BAEMIN’s Competitor analysis Customer service Fast delivery, friendly staff, cheap and medium price range, easy to use BAEMIN kitchen: food brands and exclusive design, font and characte
Introduction
After acquiring the Vietnammm.com online food ordering platform earlier this year, BAEMIN officially entered the Vietnamese market and launched services in Ho Chi Minh City in June 2019, following more than a month of testing the app across central districts.
BAEMIN arrives in Vietnam with a mission to help people eat healthily anytime and anywhere Through the BAEMIN app, users simply choose their meals, locate the nearest restaurant, and place an order, enabling fast delivery of favorite dishes at a very affordable price.
This report analyzes the Vietnamese food delivery market and benchmarks BAEMIN against major competitors such as Now, GrabFood, and GoFood It then examines BAEMIN's target customer segments, detailing their purchase-stage behaviors and how these insights shape BAEMIN's positioning strategy in Vietnam The analysis highlights competitive dynamics, market opportunities, and BAEMIN's approach to differentiating its service to win loyal customers.
This report conducts an in-depth analysis of BAEMIN’s 7P marketing mix—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to understand how each lever shapes customer value, brand perception, and operational efficiency in Vietnam, and it identifies gaps and opportunities across the seven pillars By integrating market dynamics, user behavior, and competitive landscape, it presents practical, data‑driven recommendations and solutions designed to strengthen BAEMIN’s market position and drive sustainable, long‑term growth in Vietnam.
Market and Competitors Analysis
Market Analysis and Competitor Analysis
Food delivery apps have simplified daily life for urban Vietnamese and encouraged people to stay home to protect themselves from COVID-19 These apps emerged as the most popular way for many city residents to streamline routines According to Q&Me's post-COVID food delivery demand report, 75% of respondents had used food delivery services, and 24% were new users who began using these services for the first time due to the pandemic.
According to Q&Me's 2020 study on food delivery popularity in Vietnam, 51% of users had ordered food or drinks online The market's leading apps include GrabFood, Now, BAEMIN, and Gojek, with GrabFood and Now identified as the two most popular platforms.
Figure 2 1 Food delivery user trend (Source: Q&Me)
Figure 2 2 Food application penetration Vietnam (Source: Q&Me)
As the oherding method, delivery apps are the most popular While HCM use app more, Hanoi has the higher ratio of social media or telephone orders.
Figure 2 3 Location based food delivery service (Source: Q&Me)
As more people become accustomed to ordering through mobile apps, the online food delivery sector is growing more vibrant One of the key drivers of this rising trend is the unmatched convenience of mobile ordering, which lets users browse menus, customize meals, apply discounts, and pay securely from anywhere The growing number of participating restaurants, faster delivery times, and frequent promotions further fuel demand, while features like real-time order tracking and contactless payments enhance the overall experience Together, these elements are expanding access to food delivery services and reshaping consumer dining habits in a competitive marketplace.
Vietnam's COVID-19 stay-at-home guidance spurred a surge in online food delivery discussions in 2020, totaling 1,140,397 conversations The momentum is expected to continue into 2021, with the online food delivery market forecast to exceed $38 million in value and to grow at an average annual rate of 11% over the next five years.
TABLE 2.1 BAEMIN’s Competitor analysis BAEMIN Grabfood Now Gofood
Customer service (Fast delivery, friendly staff, cheap and medium price range, easy to use)
BAEMIN kitchen: food directly prepared by only BAEMIN
Brand ambassadors are well-known to the young such as: Trấn
(distinctive dress code in comparision to other brands and exclusive design, font and character “The Fat Cat” for the Vietnamese market)
It has an excess of human resources as a result of the online ride hailing app Grab.
More Moca wallets have been incorporated into the app for simple payment.
24 hours a day, seven days a week
You gain points for using the service, which you can then exchange for gifts or vouchers.
Each member is eligible for a number of promotions at different levels.
When a customer has an issue, treat it with compassion and resolve it.
Before making a purchase, customers can read comments, reviews, and photographs.
There is a lot of restaurant data out there, and it’s emerged in a lot of provinces and cities.
There are numerous payment options available, including the AirPay e- wallet and credit card payments.
Special offers for each store are frequently available.
Bookings for groups are encouraged.
Food search engine suitable for individuals of all ages.
There are many restaurants to choose from, so it should be easy to find something you enjoy.
Foodstore pictures have not yet been fully updated.
There is no chatbot to solve consumer issues immediately
Cannot pin your location accurately, you'll have to manually enter it
Offers differ depending on the device and the individual.
It's difficult to find a customer's favorite grocery store.
Customers have a large choice of restaurant to select from.
For certain mall restaurants that do not have a contract, a charge is added to the application.
The order is still being verified, and the shipper is still choosing an order.
The app does not accept card payments or e- wallets.
