Baemin Targets 'Solo Diners'... Strengthening Single Portion Menu Orders

[Financial News] Baemin is strengthening single portion menu orders targeting 'solo diners'.
Woowa Brothers, the operator of Baedal Minjok, announced on the 29th that it will officially operate the 'One Bowl' category, which has no minimum order amount, for customers who need small amounts of delivery food.
The One Bowl category gathers food menus suitable for single meals. When ordering from the One Bowl category, there is no minimum order amount unlike existing food deliveries.
Previously, even when customers wanted small amounts of food like a single portion, they had to add more to meet the minimum order amount or order more than they wanted, but Baemin explained that this inconvenience has been eliminated.
Baemin expects that the One Bowl category will also allow restaurant owners who operate single portion menus to secure potential demand for 'solo dining' meal orders. Only menus priced between 5,000 won and 12,000 won can be registered in the One Bowl category, considering the average price range of single portion menus formed on the Baemin app.
By eliminating the minimum order amount, which was a pain point for customers, the response from customers using the One Bowl category is also hot. Compared to the first week of the trial operation of the One Bowl category (April 29 - May 5), orders increased by 123% in the second week of May (14th - 20th). The number of customers using the service also more than doubled during the same period.
As the trend of strengthening marketing for 1-2 person households, where delivery food orders have become routine, continues, the number of menus registered in the One Bowl category also increased more than fourfold during the same period.
Baemin is also launching an advertising campaign that anyone who has hesitated to order delivery due to the minimum order amount can relate to. The advertisement video intuitively conveys the 'One Bowl' category by depicting single portion menus like chicken, malatang, and jjajangmyeon flying.
Currently, the One Bowl category is available in the Seoul area. Baemin plans to expand the One Bowl category operating area to major regions nationwide, including the metropolitan area, starting June 12.
Kim Nam-hee, head of the Food Business Planning Office at Woowa Brothers, said, “Through the One Bowl category, customers can meet the food they want as much as they want, more conveniently, and it will be a satisfying experience,” adding, “We will continue to enhance customer value by quickly reflecting the changing market needs.”



yjjoe@fnnews.com Yoonju Cho