Baemin Makes Major ₩30 Billion Investment in Pickup Service, Boosting Activation

Baedal Minjok (hereinafter referred to as Baemin) is rebranding its 'packaging' (포장) order service to 'pickup' (픽업) to secure new growth engines in the fiercely competitive food delivery market, undertaking a large-scale investment of 30 billion won annually along with a comprehensive app overhaul. **Key Strategies and Changes:** 1. **Service Rebranding and App Overhaul:** * The existing 'packaging' (포장) order name has been changed to 'pickup' (픽업) to enhance intuitiveness. * When the app's main screen is launched, the 'Pickup' tab is placed immediately to the right of the 'Food Delivery' tab, maximizing accessibility. * The user interface has been improved by adding a pickup option to the store details page and shopping cart, allowing customers to choose pickup at any time. * Store search functions have also been advanced, including improved readability of the map view and the addition of a 'pickup' filter, to enhance customer convenience. * These app updates will be applied sequentially starting April 1st, with continuous improvements to map view usability planned until the second half of the year. 2. **Revenue Model Shift and Investment Expansion:** * Baemin is ending its free commission policy, which has been maintained for five years since the launch of its pickup service in 2020, and will apply a 6.8% commission fee to pickup orders starting next month on the 14th. * Based on the funds secured through this, Baemin plans to invest approximately 30 billion won annually in app renewal, feature enhancement, and large-scale marketing promotions. * The investment will primarily focus on providing customer discounts and supporting business owners, aiming to boost pickup orders and promote revenue growth for merchants. 3. **Service Activation Goals:** * **Enhanced Customer Benefits:** Instead of waiting for a delivery rider, customers who pick up their food directly will receive various discounts. A 'Discount' icon will be permanently available within the 'Pickup' tab to easily find stores offering orders at lower prices. * **Improved Merchant Profitability and Customer Retention:** By eliminating rider delivery fees, restaurant operators' profit margins will increase, and opportunities for direct communication with customers will expand, creating an advantageous environment for securing regular customers. This aligns with the pickup service strategies of international delivery platforms such as DoorDash and Uber Eats. * **Local Economic Revitalization:** Baemin anticipates that an increase in pickup orders will expand the tendency of consumers to visit stores directly, which will have a positive impact on local communities and neighborhood commercial districts overall. Through this 'pickup' service reorganization, Baemin aims to provide customers with reasonable choices, offer business owners improved profitability and growth opportunities, and secure key drivers for the continued growth of its platform.