The Born Korea, January Delivery Sales Increased Fourfold

[Asia Economy Reporter Seungjin Lee] The Born Korea announced on the 25th that its sales through delivery in January this year increased about fourfold compared to the same period last year.

Analyzing the sales performance of delivery applications currently serviced by The Born Korea (Baedal Minjok, Yogiyo, Coupang Eats), sales in January last month rose by more than 400% compared to the same period last year. The third wave of COVID-19, with social distancing measures such as bans on gatherings of five or more people, led to an increase in safe small-scale family-centered gatherings, which is cited as a major factor for the sales increase. The rise in home dining due to remote work and online classes also significantly influenced the surge in demand for food delivery.

Looking at brands with high delivery sales (based on Baedal Minjok January sales), the order was ▲Hongkong Banjeom 0410 ▲Hanshin Pocha ▲Saemaeul Sikdang ▲Paik’s Coffee, with brands mainly handling meal and snack menus gaining great popularity.

First, Hongkong Banjeom 0410 received the best response for 'Jjajangmyeon,' a dish that anyone can enjoy without burden, followed by 'Jjamppong' and the 'Jjajangmyeon + Tangsuyuk set.' In the case of Saemaeul Sikdang, the signature menu 'Yeoltan Bulgogi' and '7-minute Pork Kimchi' composed the popular 'Yeoltan Bulgogi A Set.'

Hanshin Pocha showed high sales for the 'Hanshin Chicken Feet Set,' which combines the representative side dishes 'Hanshin Chicken Feet' and 'Hanshin Whole Chicken,' following the home drinking trend. For Paik’s Coffee, the popularity of signature menus such as 'Ah! Americano (ICED),' 'Vanilla Latte (ICED),' and 'Original Coffee (ICED)' continued, with many delivery orders for the large 32oz 'Paik Size Ah! Americano (ICED),' which can be kept and consumed indoors for a long time.

The Born Korea views that the rapid increase in delivery sales is positively influenced by various foundational expansions such as strengthening delivery menus tailored to the sharply increased delivery demand after COVID-19 and promotions to activate services.

Following the spread of contactless consumption culture after COVID-19, The Born Korea has actively expanded delivery services by brand. As of January last year, before the pandemic, delivery services were mainly provided for seven brands with high delivery needs, such as Hongkong Banjeom 0410, Yeokjeon Udon 0410, and Hanshin Pocha, which handle noodles and late-night snacks, and now the total has been significantly expanded to 14 brands.