Baedal Minjeok
Baedal Minjeok (Baemin) is South Korea's largest food delivery platform, operated by Woowa Brothers Corp. as a subsidiary of Delivery Hero SE. It connects Korean consumers with restaurant partners via a mobile app that also offers quick-commerce grocery delivery, subscription memberships, integrated payments, and gift certificates, commanding roughly 57.6% of the domestic food delivery market.
- Company typePrivate
- Founded2011
- HeadquartersSeoul, South Korea
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Baedal Minjeok does
Baedal Minjeok (brand: Baemin) is South Korea's largest food delivery platform, operated by Woowa Brothers Corp. (주식회사 우아한형제들), headquartered in Seoul. Founded in 2011, the company operates a two-sided marketplace connecting consumers with more than 800,000 Korean food service establishments and capturing roughly 57.6% of the country's food delivery market by credit-card transaction volume in 2024. Baemin holds the #1 position in number of listed restaurants and cumulative food reviews in Korea, with 85% of Korean consumers using delivery apps monthly.
The platform's core technology is a mobile-first delivery application (iOS/Android) integrating food ordering, B-Mart quick-commerce grocery delivery (~1-hour fulfillment), Baemin Pay in-app payments, and a gift-certificate engine. Revenue is generated through five primary streams: (1) transaction/brokerage fees averaging 8.2% charged to restaurant partners, (2) the Baemin Club subscription at 3,990 KRW/month that waives delivery tips, (3) B-Mart and convenience-store quick-commerce transaction fees (in partnership with GS25, 7-Eleven, CU), (4) Baemin Pay payment processing and point accruals, and (5) B2C and B2B gift certificate sales. Auxiliary sub-brands include 한집배달 (same-house delivery), 알뜰배달 (economy delivery), and 전국특가 (national bulk-deal delivery).
The business is a wholly-owned subsidiary of Frankfurt-listed Delivery Hero SE, which itself is the target of an increasing Uber stake (36.8% reported) positioning Uber to potentially acquire the parent and bring Baemin under Uber Eats' global ecosystem. AI capabilities are nascent and primarily channeled through a partnership with Connect Brick to power an accessibility feature that converts food images into audio descriptions for visually impaired users (4.5/5 user rating in a 30-participant test). The Korea Fair Trade Commission has an open antitrust investigation into both Baemin and Coupang Eats over alleged price-parity pressure on restaurants.
Baedal Minjeok firmographics
Firmographics- Name
- Baedal Minjeok
- Legal name
- 주식회사 우아한형제들 (Woowa Brothers Corp.)
- Website
- https://baemin.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Baedal Minjeok (Baemin) is South Korea's largest food delivery platform, operated by Woowa Brothers Corp. as a subsidiary of Delivery Hero SE. It connects Korean consumers with restaurant partners via a mobile app that also offers quick-commerce grocery delivery, subscription memberships, integrated payments, and gift certificates, commanding roughly 57.6% of the domestic food delivery market.
- Ownership category
- akta.pro rank
Baedal Minjeok industry classification
Industry- Product category
- Online Food Delivery Platform
- NAICS
- Local Messengers and Local Delivery (49221), Food Service Contractors (722310)
- akta.pro primary industry
- Food Delivery & Restaurant Logistics Platforms (BPAMAHAB)
- akta.pro secondary industries
- Restaurant Meal & Prepared Food Delivery (CRAFAFAB), Restaurant Meal Delivery Platforms & Aggregators (AFAIAMAA), Food Delivery (Restaurant Meals) (TLAAADAC)
Keywords
Where Baedal Minjeok is headquartered
LocationHeadquarters
- HQ city
- Seoul
- HQ country
- South Korea
- HQ region
- Asia
Offices1 record
Markets served
Baedal Minjeok business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Brokerage/Platform Fees from Restaurants: Baedal Minjok charges partner restaurants brokerage fees averaging 8.2% of monthly sales. Delivery apps account for approximately 36% of small restaurants' monthly sales, making this a substantial revenue stream. The company has been accused of pressing restaurants to match rival platform prices and excluding non-compliant restaurants from premium programs.
- Baemin Club Subscription: Monthly subscription service (Baemin Club) priced at 3,990 won per month, offering free delivery tips and additional weekly benefits to drive customer retention and recurring revenue.
- B-Mart Quick Commerce & Grocery Delivery: Year-round 365-day rapid delivery of groceries, seasonal produce, trending snacks, and exclusive Baemin-branded products delivered within approximately one hour from nationwide select locations and partner stores.
- Baemin Pay: Integrated payment service within the app enabling quick checkout in 10 seconds, with point accumulation on every transaction, generating revenue through payment processing and financial services.
