Strengthening the Use of Signature Name 'Ria's'
Lotte GRS's burger franchise Lotteria announced on the 18th that it will change its brand identity (BI) for the first time in about 12 years under the slogan 'TASTE THE FUN' and also revamp the names of its menu items and promotions.
The new brand slogan 'TASTE THE FUN' expresses the intention to add delicious enjoyment to customers' daily lives by providing pleasant experiences through various touchpoints such as space and service, as well as the joy of taste that can be felt through delicious menu items.
The new BI redefines and modernizes the heritage of the national brand that has lasted for about 45 years and embodies the will for innovation for the future, according to the company. Through the BI, Lotteria aims to strengthen brand awareness, build an integrated identity, and expand versatility in overseas markets. The BI will also be used as a development motif for store design graphics and product illustrations, starting with the introduction in domestic stores in September, and will be applied to stores both domestically and internationally in the future.
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Along with this, to emphasize the uniqueness and differentiation of products, the signature name 'Ria’s' will be actively used to change the names of main menu groups. As a result, signature menu items such as Bulgogi Burger and Shrimp Burger will be renamed 'Ria Bulgogi' and 'Ria Shrimp,' respectively. Lotteria plans to strengthen customer communication using 'Ria' going forward.
A Lotte GRS official said, “We wanted to embody the strong will to maintain the heritage of the Lotteria brand for about 45 years and promote future development in the BI, wordmark, and symbol,” adding, “The change in the main menu names is also part of the transformation to emphasize uniqueness and differentiation and to imprint the brand more clearly on customers through consistent communication.”
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