Baemin Launches Home Meal Replacement 'Baemin-ui Balgyeon'

Local Specialty Restaurant Menus to Be Made into Ready-to-Eat Meal Series for Sale on Baemin Shopping Live and B Mart

[Asia Economy Reporter Kim Cheol-hyun] Restaurant menus listed on Baedal Minjok are being reborn as Home Meal Replacements (HMR). Woowa Brothers announced on the 11th that they are partnering with famous restaurants nationwide to create and launch popular menus as HMR products. The brand name for these HMR products was chosen as 'Baemin Discovery,' signifying that the menus were carefully selected from popular dishes sold on the Baemin app over the past 10 years.

'Baemin Discovery' was planned to reflect the recent trend of wanting to enjoy renowned restaurant menus at home despite restrictions on dining out due to the prolonged COVID-19 pandemic. Participating restaurants will have the opportunity to showcase their food and brand not only to nearby delivery areas but also to customers nationwide.

Generally, individual restaurants face many difficulties in turning their best-selling menus into HMR products. It is challenging to have production facilities, and even if products are made, distribution and sales pose further difficulties. Baemin connects the restaurants it discovers directly with professional food manufacturers and sellers to assist in product commercialization and supports sales through 'Baemin Shopping Live.' Additionally, they return a certain percentage of the product sales transaction amount as royalties for sharing the restaurant brand and menu recipes. This allows restaurants to minimize investment burdens while benefiting from promotional effects and earning royalty income.

The selection of restaurants and menus was based on recommendations from Baemin’s regional sales representatives and internal members, as well as Baemin reviews, ratings, and order data. After on-site inspections and final confirmation of the restaurant owners’ willingness to participate, the products can be commercialized. The first product to be unveiled is 'Boss Kang Hoon’s Palbaekjip Jjolgalbi.' It is very popular in the Seongbuk-gu area of Seoul, where many university students are concentrated. It will be revealed through the first live broadcast on Baemin Shopping Live and will be exclusively sold on Baemin Shopping Live and B Mart thereafter.

Kim Yong-hoon, Head of New Business Division at Woowa Brothers, said, "We started 'Baemin Discovery' as a way to expand the connection between customers and restaurants during a time when overall movement and restaurant visits have decreased due to COVID-19 and other factors. It will serve as an opportunity to expand sales channels for restaurants and provide customers with more chances to enjoy popular restaurant menus."