Chicken 30,000 won era… The number of consumers buying 10,000 won chicken here has increased

As the price of one franchise chicken approaches 30,000 won including delivery fees, an increasing number of consumers are looking for relatively inexpensive ‘cost-effective’ chicken from large supermarkets.

On the 23rd, Homeplus analyzed the top 5 ‘Deli Chicken’ sales items for the month of March, and as a result, sales of ‘Homeple Table One-Pan Chicken Gangjeong’ increased by 306% compared to the previous year. Total sales of ‘frozen chicken’ items increased by 31% compared to the same month last year and by 62% compared to the previous month. The ‘Dangdang Chicken (△Dangdang Fried △Dangdang Sweet Seasoned △Dangdang Fried Boneless)’ series also sold well. Demand for chicken has also increased at Lotte Mart, with chicken sales within the ready-to-cook product group increasing by about 20% in March compared to the same month last year.

As the price of franchise chicken rises, chicken made in marts and supermarkets appears to be enjoying a return. In fact, the chicken sold in supermarkets is similar in quantity to franchise chicken and is much cheaper.

Homeplus’ ‘Dangdang Chicken’ is 6,990 won, and E-Mart’s ‘Saengsaeng Chicken’ is 9,980 won. Lotte Mart’s ‘New Han Tong Ga Ah Deuk Chicken’ is priced at 15,900 won, and is said to weigh 1.2 kg, which is a large quantity, and that some cases contain more than 5 chicken legs.

In contrast, sales of franchise chicken companies that have raised prices are decreasing. Kyochon F&B, which raised the price of chicken by up to 3,000 won in April last year, saw its 2023 sales decline by 14.6% compared to the same period last year. This is the first time since 2010 that Kyochon F&B’s sales have decreased.

Goobne Chicken, the 4th largest chicken brand in terms of sales, also decided to increase the prices of 9 chicken products by 1,900 won each on the 15th. It is the first time in two years since 2022 that the price of Goobne Chicken has risen. Goobne Chicken’s signature menu, Red Pepper Crispy, was increased from 18,000 won to 19,900 won, and the original menu was increased from 16,000 won to 17,900 won.

Global chicken brand Popeyes also announced that it would raise its prices immediately after Goobne’s price increase news was reported. Popeyes raised store sales prices of chicken, sandwiches (burgers), desserts, and drinks by 100 to 800 won (4% on average). Delivery menus are priced on average 5% higher than this.

< Copyright ⓒ Seoul Economic Daily, unauthorized reproduction and redistribution prohibited >