[비즈한국] Baedal Minjok (Baemin) is drawing industry attention as it pushes for an exclusive partnership with Cheogajip Seasoned Chicken. While Baemin has offered benefits such as reduced commissions, franchise owners feel burdened by the requirement to list exclusively on a single platform. In particular, as critics argue that this collaboration excludes competing platforms and hinders fair market competition, the controversy over exclusive dealing is intensifying.
'Baemin Only' promises lower commissions, but owners say “the burden is too high”
On the 27th of last month, Woowa Brothers, the operator of Baedal Minjok, and Korea 153, the operator of Cheogajip Seasoned Chicken, signed a Memorandum of Understanding (MOU). Both companies agreed to jointly pursue online-focused sales strategies, including menu optimization tailored to delivery trends, brand shop operations, and joint promotional planning. They are also set to discuss establishing programs to support franchise owners and utilizing Baemin's global network to assist Cheogajip Seasoned Chicken's entry into overseas markets.
The most notable part of this agreement is the introduction of the so-called 'Baemin Only' system, which requires exclusive listing on the Baemin platform. According to industry sources, Woowa Brothers is collaborating with Korea 153 to promote this to franchise owners. The plan under review is to provide a reduction in the Baemin brokerage fee from the existing 7.8% to 3.5% for stores that withdraw from other delivery platforms.
The commission reduction promotion will run temporarily until May, and both companies plan to consider extending it based on market conditions. It is reported that Korea 153 is currently in the process of obtaining consent from franchise owners for withdrawing from other delivery platforms and operating exclusively on Baedal Minjok.
Korea 153 stated, “We plan to conclude franchisee consent by this week, and the current trend of the consent rate is positive,” adding, “We will determine whether to continue it based on the results after the temporary operation until May.”
There is dissatisfaction and concern among franchise owners regarding this collaboration. While there is the advantage of lower commission burdens with exclusive listing on Baemin, there is fear that a structure forcing total reliance on one specific platform poses a significant management risk.
One franchisee expressed frustration, saying, “Baemin limits the deliverable distance in real-time based on weather or the supply of riders; if this radius narrows, our store does not appear on the app screens of customers outside that range. If we only list on Baemin and visibility decreases this way, it would be fatal to our sales, which is a huge burden.”
The fact that the commission discount is only temporary until May is another factor increasing the dilemma for owners. Another franchisee said, “If the 3.5% commission could be maintained long-term, it would be worth considering, but since it might only be a benefit for a few months, it’s hard to make a decision.”
However, since those who do not agree to the exclusive entry are excluded from various Baemin discount and promotional benefits, some criticize that franchise owners are essentially being forced to follow the headquarters' demands, effectively stripping them of their right to choose. Cheogajip Seasoned Chicken has been engaging in aggressive marketing through Baemin, such as offering 4,000 won discount coupons.
Regarding this, Korea 153 explained, “We intend to focus benefits on stores that expressed willingness to participate in order to utilize our limited marketing budget more efficiently,” and added, “This collaboration is not a contract based on the exclusion of specific platforms, but a voluntary joint marketing program for increasing store sales. We judge that it will help improve profit for owners by using the most efficient channel based on performance.”
Exclusive dealing? KFTC says “Not right now, but…”
Industry insiders interpret Baemin’s sense of crisis as the background for the exclusive entry strategy. According to Mobile Index by IGAWorks, Baemin’s Monthly Active Users (MAU) only grew from about 23.06 million in August 2025 to about 23.25 million in January this year, with a growth rate of just 0.8% over six months. Conversely, during the same period, Coupang Eats' MAU increased by 10.5%, from about 11.74 million to 12.97 million.
The gap between the MAUs of Baemin and Coupang Eats narrowed by more than 1 million in just six months, leading to assessments that there is a growing need for an exclusionary strategy to keep loyal franchise businesses locked into their platform.
This is not the first time Baemin has attempted exclusive entry with a franchise. In May last year, it attempted a 'Baemin Only' collaboration with Kyochon Chicken. At the time, a plan was reviewed to fully waive brokerage fees on the condition that franchise owners withdraw from Coupang Eats.
However, it was pointed out that the condition restricting the use of certain platforms could fall under exclusive dealing prohibited by the Fair Trade Act, and as public criticism spread regarding the infringement of consumer choice, both companies eventually suspended the agreement.
The push for collaboration with Cheogajip Seasoned Chicken is also sparking controversy. Under the Fair Trade Act, exclusive dealing refers to acts that restrict trade with competing platforms in exchange for using a specific platform. The method of providing differential marketing support based on whether a store withdraws from other platforms, as in this case, could be interpreted as unfair pressure that infringes upon the franchisee's right to choose.
In response, the Korea Fair Trade Commission (KFTC) expressed the view that while the exclusive entry strategy could have characteristics of exclusive dealing, it is difficult to consider it immediately illegal. A KFTC official explained, “Not all exclusive dealing is illegal,” and added, “The key to determining illegality is whether the act results in an actual restriction of market competition.” The official further added, “The competition-restricting effect is acknowledged only when other delivery platforms are placed in a significantly disadvantageous position in competition or face the possibility of being forced out of the market.”
The official also mentioned, “It is difficult to create such a market situation through the exclusive listing of a single franchise,” and said, “At this stage, it is unlikely that Baemin’s exclusive entry strategy will be viewed as illegal exclusive dealing.”
However, they also noted that the assessment could change if the exclusive entry strategy expands to multiple brands. The KFTC official stated, “If the same type of exclusive dealing is repeated across multiple brands, the possibility of it being recognized as illegal may increase accordingly.”