My Own Solo Dining Skills?... Baemin 'Han Geureut' Reaches 1 Million Users

[Financial News] “There are times when lonely peace is comforting”, “I order enough for three to feed another me inside”.
The 'Han Geureut' service, a category specialized in single serving meal menus by Baedal Minjok, is a 'philosophy' about solo dining written by consumers themselves.
Woowa Brothers, the operator of Baemin, announced the results of the 'My Own Solo Dining Skills' event, which was held for two weeks from July 14 to commemorate reaching 1 million users of 'Han Geureut'. About 100,000 consumers participated in this event, which involved simply writing down their own solo dining skills.
Baemin analyzed the characteristics of solo dining based on consumer responses. 91% of consumers said they watch 'videos (TV, OTT, etc.)' while eating alone, followed by 'listening to music' (5%), 'looking in the mirror' (3.4%), and 'checking SNS' (0.4%). As a strategy for when eating alone feels lonely, 'eating with a doll' accounted for the highest proportion at 52.7%, followed by 'eating with a pet' at 47.3%.
Baemin will post the 'Solo Dining Trend Report' containing the results of this response in the app by the 10th, allowing for the sharing of free thoughts about solo dining. It includes various content such as tips for enjoying solo dining conveniently, like 'eating while standing in the kitchen to clean up quickly'.
Baemin targeted the growing number of single-person households by establishing the 'Han Geureut' category at the end of April and gradually expanding the service nationwide. By eliminating the minimum order amount, they improved the inconvenience of having to order additional menus and simplified the ordering process, greatly enhancing convenience. As a result, it gained great popularity, surpassing 1 million users in just over 70 days.
Analysis of 'Han Geureut' category users showed that the most ordered menu was rice (16%), followed by chicken (15%) and noodles (14%). Notably, chicken, which was difficult to order as a single serving due to the nature of its raw materials, ranked high. This is analyzed as the effect of launching specialized menus in collaboration with chicken franchises like BBQ.
Orders have also increased significantly. Compared to June, when the nationwide service expansion began, the number of orders in July increased by about 94%. During the same period, the number of menu items registered in 'Han Geureut' also increased by about 150%, indicating that store owners are actively expanding 'Han Geureut' sales. It was also found that more 'Han Geureut' orders were placed during dinner time than lunch.
A Baemin representative said, “The newly introduced 'Han Geureut' category is receiving wide attention,” and “We will continue to introduce menus that were difficult for customers to order alone due to menu composition, quantity, and minimum order amount, while also preparing various benefits and events.”


yjjoe@fnnews.com Yoonju Cho Reporter