GS25, a convenience store operated by GS Retail, is driving a ‘full-change renewal’ of its triangle kimbap products. This initiative is part of GS25’s quality innovation project for its convenience foods. To ensure that its convenience store offerings can genuinely compete as ‘a complete meal,’ GS25 is comprehensively revamping its menus, expanding toppings, and innovating raw material quality. Following kimbap, triangle kimbap is the second product line to undergo this ‘full-change renewal.’
Full-Change Renewal of Triangle Kimbap Kicks Off
GS25, a convenience store operated by GS Retail, announced on the 31st that it is pursuing a ‘full-change renewal’ of its triangle kimbap. This renewal is being carried out as part of GS25’s quality innovation project for its convenience foods.
To ensure that convenience store food can compete as a ‘complete meal,’ GS25 has updated its menu to reflect recent gourmet trends and expanded its toppings. Furthermore, it is comprehensively promoting ‘fresh food’ quality innovation at the raw material level. Following the renewal targeting kimbap, triangle kimbap is the second product line to undergo this ‘full-change renewal.’
Applying Unprecedented Specifications to ‘Tuna Mayo,’ Selling 50 Million Units Annually
The core objective of the triangle kimbap ‘full-change renewal’ is to achieve ‘unprecedented specifications.’ The renewal will primarily target the ‘Tuna Mayo’ menu, a flagship convenience store food product that sells over 50 million units annually.
GS25’s strategy is to rapidly convey the perception of improved quality to customers by renewing its best-selling product with the highest demand.
Balanced Innovation in Rice and Toppings
The most innovative change in this renewal lies in the balance between the rice and toppings. GS25 has increased the weight of the tuna topping by approximately 10% compared to its previous amount, ensuring that customers can fully taste the filling from the very first bite of the triangle kimbap.
Concurrently, special seasoning and concentrated kelp extract were added to further enhance the umami flavor of the rice. Perilla oil was applied to the seasoned seaweed to maximize its aroma. To verify the quality of the perilla oil-seasoned seaweed, a quality test was conducted by Kim Mi-ryung, a ‘roasted seaweed’ expert known as ‘Imokase No. 1.’
Expansion to 15 Varieties and Price Freeze
GS25 plans to complete the ‘full-change renewal’ for a total of 15 types of triangle kimbap by the 9th, including ‘Bacon Tuna Mayo,’ ‘Aged Kimchi Jeyuk,’ and ‘Spicy Chicken Perilla Leaf Ssambap,’ in addition to ‘Tuna Mayo.’
The renewed menus will be operated as the ‘Larger Triangle Kimbap’ series. While the quality of the triangle kimbap has been elevated to an unprecedented level, the selling price will remain the same as before, considering the current high-inflation environment.
Plans to Expand Renewal Across Convenience Foods
Following triangle kimbap and kimbap, GS25 plans to expand and implement the ‘full-change renewal’ to other convenience food products, including lunchboxes, sandwiches, and hamburgers.
Kim Ji-soo, MD of the GS25 FF Team, explained, ‘The goal of this full-change renewal is to secure competitiveness as a complete meal beyond just being a convenience store item.’ He added that GS25 will continue to introduce upgraded best-selling products with top specifications, along with differentiated new menus that reflect recent gourmet trends.
This ‘full-change renewal’ of GS25’s triangle kimbap is expected to strengthen GS25’s competitiveness in the convenience food market. It is anticipated to provide customers with higher quality and satisfaction, setting a new standard for convenience store ready-to-eat meals.
