Deli counters, burger chains see holiday sales surge ahead of Chuseok

Demand for ready-to-eat deli food and burgers at hypermarkets is rising ahead of the Chuseok holiday, as consumers look for quick, convenient alternatives to traditional holiday cooking.

Sales at Deli by Ashley, a deli brand operated by Eland Eats, rose about 10 percent year-on-year from Sept. 1 to Monday, according to the food service industry. The brand offers popular menu items from the Ashley Queens buffet chain in portions suited for one- or two-person households, with most products priced around 3,990 won.

The best-selling item through the third quarter to Monday was the signature whole-fillet chicken. For this year's Chuseok, the brand has added "yakbap," a sweet rice dish, as a new menu item. During the Lunar New Year holiday from Feb. 14 to 18, grilled "neobiani" beef topped the sales chart. In February overall, the two weekends immediately before the holiday recorded the highest single-day sales of the month.

"As more customers prefer to reduce the effort of holiday cooking while spending wisely, demand for hypermarket deli counters is growing," a Deli by Ashley official said. "We are flexibly adding select menu items in line with customer demand at different times of year."

Toward the end of holiday periods, consumers also increasingly turn to burgers as a break from traditional fare. An analysis by Shinsegae Food of No Brand Burger sales during holidays found that daily sales across all stores nationwide on the last day of this year's Lunar New Year holiday were up 20 percent from the weekly average. On the final day of last year's Chuseok holiday, sales were 11 percent above the weekly average.

During last year's Chuseok, outlets at highway rest stops and bus terminals — where returning travelers concentrate — posted the sharpest gains. The 11 No Brand Burger locations at rest stops and terminals nationwide saw sales jump 150 percent above normal levels, with rest-stop stores up 260 percent and terminal stores up 130 percent.

To capitalize on that demand, Shinsegae Food is running a Chuseok promotion on G Market through Sunday, offering mobile gift cards for No Brand Burger at up to 21 percent off the regular price and select combo meals at 15 percent off. The No Brand Burger outlets at Express Bus Terminal and Dong Seoul Terminal will also extend their operating hours Wednesday and Thursday for customers heading home early.

Other chicken and burger chains are rolling out Chuseok promotions as well. Burger King is distributing six special holiday coupon packs through Sunday, giving app members discounts of up to 36 percent. KFC is selling limited-edition single and double holiday meal sets through Monday. Bhc is running its "Thanks Chicken Day" promotion through Oct. 5.