Target Customer analysis and Positioning strategy
Target Customer analysis
- Genders: Both male and female
- Aged: Between 18 and 22, 23 and 29 years old
- Occupation: University students, part – time workers, full – time office worker
- Family size: Single, in relationship, young married couple
Living in urban areas, key cities such as Ho Chi Minh and Ha Noi
- Reason to buy: Time constraints, discount, desire to save money on trip
After finishing their shift, workers feel hungry and recognize a need to eat something during a quick lunch break Time constraints push them to seek fast, convenient options so they can have a satisfying meal and still be on time for the next shift This recognized need—hunger paired with limited lunch time—drives their choice of where to eat and what to order, prioritizing speed without sacrificing the ability to return promptly to work.
+ Evoked set: They begin browsing for eateries using food delivery apps and compare between the potential apps and decide to choose BAEMIN
BAEMIN designed its app with a distinct main color and an intuitive, easy-to-use layout to enhance the customer experience The platform clearly separates healthy options from sweet items, making it simple for users to filter and choose the cuisine they want Customers also rely on reviews from others to inform their decisions, using social proof to compare options These tangible design choices and social signals help users understand what they will receive for their money and reduce uncertainty or perceived risk when ordering.
During the service encounter stage, the BAEMIN app enhances the user experience by integrating popular mobile wallets like ZaloPay and Momo and offering a range of payment promotions, making mobile transactions faster and more convenient These wallet partnerships and promotions help maximize convenience and encourage more customers to pay through the app The cute packaging also motivates customers to photograph their meals and share images on social media, boosting BAEMIN's visibility and organic reach Altogether, these features create opportunities for direct customer interaction with BAEMIN and strengthen overall brand engagement.
In the post-encounter stage, BAEMIN customers are satisfied when BAEMIN’s performance meets or exceeds their expectations This satisfaction leads to a higher likelihood of repeat purchases, continued loyalty to BAEMIN, and positive word-of-mouth about the platform’s quality and service.
- Benefits sought: Convenient, low cost
- Occasion of using the product: Lunch, dinner
- Lifestyle: Healthy, Fast – paced living, enjoyable, pleasant
Positioning strategy
BAEMIN is a service-focused meal delivery platform After a successful one-year launch in Ho Chi Minh City and expanding its coverage to 18 central districts, BAEMIN scaled its operations to Hanoi and, most recently, Da Nang in 2021.
Since entering the Vietnamese market in 2019, BAEMIN has quickly established itself as one of the three most trusted food delivery apps among young users, alongside Grab Food and Now Its distinctive branding—a playful Fat Cat mascot wearing a conical hat and a riding helmet against a mint-green app interface—helps BAEMIN stand out and build recognition The brand’s exclusive slogan “BAEMIN nóng giòn đây!” echoes the familiar Vietnamese street-food chant “Bánh mì nóng giòn đây!”, creating a sense of closeness and trust with customers BAEMIN has carved a niche in localized marketing by launching highly targeted district-level promotions that rapidly capture market share within each district, rather than deploying broad city-wide incentives like competitors such as Grab Food, Now, or GoJek This approach highlights BAEMIN’s focus on community-specific promotions and fast market penetration in Ho Chi Minh City and beyond.
BAEMIN targets customers within a 2-3 km radius of their home or workplace, focusing on the central region to attract sellers and buyers in tightly defined geographic niches and gradually expanding to new areas From its early days in Vietnam, BAEMIN captured attention not only with its distinctive mint-green branding but also with the slogan “BAEMIN nóng giòn đây!”, underscoring a commitment to delivering meals that are hot and flavorful To reinforce reliability, BAEMIN’s delivery team calls customers to confirm each order, ensuring accuracy and giving diners greater confidence in the service.
BAEMIN offers numerous promotions with discounts of 50% to 80% off a single order, but each deal requires a minimum spend and is capped by a maximum discount Since BAEMIN targets young customers aged 23–29, the brand uses trendy calls to action and timely discount announcements to ride the latest trends, including phrases like “Đưa tay đây nào, order chung bạn nhớ” and “Tâm trạng thế nào, giảm giá thế ấy,” which inject energy, optimism, and a love of life into the shopping experience.
BAEMIN differentiates itself in the online food delivery market by regularly introducing first-to-market messaging tailored to each target customer group, a strategy that sets it apart from Grab Food, Now, and GoJek The campaigns that follow illustrate how BAEMIN continually engages diverse audiences and drives brand awareness across segments.
BAEMIN launches "Quán ngon quận mình," a location-based collection that spotlights nearby restaurants and eateries within customers’ neighborhoods The feature provides location-based recommendations so users can easily choose meals from options near them, ensuring that delivered food stays fresh, tastes authentic, and preserves the dish quality By streamlining the decision process and highlighting local options, it helps save time and makes discovering great neighborhood cuisine more convenient.
Secondly, "Try a Little Healthy." BAEMIN recognizes consumers' growing interest in healthy eating and has launched a second collection called "Try a Little Healthy," featuring healthy recipes and menus recommended by notable KOLs such as Châu Bùi, Helly Tống, and Hana Giang Anh To broaden campaign coverage, BAEMIN also highlights healthy drinks and has modernized its app interface in partnership with Music Marketing to boost visibility and engagement.
"Em bé" MV by Amee and Karik.
