CreatripTeam

Shinsegae Food is restructuring toward manufacturing-led bakery business to recover profitability amid slowing sales growth. The company is shifting away from low-margin catering and foodservice, focusing on B2B supply of premium frozen dough (냉동생지) and desserts for franchise cafes and takeout markets. Despite increasing revenue, growth rates have fallen and operating profit declined, prompting a strategy to leverage large-scale factories and nationwide logistics—an advantage in a market still dominated by small bakeries. A key challenge is high dependence on group affiliates (about 37% of sales), with major clients like Starbucks Korea, Emart24, and SSG Food Market. Competitors such as SPC Samlip and Lotte Wellfood already have broader external channels. Shinsegae Food is expanding external B2B supply through in‑store bakery brands and partnerships with coffee chains, but success depends on speeding up external customer acquisition and building brand trust.