Did You Check Your Coupon Before Eating a Hamburger? It's 'Half Price' [Heotdari Economy]

⑫ 12~52% Discount Coupons Distributed in the App
"Feeling Lucky, But Actually Paying with Personal Data"

Editor's NoteMany people think they are engaging in smart economic activities to get something better, but often they are mistaken. When consumers are deceived by corporate marketing or blinded by momentary gains and make wrong decisions, it is ultimately the consumers who suffer. We aim to examine economic activities where people have made mistakes by misjudging everyday situations.

Office worker Kim Yujin (36) always uses an application (app) to order whenever she goes to a franchise hamburger restaurant. This is because using the "discount coupons" displayed on the app screen generally allows her to purchase set menus at about 20% off. Many consumers are unaware that discount coupons are everywhere. We downloaded and signed up for the dedicated apps of KFC, Burger King, McDonald's, and Lotteria to check the discount rates.

Using the Apps Directly, Discounts Up to 52%

Photo by KFC, Burger King, McDonald's app capture

The Burger King app immediately welcomed new users with a 50% discount coupon for set menus. It also issued a "coupon usable today," which allows purchasing a Garlic Bulgogi Whopper for 4,400 won (regular price 7,400 won). This corresponds to a 40% discount. Just by signing up as a member, the app screen shows coupons offering discounts ranging from 13% to 50%.

The McDonald's app also offers discount coupons ranging from 12% to 52%. Both "M Order" and "in-store payment" options are available, and the Big Mac set can be purchased for 6,100 won during afternoon hours. New customers can also receive a coupon to buy a Bulgogi Burger for 1,000 won.

While Burger King and McDonald's emphasize discount rates, KFC clearly states the discounted prices. The Zinger Double Down Pack is reduced from 21,200 won to 17,900 won, and two pieces of Hot Crispy Drumsticks, normally 8,400 won, can be purchased for 5,200 won. The 2,100 won coleslaw is available for 1,500 won, and four pieces of Tenders, normally 6,000 won, can be bought for 4,500 won after a 1,500 won discount.

On the Lotte Eats app, coupons for Lotte affiliates such as Krispy Kreme Doughnuts, Lotteria, and Angel-in-us can be obtained. Using Lotteria's "Coupon of the Month," customers can purchase a King Pork Cutlet Burger, potato, cheese sticks, and cola for 9,500 won, a 19% discount from the original 11,800 won. Angel-in-us beverages are also available at a 29% discount. The ice cream chain Baskin Robbins offers 1+1 cone menu items or free benefits through the Happy Point app events. Discount coupons can also be easily purchased on mobile shopping malls, with discounts ranging from 3,000 to 4,000 won.

Utilizing Discount Coupon Benefits Ultimately Benefits Consumers

Although food and beverage prices increase every year, discount coupons are so abundant that consumers do not have to pay full price. Does this mean that consumers who buy at full price without using discount coupons are not smart?

Professor Lee Eunhee of Inha University said, "People think discount coupons are free, but they are the price paid for the information entered when signing up for the app." The required fields when registering as an app member are personal information, and purchase history through the app becomes data for the company. Professor Lee explained, "There is no right answer because each consumer pursues different values. Just knowing that there is a way to buy cheaply by receiving coupons makes one a smart consumer. How to use them is up to the consumer."

She added, "Companies also send discount coupons via text messages besides apps, and the important factor is the coupon's product purchase target reach rate. It is desirable to provide discount coupons both online and offline to give opportunities to middle-aged and older consumers who use apps less frequently," she advised.