Baemin "2021 Order Trends Preview"

Baemin Publishes Order Analysis Booklet 'Baemin Trend 2021'

[Asia Economy Reporter Kim Cheol-hyun] Woowa Brothers (CEO Kim Beom-jun), the operator of Baedal Minjok (Baemin), announced on the 1st that it has published 'Baemin Trend 2021,' an analysis of food delivery order trends.

This booklet contains various information analyzing order details from the past year, covering everything from customer preferences to ordering trends. It includes the most popular menus by season, main order times, popular options or side menus, and changes in values regarding the environment.

According to 'Baemin Trend 2021,' Baemin users ordered more than five times per month on average over the past year and ordered from an average of 35 different stores annually. 95.2% of users paid directly through the app. The proportion of takeout orders also increased significantly. Among all Baemin customers, takeout orders accounted for 3.5% in January last year but rose to 12.6% by September. Additionally, orders that were previously concentrated in specific areas until 2019 were widely dispersed last year to office spaces and residential areas. It is analyzed that meals previously eaten outside are now being consumed inside offices and homes.

Popular menus also varied by season. In March, marking the beginning of spring, the keyword with a sharp increase in searches was 'Sannakji' (live octopus). The search volume for Sannakji increased by 104% compared to the previous month. In May, searches for 'Kongguksu' (cold soybean noodle soup) rose by 260% compared to the previous month, and in midsummer July, popular keywords were health-boosting foods such as Baeksuk (boiled chicken), Samgyetang (ginseng chicken soup), chicken porridge, and Dakhanmari (whole chicken soup). In September, interest in seasonal foods like Jeoneo (gizzard shad) and Daehwa (large shrimp) increased, while in November, attention was high for Gwamegi (half-dried Pacific herring), Daebang-eo (yellowtail), and Seokhwa (oysters). In December, coinciding with Dongji (winter solstice), searches for Patjuk (red bean porridge) surged by 925%, and January saw the highest number of users searching for Tteokguk (rice cake soup). Regardless of the season, on rainy days, users tended to order foods such as Pajeon (green onion pancake), Modeumjeon (assorted pancakes), Bindaetteok (mung bean pancake), and Samgyeopsal (pork belly).

One notable trend in orders last year was the diversification of food types alongside customer preferences. In 2019, 31.9% of orders came from the top 100 menus, but this proportion decreased to 27.4% in 2020. As the variety of menus registered on the Baemin app increased, customers' choices expanded. Also, as more customers desired menu configurations tailored to their tastes, it became common to add options or side menus to basic menus. The number of side menu orders increased 2.5 times compared to 2019.

Orders considering value consumption also increased. From April 22, 2019, to November 20 last year, the cumulative number of orders selecting the 'I will not take disposable items' option exceeded 120 million. When converted into economic costs, this equates to saving 15.3 billion KRW on disposable item purchases and about 3.2 billion KRW on waste disposal costs. Data from Baemin Sanghoe's container purchases also showed that one in four customers bought eco-friendly containers.

Baemin Trend 2021 will be available for download by anyone on WoowaHan.com starting from the 8th. Woowa Brothers also operates Baemin Academy, a free online and offline education channel. Baemin Academy has established itself as a specialized education course for small business owners, having conducted 530 offline training sessions for over 33,000 small business owners and prospective entrepreneurs to date.

This content was produced with the assistance of AI translation services.