"Memories of the First Order with No Data" Mindelle Siktak Expands Menu Using Delivery Platforms

A Baekban restaurant owner who was hesitant about starting a delivery business emphasized the importance of utilizing delivery platforms, saying, "Why didn't I start sooner?" This video shared by Baemin Oesigeop Gwangjang captures the transformation process of the Korean restaurant 'Mindelle Siktak,' which changed its menu to secure initial orders and actively utilized platform promotions to boost sales.

Memories of the first order with no data, the key to menu composition is 'popularity'

The owner running the Korean restaurant 'Mindelle Siktak' in Busan opened the shop based on her experience working as a nutritionist for 7 to 8 years. Inheriting her mother's experience running a gimbap restaurant, the main menu of this shop is Jeyuk-bokkeum (stir-fried pork). This was the result of choosing a popular menu as a signature to reduce risks as an individual restaurant rather than a franchise. Recently, Ojingeo-bokkeum (stir-fried squid) has established itself as a popular menu following Jeyuk-bokkeum.

The first order that came in when there was absolutely no data during the early stages of running the shop is an unforgettable memory for the owner. The gratitude toward the first customer, who trusted and ordered even when they had no information about the shop, became the driving force for operations. However, in the beginning, they faced difficulties where the daily order volume was as low as one or two orders.

Finding a breakthrough with time sales and 'Single Bowl Promotion'

To solve the problem of insufficient order volume, the owner actively utilized the platform's features. First, they operated 'Time Sales,' which increases the discount rate by time slot, for two months. Although the high discount margin was a burden on operations initially, it served as a stepping stone to increase the shop's exposure and secure returning customers.

Additionally, they took the 'Single Bowl Promotion' conducted by the delivery platform as an opportunity. Noting that the existing menu lacked single-item dishes suitable for single-person households, they newly developed 'Rice Bowl Menus' that combine stir-fried dishes with rice. The rice bowl menus were composed exclusively for delivery rather than for in-store sale to create differentiation. As a result of launching the menu using the promotion support benefits confirmed through the platform's pop-up window, it led to an increase in sales.

Delivery business also plays a role in filling the gaps in store operations. A major advantage is that sales can be supplemented through delivery even during times outside of peak hours when there are few dine-in customers. The owner explained, "There are many cases where customers who encountered the food through delivery visit the store in person after experiencing the taste, so the promotional effect is also great."

"The fun of managing it myself"... Increasing operational efficiency through mobile registration

Rather than receiving help from a sales representative, the owner directly handled registration and menu management through the mobile app. By performing the entire process from menu registration to price modification and image changes, the owner intended to make the shop operation entirely their own. Operational efficiency also increased as they could add or modify menus whenever they had spare time through a smartphone.

During the operation process, there were burdens regarding reviews and fears of missing orders, but these were overcome through positive feedback from customers. In particular, the experience of quickly resolving problems through the platform's additional dispatch service when a missing order occurred served as a turning point to increase confidence in delivery operations.

The owner told fellow owners considering a delivery business, "I recommend you don't hesitate and just start, as it provides practical help to sales." Regarding future plans, they revealed the challenge of opening a second branch with a new concept that is not Korean food, expressing the intention to run delivery operations in parallel at the new store as well.

Source: original video (YouTube)