[Edaily Reporter kim mi-kyung ] "I’m working part-time delivering pizza! But people don’t recognize me as much as I thought they would, lol."

You ordered a pizza, and the delivery person turned out to be Baek Jong-won? Baek Jong-won, CEO of the restaurant franchise company The BORN Korea, took to the streets on his own motorcycle to promote Baek Boy Pizza’s new menu.

#The BORN Korea announced on the 6th that, in a video titled “My Food, My Way 2” released on the YouTube channel “Baek Jong-won,” CEO Baek worked as a one-day delivery rider at a Baekboy Pizza franchise in South Chungcheong Province to meet with customers. The Bon Korea stated that he volunteered to make deliveries to promote the new menu item, “Cheese Kick Hot Stone Bulgogi Pizza,” while also assisting the franchise owner, who personally handles a significant portion of the deliveries.

That day, CEO Baek rode a motorcycle himself to visit customers who had placed orders. He didn’t stop at simply delivering the pizzas; he also staged a surprise event by gifting an additional slice of the new menu item, which he had prepared at his own expense. He even put on a performance in front of the customers who received the pizzas, sprinkling cheese and red pepper on the pizza himself to complete the new dish.

As seen in the video, customers could not hide their surprise at CEO Baek’s unexpected appearance. A cheerful encounter unfolded on the spot, with everyone taking commemorative photos together and chatting. He also kept his promise to the firefighters. After promising firefighters he encountered during his delivery run, “I’ll bring you pizza during your lunch break,” CEO Baek later actually visited the fire station with the pizzas. The firefighters were delighted, exclaiming, “You really sent it?” and were surprised all over again to discover that the person who delivered the pizza was CEO Baek himself.

The new menu item featured in the video, the “Cheese Kick Hot Stone Bulgogi Pizza,” is a reinterpretation of Baekboy Pizza’s signature “Freshly Baked Hot Stone Bulgogi Pizza” with a new combination of toppings. The pizza, baked in an oven to capture the flavor of Saemaul Restaurant’s hot-stone bulgogi, is topped with shredded cheese, Grana Padano, and crushed red pepper. It features a combination of the rich, nutty flavor of three cheeses—including mozzarella—and a spicy kick.

This new menu item is available at all Baekboy Pizza locations nationwide, with the exception of a few stores. To celebrate the launch, Baemin is offering a 7,000-won discount on all menu items through the 15th. Until the 11th, customers can receive an additional 3,000-won discount on the Cheese Kick Hot Charcoal Bulgogi Pizza, for a total savings of up to 10,000 won. Details can be found on the Baemin app.

A representative from The BORN Korea stated, “CEO Baek personally took on delivery duties to help franchisees promote the new menu and bring unexpected joy to customers,” adding, “We hope this video sparks curiosity about the new topping combinations and encourages people to try the new menu items.”

Meanwhile, the video has been generating buzz, surpassing 152,404 views on YouTube just 15 hours after its release on the 5th.