Thirdly, Bánh ngọt is BAEMIN’s collection that invites female customers to treat themselves to the priceless sweetness of life with bakery cakes and treats popular among young people The campaign refreshes its interface with a pink pastel and mint green color scheme and pairs this with the Music Marketing "Ngọt" MV by Justatee and Rhymastic to attract a vibrant, youthful audience.
Positioning map
Analyze the Marketing Mix strategy
Information
To maximize value from BAEMIN's food delivery service, customers need access to relevant information When using the BAEMIN delivery app to order meals, users receive menu options from a range of stores and restaurants aligned with their eating preferences In addition, customers can check store details, browse items, read prior customer reviews, and learn about the shipper.
Order taking
BAEMIN uses Application element to approach their target audience BAEMIN introduce gift card for women’s day, the perfect gift for female colleagues
Figure 4 2 BAEMIN customized their menu information
Billing
BAEMIN caters to university students and office workers with busy lifestyles who dislike waiting for a bill at offline outlets and dealing with corrections or refunds afterward By using BAEMIN, each restaurant’s menu is clearly presented on the platform, allowing customers to check prices before ordering, and the app displays the bill digitally, eliminating printed receipts and saving time.
Payment
When order food and drinks in BAEMIN app, customers can choose 1 of 2 options: pay directly in cash to the shipper or pay via MOMO e-wallet.
BAEMIN’s enhancing supplement including consultation, hospitality,
BAEMIN’s website provides clear, step-by-step instructions for ordering food through its online platform, helping new users quickly understand how the app works from the moment they download it The onboarding content walks customers through account setup, selecting a restaurant, placing an order, applying promos, and tracking delivery, making the entire experience intuitive and user-friendly for first-time users.
Figure 4 3 BAEMIN special gift for women's order
BAEMIN, the food delivery app, gives a birthday gift to customers who submit their date of birth during registration and continue to order through the platform The birthday presents include tasty biscuits in a beautifully packaged box and compelling discount vouchers, designed to reward loyal users who have consistently chosen BAEMIN for their meals This gesture expresses appreciation for customers who trust and use BAEMIN, reinforcing brand loyalty and encouraging ongoing engagement with the service.
BAEMIN partners with outlets to provide eco-friendly plastic and paper packaging that ensures food safety, keeps meals warm, and supports sustainable delivery When placing an order, customers can choose from 20 eco-friendly container options, including plastic food boxes, and business owners can receive a 20% discount voucher.
BAEMIN promptly addresses customer dissatisfaction about long delivery times or poor food and drink quality by delivering fast, empathetic responses and concrete solutions The customer support team acknowledges complaints, offers a sincere apology, and investigates the issue to identify root causes—whether it’s a delayed delivery, an incorrect item, or subpar quality—and then resolves it with remedies such as a discount code for the next order, a refund, or a replacement This rapid-response approach helps restore trust, reduce churn, and reinforce commitment to reliability By actively tracking feedback, BAEMIN continuously improves service efficiency, communicates transparently with customers, and ensures issues are resolved to the customer's satisfaction.
How did BAEMIN innovate their service?
Supplementary service innovations involve adding new facilitating or enhancing elements to a core service or to an existing supplementary service, significantly improving its value Among food-delivery apps, BAEMIN uniquely supports placing multiple orders at the same time, a feature not yet available in the other applications.
Distribution
4.2.1 Distribution options for serving customers
Determining the type of contact is essential, as BAEMIN riders visit the customer's site to fulfill deliveries Outlets and partner restaurants collaborating with BAEMIN provide food services to a wide array of customers, driven by location-specific demand.
4.2.2 Channel preference: For BAEMIN’s target audience, convenience is a key driver of channel choice
BAEMIN drives service delivery innovations through technology, supported by a dedicated website that provides comprehensive information about the company, its services, and career opportunities for drivers The platform also lets customers select denominations for each card, with varying card values designed for different uses, offering flexibility and clearer value in every transaction.
Discount cards are available in three denominations, each delivering a 100K discount on your order but with different usage limits The 100K denomination card gives a 100K discount and can be used only once; the 300K denomination card gives a 100K discount and can be used three times; the 500K denomination card gives a 100K discount and can be used five times.
Figure 4 5 BAEMIN's friendly envvironment plastic food box
Price
The pricing objectives of BAEMIN determine where actual prices should be set given the feasible range provided by the pricing tripod analysis.
Price Strategy Objective: Patronage and User-Based Related Objective: In the express delivery industry, BAEMIN is competitively priced, with varied rates for clients and driver partners.
4.3.1 BAEMIN uses competition – based pricing strategy
Customers are charged the following shipping fees by BAEMIN:
- Travel distance under 3km: same price 15.000 VND per order
- For distances of 3kn or greater, add 15.000 VND + 5.000 VND for each addition kilometer
BAEMIN’s nonmonetary cost, or time cost strategy, recognizes that today’s time-constrained customers treat time as a precious resource comparable to money They speak in terms of budgeting, spending, investing, wasting, losing, and saving time, signaling that every minute matters Because the time spent on one activity represents an opportunity cost—the potential value that could be generated by using that time more profitably elsewhere—consumers seek faster, more efficient experiences that minimize time costs while maximizing overall value.
