SIR.LOIN, a Hanwoo(Korean beef) brand, began from the question, 'Why does the taste differ even when eating the same grade and the same cut of beef?' To select the best raw beef, they utilize AI and apply various technologies to aging and packaging, ensuring consistent customer experiences through "Meat Tech." In January of last year, they launched the B2B channel "Bondaero," which revolutionized the outdated distribution method by allowing customers to purchase Hanwoo exactly as seen in the photos. As national income increases and Western dietary habits become more widespread, the premium Hanwoo market is expected to grow further, and in this context, SIR.LOIN is expanding its business into an online Hanwoo platform.
Hanwoo(Korean Beef) is delicious. When you grill meat with cherry-red lean muscle and milk-colored marbling that resembles snowflakes over charcoal until it's golden brown, the phrase "melts in your mouth" comes naturally. Despite being two to four times more expensive than imported beef due to its exceptional taste, consumers still consider Hanwoo to be the best. According to a survey by the Hanwoo Board, the favorite beef among Koreans was undoubtedly "Hanwoo (68.6%)." The biggest reason for preferring Hanwoo was "taste(85.6%)" followed by safety and nutrition. (Figure 1)
Although Hanwoo is beloved by everyone, its high price often means that it's reserved for special occasions or purchased as baby food for cherished children. However, people are sometimes disappointed by the quality of the Hanwoo they purchased with such high expectations. No two cows are the same, and even if they are both 1++ No. 9 grade, the taste can vary depending on the cut, the aging, and the distribution process.
Because of its high price, many consumers still prefer to buy Hanwoo in person rather than online. Even in today’s world, where people do their grocery shopping online, butcher shops in every neighborhood still have their lights on, glowing red. However, it is difficult to expect consistent quality even from a regular butcher. This is because even butcher shop owners cannot know what kind of beef they will receive until they cut into the meat. There are also quite a few "Hanwoo nomads" who wander from butcher shop to online market in search of the best beef.
There is a company that has taken on the challenge of addressing these pain points. It is SIR.LOIN, a Hanwoo specialty brand. SIR.LOIN is expanding its business with the goal of maintaining consistent product quality through food technology and resolving the asymmetry of information to increase customer satisfaction. Following the launch of its B2C channel, "SIR.LOIN," in December 2017, it launched a meat wholesale platform called "Bondaero," targeting butcher shops and restaurants, in January of last year. DBR introduces the success secrets of SIR.LOIN, which is creating a fresh breeze in the premium Hanwoo market with its "Meat Tech" as a key weapon.
This content was translated into English by AI (using DeepL) from an article that was originally written in Korean in the DBR (Donga Business Review). Therefore, please understand that there may be some awkward expressions.
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