Woowa Brothers, the company behind Baemin, announced on August 28 that 7 out of 10 users now utilize the app’s search filter to find restaurants offering free delivery. (Image courtesy of Baemin)
SEOUL, Aug. 29 (Korea Bizwire) – Baemin, South Korea’s leading food delivery application, has unveiled new insights into consumer behavior, highlighting a growing focus on cost-saving measures and personalized dining experiences.
Woowa Brothers, the company behind Baemin, announced on August 28 that 7 out of 10 users now utilize the app’s search filter to find restaurants offering free delivery. This trend comes as Baemin has been expanding its cost-saving features, including the introduction of free “bundle deliveries” in April and the launch of a subscription service, Baemin Club, in May.
The company also reported a fourfold increase in restaurants using the Same Price as In-Store badge over the past six months, indicating a push for price transparency between delivery and dine-in options.
In a notable shift, 80% of Baemin’s partner restaurants now offer both delivery and pickup options. Establishments providing both services see 25% more orders compared to those offering delivery alone, prompting Baemin to begin charging fees for pickup orders last month.
The app’s data has also shed light on broader dining trends for the upcoming fall and winter seasons. A striking 85% of survey respondents reported using menu customization options, even when ordering a single dish. This reflects a growing desire among consumers, particularly those in their 20s and 30s, to personalize their dining experiences while still following popular trends.
“We’re seeing a significant increase in customers who want to follow food trends but also reflect their personal tastes in their orders,” a Baemin representative stated. “Dishes like malatang and yogurt ice cream, which offer a wide variety of ingredients and toppings, are especially popular.”
Health-conscious options are also on the rise, with orders for low-calorie and low-sodium dishes increasing two to three-fold compared to last year.
Looking ahead, Baemin anticipates a surge in orders during September and October due to the Chuseok holiday and other public holidays. Last year’s data showed a particularly sharp increase in orders the day after Chuseok, as many restaurants resumed normal operations towards the end of the holiday period.
Lina Jang (linajang@koreabizwire.com)