Meanwhile, Now and Grabfood’s customer are charged with the following shipping fees:
- Grabfood: For the first 3 kilometers, the minimum fee is VND 12,000 or VND 15,000, depending on the restaurant, and VND 5,000 for each additional kilometer.
- Now: Orders delivered from 0km to 3km are 15,000; orders delivered from 3.1km to 4km are 18,000; orders delivered from 4.1km to 5km are 20,000
BAEMIN will deduct 10% VAT from the total shipping income for each successfully delivered order BAEMIN receives a 20% discount on the remaining shipping revenue, while Partners receive an 80% discount.
BAEMIN has shifted from traditional cost accounting to activity-based cost management (ABC), recognizing that nearly every activity within a firm directly or indirectly supports the production, marketing, and delivery of goods and services The approach emphasizes distinguishing between mandatory operational activities and discretionary ones, since pruning activities under conventional cost control can erode the value delivered to customers when those activities are actually essential to maintaining service level and quality To align incentives with this framework, BAEMIN now employs three distinct types of bonuses.
Bonus for high-value orders: In Ho Chi Minh City and Hanoi, driving partners will receive an additional 5,000 VND per order for every successful order with a total food value greater than 150,000 VND before applying the offer.
- Daily Bonus: Based on the number of orders completed during the day, the driver partner receives the relevant Bonus.
BAEMIN Đi chợ Bonus offers partners an additional incentive when they complete the BAEMIN Đi chợ application, with rewards that vary by city—Hanoi, Ho Chi Minh City (HCMC), and Da Nang—while the program is not currently available in Can Tho.
4.3.4 Key categories of rate fences
- Time of booking or reservation: Night surcharge: The delivery fee for each order placed after 10 p.m will be automatically increased by 5,000 per order (The customer is responsible for payment.)
- Flexible delivery fee: When the weather is bad and the order volume is high, BAEMIN automatically charges clients in the area a flexible delivery fee (ranging from 3000 to
- Parking surcharge: BAEMIN charges an extra 5000 parking cost to customers who reserve at the Trade Center Restaurant.
- Delivery fee: When placing an order in Ho Chi Minh City, BAEMIN allows consumers to select "Request delivery" and charges a delivery fee of 15000/order This charge includes a $5,000 deposit (of which the partner receives 100%) and a $10,000 service fee (Partner receives 80 percent , BAEMIN collects 20 percent discount) BAEMIN, on the other hand, has yet to implement door-to-door delivery in Hanoi, Da Nang, and Can Tho.
- Service fee: Customers must pay a fee of 2000 per order when ordering through the BAEMIN app The "Total amount to be paid" part of the client app includes service costs.
- Customers who place low-value orders are charged a small order fee.
Promotion
Prospects: Customers in their forties and fifties can become potential customers because they are easily influenced by their children who use an online food ordering application.
Users: Because of the discount programs that BAEMIN offers, young people such as students and office workers between the ages of 20 and 30 make up the majority of BAEMIN's users.
Employees: Shippers and teams from each BAEMIN department are also among the target audiences that BAEMIN must focus on and target.
With a target demographic of female office workers aged 20 to 30, BAEMIN dives into a variety of emotional components in order to fulfill their different dietary requirements As a result, BAEMIN's communication campaigns always highlight the most important tasks to complete.
- Emotions can be used to extract customers' ideas and impressions about food choices, pushing them to act on campaign objectives.
- Create memorable images of companies and BAEMIN brands.
- Build awareness and interest in an unfamiliar service or brand.
- Build preference by communicating the strengths and benefits of a specific brand.
- Reduce uncertainty and perceived risk by providing useful information and advice.
- Teach customers how to use a service to their best advantage.
BAEMIN operates an online-first service model where the customer experience happens outside traditional storefronts, and while users won’t interact with an interior designer, they directly shape feedback on BAEMIN’s corporate design The brand’s visual identity centers on a pastel mint color palette, a prominent cat mascot, and a modern, youthful aesthetic that together create a distinctive look across all touchpoints This identity is reinforced through typography on uniforms, delivery bags, and hats, giving BAEMIN a consistent and recognizable presence in the delivery ecosystem By maintaining a steady stream of social media posts that highlight the care taken at every stage of the service environment, BAEMIN reinforces the impression of meticulous brand stewardship, with the ultimate aim of helping customers recognize and remember the brand more easily.
Frontline employees: For this channel, BAEMIN had a detailed and well-defined
Figure 4 6 BAEMIN's service outlets for BAEMIN's partners where there are videos to guide the application procedure and the essential driving skills.
BAEMIN promotes self-service delivery via social media and its website, while customer service is available through the app The BAEMIN website also provides the registration path to become a sales partner, guided by a unique protocol for official partner onboarding Prospective sales partners can register online or call the hotline at 19003090 to share their information with call center staff directly There are still some restrictions on how the hotline can be used.
Customer training: BAEMIN has trained customers how to use this service on the
BAEMIN offers comprehensive, up-to-date details on its service delivery process directly through its social platforms—the BAEMIN fanpage, YouTube channel, official website, and e-commerce forums—so users can quickly familiarize themselves with how the service works and learn how to use it to their best advantage, guided by clear information, practical tips, and steps to optimize their experience.
