Lotteria Renovates Strategic Store 'Lotte World Mall Branch'... Introduces 'World Tower Shrimp Burger'

Strategic Transformation into a Store Tailored to the Commercial District After 10 Years

Lotte GRS announced on the 20th that it will reopen the newly renovated Jamsil Lotte World Mall store as part of fostering specialized stores tailored to the commercial districts where the burger franchise brand Lotteria is located.

The Lotteria Lotte World Mall store is located on the basement first floor of Lotte World Mall. Unlike the existing sales-focused stores, it was designed with a different concept to suit the unique commercial district within the complex shopping mall, featuring interior design, an MD zone, and specialized menu composition.

Based on Lotteria’s new slogan revealed in July, "TASTE THE FUN," the store applied a newly redefined brand BI and the interior design concept called 'TTF.' The store creates a friendly atmosphere with brand colors, bright lighting, and an open interior. Additionally, an MD zone featuring various goods using the new BI was set up, offering a total of 11 items including mugs, clothing, and stickers. This adds the function of a small market where customers can browse accessories, moving beyond just a dining space.

Leveraging the unique characteristics of the Lotte World Mall location and analyzing sales data before the renewal, the store exclusively introduces two specialized burger menus called ‘World Tower Shrimp Burger 2 types,’ using the popular ‘Ria Shrimp’ which has secured a high sales ranking and become a signature menu. The main feature is a thick whole shrimp patty with increased shrimp content, reminiscent of a tall tower. To provide rich texture and flavor, the patty weight and shrimp content were increased about twice compared to the existing burger. The burgers are styled like handmade burgers with romaine lettuce and red onions, and are sold in two sauce variations: ‘World Tower Shrimp Sweet Chili’ and ‘World Tower Shrimp Lemon Cream.’

A Lotte GRS official stated, "The Lotte World Mall store is one of the strategies to enhance store-specific efficiency by tailoring interior design and menu development to the commercial district through the renewal of an existing store, moving away from franchise uniformity. Following the specialized Hongdae store, we plan to develop the Lotte World Mall store as a hub store that provides new experiences to customers."