Working to help the foodservice industry increase sales during the ongoing pandemic while also introducing consumers to new dishes, USMEF partnered with South Korean restaurants for a “Delivery Week with U.S. Pork” promotion.
Funded by the National Pork Board and the USDA Market Access Program (MAP), the activity included 43 restaurants with menus that feature U.S. pork. U.S. pork in noodles, salads, stir-fried dishes and stew made with processed pork were among popular menu items.
Throughout Delivery Week, USMEF supported advertising and consumer giveaways – disposable hand sanitizer and soft drinks were given to customers who ordered a U.S. pork item for delivery. Participating restaurants posted messages about delivery week and delivery apps highlighted the effort on behalf of U.S. pork.
To boost attention on social media, more than 70 Instagrammers and food bloggers were invited to order U.S. pork for delivery and post reviews online.
“During the stricter social distancing regulation period, restaurants and cafes have to reduce business hours and must rely on take-out and delivery options,” explained Jihae Yang, USMEF director in South Korea. “As a result, Korean food delivery apps saw their sales escalate. For example, sales from the country’s four major apps reached 7.6 trillion won during the January-August period, surpassing the total of 7.1 trillion won for all of 2019. USMEF recognized the opportunity to partner with restaurants and delivery apps to promote U.S. pork.”
Yang said the restaurants that participated in Delivery Week showed a deep appreciation for USMEF’s support and reported an 11% increase in sales during the week.