Within its in-house advertising campaigns, BAEMIN has harnessed a music marketing strategy to drive a massively successful campaign Music marketing has long been a potent avenue for brands to convey their messages to the public, and BAEMIN quickly capitalized on this potential By weaving music-centered content into its branding—focusing on catchy hooks, memorable visuals, and shareable moments—the company amplified its reach, sharpened its brand messaging, and boosted audience engagement.
Figure 4 7 BAEMIN's rider are trained to speak English recognized this trend, owning two ADS MVs and one storytelling video within three years of operating in Vietnam
=> The common thread running through these three ads is INSIGHT and CONSUMER BEHAVIOR.
BAEMIN's core audience is women, especially office workers and modern professionals, defining the brand's target market Demographically, the 25–34 age group has generated the largest share of interest at 57.5% since inception, with the 18–24 bracket close behind at 38.1% In terms of actual customers, women make up about 67.8% of the user base, while men account for roughly 24%.
People who desire to eat regularly but are still afraid to get out of their comfort zone. Because good restaurants are frequently located a long distance from home.
Those who desire to eat well but are frightened to COMMENT on the quality of the food to the owner.
=> This is the KEYWORD DEEP BAEMIN is going for, based on these two common points.
BAEMIN achieved strong success after three campaigns, cementing its position in the food delivery market By providing useful information and practical advice, the brand reduces customer uncertainty and perceived risk when choosing a delivery service BAEMIN consistently understands consumer psychology and trends, leveraging music and storytelling to engage audiences and shape brand perception These strengths position BAEMIN as a serious competitor in the food delivery industry, with statistical evidence underscoring its competitive stance.
Campaign 1: Storytelling delivered strong results for BAEMIN, with a 9.5% rise in app installs during May 21–28, 2020, a 4.2-point increase in ad recall, and a 3.5-point gain in brand awareness without support.
Campaign 2: “Thử chút healthy” - MV “Em bé” - Amee, Karik
After only two weeks, the video had 11 million views and was the top trending YouTube video after only three days.
Total Number of Comments (Buzz Volume): 41,472
Audience Scale Number of participants in the discussion: 29,839 - Sentiment Score: 0.81 Relevancy Score: 0.28
Campaign 3: Ngọt - JustaTee x Rhymastic x BAEMIN
After only two days, the video had achieved 1 million views and was ranked #10 on YouTube's trending list.
BAEMIN has partnered with ChieuDuong Media to promote the BAEMIN brand through a 'down the street' campaign The outdoor advertising billboard is prominently displayed on Phu Dong Thien Vuong Street and in other districts day and night, drawing a large number of passersby.
BAEMIN's outdoor campaign centers on the tagline “Delicious restaurant in my district,” pairing with Tran Thanh, dressed in blue, as they traverse Saigon to highlight BAEMIN’s edge over the big players By focusing on high-quality, tasty meals delivered directly to customers, the campaign emphasizes a direct connection with diners while making app ordering quick and easy and ensuring meals that taste great.
Young Saigonese are increasingly drawn to the striking visuals of BAEMIN riders as the brand kicks off its push to win Vietnamese customers with a parade through Saigon’s District 1 and District 3 on June 27–28 The event marked one of BAEMIN’s early campaigns to establish brand presence in Vietnam, featuring riders cruising the streets on white Vespas One rider stood out in a mint-green blouse and cap, embodying the fresh, youthful image BAEMIN aims to project.
BAEMIN launched and immediately aligned with the music event Vlive: VHeartbeat in July, adopting the idea of "the country of Kim Chi." After just one month of operating in Vietnam, BAEMIN made a strong impression on users with its "ticket campaign," which quickly spread across the internet community.
Figure 4 9 BAEMIN’s exteriors of bicycles
Figure 4 10 BAEMIN's poster on Facebook about Vlive event
BAEMIN seized the opportunity to elevate its brand by becoming the official partner of the event The campaign lineup included two "Get Tickets" initiatives, and within just one month the brand generated 2,126 mentions across online communities, rapidly spreading BAEMIN's message.
BAEMIN featured a standout booth at the event, enabling participants to check in and enjoy live virtual experiences on event day, while a smaller booth showcased BAEMIN Gourmet’s exclusive items, Chubby Chicken and Pulloo Hot Dog By listening to participants' wants and preferences, BAEMIN made a lasting impression from the debut, capturing the attention of today’s youth.
Figure 4 11 BAEMIN Gourmet's exclusive items c) Sales promotion:
BAEMIN wins over new users by presenting exceptionally attractive rates and delivery-fee offers, turning first-time customers into loyal fans To stay competitive against major players such as Grab, Now, and Gojek, BAEMIN continually crafts targeted promotions that resonate with price-conscious shoppers Knowing that customers routinely compare deals and favor services with lower delivery costs, BAEMIN consistently upgrades its promotions—covering price cuts, shipping-fee reductions, and more appealing product offers—to captivate and retain users The platform deploys seasonal campaigns and regular monthly or quarterly promotions, including buy-one-get-one-free deals and coupon-code specials, ensuring BAEMIN remains top-of-mind for value-seeking customers.
