Woowa Brothers, the innovative operator behind the prominent food delivery app Baemin, announced a significant surge in daily average pick-up orders, rocketing over elevenfold. This remarkable growth follows the successful launch of a dedicated support program for small cafes, implemented in collaboration with the global sensation, BTS.
To execute this impactful initiative, Woowa Brothers strategically partnered with 100 local small cafes located across Seoul’s bustling Jongno-gu and Jung-gu districts. Together, they introduced a unique, limited-edition beverage: “The City Arirang Red Ade,” designed to capture widespread interest.
The comprehensive support initiative ran from April 6 to 19. During this period, Baemin provided participating cafes with essential beverage recipes and key ingredients, including high-quality omija syrup sufficient for approximately 20,000 drinks. Furthermore, the program addressed a critical need by supplying 20,000 ice cups and lids, effectively helping cafes overcome recent shortages in packaging materials.
Beyond material aid, Woowa Brothers offered extensive promotional support to amplify the campaign’s reach. This included custom-branded cup holders, decorative straw picks, eye-catching posters, and updated menu boards. Additionally, the cafes benefited from widespread discount coupon distribution and prime in-app banner exposure within the Baemin app, significantly boosting their visibility and attracting new customers.
The campaign’s success was undeniable, yielding robust results for the local businesses. Participating cafes experienced an astounding approximately 1,000 percent increase in daily average pick-up orders. Concurrently, their average daily pick-up sales saw a substantial boost of 430 percent, demonstrating the program’s profound economic impact.
Cafe owners lauded the program for its tangible benefits. The manager of Seochon Dabang highlighted that the support alleviated the common burden of developing new menu items, a process often hindered by high ingredient costs for small businesses. This allowed them to offer a fresh, appealing product without significant upfront investment.
Similarly, the owner of Ongoing praised the program for enabling staff to concentrate on core operational tasks, optimizing efficiency. They also noted that the campaign successfully drew tourists, eager to visit and photograph the promotional materials, thereby driving valuable additional foot traffic to their establishments.
“Looking ahead, we are committed to expanding these mutually beneficial win-win initiatives,” stated Kim Joong-hyun, head of sustainability management at Woowa Brothers. “Our goal is to continuously create sustainable growth opportunities and foster prosperity for small business owners within our community.”
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