Last Year's Delivery Food Trend: 'Rose', Orders Increased 7-Fold

Analysis of Baemin's One-Year Order Data: Launch of 'Baemin Trend 2022'

[Asia Economy Reporter Kim Cheol-hyun] Last year's food delivery trends were led by 'Rose', 'Mint Choco', and 'Mala'. Woowa Brothers, the operator of Baedal Minjok, revealed this by publishing 'Baemin Trend 2022', which analyzed order data from January to December of last year.

The number of orders for dishes using rose sauce increased sevenfold compared to the previous year. Rose sauce, made by combining tomato sauce with fresh cream, gained popularity due to its unique savory and smooth flavor that pairs well with various foods. The growth of 'Mint Choco' was also steep. The number of orders for menus including mint choco increased about 2.4 times compared to the previous year. The popularity of 'Mala' also peaked last year, ranking first among the most ordered menus by teenagers.

Food preferences differed by age group: teenagers ordered Mala Tang the most, while people in their 20s and 30s ordered Americano the most. Additionally, people in their 40s and 50s ordered Jjajangmyeon the most. Tteokbokki ranked within the top five orders across all age groups.

There was also a change in ordering patterns by age group. Although Baemin's main user base was people in their 20s and 30s, the proportion of orders from people in their 40s and 50s increased. As of July 2020, the order share of the 40s and 50s age group accounted for 21% of the total, but a year later, in July last year, it rose by 6 percentage points to 27%. Through the 'Family Account' feature, users requested payments from their parents or made payments on behalf of their children. Among users who requested payments via family accounts, teenagers accounted for 21.8%, and people in their 20s accounted for 33.9%. Those who made payments on behalf of others were 37.5% in their 40s and 26.1% in their 50s.

Woowa Brothers created this booklet for the first time last year to share insights gained from analyzing order data and to provide practical help for store management. Starting this year, it will be published monthly.

Kim Beom-jun, CEO of Woowa Brothers, said, "We hope Baemin Trend will not only understand the tastes of customers who enjoy delivery food but also serve as a guide for restaurant management," adding, "We will continue to do our best to become a super app that satisfies both customers and restaurants."

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