food ingredients, such as seasonal agricultural and marine products, rare Korean beef, and high-quality imported groceries, and provides customized and convenient services such as order-making, captivating housewife customers. Currently, sales per person among female customers in the 3545 generation have also increased by more than 50%.
‘El Vino’ has established itself as a mecca for wine enthusiasts. From rare wines that are difficult to find even in the country, to an experience zone where you can taste wine, and a library cellar with a perfect preservation environment, the wine enthusiasts received favorable reviews. In fact, the amount of wine purchased per person also rose to the top, comparable to the main branch and Jamsil branch.
In addition, by attracting more than 60 famous domestic and foreign restaurants and introducing specialized services such as ‘table delivery’, it has also attracted so-called young ‘professional gourmets’ who only look for good restaurants. In fact, following the renewal of the food hall, the number of new customers in their 20s and 30s increased by more than three times compared to before the opening.
MZ’s favorite stores, including ‘Gordon Ramsay Street Burger’, which opened for the first time outside of the Seoul area, Seongsu’s famous butter ice cream ‘Beurbeur’, and organic blended matcha specialty store ‘Super Matcha’, still have an average of 80 to 100 customers waiting on a daily basis. It’s very popular.
On the 15th, to celebrate the 100th day of opening, we will additionally introduce Korea’s best ‘dessert’ brand.
Taking advantage of the concept of ‘Noted World’, a themed dessert cafe that opened for the first time in Korea at Lotte World Mall and is gaining explosive popularity, a 50 pyeong dessert cafe will also be created at the Incheon branch. We plan to develop and sell specialized menus unique to the Incheon branch, including our signature menu item, milk whipped cream cream donuts.
In addition, ‘Paris Croissant’, which aims to be a high-end European-style bakery, will also be launched as a premium store with a full line of menus, including regarding 250 types of bread, cakes, and drinks, for the second time following the Dongtan branch.
Previously, on the 16th of last month, a total of four popular dessert brands were first introduced. Chef Kim Jin-ho’s ‘Hearts Bakery’, which drew a huge crowd as a pop-up during its grand opening in December, has officially opened, ‘Bagelist’, which embodies authentic French bagels from the 18th century, and ‘Egg Tarts’ made with antibiotic-free eggs and milk and Korean wheat. More than 50,000 MZ customers visited ‘Purupuru Pudding’, a handmade pudding restaurant in Daegu known for its ‘tongin sweet’ and tangle pudding, in just one month since its opening.
Meanwhile, the food hall will also feature an ‘upcycling’ space specialized for the Incheon region. Incheon, a port city, is where wood comes and goes from all over the world, and along with the development of the wood market, a lot of wood waste is generated. Accordingly, the Incheon branch plans to use discarded waste wood to create a 25-meter-long luxury table and place it in customers’ dining areas to remind customers of the importance of the environment.
An event commemorating Food Avenue’s 100th day will also be held. Through the Lotte Department Store app, a first-come-first-served 5,000 won discount coupon that can be used at the food hall will be given, and Kakao Plus Friend customers of the Incheon branch will also receive a 10,000 won meal voucher that can be used at the Food Avenue for customers who purchase 200,000 won at the department store on the same day.
Seo Yong-seok, Lotte Department Store Incheon branch manager, said, “We have captured everything regarding a futuristic food hall, from customers’ changing values of food and cooking to lifestyles linked to food.” He added, “We will not stop here, but will continue to evolve along with the lives of citizens in the Incheon region.” “We will create a ‘Food Avenue’,” he said.
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