Since the start of the MCO, searches for "recipes" and "Dalgona coffee" have reached the 20 most searched terms on Google.
Dalgona coffee can be made with a few simple ingredients, but the actual recipes for meals are not that easy, which is why many of us rely on grocery deliveries.
When MCO's Phase 2 is in action and deliveries are limited to 8 p.m., you're out of luck if you crave Korean food in the middle of the night.
One of the solutions? Have a 3-day meal set delivered right to your door, and that's exactly what MyeongDong Topokki does with MDT Apron.
What Exactly Is MDT Apron?
In the pack you will find recipes with clear ingredients. You can prepare meals like Dakgalbi Chicken Deopbap, Beef Soondubu Jjigae and MyeongDong Topokki Odeng from the comfort of your own home.
Although the concept is not new, Korean dishes are rarely found in other sets of food sets.
We spoke to Vincent Lua, CEO of MyeongDong Topokki, to find out what they have been doing differently since the MCO and to find out what MDT Apron is all about.
He said the idea came to his mind six months ago, but he realized that the market wasn't ready at the time. Since he had already thought a lot about it when the MCO arrived, it only took a week to get everything ready.
Vincent Lua, the CEO of MyeongDong Topokki, cooks on Instagram with the MDT Apron Meal Kit / Photo credit: MyeongDong Topokki
Within the week, he said they were able to do R&D, rethink packaging and subscriptions, and reach logistics companies for deliveries.
“To comply with MCO, the dine-in is closed for all of our branches and only delivery / take-away services are available. The drastic drop in visitor numbers undoubtedly affected sales, but we managed to keep it going with the surge in delivery and the MDT apron. "
One of the biggest challenges is to deliver fresh ingredients to their customers.
To counteract this, Vincent told us that they can work with some logistics companies and use the pre-order schedule for MDT aprons to ensure customers get fresh ingredients when they arrive at their doorstep.
Just like eating
In an average household, you wouldn't need many of the basic ingredients – most Korean food staples are gochujang (red pepper paste), gochugaru (pepper flakes), and even kimchi.
If you don't cook Korean food on a regular basis to prepare just one dish, you need to buy some ingredients and end up with an excess.
Vincent also emphasized again that MDT apron meals are packaged in their food processing center and that they comply with the rules of food safety with high quality ingredients.
We give our customers our own secret recipe and ingredients to ensure that they can cook 100% the same taste they enjoy at MyeongDong Topokki.
Vincent Lua, CEO of MyeongDong Topokki
However, if you're worried about eating the same thing over and over again, Vincent has informed us that the research and development team wants to update the menu twice a week. You could bring special dishes that are not on your normal menu.
One of the MDT apron menus. / Photo credit: MyeongDong Topokki
Instead of ordering delivery and possibly getting a cold meal, MDT Apron gives you the opportunity to experience something new by cooking your favorite dishes and eating fresh and hot like you would at dinner.
You will be there in the long run
Vincent said he wanted MDT Apron to expand across the Malaysian peninsula and position the company as a leading technology company in the F&B industry.
He also praised the team's adaptability to the speed of the MDT launch, but said that it was always the corporate culture to be flexible and adaptable.
The ground staff was also prepared and informed about the new business plan as the company always kept everyone up to date on their vision and direction.
On the RM168 price tag, he assured us that the price is the same that you would pay in a MyeongDong Topokki store.
For example, if you pay RM 10 for a kimchi topokki in the restaurant, it is RM 10 in the MDT apron. And there are several dishes in MDT Apron that are not on their original menu.
Everything will be neatly packed in a box when it is delivered to your door / Photo credit: MyeongDong Topokki
Instead of charging for shipping costs every time you order your food online, all you have to do is pre-order this set of meals, and you'll get 6 of your meals with just one delivery fee.
Since the introduction of MDT Apron they have received countless inquiries and in one week they have been able to sell up to 100 boxes of MDT Apron kits.
He said the team had an overwhelming response from customers, especially customers who are far from a MyeongDong Topokki outlet. Since they don't have access to Korean food, ordering MDT apron is the best option.
view in the future
Vincent believes MDT Apron will stay here after the MCO ends, saying that this is an ongoing strategy for the company.
Vincent Lua, the CEO of MyeongDong Topokki / Photo credit: MyeongDong Topokki
He said the customer's buying behavior would change to a healthier lifestyle, so eating out was not the norm.
Instead, customers want to cook from home and don't have to go to the market to buy ingredients. Everything is prepared for them and there is no food waste.
In this current situation, it was difficult for many companies to remain operational.
Vincent said: “As entrepreneurs, we have to stay strong and be well prepared for change. We need to make sure that the company continues to drive the direction of the company. There are strategies and tactics that must be implemented accordingly in this situation. "
Persistence and (willingness) to change are important.
Vincent Lua, CEO of MyeongDong Topokki