Woowa Brothers, operator of Baedal Minjok, or Baemin, is strengthening cooperation with Jangs Food, which runs 60gye Chicken and Stella Tteokbokki, to pursue shared growth and boost brand competitiveness.

Woowa Brothers said on April 21 it signed a strategic memorandum of understanding with Jangs Food. It plans to cooperate to expand synergies on its delivery platform and increase sales for franchisees. The main focus is to broaden the partnership across advertising, marketing promotions, exclusive launches of new menu items and pickup services.

The companies will jointly pursue an optimized advertising strategy within the Baemin app to maximize customer touchpoints and expand brand awareness for 60gye Chicken and Stella Tteokbokki.

They will roll out cooperation to enhance synergies, including large promotions timed to key seasons, development of Baemin-only planned menu items and tailored marketing based on customer relationship management. They also plan to strengthen marketing linked to Baemin's subscription service, Baemin Club, to expand customer benefits and increase brand loyalty.

They will also strengthen cooperation in pickup services. Baemin will enhance the visibility of pickup services for 60gye Chicken and Stella Tteokbokki. It also plans to provide focused support for related marketing packages to activate both offline visit demand and online orders.

In addition, the companies will share operating metrics for online sales growth and use data-based analysis to enhance service quality. They plan to secure high-quality customers and build a stable ordering environment, while jointly providing consulting and marketing support for stores based on sales data by franchisee to promote tangible growth for restaurant owners.

Kim Ji-hoon (김지훈), head of Woowa Brothers' business division, said the agreement is meaningful in creating a cooperative model in which a platform and franchises combine marketing capabilities to raise franchisee sales in a tangible way. He said the company will continue to support sustainable growth through various collaborations tailored to each brand's characteristics.