Kwak Yeon-soo is a digital editor at The Korea Times creating, editing and curating digital content for the newspaper’s website, mobile app and social media. She previously covered a diverse array of cultural, political and business topics.
Starbucks capitalizing on booming breakfast market
Starbucks Korea launched five types of morning boxes that are available at Starbucks Korea chains nationwide. Courtesy of Starbucks Korea
By Kwak Yeon-soo
By Kwak Yeon-soo
Starbucks Coffee Korea is actively capitalizing on the growing breakfast market as more and more Koreans are starting to buy something to eat on their way to work or school amid their increasingly hectic lifestyles.
The Korean unit of the world's largest coffee chain has rolled out “morning boxes,” consisting of items such as English muffins and Mexican burritos, mostly for people in their 20s and 30s who find it difficult to prepare breakfast as they live by themselves.
Five types of morning boxes are available at Starbucks Korea chains nationwide ― the “Basil Penne,” “Mexican Burrito,” “Bacon Cheese Ciabatta,” “English Muffin,” “Ham and Egg Crepe.” They are all priced at 5,900 won ($5).
“The English muffin tastes similar to an Egg McMuffin but is slightly more delicious,” Kang Hee-su, who has tried the English muffin at a Starbucks chain, told The Korea Times. “I'd like to try other boxes whenever I feel hungry on my way to work in the mornings. I usually eat out because it's more convenient and less time-consuming.”
The introduction of morning boxes is attributed to a new trend in which people in their 20s and 30s are seeking fast and convenient ways to enjoy their meals. Starbucks Korea has also responded to the morning coffee customers' need for pairing drinks with food items.
The “morning boxes” are available all day until they are sold out, the Korean unit of the U.S. coffee chain said, Monday.
“A lot of customers, mainly office workers, buy morning boxes for breakfast and lunch. In that sense, cutting off breakfast in the morning doesn't suit young people,” a Starbucks barista in Seoul told The Korea Times.
“With the phenomenon of 'honbap,' a Korean word for eating alone, and the increase in single-member households, the demand for home meal replacement and purchasable healthy food is growing,” Lee Eun-jeong, the head of the Category Food section at Starbucks Korea, said. “Our morning box series offer a wide selection of healthy breakfasts.”
“What our consumers were saying is that they wanted a wide range of healthy menu options that are both familiar and comfortable. So, we rolled out five different types,” Lee said.
Lee stressed the importance of “health” when developing a breakfast menu, saying that Starbucks Korea doesn't serve food containing MSG, sodium nitrite and artificial additives. It also slashed sodium by about 1,000 mg.
Starbucks Korea said it will step up to become the leader in breakfast, adding that Category Food section has seen an annual growth of over 20 percent in recent years.
“We will continue to offer more high-quality products and service keeping up with changing customer demands and lifestyles,” Lee said.