- Gift Certificate Sales (B2B & B2C): Sale of Baemin gift certificates to both individual consumers (gift-giving) and enterprise clients (bulk corporate purchases), with discounts available on bulk orders.
- Baemin Global / International Delivery: Global platform providing international delivery services with multilingual support and global payment options, targeting foreign users in Korea.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Baemin Club monthly subscription - free delivery tips |
| Transaction based/ take rate | Pay-as-you-go | Restaurant brokerage fees |
| Transaction based/ take rate | Pay-as-you-go | B-Mart (Baemin Mart) grocery and quick commerce delivery |
| Other | Pay-as-you-go | Baemin Pay - integrated payment service |
| Transaction based/ take rate | One time/ perpetual license | Enterprise bulk gift certificate purchase |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels5 records
Baedal Minjeok product offering
Product offeringCore offering
Baedal Minjeok (Baemin) operates Korea's largest online food delivery marketplace, connecting consumers with partner restaurants for on-demand delivery. The platform extends beyond restaurant food into quick commerce (B-Mart), grocery and shopping delivery, gift-sending, national bulk deals, and a payment service (Baemin Pay), complemented by a paid subscription (Baemin Club). It functions as a broker/online intermediary, with delivery executed largely through its own rider network and partner convenience stores.
Product overview
Baedal Minjeok (Baemin) operates as a unified super-app platform offering food delivery as its core service, supplemented by multiple integrated modules including B Mart for quick commerce grocery delivery, shopping for non-food items, gift delivery services, and Baemin Pay for payments. The platform architecture centers on the main Baemin app with Baemin Club as the subscription membership program. The company also develops AI-based recommendation services and is expanding into robot delivery. Parent company is Woowa Brothers (우아한형제들), headquartered in Seoul.
Differentiator
Problem solved
Functional benefit
Brands
- Baemin Club: Subscription service offering free delivery tips, 3,990-won monthly subscription, with benefits including free delivery regardless of order size or distance
- B-Mart
- Baemin Pay
- 한집배달
- 알뜰배달
- 배민선물하기
- 전국특가
- Baemin Outservice Plaza (배민외식업광장)
Products and services
- Food Delivery (음식배달)
Quantifiable outcome
- 85% of Korean consumers use delivery apps monthly
- +6 more outcomes
Companies that use Baedal Minjeok
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Baedal Minjeok technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature3 records
Baedal Minjeok partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered strategic, core and minor.
- Connect BrickstrategicBaedal Minjok developed AI-based technology that provides detailed audio descriptions of food images for visually impaired users, partnering with AI image startup Connect Brick. The technology was tested over three days at Shiloam Vision Center for the Blind in Seoul with 30 participants who rated its quality 4.5 out of 5 on average.
- HYBEstrategicBaedal Minjok partnered with HYBE to link local small businesses directly to the BTS 'BTS The City Arirang Seoul' fandom event. The partnership included a support program providing recipes, ingredients, promotional materials, and discounts to help small cafes and restaurants benefit from increased tourism during the concert period.
- GS25 (GS Retail)coreGS25 partnered with Baedal Minjok to co-develop a single-serving pizza product specifically designed for quick-commerce platforms. Approximately 40% of GS25's existing ready-made pizza sales already come from delivery and pickup services. GS25 stated it will accelerate development of quick-commerce products tailored for platforms and leverage its online-for-offline capabilities to enhance franchisee profitability and customer experience.
- 7-Eleven Koreacore7-Eleven partnered with Baedal Minjok and Yogiyo to expand Quick Commerce as one of its intensive fostering categories, offering discounts up to 7,000 KRW during promotional events. Sales during discount events increased 70% compared to normal days, with monthly active users doubling compared to the same period last year.
- Korea Fair Trade Commission (KFTC) / Seoul Metropolitan GovernmentminorSeoul Metropolitan Government called on major order platforms including Baemin and Coupang Eats, as well as delivery agency platforms Barogo and Vroong, to tighten verification of foreign workers' visa eligibility and account management. Seoul announced a dedicated counseling and reporting channel through the Seoul Labor Center to address illegal foreign delivery workers, with violations more than quadrupling from 117 in 2023 to 486 in 2025.
Scale indicators8 records
Baedal Minjeok competitors and assessment
Company assessmentBroad incumbents
- Deliveroo: Deliveroo is a leading restaurant-delivery platform in the UK and parts of Europe with Plus subscription tier and EdTech/B2B grocery lines, broadly comparable to Baemin's subscription and quick-commerce ambitions. Different geography but the same category playbook.