For employees: In 2021, as the COVID epidemic becomes more complicated, BAEMIN's partners - drivers working for the same brand - will be better supported in terms of spirit
Process
BAEMIN's information-processing approach powers the online food ordering experience: when hunger hits, users pick their favorite or well-known outlets, browse and scan menu items, and select a dish that matches their craving They then choose between pickup or delivery and complete payment—via MOMO or directly to the shipper—to finalize the order This streamlined user journey—from restaurant selection to payment—captures the essence of BAEMIN's service.
Using a service blueprinting methodology, this analysis explains essential tasks from both the customer and provider perspectives and examines how mobile technology shapes BAEMIN's service experience across the end-to-end delivery journey, including app onboarding, order placement, live tracking, and post-delivery support By mapping front-stage touchpoints and backstage processes, it shows how the Baemin app, GPS optimization, driver communications, and real-time alerts influence satisfaction, trust, and loyalty The discussion also identifies three potential areas of failure—order accuracy and fulfillment, communication and status updates during delays, and payment flow or app performance—and offers practical strategies to improve service design, reduce risk, and enhance resilience in BAEMIN's delivery ecosystem.
"bottlenecks'' that could severely impact the consumer experience Finally, we will offer some ideas for how BAEMIN may solve these issues.
We'd like to summarize what we determined to be the three most important client activities in guaranteeing the success of the BAEMIN service:
Before cell phones and the digital revolution, customers would call their favorite restaurants or stores to place orders, and a delivery person would bring the meals to their doorstep The entire process was manual, relying on spoken confirmations and handwritten notes, which created numerous opportunities for errors and mismanagement As a result, order accuracy was often compromised, deliveries could be late or incorrect, and the customer experience was unreliable.
For example, a milk tea shop can boost customization and customer satisfaction by preparing drinks in real time during direct interaction with the customer, whether through a delivery partner facilitating on-demand assembly or by in-store staff assembling the drink in front of the customer This real-time, personalized preparation highlights each customer's preferences and increases perceived value, making customization a key driver of customer satisfaction and overall business success.
4.5.2.1 Step 1: User enters BAEMIN app
Whenever user feels hungry, instead of going out and searching for food, simply he or she can enter BAEMIN app.
4.5.2.2 Step 2: Selects the favorite milktea flavour
All available milktea products, along with their pricing, will be published online in the BAEMIN food ordering system.
While in-restaurant staff can explain the menu to customers, many diners appreciate the ability to browse the online menu at their own pace, selecting their favorite dishes without feeling rushed BAEMIN streamlines this experience by presenting a clear online menu and easy ordering options In addition, BAEMIN offers a delivery time option that lets customers choose an exact delivery time based on their availability.
4.5.2.3 Step 3: Add items to cart
In online food ordering, after selecting your dishes, you add the items to your cart The cart page clearly shows the total price and each item's price, so you can review costs at a glance You can easily add or remove items and adjust quantities, helping you order exactly what you want within your budget.
4.5.2.4 Step 4: Pay and order online
Users provide a delivery address and complete payment for their chosen meal After payment is verified, the transaction is confirmed and BAEMIN’s restaurant partners are instantly notified of the new order along with the customer’s details.
4.5.2.5 Step 5: Food preparation and delivery
When a customer places an order, BAEMIN immediately notifies the restaurant partner about the new order and the estimated delivery time, allowing them to prioritize meal preparation After the meal is prepared, it is safely delivered to the customer through BAEMIN's online food delivery system The platform also provides real-time order tracking, so users can monitor the status of their food at any time.
Physical Evidence
BAEMIN’s app color scheme centers on mint green paired with white, a choice that honors Korean cultural identity while projecting a charming, youthful vibe tailored to the brand’s target demographic This clean, distinctive palette reinforces a memorable brand image for both users and office staff, making recall easy and ensuring consistent presentation across all brand touchpoints.
BAEMIN's in-app promotions are organized by menu-specific content, with sections such as 'Top brands' showcasing partners like Highlands, Popeyes, and Tocotoco The 'What's tasty nearby' section provides location-based restaurant recommendations, while the 'Final bite discount' offers hourly deals on selected dishes By regularly refreshing the app interface to reflect events, BAEMIN creates a sense of novelty that attracts younger users and keeps the platform engaging.
Shipper attitude: A proactive shipper team that calls customers after an order is placed signals certainty and professionalism, making buyers feel secure and aware that they can modify or cancel the order if needed This post-order follow-up reassures customers, reduces ambiguity, and builds trust in the service By clearly offering options to change or cancel, the company demonstrates flexibility and enhances perceived reliability For SEO-friendly content, incorporate terms like shipper attitude, post-order follow-up, order modification, cancellation options, customer reassurance, and professional service to improve visibility and relevance.
BAEMIN’s outdoor billboards stand out with a large light mint-green backdrop, bold white typography, and a smiling delivery driver, creating a welcoming, distinctive brand atmosphere Placed at intersections and roundabouts across the city, the boards feature district-specific, punchy rhymes such as “Tan Binh: That’s my neighborhood—order and I’ll deliver” and “District 3: As soon as you step out, I’ll be at your door.” These short verses tend to linger in customers’ minds after a day at work, helping BAEMIN differentiate itself in the crowded online food-delivery market.
