“Average 5 times a month to be delivered, and for a year, 35 restaurants… And on a rainy day, they make pajeon.”
This is the content contained in’Baemin Trend 2021′ published on the 1st by Elegant Brothers Co., Ltd. (CEO Bum-Jun Kim), the operator of the delivery company’s People of Delivery (hereinafter referred to as Baemin). The elegant brothers analyzed customer preferences and order trends based on Bae Min’s order history over the past year. Baemin’s monthly users exceeded 10 million last year.
Published’Baemin Trend 2021′, which analyzed the order history of baemin over the past year
Order 5 times per user per month, use 35 restaurants per year
Bemintrend 2021 cover. Last year, orders through Baemin read the trend through big data. Pictures of graceful brothers
According to the analysis of the elegant brothers, last year Baemin users, who had a novel coronavirus infection (Corona 19), ordered food delivered on average five times a month. About 35 stores were used a year, and 95.2% of users paid directly through the app.
Popular menus are clearly divided by weather and season
Source: Graceful Brothers
The popular menu of delivery foods varied by season. For example, in March, the search volume for octopus increased by 104% from the previous month. Kongguksu in May, and Baeksuk and Samgyetang in July were popular. In December, the search volume of red bean porridge increased by 925% from the previous month. Regardless of the season, on rainy days, the delivery of Pajeon (166%) and Assorted Jeon (86%) was high.
Corona 19 was found to have accelerated the’honbap culture’ that was in the midst of increasing single-person households. According to the resident registration demographics of the Ministry of Public Administration and Security, one-person households accounted for 39% of all households last year, and 62% including two-person households. According to Bae Min, the proportion of orders per serving out of all orders last year was 18.9%. An increase of 8.7%p from the previous year. Last year, orders for the’Honsul Set’ menu were 4.8 times that of 2018, and the’Honsul Tuna’ menu order was 4.9 times that of 2018.
The tendency of’safe consumption’ due to Corona 19 was also clear. As of October last year, orders during lunch and dinner reached 52% of all orders. Its proportion increased by 4.8%p from January of last year. Bae Min explained, “It means that there were more people who wanted to eat at home or in the office rather than at a restaurant where many people gathered.” The flow of eating out “separately and together” was clear. Baemin’s analysis is that they would have ordered several foods at the same time for safe meals in the office with friends and relatives.
The increase in’value consumption’ was also noticeable. From April 22, 2019 to November 20 of last year, the number of orders for which the option of’I will not receive disposable items’ exceeded 120 million. In terms of economic costs, Baemin believes that it saved 18.5 billion won in terms of purchasing disposable items.
Baemin Rider is five times a year
Corona 19 has also affected the spread of the’Gig economy’, where people work without fixed rush hours. The number of’Baemin Connectors’ increased from 10,000 at the end of 2019 to 50,000 at the end of last year. It has multiplied fivefold in one year. Baemin Connector, which means Baemin’s food delivery man, is a representative gig economist who works at the place he wants at the time he wants and earns as much as the number of deliveries.
Meanwhile, the graceful brothers distributed about 20,000 copies to the restaurants where they could use’Baemin Trend 2021′ as a sales data. In addition, there are many restaurants that want this booklet, and they plan to make additional.
Reporter Lee Soo-ki [email protected]