Baedal Minjok Achieves Success in Promoting Pickup Orders, Plans Further Market Expansion This Year

Pickup Orders Up 50% in December Compared to September
Dual Pricing for Pickup to Be Expanded Starting January 20

Baedal Minjok has decided to further expand its packaging (pickup) order market this year. The company believes that its strategy to promote pickup orders, which has been in place since last year, is yielding meaningful results. Plans are in place to attract new customers through various initiatives, such as allowing restaurants to offer pickup menu items at lower prices than delivery.

According to Woowa Brothers on January 19, the dual pricing feature for pickup, which has been piloted at select stores, will be expanded to all restaurants on the food delivery platform starting January 20. This feature allows participating restaurants to set separate prices for delivery and pickup for each menu item. Pickup prices can only be set at or below delivery or in-store prices. For customers, this means that ordering the same menu item for pickup will be more affordable. Baedal Minjok expects that this will enable participating restaurants to actively engage in marketing strategies unique to pickup menus, differentiated from delivery, starting with pricing.

This measure is aimed at accelerating Baedal Minjok's pickup activation strategy, which began last year. The company believes that as pickup orders increase, new users who do not overlap with delivery customers will join the platform, driving new growth, and that restaurant owners will be able to improve profitability through new orders. A Baedal Minjok representative stated, "The pickup service has no minimum order amount, making it more accessible to consumers, and since there are no delivery fees, it also reduces the burden on restaurant owners. We expect that as pickup usage increases, both restaurant owners and consumers will benefit even more."

The significant growth of pickup orders last year also influenced the development of this year's aggressive strategy. In April of last year, Baedal Minjok rebranded its packaging service as "pickup" and ramped up investment by launching various marketing promotions and revamping the user interface as part of its activation efforts. The goal was to enhance the service so that both restaurant owners and customers could use pickup more conveniently. Recently, the company improved features such as adding a search service to the map screen within the pickup category and displaying discount information, making it easier for customers to find restaurants offering pickup orders. As a result of these feature enhancements and promotions, pickup orders last month increased by about 50% compared to September, three months prior.

This year, Baedal Minjok plans to strengthen convenience features to help participating restaurant owners attract pickup customers more effectively, alongside dual pricing. The company will also continue to form partnerships with various dining brands to provide customers with a wider range of pickup order experiences. A Baedal Minjok representative said, "We will strive to help restaurant owners meet more new customers through pickup and turn this into an opportunity to expand their sales."