Conflicts between franchises and delivery apps have led to the emergence of both the 'delivery price system' (dual pricing system) and the 'self-pricing system,' causing a surge in dining prices.
According to the industry on the 15th, the chicken franchise bhc, operated by Dining Brands Group, has introduced a self-pricing system this month that allows franchise owners to set chicken prices. This effectively marks the beginning of the era of delivery price autonomy. Even within the same app, menu prices vary widely. For bhc's 'Quasak King,' the price is 21,000 won at location A and 24,000 won at location B.
Some chicken brands, such as Jadam Chicken and Jikoba Chicken, have imposed a dual pricing system where in-store and delivery prices differ, raising chicken prices by 1,000 to 2,500 won. While the dual pricing system applies a uniform price differentiated across all franchise outlets, the self-pricing system allows individual owners to set prices independently, considering local characteristics and revenue.
Most franchises operate under a system where the headquarters sets a recommended retail price for consumers, which the franchise owners follow. However, under the franchise business law, the headquarters cannot mandate pricing to franchise owners.
While it is said to be a measure to alleviate the burden of delivery app fees on franchise owners, from a consumer standpoint, it amounts to a price increase. Furthermore, with the introduction of the self-pricing system, prices may vary by franchise, forcing consumers to compare prices at different locations.
There are analyses suggesting that only the delivery platforms may benefit. According to the delivery app coexistence plan, fees are charged based on sales amounts, meaning as sales increase, the fee rates also climb. Thus, when food prices rise, the delivery apps' revenue naturally increases as well.
Currently, delivery apps Baedal Minjok and Coupang Eats charge a fee of 7.8% and delivery charges between 2,400 to 3,400 won for stores within the top 35% of sales. Yogiyo charges fees between 4.8% and 9.7% based on sales volume and order count. Additionally, Baedal Minjok and Yogiyo each impose packaging fees of 6.8% and 7.7%.