Eating delivery food has now become the daily eating habits of modern people. Instead of leaflets, it is natural to look at the application (app) and order food at a nearby delivery restaurant, and I am used to bullet delivery and same-day delivery by solving necessary items by ordering on the Internet. Korea’s delivery culture continues to develop to the extent that it is difficult to find people who do not use delivery apps.
Even if you look at the monthly average mention of “delivery” in big data, the number of comments has increased every year since 2016 (171,795), exceeding 200,000 this year (218,273). Recently, the number of restaurants that can be delivered, including famous local restaurants, luxury restaurants, and dessert cafes, which were not delivered, is expected to increase interest as convenience stores also jump into the delivery market.
If you look at the related emotional words of “Delivery,” “I want to eat” topped the list. As the most popular thing in delivery is food, there were many people who ordered it because they wanted to eat it. As the keyword “I want to eat” is mentioned more than the keyword “I’m hungry,” there are times when I order food because I’m hungry, but it seems that more people order food because they want to eat it. People easily and comfortably search for restaurant information through delivery apps, review reviews, and refer to reviews from those who have eaten first to reduce failures.
Also, there were people who looked around the delivery app and looked for good restaurants because they were bored, not to eat anything. The keyword “busy” appeared as I used the delivery service because I didn’t have time to cook or buy necessary items. Even if you have time, the keyword “tired” also appeared as you felt that it was annoying to go out and buy things or eat food.
When looking at the keywords related to the emotions felt after using the delivery service, “delicious” was the most common, and many people liked fast and simple delivery services such as “good,” “fast,” and “diverse.” Meanwhile, the keyword “expensive” has also appeared, and many seem to say that the delivery fee is expensive for receiving separate delivery fees from the delivery app recently. In addition, as most places require a minimum order amount, complaints are increasing as they have to order unnecessarily large amounts of food.
Beyond the same-day delivery and rocket delivery, where delivery products can be received as soon as possible, the popularity of “morning delivery,” which is delivered at dawn when ordered at night, is increasing.
Looking at the trend of mentions of “morning delivery,” it can be seen that interest in the number of cases increased sharply from 136 in 2016 to 36,222 by May 15 this year. The reason why it is possible to deliver early in the morning is that it makes a decision based on data and makes a “predicted order.” Existing companies prepared products after receiving orders from customers, but companies that deliver early in the morning use past order data to predict orders for the next day and place orders in advance. This early-morning delivery not only accelerates delivery, but also affects many factors such as jobs and commodity prices.
Looking at the emotional words of “morning delivery,” the positive emotional words were 69% and 79% in January and February, respectively, but they are generally falling to 51% in March and 53% in April. Looking at the positive emotional words of “morning delivery” shows satisfaction with receiving products quickly, such as “comfortable,” “comfortable,” and “good.” In the past, many places did not deliver foods that could come cold or go bad, but due to the nature of early morning delivery, foods such as salads and fruits could be received fresh, resulting in “fresh” keywords.
However, concerns about this delivery system are also increasing. As offline sales decreased, there were many concerns about the effect of a decrease in employment in the wholesale and retail business or the working environment of delivery drivers at dawn. In fact, according to a research institute, the number of employed people in the wholesale and retail sector fell by 16,000 between 2014 and 2017. Although picking (packing) part-time jobs at delivery drivers and logistics centers have gained popularity as a side job that can raise money in a short period of time, many people quit, which is said to be suffering from labor shortages. As awareness of environmental problems such as overpackaging caused by early morning delivery also increased, “ethical” keywords appeared.
Comparing the related keywords of “delivery,” it can be seen that the keyword “instant” has decreased and the number of mentions of “side dishes” and “home meal” keywords has increased compared to the past. Unlike in the past, when instant foods such as chicken and hamburgers were mainly delivered as late-night snacks, the use of fresh food increased due to early morning delivery. The keyword ranking of “Refrigerator” has also increased, and delivery of food, or food ingredients, has increased.
With the keyword “kitchen” also appearing, it seems that more people who cook food use delivery. As the number of online markets focused on premium products such as organic and fresh increased, the keyword “premium” appeared. Beyond this early morning delivery, the keyword “regular delivery” has recently emerged as regular delivery, which receives regular delivery according to the time and amount set by consumers. It is said that products such as cosmetics, liquor, and desserts as well as food and ingredients are regularly available.
Looking at the shopping keywords of “morning delivery,” “bread” was the most popular item. Bread, which is easy to eat for breakfast, has appeared as a related word, and it is more popular because people who think about their health or go on a diet can easily access whole wheat bread and vegan bread. Products such as “salad” and “strawberry” that are difficult to receive fresh with regular delivery were popular in early morning delivery. Just as there were many people who used milk delivery in the past, there were many people who used dairy products such as milk and yogurt for early morning delivery.
Among yogurt, many fresh and healthy products such as organic, sugar-free, and Greek yogurt were found. Many people order food ingredients through early morning delivery, and keywords such as “cheese,” “onion,” “egg,” and “meat” appeared, and among the meat, “chicken breast” (587 cases) or “beef” for steak (384 cases) were popular. The keyword “Butter” also appeared as many people are looking for salt-free and salt-free butter by early morning delivery in order to eat butter that cannot be missed in cooking.
SOPHIA KIM
ASIA JOURNAL
