Baek Jongwon's "500 Won Americano" Promotion Boosts Sales Tenfold After Stepping Away from Broadcasting

Customer Visits Surge During Discount Event
Sales Begin to Rebound

Franchise stores of The Born Korea, led by CEO Baek Jongwon, have seen an increase in customer visits compared to last year, thanks to discount events.

According to The Born Korea on June 16, the number of customers visiting franchise stores participating in the discount event from May 13 to 31 increased by more than 65% compared to the same period last year. The June discount event was also successful, with the number of visitors to participating franchise stores from June 1 to 10 rising by more than 57% year-on-year.

In fact, at a Baekdabang location in Seoul operated by a franchisee surnamed Kim, the number of orders increased more than tenfold during the 500 won Americano promotion held from June 10 to 12. Another franchisee surnamed Lee, who runs Hongkong Banjeom in Gimpo, expressed delight, saying, "We usually sell about 100 bowls of Jjajangmyeon a day, but during the event, we sold 800 bowls each day."

The Born Korea is covering all the costs of the discount events. For example, when a 1,700 won Americano is sold at the promotional price of 500 won, the company reimburses the franchisee 1,200 won.

Yonhap News

Previously, franchise stores under The Born Korea experienced sluggish sales due to several factors, including ongoing controversy over product quality since February, errors in country-of-origin labeling, and hygiene issues at festival venues. According to sales data from The Born Korea, obtained by the office of Democratic Party lawmaker Oh Sehee from the nation’s seven major credit card companies, sales had dropped by up to 12.8% at Baekdabang, up to 18.3% at Hongkong Banjeom, up to 13.8% at Hanshin Pocha, and up to 19.0% at Yeokjeon Udon.

In response, CEO Baek, who announced he would suspend his broadcasting activities to focus solely on management, unveiled a bold support measure for franchisees by introducing company-funded discount promotions. He stated, "We are considering holding discount events on a regular basis," adding, "In addition to discount events, we are also preparing other support measures such as developing new menu items to encourage customers to return."