25.08.14.Today News : Theborn Korea Faces Backlash Over Up to 61% Price Hike for Baekboy Pizza Dough and Sauce

Theborn Korea Faces Backlash Over Up to 61% Price Hike for Baekboy Pizza Dough and Sauce

• Franchise owners accuse company of “giving with one hand and taking with the other” just 4 months after announcing ₩30 billion support plan

Theborn Korea is under fire from its Baekboy Pizza franchise owners after announcing a significant increase in the supply prices of essential ingredients. The move comes only four months after the company unveiled a ₩30 billion franchise support package, sparking accusations that the price hike undermines the spirit of mutual growth.

The Bon Korea has decided to significantly raise the delivery price of essential ingredients supplied to its pizza brand “Bbongboy Pizza” franchisees, sparking strong opposition from store owners.

Theborn Korea recently sent notices to all Baekboy Pizza franchisees outlining a “change in mandatory item supply terms.” According to the notice, starting September 1, all stores will be required to adopt the new “Baekcook New Pizza Sauce” and three sizes of “Baekcook New Ball Dough” (400g, 250g, 180g).

The company claims the new sauce enhances the natural flavor of tomatoes by adding extra puree, while the upgraded dough, enriched with butter, delivers a softer texture and richer taste.

However, franchise owners are more concerned about the sharp price increases than the recipe changes. The price for a set of 50 pieces of 250g dough will jump from ₩32,560 to ₩52,624 — a 61.6% increase. Likewise, the 3kg x 4 set of pizza sauce will rise from ₩42,240 to ₩54,780, marking a 29.7% hike.

Franchisees criticize this move as a reversal of the company’s earlier commitment to mutual growth. In May, Theborn Korea announced a ₩30 billion support package that included royalty exemptions, ingredient discounts, and marketing assistance. But many now see the hefty price hikes for mandatory ingredients as effectively nullifying those benefits.

One store owner said, “I was hopeful after hearing about the support package, but this sudden price increase feels like the company is squeezing us to recover the money it gave out.” Another expressed concern that “if prices go up, some menu items will exceed ₩30,000, and customers will simply choose other brands.”

Industry observers warn that raising ingredient costs amid sluggish domestic demand could hit sales hard. If Baekboy Pizza’s menu prices exceed those of competitors, the brand risks losing loyal customers and may struggle to attract new ones.

Theborn Korea insists the changes are still under discussion. “No final decision has been made on the dough change or price hike,” a company spokesperson said. “Our goal is to upgrade the menu to boost both customer satisfaction and store competitiveness.” Still, skepticism remains among franchisees, with many doubting whether their feedback will genuinely influence the outcome.

One-line summary : Theborn Korea is facing strong backlash from Baekboy Pizza franchisees over plans to raise the prices of mandatory ingredients by up to 61%.