The 2026 FIFA North and Central America World Cup has led to an unexpected surge in the delivery industry as matches involving the South Korean national soccer team are scheduled in the morning. The usual evening demand for food deliveries has shifted to the morning, fueled by heightened viewer interest, resulting in a significant increase in orders for popular snacks like chicken and pizza. Delivery platforms are now engaged in a discount competition aimed at both home viewers and office workers to capitalize on this trend following the team's first match victory.
According to Nielsen Korea, the viewership rating for South Korea's opening match against the Czech Republic on June 12 at the Estadio Guadalajara reached 8.5% on KBS 2TV and 5.7% on JTBC. Online support was also strong, with up to 4.82 million people simultaneously streaming the match on Naver's platform, Chijijik.
Delivery consumption patterns have changed as well. According to Woowa Brothers, the operator of Baedal Minjok, the number of orders placed between 9 a.m. and noon on June 12 increased by 36.6% compared to the same day last month, and by 51.5% compared to the previous week. Orders surged by 90.6% during the hour leading up to the match, from 10 a.m. to 11 a.m.
Notably, chicken orders saw a remarkable increase. Typically low during morning hours, chicken orders skyrocketed by 875.8% compared to the previous week, nearly a tenfold rise. Group orders from office workers also contributed to the increased demand. In major business districts such as Jongno, Gwanghwamun, Euljiro, Yeouido, and Gangnam, order volumes rose by 46.4% compared to the previous week, with Gwanghwamun seeing a 115% increase. A representative from Woowa Brothers stated, "It is unusual to see such a spike in orders during the morning hours. The World Cup has created a new delivery culture."
Yogiyo also benefited from the World Cup surge, with a significant increase in orders on June 12 compared to the previous week. The peak ordering times also differed from the norm. Typically, weekday orders peak between 10 a.m. and 11 a.m. on Fridays, but on this day, demand surged between 9 a.m. and 10 a.m. due to the match viewing.
The delivery industry is leveraging the heightened excitement of the World Cup as an opportunity to expand sales and enhance related marketing efforts. With increased interest in the national team following their first match victory, the strategy is to capture the home and office viewing demand to maintain the morning surge. The South Korean team is set to face Mexico on June 19 and South Africa on June 25, both at 10 a.m.
Coupang Eats is running a chicken discount event until June 30 to capture the demand for chicken. They are hosting a prediction event for expected scores before the matches, offering a 10,000 won discount coupon through a lottery, and providing up to 6,000 won in thank-you coupons based on actual match scores.
Baedal Minjok is launching the "Baemin Eating Festival," featuring over 100 popular brands, including chicken, until July 19, offering customers discounts of up to 10,000 won.
Yogiyo is competing by emphasizing reward benefits. They are hosting a "Mega Reward Festival" until July 5, offering up to 10,000 points for customers who place four or more orders, with a maximum of 50,000 points during the event period. They are also providing discounts of up to 13,000 won on popular brands like chicken, pizza, and snacks that are frequently ordered during World Cup viewings. A Yogiyo representative stated, "Despite the unusual timing of weekday morning matches, interest and excitement for the World Cup are high. We will provide a variety of food options and generous discounts to enhance the viewing experience for our customers."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.