Thanks to Dubai Jjondeuk Cookies and Butter Rice Cakes... Baemin Sees Surge in Americano Orders in the First Half

Americano Orders Surge in Early-Year Dubai Jjondeuk Cookie Boom
Hamburger Orders Rise 14.2% Year-on-Year Amid High Prices

This year, the most noteworthy items in the food delivery and dining-out market during the first half have been Americano and hamburgers. The surge in Americano orders was driven by the popularity of new desserts such as Dubai Jjondeuk Cookies, and demand for hamburgers also grew as a result of high inflation.

Number of Americano and Dubai Jjondeuk Cookies delivery orders on the Baedal Minjok App in the past year. Baemin

On July 19, Baemin (Baedal Minjok) released the first-half edition of its '2026 Baemin Dining-Out Trend' report, which analyzes proprietary order data from January to May and helps its partner restaurants operate more efficiently. Americano and hamburgers were selected as the top trending menu items.

From January to May this year, the number of Americano orders nearly doubled, surging by about 60% compared to the same period last year. While Americano has consistently been a steady-selling item, this sharp increase over a short period is also related to the popularity of 'Dubai Jjondeuk Cookies.'

Many consumers chose Americano as the beverage to pair with Dubai Jjondeuk Cookies. In the first quarter of this year, among Dubai dessert orders, Americano was included 12.7% of the time—about ten times more than cafe lattes, which came in second at 1.3%.

Orders for Americano continued to rise even after the Dubai Jjondeuk Cookie craze subsided in March. Despite trends shifting to desserts such as butter rice cake and salt bread, the demand for Americano remained steady. This reflects the versatility of Americano, as it pairs well with desserts and all kinds of food, and is sought after as a palate cleanser following spicy or rich-tasting meals.

From January to May this year, the most commonly ordered items with Americano (excluding beverages) were: ▲1st Salt Bread ▲2nd Cookies ▲3rd Rice Cake ▲4th Financier ▲5th Waffle. In addition, several other top 100 items that are frequently ordered with Americano include soup tteokbokki (20th), kimchi fried rice (44th), and seasoned fried chicken (95th). There is also a noticeable trend where items previously paired with soda are now enjoyed with Americano instead.

Baemin commented, "Americano is not only popular as a standalone beverage but also shines as a premium supporting menu alongside desserts and main courses. Introducing set menus that incorporate Americano quickly is also an effective strategy."

Amid high inflation, orders for 'hamburgers'—a reasonably priced meal option—also surged. According to delivery order data from the Baemin app, orders for hamburgers from January to May increased by 14.2% year-on-year and by 46.5% compared to two years ago. 

Hamburgers are a menu item that can be enjoyed together with a beverage and side menu for around 10,000 won. On top of that, various hamburger brands have released new products featuring unique ingredients or collaborated with celebrity chefs, catering to the current consumer trend of seeking both value for money and novelty. These factors have contributed to their rising popularity.

Baemin added, "It is also interesting to note that burger side menus have expanded beyond the traditional French fries to include items such as cheese sticks, hash browns, corn salad, and coleslaw."

Park Jinsu, Head of Partner Operations Center at Woowa Brothers, said, "We are providing a variety of content utilizing Baemin's data so partners can respond nimbly to the rapidly evolving delivery and dining-out trends. We will continue to support our store partners' operations moving forward."

Baemin Dining-Out Trend is content based on Baemin data that introduces know-how and strategies for partners to utilize trends in delivery and dining-out. The 2026 Baemin Dining-Out Trend report is available for free at Baemin Dining-Out Plaza. In December, Baemin plans to release new trend keywords offering a preview of next year's delivery and dining-out market.

This content was produced with the assistance of AI translation services.