외식업체의 배달앱 이용이 경영 성과에 미치는 영향 - 배달앱 주요 이용 업종을 대상으로 -

Abstract

This study investigates the impact of food delivery app usage on the business performance of restaurants, focusing on annual revenue and operating profit. Amid the rapid digital transformation of the foodservice sector, delivery apps have become increasingly prominent. Using data from the 2022 Foodservice Business Management Survey conducted by the Korea Rural Economic Institute, this study analyzes 2,622 valid samples across major restaurant sectors where delivery apps are widely used. A Weighted Least Squares (WLS) regression model was employed to assess the effect of delivery app usage while controlling for business type, store size, industry category, and region. The results indicate that restaurants using delivery apps recorded significantly higher revenue (approximately 48.4 million KRW) and operating profit (approximately 5.5 million KRW) than non-users. Sector-specific analysis revealed that Japanese restaurants experienced the highest positive revenue effects, whereas kimbap and snack restaurants showed statistically significant negative effects. Regionally, restaurants in Seoul, the capital region, and the Chungcheong area outperformed those in the Honam region in revenue, with capital and Gyeongbuk regions also showing higher operating profits. These findings confirm that delivery app usage can enhance restaurant performance, although the effects vary by industry and region. Nonetheless, the study has limitations: it uses only 2022 data during the early stage of the post-COVID normalization period, and it does not account for cost-related variables such as platform fees and advertising expenses. Despite these limitations, the study contributes to platform economy research by offering empirical evidence on the financial impact of delivery apps on restaurants.