Figure 4 21 Brand image of a funny cat and delivery man
External customers can replace the default payment method (the standard money option) with alternative payment options, such as ATM/debit cards, Visa/MasterCard credit cards, Momo wallet, and ZaloPay wallet, making payments more convenient.
Promotions: BAEMIN frequently runs sales promotions during the hours of 11 a.m to
BAEMIN’s promotional strategy uses time-based discounts to boost app usage, with offers active from 12 p.m or 3 p.m to 6 p.m Customers can save by entering discount codes like “Weekend code,” which provides 50% off up to 30,000 VND on orders of 35,000 VND or more, and “HANQUOC,” which gives 35,000 VND off on orders of 40,000 VND or more for Korean dishes and partner restaurants in the program These discount codes attract a large student audience who enjoy the savings and often invite friends to join.
BAEMIN's promotional activities create the impression that users receive more value by ordering through BAEMIN than by using other apps or dining directly at the restaurant The availability of discounts on individual items further encourages customers to place orders even when they are not hungry, driving higher order frequency and a stronger sense of savings.
BAEMIN's Quán ngon quận mình collection connects customers with nearby restaurants to bring dishes that are not only appealing but also arrive hot and retain their original heat and quality, ensuring a satisfying dining experience from doorstep to table By prioritizing proximity, the platform delivers fast delivery speed you can trust, making BAEMIN the preferred choice during peak hours.
Eateries Quality: BAEMIN's partners are almost all popular with young people and typical of their respective neighborhoods so customers can completely trust the food suggestions from BAEMIN.
Application interface uses a two-tone color scheme of mint green and white Unlike Grab Food, Now, or GoJek, each food item—drinks, snacks, fast food, and more—features a self-drawn cartoon logo as its theme image This design choice is visually appealing to customers, helps users quickly identify their favorite foods, and adds an adorable vibe to the app.
BAEMIN shippers' uniforms, helmets, and food containers are all in a unified mint green that mirrors the app's main hue, creating a cohesive brand look across the delivery experience This synchronization reinforces brand recognition while delivering a light, cute vibe that appeals to customers The pastel mint shade is especially well-suited for the target audience of office workers aged 20 to 30 and young fans of Korean culture who favor soft, pastel colors By aligning every touchpoint—from apparel to gear—with this color palette, BAEMIN strengthens visual consistency and reinforces the friendly, approachable image of its delivery service.
Figure 4 23 BAEMIN’s call to action sentences
An illustration features a plump, funny cat wearing a mint-green helmet perched on a shipper's food container, all drawn in BAEMIN's signature mint green This playful image conveys youthfulness and humor, signaling that BAEMIN is an app built for its own generation The bold mascot and consistent mint color reinforce the brand identity and give target customers the impression that BAEMIN is a focused, generation-oriented food delivery platform.
BAEMIN’s branding relies on simple, on-trend call-to-action lines that feel immediate and engaging Examples include CTAs like “BAEMIN is hot and crispy here!”, “Reach out—let’s order together,” and “No reason to order, you just need a promo code.” These catchy phrases energize the target audience by reinforcing BAEMIN’s trendiness, while also nudging customers to use the delivery service even when they’re not hungry.
BAEMIN's catchy slogan, "BAEMIN nóng giòn đây!", is prominently printed on delivery boxes, capturing drivers’ attention as they pass by and boosting brand visibility The phrase also builds trust and a sense of familiarity and warmth with Vietnamese customers, leveraging local resonance similar to the familiar slogan "Bánh mì nóng giòn đây!" to foster loyalty and a cozy brand connection.
An analysis of BAEMIN's physical evidence elements shows the brand excels at captivating its target audience through a cohesive mint-green visual identity, engaging promotional activities scheduled throughout the day, and memorable, trendy calls to action The cute mint-green imagery reinforces brand recognition, time-optimized promotions keep BAEMIN top of mind across different moments, and the punchy CTAs convert engagement into action, effectively impressing BAEMIN's core customer group.
BAEMIN’s brand recognition among potential middle-aged buyers has risen sharply, particularly among adults in their forties and fifties who use apps popular with their children To capitalize on this momentum, BAEMIN should run extensive discount campaigns and offer family dining vouchers that appeal to these parents, leveraging the platforms and apps their families already engage with.
People management
Human resources management - How does BAEMIN get right in?
In this section, we will discuss BAEMIN’s HR strategies that can help BAEMIN’s service to move toward its goal
BAEMIN's ideal hire is self-leading, confident, and outstanding, a profile that shapes the company's recruitment strategy for functional disciplines Building on these traits, BAEMIN plans to hire a large number of professionals in core functional areas For roles in other departments, hires will be selected according to criteria tailored to the company’s goals and culture.
