The app Baedal Minjok — it translates to “Nation of Deliveries” — hit Korea by storm. It represents a food delivery service based out of Seoul, South Korea. Launched in 2010, it’s still rising strong, servicing more than 150,000,000 restaurants and growing internationally.
In 2016, the Woowa Brothers, founders of Baedal Minjok, won an International Business Award (aka The International Stevies) for Best Marketing Campaign. The campaign was aimed at getting small local delivery restaurants the attention they deserve. It used the signage from small local delivery restaurants in its promotional pieces, thereby creating exposure for restaurants that would otherwise remain in the shadows of well-known establishments. This had never been done before.
The Secret Behind the Secret
It’s easy to understand the secret behind the Woowa Brothers’ success when you learn about CEO Kim Bongjin’s creativity and discipline driven values and how these translate into startup culture. From these values have stemmed interesting design and catchy marketing ideas. Think brand identification items like post-its that say “When is mom’s birthday?” to pens with the tagline, “I will be used one day.”
Running live with SAP S/4HANA has allowed Woowa Brothers to manage the expanding business in real time
The team also created thrilling promo videos and a series of restaurant intro promotional videos that allow app users to discover local restaurants. The feature segments showcased local delivery restaurants that otherwise would never get this kind of exposure to potential customers. Once exposed to a new establishment, the rating and reviews functionality allowed users to make educated take out choices based on insights shared from others. Radio ads announced first place winners for best-rated restaurant in a specific category – taking the focus off promoting the app and helping the user get the most benefit from their service.
The Woowa Brothers’ marketing strategy effectively helped double app downloads in one year to 20 million downloads. It also helped local restaurants increase visibility and sales. The result: happy restaurant owners, satisfied consumers and a good growth-related problem to solve.
A Good Problem to Have
With this new problem came the need for more adaptability and new business needs centered around reliable data to drive business decisions. The startup found itself needing a user-friendly approach to consistently manage tasks. It also found itself needing streamlined management, standardization, and a system and processes that could scale with an ever-evolving and growing business.
Woowa Brothers sought out expert advice from leaders with a proven track record for I.T. Solutions in the industry. Running live with SAP S/4HANA has allowed the company to simplify and manage the expanding business in real time, processing over 6.3 million transactions automatically with zero errors in the first seven months after implementation.
With mobile app usage on the continued rise and the need to eat definitely here to stay, Woowa Brothers continues to need an ever-expanding and adapting IT infrastructure, one that can support the rewards it reaps from a viable business idea and well of constantly evolving marketing ideas. The end result of running live with SAP S/4HANA? Getting more good food to more good people more effectively. The byproduct? More growth potential for restaurant owners and happy consumers. Rising strong has never been so satiating.
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