- Uber Eats: Uber Eats is the global food-delivery arm of Uber, which has acquired a 36.8% stake in Delivery Hero (Baemin's parent) and may consolidate Baemin into its own network. Comparable as a multi-country marketplace restaurant delivery platform with overlapping rapid-delivery and merchant tools.
- Foodpanda: Foodpanda is a Delivery Hero-owned restaurant-delivery platform operating across multiple APAC markets. Same playbook as Baemin (parent-owned restaurant marketplace, subscription tiers, quick-commerce) and historically formed the internal benchmark for Baemin's performance.
- DoorDash: DoorDash is the largest restaurant-delivery marketplace in the United States, with a comparable two-sided platform model, restaurant-onboarding relationships, DashPass subscription (analog to Baemin Club), and recent convenience/grocery expansion. Useful as a comparable for platform unit economics and subscription behavior.
- Delivery Hero SE: Parent company of Baemin and a global food-delivery platform operating Talabat, Foodpanda, and other brands. Same fundamental marketplace business but at global scale; comparable in technology, take-rate model, and restaurant-partner relations, making it the natural parent-comparable.
- Meituan: Meituan is the dominant food-delivery and local-services super-app in China, combining restaurant delivery, grocery quick commerce, and in-app payments — analogous to Baemin's bundled food + B-Mart + Baemin Pay stack. Comparable as a benchmark for super-app monetization depth.
Direct peers
- Coupang Eats: Coupang Eats is Baemin's principal head-to-head competitor in South Korea, running a similar restaurant-meal delivery marketplace through the Coupang super-app. It reached ~35.3% transaction share in 2024 (Baemin 57.6%), supported by cross-subsidization from Coupang's logistics network — directly comparable business model and customer base.
- Yogiyo: Yogiyo is another South Korean restaurant delivery app that competes with Baemin on the same consumer and restaurant SMB base; it has partnered with Baemin on occasion (e.g., 7-Eleven quick-commerce expansion) but otherwise operates a directly overlapping marketplace model.
Others
- Barogo: Barogo is a South Korean last-mile delivery-agent platform that powers a portion of Baemin and Coupang Eats' order fulfillment. Comparable as an ecosystem participant feeding the same delivery network; useful as a labor/operating-cost comparable.
Regional players
- Grab (GrabFood): GrabFood is the food-delivery arm of Southeast Asian super-app Grab, combining restaurant delivery, quick commerce (GrabMart), and payments. Similar horizontal super-app structure to Baemin's stack; comparable in SE Asia rather than Korea.
Market position
Strengths5 records
Weaknesses5 records
Key risks6 records
Key highlights6 records
Customer concentration
Baedal Minjeok social profiles
Digital presenceBaedal Minjeok financial estimates
Financial estimateRevenue estimate
Valuation estimate
Baedal Minjeok leadership team
Management profileNumber of profiles
Profiles1 record
Baedal Minjeok funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Baedal Minjeok M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Baedal Minjeok
What does Baedal Minjeok do?
Baedal Minjeok (Baemin) operates Korea's largest online food delivery marketplace, connecting consumers with partner restaurants for on-demand delivery. The platform extends beyond restaurant food into quick commerce (B-Mart), grocery and shopping delivery, gift-sending, national bulk deals, and a payment service (Baemin Pay), complemented by a paid subscription (Baemin Club). It functions as a broker/online intermediary, with delivery executed largely through its own rider network and partner convenience stores.
Is Baedal Minjeok a public or private company?
Baedal Minjeok is a private company. It is classified as corporate owned and is currently operating.
When was Baedal Minjeok founded?
Baedal Minjeok was founded in 2011. It employs 1 to 10 people.
Where is Baedal Minjeok based?
Baedal Minjeok is headquartered in Seoul, South Korea, in the Asia region.
How does Baedal Minjeok make money?
Six revenue lines are on record. Brokerage/Platform Fees from Restaurants are the primary driver. The others are baemin Club Subscription, B-Mart Quick Commerce & Grocery Delivery, baemin Pay, gift Certificate Sales (B2B & B2C) and baemin Global / International Delivery.
Who are Baedal Minjeok's main competitors?
Broad incumbents on record are Deliveroo, Uber Eats, Foodpanda, DoorDash, Delivery Hero SE and Meituan. Direct peers are Coupang Eats and Yogiyo. Barogo is listed as an others. Grab (GrabFood) is listed as a regional player.
Does Baedal Minjeok have an API?
No public API is recorded for Baedal Minjeok.
What industry is Baedal Minjeok in?
Baedal Minjeok's product category is Online Food Delivery Platform. Its primary akta.pro industry code is BPAMAHAB, Food Delivery & Restaurant Logistics Platforms, with a secondary code of CRAFAFAB, Restaurant Meal & Prepared Food Delivery. Its NAICS code is 49221.