Baemin "Busan Specialty, Now Available as a Meal Kit"

Operation of Meal Kit Development Project for Restaurant Owners in Busan Area

[Asia Economy Reporter Kim Cheol-hyun] Baedal Minjok (hereinafter Baemin) has rolled up its sleeves to develop meal kits for small and medium-sized restaurants. As the demand for meal kits is increasing alongside delivery and takeout due to the prolonged social distancing, it is expected to help boost sales for small and medium-sized restaurants.

Woowa Brothers, the operator of Baemin, announced on the 20th that they will sell 8 types of meal kits created together with 8 restaurant owners in the Busan area through Baemin Jeon-guk Byeolmi (Baemin Nationwide Delicacies).

The meal kits introduced this time are the result of the "Visiting Small Business Solution Provider with Baedal Minjok" program. Previously, Baemin provided customized business education including meal kit development to restaurant owners in the Busan area from September to December last year, in cooperation with Busan City and Busan Economic Promotion Agency.

Baemin selected 8 owners who applied in advance and developed the restaurant’s menu into meal kits. Experts invited by Baemin visited the restaurants directly for about 100 days to transfer know-how from meal kit planning and development to package design and marketing. The meal kits being sold this time include ▲39 Agujjim’s Spicy and Savory Seafood Stew ▲Gogwan Hamburg’s Gogwan Hamburg ▲Ggomjo’s Seasoned Ggom Jang-eo (eel) ▲Myeonok Hyangcheon’s Buckwheat with Seaweed Chips ▲Seungri’s Tongdak’s Spicy Chicken Stew ▲Siso’s Boiling Shrimp ▲Yak Kong Milmyeon’s Busan Yak Kong Cold Noodles ▲Jaemani Gimbap’s Busan Fish Cake and Rice Cake Soup, totaling 8 types.

Sales increase effects are also appearing. Jung In-hye, CEO of Jaemani Gimbap operating in Haeundae-gu, Busan, said, "Since starting meal kit sales, there have been days when meal kit sales surpassed in-store sales, acting as a golden goose. On good days, sales can reach about 150% of the in-store sales, and on average, an additional 30-40% sales are generated."

Baemin plans to provide meal kit development consulting and product commercialization in other regions as well. Kwon Yong-gyu, Head of Value Management at Woowa Brothers, stated, "We will continue to strive to provide education and benefits that can offer practical help such as product development and sales channel support to restaurant owners nationwide."