Starbucks to hop on Baemin for coffee delivery

An advertisement by Baemin, Korea's largest delivery app, announcing Starbucks' entry onto its platform [WOOWA BROTHERS]

Starbucks lovers in Korea will be able to order their coffee through the delivery app Baedal Minjok, commonly referred as Baemin, beginning April 15.

The announcement on Wednesday, made jointly by Baemin's operator, Woowa Brothers, and Starbucks Korea's operator, SCK Company, marks the coffee chain's entry onto a delivery-specialized platform in the country.

Previously, Starbucks offered delivery exclusively through its own mobile application. The decision to partner with Baemin, the largest delivery platform in Korea, highlights both companies' efforts to expand their customer bases amidst a competitive landscape of delivery apps.

The Starbucks coffee delivery service will be available at 31 stores initially, with plans to expand to approximately 700 stores nationwide from April 18 following a three-day trial period to ensure operational stability.

Unlike other coffee franchises, Starbucks opted not to join delivery apps in the past. Instead, it relied on its proprietary Siren Order app and operated using a delivery service provider. The branches integrating with Baemin already offer the in-house delivery service, and will operate during the same hours as the stores' existing delivery hours.

Beyond beverages and food, both companies said they plan to offer a wider range of Starbucks products for delivery, including tumblers and cups.

To commemorate the partnership, a free delivery pre-event will be held, with specific details to be announced through in-app banners.

The decision by Baemin to expand its offerings to Starbucks follows its earlier announcement of free delivery on Monday, underscoring the intensifying competition among delivery apps in Korea.

Latecomer Coupang Eats has been expanding rapidly, surpassing Yogiyo to become the country's second most-used delivery app in terms of monthly active users in March, according to data from WiseApp, Retail, Goods.

In response, major delivery apps have been broadening their delivery networks and focusing on speed, along with the most recent policy of not charging delivery fees. Through its collaboration with Starbucks, Baemin aims to attract loyal customers of the coffee chain and expand its own consumer base, while Starbucks seeks to widen its delivery reach and customer base through collaboration with top delivery service.

"We will broaden our collaborative relationship to provide customers with even more convenient services," stated representatives from Woowa Brothers and SCK Company.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]