Baedal Minjeok

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.

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

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

• Food delivery platform
• Quick commerce delivery
• Restaurant marketplace
• Grocery delivery service
• Subscription delivery service

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. Baemin Global / International Delivery: Global platform providing international delivery services with multilingual support and global payment options, targeting foreign users in Korea.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels5 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

Five partnerships are on record, tiered strategic, core and minor.

• Connect BrickstrategicTechnology or Integration · 19 April 2026Baedal 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.
• HYBEstrategicGTM or Marketing Partner · 20 March 2026Baedal 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)coreChannel Partner/ Reseller/ Distributor · 11 February 2026GS25 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 KoreacoreChannel Partner/ Reseller/ Distributor · 14 January 20267-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 GovernmentminorOthersSeoul 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

Broad 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

• Facebookfacebook.com/smartbaedal

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Baedal Minjeok