Baemin Revamps App Home Screen... "Focusing on Services"
'Food Super App' Takes Off... "May Impact Yogiyo and Others"
Woowa Brothers announced that from the 8th of next month, the redesigned screen will be applied to the Baedal Minjok application (app). The photo shows the app's home screen before and after the change. [Photo by Woowa Brothers]
[Asia Economy Reporter Lee Junhyung] Baedal Minjok (Baemin), the number one delivery application (app) in the industry, is completely revamping its home screen for the first time in 11 years. This is seen as a turning point for Baemin to leap forward as a super app encompassing various lifestyle services.
According to Woowa Brothers on the 21st, Baemin will apply the revamped screen to the app starting from the 8th of next month. This is interpreted as a move to coincide with the launch of the single-delivery service 'Baemin1' next month and to bring changes to the app as well.
The most notable feature is that the home screen layout has been reorganized around services. Originally, Baemin's home screen was a so-called 'menu board' layout that displayed food sorted by category. However, as Baemin launched new services within the app, users increasingly expressed that the home screen was inconvenient to use. This was because food menu categories and other services were mixed on one screen.
In response, Baemin placed 'Delivery,' which displays existing partner restaurants, and 'Baemin1,' which shows restaurants subscribed to the new single-delivery service, at the top of the new screen. Additionally, various services such as Takeout, Mart Shopping, Shopping Live, Gift Giving, and Regional Specialties are organized so users can find them at a glance.
Various services provided by Baedal Minjok, including 'Baemin Shopping Live.' [Photo by Woowa Brothers]
Industry experts analyze that this revamp is a strategic move by Baemin to advance as a 'food super app.' A super app refers to an app that allows users to access various lifestyle services within a single app. Naver is a representative example, having expanded services beyond portal search functions to areas like shopping.
Besides food delivery, users can more easily and conveniently access various services, which is expected to increase usage rates among existing users and generate a 'lock-in effect.' Furthermore, the food ordering process has been greatly simplified according to delivery methods, which is anticipated to attract new users, including the elderly who previously did not use Baemin. An industry insider said, "KakaoTalk has also evolved from a messenger-based app to a super app offering various services," adding, "Baemin is expected to develop into a super app encompassing the entire food culture, thereby advancing the delivery app market to the next level." He also noted, "This home screen revamp could influence other delivery apps like Yogiyo and Coupang Eats, which had layouts similar to the existing Baemin app."
In fact, Baemin states that this revamp is part of its super app strategy. A Baemin representative said, "For the past 10 years, the Baemin app was designed so that customers could immediately choose what food to eat," adding, "However, as various new food-related services emerged and demand for them increased, there were many opinions that change was necessary." The representative said, "We have undertaken a major revamp with the goal of implementing a super app that solves all activities related to food, not just an app for ordering delivery food."
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