Baemin's "HanGeureut" Service Surpasses 1 Million Users
Revealing the Secrets of "Solo Dining Skills"
Woowa Brothers, the operator of Baemin, announced on the 1st that the number of customers using the "HanGeureut" service has surpassed 1 million. Targeting the increasing number of single-person households, Baemin launched the "HanGeureut" category at the end of April and gradually expanded the service nationwide. By removing the minimum order amount, Baemin improved convenience by eliminating the inconvenience of having to order additional menu items and simplifying the ordering process. As a result, the service gained popularity, reaching 1 million users in just over 70 days.
According to an analysis of customers using the HanGeureut category, the most frequently ordered menu item was rice (16%), followed by chicken (15%), and noodles (14%). Notably, chicken, which is typically difficult to order in single servings due to the nature of its ingredients, ranked high. This is attributed to the launch of specialized menu items in collaboration with chicken franchises such as BBQ.
The number of orders also increased significantly. Compared to June, when the nationwide expansion began, the number of orders in July increased by approximately 94%. During the same period, the number of menu items registered in HanGeureut also increased by about 150%, indicating that participating restaurant owners are actively expanding their HanGeureut offerings. Additionally, more HanGeureut orders were placed during dinner hours than at lunchtime.
Baemin also released the results of the "My Solo Dining Skill" survey, which was conducted to celebrate surpassing 1 million HanGeureut users. Approximately 100,000 consumers participated in this event by briefly describing their own solo dining skills.
Baemin analyzed the characteristics of solo dining based on consumer responses. Among respondents, 91% said they watch videos (TV, OTT, etc.) while eating alone, followed by 5% who listen to music, 3.4% who look in the mirror, and 0.4% who check social media. As a strategy for coping with loneliness when eating alone, 52.7% said they place a doll on the table, while 47.3% eat with their pets.
Baemin will publish the "Solo Dining Trend Report," which contains the results of this survey, in the app until the 10th, allowing users to share their thoughts on solo dining. A Baemin representative said, "The newly introduced HanGeureut category is receiving widespread attention," and added, "We will continue to introduce menu items that have been difficult for customers to order alone due to menu composition, portion sizes, and minimum order amounts, while also preparing various benefits and events."
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