SSG Landers Starbucks Day[사진 = 스타벅스코리아]
The restaurant franchise industry is heating up sports marketing. With the recovery of daily life following the lifting of social distancing, direct viewing of sports and eating inside the stadium are allowed, so it seems that they are focusing on targeting ‘intuitive people’.
According to the industry on the 25th, Starbucks Korea prepared various events for the SSG Landers ‘Starbucks Day’ from the 24th to the 26th with the SSG Landers Club.
In order to reduce the use of disposable cups used in baseball fields during this three consecutive years, a total of 900 customers, Starbucks partners, and NGOs who have been invited in advance will be provided with coffee in a Starbucks creative tumbler.
For 3,000 visitors who bring their tickets and personal tumbler, a cup of Starbucks iced coffee is provided free of charge in a personal tumbler every day at the Starbucks booth in front of the 1st base ticket office. In addition, if a home run hit by SSG Landers is hit in the ‘Starbucks Home Run Zone’ installed in the outfield, five fans selected by lottery from the crowd will receive a Starbucks one-year free drink coupon.
In addition, a one-year free Starbucks drink coupon will be provided to the selected distinguished player when Landers wins during the three consecutive battles, and the player will present the Starbucks one year free drink coupon to the fan.
As the number of orders for Chimaek (chicken + beer) set has increased since the end of the pandemic, Genesis BBQ is promoting a discount benefit provided when ordering a craft beer set through its app. This event is automatically applied at the time of payment without downloading a separate coupon, and you can purchase at the same discounted price of 4,500 won even when packing in the door. The applicable set menu includes three new types of Rosé Chicken, Crunchy Butter Chicken, and Hwangol Combo, as well as Golden Olive Chicken, Peeled Chicken, and Jamaican Whole Leg Chicken.
Kyochon Chicken Togo Store ‘SSG Landers Field’ [사진 = 교촌치킨]
As intuition increased, franchises also advanced to the baseball field. Kyochon Chicken opened the ‘SSG Landers Field Branch’, a Kyochon Chicken To go (special tourist attraction store) store in SSG Landers Field, Incheon.
The newly introduced ‘SSG Landers Field Store’ is a take-out store located at SSG Landers Field, Incheon Baseball Stadium, so that baseball fans who visit the baseball field can enjoy Kyochon together while watching a baseball game.
Here, according to the characteristics of the baseball field, only the popular Kyochon Boneless Chicken menu, such as Cheese Truffle Boneless, Honey Boneless, Red Boneless, and Salsal Chicken, was prepared to enhance the convenience of eating. With the advantage of being near the ticket office and the chicken that cannot be missed in baseball games, many customers are expected to follow.
Yellow Food’s chicken franchise Yellow Chicken also opened ‘Yellow Chicken SSG Landers Field’ last month. The Yellow Chicken SSG Landers Field branch, located in SSG Landers Field, Incheon, recorded sales of about 26 million won during the first weekend right after the start of professional baseball, and has been generating sales of about 10 million won on average every day since then.
Starbucks has also moved quickly by targeting intuitive types. Starbucks opened the Changwon NC Park R store in Changwon NC Park, the home stadium of NC Dinos, to celebrate the opening of 2022 professional baseball in April. This is the second opening in a domestic professional baseball field following the opening of SSG Landers Field in Incheon last year. Changwon NC Park R is currently a takeout-only store.
Increase in outdoor activities… Food sales soar
The reason why the restaurant franchise industry is putting so much effort into sports marketing is because social distancing is over and endemic is taking place, and outdoor activity related sales are soaring.
According to Auction, as a result of a survey of sports and leisure consumption trends in their 20s and 30s for two months (April 18 to June 20) after the complete lifting of social distancing, the sales of products for group ball games such as tennis, soccer, and baseball were the same as the previous year. increased by up to 8 times compared to
Sales of food that can be enjoyed at the baseball field also surged. Genesis BBQ, which operates six stores only at Jamsil Baseball Stadium, posted sales of 20 million won on weekends and 10 million won on weekdays after the opening of professional baseball in April. In the first weekend after opening, sales of about 30 million won were recorded. During the same period, bhc chicken also sold 5,000 chickens at 11 locations including 3 stores in Jamsil Baseball Stadium.
The no-brand burger SSG Landers Field branch, operated by Shinsegae Food, has sold over 20,000 burgers within a month since the opening of professional baseball. During the 11 baseball games held at SSG Landers Field in Incheon, an average of 1,800 were sold a day. In particular, on Saturday, the weekend, the daily sales of burgers exceeded 2,500, ranking first in the sales rankings among 170 stores nationwide for No Brand Burgers.
Convenience stores inside and outside the baseball field also saw an increase in sales. At CU, when the opening game was held, beer sales in the stadium and nearby stores soared 36 times over the weekend the previous week. Sales of snacks and dry snacks that can be easily eaten while watching the game also increased 27 times and 20 times, respectively. Sales of food products such as kimbap and sandwiches also increased by 95.6% and 74.8%, respectively.
An industry official said, “As the COVID-19 social distancing is lifted, the sports-related industry is regaining vitality.”
- reporter information
- Kim Yoo-yeon
- coolcool@ajunews.com
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