If Payments Are at a Record High, Why Does Everyone Say Business Is Struggling?

An independent exercise, not a statement by the video creator or verification of every claim in the video.

Calculate Acquisition-Cost Recovery Before Focusing on Repeat Rates

In an independent example, advertising costs KRW 1,000,000 and brings 100 actual new customers, giving acquisition cost of KRW 10,000 each. At revenue of KRW 30,000 per visit and a 30% contribution margin after ingredients, platform fees and discounts, the first visit contributes KRW 9,000 and does not recover acquisition cost. Assume 50% of the original customers return exactly once during the observation period, with no additional acquisition or retention cost: expected visits are 1.5, expected contribution is KRW 13,500 per customer, and the balance after initial acquisition cost is KRW 3,500. That balance precedes rent and fixed payroll and is not accounting net profit. Track the entire initial cohort over the same period rather than averaging only returning customers, and avoid deducting coupon costs twice as both variable and acquisition expenses.

Check for yourself

1. Is the denominator actual new customers rather than advertising viewers or visits?
2. Do discounts, platform charges and menu contribution margins differ between initial and repeat visits?
3. Is the observation period long enough for returns, and does it track the entire original cohort?

Limits of application

This independent calculation is not actual store performance and assumes naturally occurring customers and those who would visit without advertising have been separated. Contribution margin per visit is held constant, omitting fixed costs, tax, capital costs and additional retention expenses. The comparison alone does not determine advertising increases or continued operation.