[Report] 'Targeting Korean Taste'... Trying Gordon Ramsay Street Burger

First Overseas Opening
Targeting Korean Taste with 'Dan-Jjan' Menu
Differentiated by Using Handmade Sauces

On the 27th, the Gordon Ramsay Street Burger Trade Center branch was bustling a day before its opening. Passing through the cluttered store entrance and stepping inside, the ceiling adorned with graffiti inspired by the free-spirited London and the chic black counter caught the eye. On one side of the store, goods such as mugs, T-shirts, and hats featuring the brand logo were also displayed.

The Gordon Ramsay Street Burger Trade Center branch, opening on the B1 floor of Hyundai Department Store in Gangnam-gu, is the first overseas store of Gordon Ramsay’s third brand, ‘Street Burger.’ After British star chef Gordon Ramsay launched the London store in 2020, this marks his first venture into a foreign country, Korea. The burgers consist of a total of eight types, including signature menus like ‘The London,’ ‘J.F.C.,’ ‘#Bae,’ and the vegan menu ‘Not So Simple.’ Additionally, various side dishes such as ‘Sweet Chili Kimchi’ and ‘Sweet Corn Balls,’ which can only be tasted in Korea, are also sold.

Gordon Ramsay Street Burger's signature menu item 'J.F.C' and side menus 'Sweet Chili Kimchi' and 'Sweet Corn Ball'.
[Photo by Lee Seohee]

One of the representative menus, J.F.C., first gave me the impression of being ‘substantial.’ The fries, which can be added for 7,000 won to the single item, looked thick and crispy at a glance. Taking a big bite of the burger, I felt a spicier and sharper taste than typical chili sauce. When I asked the chef in charge about the sauce blend, the answer was, “It’s a homemade sauce mixed with domestic red pepper powder, gochujang, mayonnaise, vinegar, and more.” Tasting it again, I noticed a subtle vinegar flavor I hadn’t realized before. The vinegar taste, not too strong, balanced the burger’s unique heaviness, allowing me to enjoy it without getting tired until the last bite.

Another feature was the thick chicken patty comparable to fried chicken. Unlike eating a common chicken burger, it had a much thicker and crispier texture. Kim Doeun, Marketing Team Leader of Gordon Ramsay Restaurant Korea, explained, “Unlike in the UK, where chicken is coated with flour and fried immediately, our domestic stores coat the chicken with a homemade batter before frying.” She added, “Through this, we tried to create the thick chicken texture that Koreans prefer.”

On the 27th, Bang Juhwan, Executive Director of Jingyeong Industry, burger chefs from Gordon Ramsay, and Lee Seungwon, Store Manager of Hyundai Department Store Trade Center Branch, cut the opening commemorative cake at Gordon Ramsay Street Burger's first store, Trade Center Branch.
[Photo by Lee Seohui]

The side menu Sweet Chili Kimchi was a unique dish with sweet wings mixed with kimchi juice and kimchi pieces. It felt like a ‘sweet and salty’ menu that added sweetness to the familiar kimchi flavor for Koreans. Another side menu, Sweet Corn Balls, were crispy as they were fried whole in a round shape using corn kernels. Sprinkling the accompanying lime juice enhanced the flavor.

Team Leader Kim emphasized, “Gordon Ramsay Street Burger, opening in Korea for the first time overseas, is a brand designed with a more casual concept than existing brands, offering dining-level burgers at affordable and reasonable prices.” She added, “While preserving Gordon Ramsay’s unique style, the menu has been adapted to suit Korean tastes to provide satisfaction to customers.”