Crispy Texture Popular... No Brand Burger's Crunch Menu Sells Out Fast

Sales of 'Garlic and Garlic' Burger Surpass 100,000 in 2 Weeks
'Crunchy Wing' Records 300,000 Cumulative Sales in One Month

[Asia Economy Reporter Lim Hye-seon] Shinsegae Food announced on the 20th that the sales of the No Brand Burger's 'Garlic & Garlic' burger, which was introduced with garlic chips on the 5th, surpassed 100,000 units in just two weeks. The 'Garlic & Garlic' burger contains thinly sliced, crispy fried garlic chips along with garlic sauce, providing a crunchy texture when bitten. Additionally, among the 14 types of burgers offered by No Brand Burger, the 'Garlic & Garlic' burger rose to 4th place in sales rankings.

Side menu items with a crispy texture are also popular. The 'Crunchy Wing,' launched by No Brand Burger last month, recorded cumulative sales of 300,000 units within a month, ranking first in sales among all side menus (excluding French fries). This figure is twice as high as the previously sold chicken nuggets. The 'Crunchy Wing' is coated with a batter developed to maximize crispiness. In particular, during the second week of September, the 'Crunchy Wing' gained popularity on social networking services (SNS), leading to a sold-out situation, prompting Shinsegae Food to initiate emergency additional production.

The company analyzed that due to the prolonged social distancing, consumers have developed a strong preference for crispy textured menus as fatigue from delivery food has increased. In reality, when hot food is placed in delivery containers, it tends to become soggy due to moisture, or if the delivery time is long, it is difficult to enjoy the texture experienced in-store properly.

Shinsegae Food plans to target consumers by promoting the strengths of crispy textured menus such as the No Brand Burger 'Garlic & Garlic' burger, 'Crunchy Wing,' and 'Onion Ring' through YouTube advertisements and viral marketing.