BAEMIN engages two essential partner groups—delivery drivers and restaurant partners—inviting them to register for free and maintaining a careful, multi-step screening process to ensure high output quality and alignment with the brand For drivers, BAEMIN’s onboarding is a quick seven-step registration that includes a preliminary test and can be completed online or offline For restaurant partners, the onboarding is a streamlined two-step process that takes about two minutes, yet it rigorously verifies that BAEMIN’s criteria and goals are met.
=> These HR processes illustrate that the registration processes for becoming a partner are quite extensive, and that the recruitment staff works actively to find candidates that match the brand's image.
4.7.2.1 Building high performance service delivery teams:
BAEMIN always cares about developing team structures and skills Every aspect of BAEMIN is clearly motivated to grow to its full potential Because BAEMIN is a fast-growing company, team members will have many opportunities to accelerate While each person is hired for a specific task, their abilities and interests will play a big role in their learning, development, and transfer to other departments.
In response to the continuously changing FoodTech landscape, BAEMIN motivates their employees to keep up with consumers and the market so that they are aware of how it may impact their work They must also learn from each other and the industry in order to improve their skills and better serve users.
We provide necessary interviews for newbies in addition to training sessions This is an opportunity for them to view the market immediately, as well as interact with riders and
37 merchant partners Every week, each department receives input from consumers, restaurants, and drivers (voice of customers, voice of merchants, and voice of riders)
BAEMIN operates a YouTube channel called Học viện BAEMIN, dedicated to training drivers and sharpening their skills The program offers intensive courses in basic English and essential first aid to help drivers perform more effectively on the road These training modules are hosted on YouTube, enabling drivers to access them anytime and anywhere, making the information highly accessible and packed with practical, essential knowledge for safe and efficient service.
4.7.3 Motivate and Energize BAEMIN’s people
BAEMIN maintains transparent, legally compliant payment and performance bonus structures, along with attractive gifts for staff, drivers, and restaurant partners Unlike its competitors, BAEMIN offers partner-dedicated websites where driver salaries, restaurant earnings, and partner bonuses are publicly published These sites provide up-to-date, clearly articulated information on salaries, bonuses, and other financial terms, backed by focused, detailed policies designed to support rapid service.
Figure 4 24 BAEMIN’s first-aid instructions
Evaluation and Recommendation
Product
BAEMIN has a clear product strategy and could accelerate growth by expanding its product line with city-wide delivery services These extensions would serve existing customers by meeting a broader range of needs and also attract new customers with different requirements.
Price
COVID-19 has reshaped consumer buying patterns and tightened household budgets, so BAEMIN should lower delivery prices to meet evolving customer needs To support the platform ecosystem, discounts are offered for driver partners to safeguard their livelihoods and discounts for restaurant partners to encourage ongoing cooperation and growth.
BAEMIN Đi chợ should extend beyond Hanoi, Ho Chi Minh City, and Da Nang to additional cities like Can Tho and Hai Phong, among others, to broaden reach and grow the online shopping ecosystem Expanding to more cities will encourage more customers to shop online and boost order volume, which in turn increases revenue for driver partners This market expansion strengthens BAEMIN's competitive position in Vietnam's on-demand grocery market, improves delivery coverage, and fosters sustainable growth for the platform By prioritizing geographic expansion and online shopping adoption, BAEMIN Đi chợ can attract new users, improve customer engagement, and create more income opportunities for driver partners.
Figure 5 1 BAEMIN should extend to medium cities
Distribution
Currently, BAEMIN is only present in big cities in Vietnam, I think BAEMIN should expand its service to other potential markets such as Hue, Hai Phong, Nha Trang.
Promotion
From our perspective, BAEMIN excels in brand communication, delivering its message to the target audience with efficiency and creativity The ads do not primarily emphasize practical dining details such as meal options, delivery speed, or promotion policies Instead, BAEMIN focuses on emotional engagement with users, guiding them to not only eat well but also have fun and feel physically and mentally satisfied.
Process
BAEMIN has built a strong, transparent food delivery process that puts the customer first, and to sustain this momentum the platform should continue providing clear, concise information while introducing default on-the-way rider messages—such as “sure” and “no problem”—to speed up communication Regular app updates are essential to keep the BAEMIN app reliable, secure, and capable of supporting new features that enhance delivery efficiency and overall user satisfaction.
Physical evidence
An analysis of BAEMIN's physical evidence elements shows the brand successfully impressing its target customer group through a cute mint-green visual identity, timed promotional activities, and catchy, memorable calls to action that feel trendy and relevant This cohesive approach strengthens brand recognition, enhances engagement, and drives action by aligning imagery, promotions, and CTAs across different times of the day.
BAEMIN’s brand recognition among potential middle-aged buyers has improved dramatically, creating an opportunity to engage this demographic more effectively To capitalize on this growth, BAEMIN should run frequent discount campaigns and offer family dining vouchers that specifically target customers in their forties and fifties, who tend to use apps that their children use.
People
BAEMIN, in my perspective, has put a lot of effort into managing his human resources.
I believe BAEMIN should implement more policies focused on driver health and morale to strengthen the company’s HR function A practical step would be to establish a fixed number of rest stops in central areas, giving drivers a reliable place to rest and have meals during shifts and helping maintain their well-being and productivity.