Kim Beom-seok, CEO of Woowa Brothers, "Regrowth Through Customer-Focused Innovation"

Explanation of Management Direction Through Presentation of War Report on the 8th

Baedal Minjok emphasized ‘customer’ and ‘growth’ as key strategic keywords this year. Kim Beom-seok, CEO of Woowa Brothers, the operator of Baedal Minjok, said at the company-wide presentation held on the 8th at Lotte World Tower in Songpa-gu, Seoul, “By 2025, we will put Baemin back on the growth track,” adding, “To achieve this, we must thoroughly change from the basics from the perspective of maximizing customer value and improving customer experience.”

The company-wide presentation is a Baemin-exclusive town hall meeting-style event that creates a space to share important company issues and discuss them together. Kim, who was appointed CEO on the 2nd, personally explained the management direction for this year.

Kim Beom-seok, CEO of Woowa Brothers

CEO Kim said, “Baemin must be a platform that offers a wide range of choices at reasonable prices and provides absolutely the best experience.” To this end, Baemin plans to actively pursue changes including the app’s user interface (UI). Specifically, CEO Kim questioned the app’s structure, which separates food delivery and store delivery for customers to find restaurants, saying, “We need to ask ourselves whether we prioritize customer experience and whether customers can order the food they want more conveniently than any other app.” He added, “The app’s UI should be improved with a focus on enabling customers to select stores and food conveniently and intuitively.”

He also announced plans to strengthen and expand the subscription service Baemin Club benefits regionally, as well as change the service structure so customers can enjoy discount benefits more conveniently. CEO Kim said, “We will refine our investments targeted at customers to improve the product structure so that it can lead to platform growth,” and “From a long-term perspective, we will ask fundamental questions about how to create customers and satisfy them, and boldly execute these plans.”

“Strengthening leadership position through technology investment and win-win expansion... Win-win plan to be implemented in February”

CEO Kim also said, “To continue and further expand the achievements of the past 14 years, we will strengthen the consistency of core values, culture, and systems this year, and consider and implement ways to make working methods and organizations more efficient,” adding, “We will further strengthen our position as an industry-leading company through technology investments in delivery robots, AI, and more.”

He will also strengthen coexistence with ecosystem participants. In particular, the win-win plan agreed upon last year through the delivery platform win-win council will be shared with the market this month regarding the implementation timing, criteria for calculating brokerage fees, and ways for store owners who actually use Baemin to benefit from the plan, so that it can provide more practical help to partner stores. Full implementation is planned for February.

CEO Kim emphasized, “We will seriously consider and practice various ways to grow together,” and added, “This year as well, we will establish ourselves as a platform that helps partner stores grow sales and operate efficiently, and as a platform that supports safe delivery for riders.”

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