Baemin's Coupon Discount Change Sparks Merchant Backlash Over "Passing Costs"

South Korean food delivery platform Baemin has altered its coupon discount system, a move that has drawn strong opposition from restaurant owners. Previously, Baemin's coupons would first reduce the delivery fee, with the remaining cost covered by the restaurant. However, the new system applies the coupon discount directly to the menu price, meaning the entire discount is now borne by the restaurant. Merchants argue this change effectively shifts the cost burden onto them, leading to reduced profits. They express concern that this new policy will negatively impact their businesses, particularly smaller establishments that operate on thin margins. The platform's decision has ignited a debate among restaurant owners about the fairness of such discount structures and their financial sustainability. Many are questioning whether Baemin is adequately supporting its merchant partners or prioritizing its own market position at the expense of its users. The situation highlights ongoing tensions between delivery platforms and the businesses that rely on them for customer reach.